Unlock the Power of the AI Stack to Accelerate Your ... · Unlock the Power of the AI Stack to Accelerate Your Success in Google Ads September 17, 2019

Unlock the Power of the AI Stack to Accelerate Your Success in Google AdsSeptember 17, 2019

www.morevisibility.com | © 2019 MoreVisibility 2

#MVchat

Meet Jessica

Jessica is a bright young woman,

24 years old, single. She recently

graduated in Finance.

internship program abroad

Her goal: an internship program

abroad within the next year.


#MVchatThe User’s Journey Is Complex

EngageDisplay Ad

EngageVideo Content

SearchMid-Funnel

Keywords

Conversion

on Website

VisitWebsite

Awareness Consideration Decision

SearchBottom of

Funnel

Keywords

EngageSocial Media

Consumers consult an average of 10.4 sources before making a purchase decision

SearchTop Funnel

Keywords


#MVchatToday’s Learnings Apply to Any Business, Any Audience

Joe (Business Man):

Searching for

e-commerce logistics

Charles (Super Dad) and

Jill (Super Mom):

Searching for a new house

Kayla (Stay-at-Home Mom):

Looking for

fitness classes

Kate & Jason (College

Students): Searching for

tickets to a show

Carla (Power Executive):

Searching for

B2B services

Maria & Alonso (Married 15

Years): Looking for

healthcare services


#MVchatThis Is Us: The Digital Marketers


#MVchatThe Mobile Device Revolution

Mobile has changed how we act and react in life

Immediacy of action

Acting on any stimulus, whenever we’re motivated to

High expectations

for relevance and for frictionless experiences

Unscripted decisions

People are more loyal to the need in the moment vs. a brand


#MVchatThe AI & Machine Learning Revolution

Programs with the ability to learn and

reason like humans.

Algorithms with the ability to learn

without being explicitly programmed.

Learn more:

https://developers.google.com/machine-learning/crash-course/

https://ai.google/stories/


#MVchatHow Can We Personalize Ads at Scale in Google Ads?


#MVchatIntroducing “The AI Stack”

2) Smart Creative

Adopt Responsive

Search & Display Ads

and Dynamic Search

Ads.

1) Smart Bidding

Use Google’s machine

learning to optimize

bids in real-time.

3) Smart Audience

Leverage Audience

Signals to reach the

most valuable users.

4) Smart Attribution

Go beyond last-click

to fully understand

your customer journey.

Smart Bidding


#MVchatGoogle Ads Advanced Machine Learning

Bids are adjusted in real time based on each unique user’s combination of signals.


#MVchatThe Power of Google Ads Optimization Signals


#MVchatWhat Are Your Smart Bidding Options?

Enhanced CPC

Google can increase or decrease your bid on the likelihood of driving the

conversion.

Drive as many conversions as possible within your specified

budget.

Attain as many conversions as possible, while maintaining your

target CPA.

Get the highest conversion value possible at your

target return on ad spend (ROAS)

Learn more: https://support.google.com/google-ads/answer/7065882?hl=en


#MVchatApply Smart Bidding Based on Your Campaigns Goals

Leverage Machine Learning while retaining more control over your bids.

Enhanced CPC

Total conversionswithin a specific budget

Total conversions within a specific CPA target

Revenue within a specific ROAS target

Smart Creative


#MVchat

Creatives that adapt to the user’s experience in real-time, powered by smart bidding and

smart audience targeting.


#MVchat


#MVchat

Advertisers only had the option to create image and text ads as single whole unit.

It was important to predict what complete messaging would resonate best with users.

1. Responsive Ads

The Past


#MVchat

Responsive Search and Display Ads allow advertisers to create a bank of assets that can be arranged to create many different permutations that can be tested.

Google will then automatically test different combinations of assets and learn which combinations perform best.

1. Responsive Ads

Today


#MVchat

Responsive Search Ads allow advertisers to write up to 15 different headlines and up to 4 different descriptions – this results in over 43,000 possible permutations!

1. Responsive Search Ads


#MVchat1. Responsive Search Ads


#MVchat

Responsive Display Ads adapt to the increasingly diverse mix of content types and screen sizes.

2. Responsive Display Ads

Responsive

Text

Responsive

ImageNativeCreative Assets

Image

Headline

Description


#MVchat

Responsive Display Ads adapt to the increasingly diverse mix of content types and screen sizes.

2. Responsive Display Ads + Video

Creative Assets

Image

Video

Headline

Description Add up to 5 videos

Connect directly to YouTube assets


#MVchat

For the first time, you can reach people who are actively searching on Google, to drive action on YouTube.

3. Custom Intent for YouTube

The power of Search intent on YouTube.

roof underlayments

We can find users that

have searched for select

keywords on Google

Search and show them

your ad on YouTube.


15% of Google Searches are new.


#MVchat

DSA are similar to traditional Search campaigns, however, they use website content (i.e. pages) versus keywords for targeting.

Google matches users’ queries to relevant [service or product] pages on your website site and shows a dynamically generated, tailored ad.

3. Dynamic Search Ads (DSA)

Your Website Dynamic Search

Ads Campaign

Search Ad

Dynamically

Generated


#MVchat3. Dynamic Search Ads (DSA)

1. Specify pages to target

and create ad template

3. If keyword is not targeted elsewhere in

campaigns, Google finds the page that

best matches the query on the website.

4. Google dynamically generates

an ad headline and sends user to

a relevant destination URL

86% of Dynamic Search Traffic is incremental 2. User types a

query.

Smart Audience


#MVchatThe Audience Revolution in Search

Auction bidding has traditionally been contextual


#MVchatThe Audience Revolution in Search

But Audience data has dramatically changed things


#MVchatIntent audiences

intent

Utilize all available audience signals to hyper-target your campaigns across all channels.

Define & Build Your Target Audience


#MVchatRemarketing Across Channels

Customize search ads and bids based on your visitors’ past activity.

Leverage social media to uncover new potential

customers and then target these people on search

social-media-audience


#MVchatApply Audiences to Campaigns to Boost Smart Bidding

Smart Attribution


#MVchat

Keyword 1 Keyword 2


#MVchat


#MVchat

Florida

family

vacation

Parrot Bay

Hotel & VillasKey West

accommodations

Family friendly

hotels in Key

West

Last Click Attribution

1.00conversion


#MVchat

Parrot Bay

Hotel & Villas…


#MVchatMove Away From Last Click Attribution


#MVchatGoogle Ads Attribution Models


#MVchat

Florida

family

vacation

Parrot Bay Hotel

& VillasKey West

accommodations

Family friendly

hotels in Key

West

Position Based Attribution

.40conversion

.40conversion

.10conversion

.10conversion


#MVchatWhat to Expect After Transitioning | Redistribution

Conversions usually shift from

desktop to mobile devices

Conversions usually shift from

branded to generic terms


#MVchatWhat to Expect After Transitioning | Redistribution

Conversions are credited across keywords, ad groups and

campaigns that received clicks along the conversion path

Conversions at the account level do not change

All Campaigns


#MVchat


#MVchatKeep Using Google Analytics for a Holistic View

But wait… there’s more!


#MVchat


#MVchatConversion Rate Optimization

Systematically test variants of your paid landing pages in order to identify the experience that is the most

optimal at driving conversions.


#MVchatSample Page Elements to Test

Form TestingMessaging & Copy Calls to Action

First Name

Submit

Signup

Last Name

Email Address

Industry

Country

A

First Name

Submit

Signup

Last Name

Email Address

B

A

Submit

B

Download Your Copy!

A

B


#MVchatConversion Rate Optimization (CRO)

Front End User Experience Backend Software & Data

Messaging & copy

Images & creative assets

Calls to

action

Buy Today!


#MVchat

Make Your Paid Digital Advertising More Effective

What CRO Can Do For Your Business

Increase Leads/ Sales Lower Acquisition

Costs

Increase Loyalty &

Lifetime Value

Gather Prospect

Behavior Data

Improved User

Experience


#MVchatTakeaways

1. The user journey has become increasingly complex.

2. Artificial Intelligence & Machine Learning can help marketers in doing a

better job.

3. Apply the “AI Stack” to your Google Ads campaigns to improve

performance

• Smart Bidding: Leverage Google Advanced Machine Learning

• Smart Creative: Right Message to the Right User at the Right Time

• Smart Audience: Apply Audiences to Campaigns to Enhance

Google’s Signals

• Smart Attribution: Move Away from Last-Click

4. Keep improving the user experience with Conversion Rate Optimization

Thank You!

Documents

Unlock the Power of the AI Stack to Accelerate Your ... · Unlock the Power of the AI Stack to Accelerate Your Success in Google Ads September 17, 2019