Smaru solutions for smaru business Stephen Power Agency - PowerPoint PPT Presentation

Smaru solutions for smaru business Stephen Power Agency Development Manager

What We Will Cover Today Understand the concept of Understand how changes in Learn what you can do today to Machine Learning and How it Consumer Behaviour Begin Leveraging Machine Applies to our everyday life makes Machine Learning Learning in marketing to Grow relevant to your business Your Business

“Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything.” Sundar Pichai, CEO, Google

We’re just at the beginning.. Worldwide Google searches for “machine learning”

So what is machine learning? Basically, it means that computers don’t need to be told exactly what to do. They can be given an objective and lots of data, and teach themselves how to do it

At 10 minutes? it’s random luck

At 120 minutes? It never misses

At 240 minutes? It’s pergect

Technology meets Aru

We use machine learning everyday Virtual Traffic Delivery Unique Online Assistants Predictions Services recommendations Fraud Detection

Let's watch it!

Machine Learning Powers Google Products Assistant Search YouTube Query understanding Query understanding Video recommendations Conversation Search ranking Better thumbnails Cloud Home Translate Cloud ML APIs Speech recognition Text and speech translations TPU Conversation Clips Gmail Photos Smart image capture Smart Reply Photos / video search Spam classification Auto- smile montage Android Cardboard Drive Keyboard input Image stitching Quick Access (also in iOS) Maps Ads Play Street View images Targeting & bidding App clustering Parsing local search Richer Text Ads Music recommendations

So what does this mean for marketing? Assistant Search YouTube Query understanding Query understanding Video recommendations Conversation Search ranking Better thumbnails Cloud Home Translate Cloud ML APIs Speech recognition Text and speech translations TPU Conversation Clips Gmail Photos Smart image capture Smart Reply Photos / video search Spam classification Auto- smile montage Android Cardboard Drive Keyboard input Image stitching Quick Access (also in iOS) Maps Ads Play Street View images Targeting & bidding App clustering Parsing local search Richer Text Ads Music recommendations

What else was going on in the Year 2000?

We used to think of consumer journeys as linear 1 2 3 http://www.your-website.

Today’s consumer enjoys a rich online shopping journey

The vision for ML and marketing is to make things very simple... 1. Determine the business objectives you want to achieve 2. Define your qualified audience with targeting 3. Let the machine figure out where to go to engage the relevant prospects *a very complex task!

“The rise of automation doesn’t steal jobs, it just changes the game.” Daniel Gilberu, Brainlabs CEO

Automate New Market analysis Bid management Audiences & Data Keyword mining Integration and negatives Writing variations Competitor of ad copy analysis and strategy

There are key areas in ads that use machine learning Use the right message Acquire more customers, more efficiently for every moment, for every user by adjusting bids in real-time Bid beyond the last click Find people who aren’t your customers, using data-driven attribution but should be with dynamic campaigns

Targeting

Dynamic Search Ads

Google scans website for content User search related to content User sent to relevant page Ad headline and landing page dynamically created flip sequin shirt www.example.com Find deals on shirts on Example.com. Update your wardrobe for summer!

What are the targeting options? URL is categories all webpages More Control Betuer Reach good for good for good for comfortable with full large websites lots of control automation confidence organised clearly by non-indexed sites with website theme considerations considerations considerations careful monitoring can be limiting site must be crawlable doesn’t maximise DSA potential

Key benefjts of Dynamic Search Ads Reach & Effjciency & Transparency Pergormance time saving Cover all keywords relevant to your website, Websites are larger and Save time since you don’t need super charge with more dynamic than they to decide on & manage audiences & auto bidding have ever been extensive keyword lists

Bidding

Audience Device Time Location

Operating System Browser Extensions Interests Demographics Language Device Time Conversion Rate Device Type Ad Characteristics Conversion Path Location Audience Segment Search Network Partner

Google Ads Smaru Bidding through auction-time bidding of signals Bid Geo Device Language Browser OS Time Remarketing Ad Search Search lists Format Partners Query

Automate with the KPIs that are imporuant to your business Data Inputs Business Outcomes Conversion Tracking (What are you optimizing for?) Leads Leads Smaru Bidding Sales Sales Phone Calls Call Volume

Use Smaru Bidding solutions that match to your KPI Data Inputs Smaru Bidding Business Outcomes Conversion Tracking Solutions (What are you optimizing for?) Target CPA Leads Leads Target ROAS Sales Sales Max Conversions Phone Calls Call Volume

The more data our algorithms are fed, the faster the results will optimize The algorithm loves DATA

The algorithm loves STABILITY Avoid drastic changes in campaigns Making Drastic Changes

The algorithm loves SIGNALS The higher quality of the data our algorithms are fed, the betuer the pergormance will be!

Creative

The more ads you have, the betuer the pergormance Ad Hotels in NYC - book now awesomehotels.com Ad Best hotel new york Stay at our New York properties, free wifi, breakfast included. Cheap new york hotels Hotels in NYC - central location awesomehotels.com Ad Stay at our New York properties, free wifi, breakfast included. New york hotels cheap Hotels in NYC - book for tonight awesomehotels.com Ad New york hotels central park Stay at our New York properties, free wifi, breakfast included. Hotel in new york tonight Hotels in NYC - cheap rooms awesomehotels.com Ad Stay at our New York properties, free wifi, breakfast included.

Each search in Google has a difgerent context... Ad Device Location Time Day of the week

… in turn, each Ad is relevant for each specifjc Ad search context Hotel in New York 1 Ad 2 Ad 3 d A

Responsive Search Ads Generated by mixing and matching headlines and description lines that you provide, simplifying the creation and management of text ads Headline 1 | Best Hotels New York Headline 2 | Budget Hotel in New York Headline 3 | Best Hotel for Cheap NY Best Budget Rooms New York www.newyorkhotels.com Ad Headline 4 | Cheap Rooms New York Boutique New York hotels, cheap! Headline 5 | Best Budget Rooms New York Description 1 | Find budget hotels in New York! Description 2 | Boutique New York hotels, cheap! Description 3 | Best hotel rooms in New York!

So how does it work? Ad Descriptions (2-4) Headlines (3-15) H1 H5 D1 H1 H6 H3 H2 H6 D1 +URL H3 H7 D3 D1 D3 Google H4 H8 Up to 4 Machine Learning Technology +URL Supply up to 15 headlines and up to 4 descriptions as your assets. The system will use these assets to automatically show difgerent combinations depending on the user query

Key benefjts of Responsive Search Ads Ad Reach Pergormance Uplifu Time & Flexibility Reach more potential customers Increase ad group pergormance Create flexible ads that adapt to with multiple headline and by aturacting additional clicks and device widths and save time by description options that give your conversions that your existing text providing multiple headline and ads the opporuunity to compete in ads aren’t capturing, since description options, then let Google more auctions and match more responsive search ads help you Ads show the most relevant queries. compete in more auctions. combinations to your customers.

Attribution

Rule based models First Click Time Decay Linear Position - Based Last Click 2.73% Great tech gifts Highly rated tablets Nexus 9 Tablet Cross-device Conversion Rate Data Fully automated = 0.32% driven Easy to set up model More data for smarter bids 2.41% Highly rated tablets Nexus 9 Tablet Conversion Rate

In Summary Leverage Dynamic Search Ads to capture all relevant volume Use Dynamic Search Ads to ensure you are not missing out on high-quality traffjc Adopt Smaru Bidding to drive business results Use Machine Learning and a vast quantity of auction time signals to deliver the best possible pergormance Implement asset based creatives Responsive Search Ads allow you to surgace the most relevant creative at any given time Enable data-driven aturibution Assign credit to each paid Search click in the user journey