Man v Machine: How To Remain Relevant In An Automated World
Download as PPTX, PDF2 likes257 views
The document discusses how digital marketers can remain relevant in an increasingly automated world, emphasizing the importance of leveraging machine learning and automation to enhance human creativity and efficiency. It outlines various marketing tasks categorized into data acquisition, optimization, and scale, and suggests strategies on when to own, share, or delegate these tasks. The key takeaway is that while automation can streamline processes, human oversight is crucial in areas requiring business acumen and creativity.
Man v Machine: How To Remain Relevant In An Automated World
- 1. Man v Machine: How To Remain Relevant In An Automated World Navah Hopkins WordStream
- 2. | @navahf #pubcon 2 Agenda • Addressing the Angst • Core Tasks Humans Complete • Working Together • In digital marketing since 2008, international speaker, & Top 25 PPC Influencer • Work across our international book of SMBs and the agencies who serve them • Avid star wars, gamer, geekery fan & pet mom About Me: Put images or other content here.
- 3. 3| @navahf #pubcon At PubCon Florida A Question Was Asked
- 6. 6| @navahf #pubcon Main Reason:
- 7. 7| @navahf #pubcon I Have No Idea Where To Begin.
- 8. | @navahf #pubcon 8 How Many Of Us Enjoy Doing “Grunt” Work?
- 9. | @navahf #pubcon 9 SEMrush Found That The Most Desired Marketing Skill Is Excel
- 10. | @navahf #pubcon 10 We Pay Our Strategists More Than Our Executors More For A Reason
- 11. | @navahf #pubcon 11 The Human Mind Is Great For Having Ideas, Not For Holding Them – David Allen
- 12. | @navahf #pubcon 12 The Tasks We Hoard Are Getting In The Way Of Unlocking Our True Potential For Happiness & Profit
- 13. | @navahf #pubcon 13 If You Had To Staff For All The Grunt Work, You’d Go Out Of Business
- 14. | @navahf #pubcon 14 If You Had To Do All The Grunt Work Yourself, You Wouldn’t Have Time To Better Yourself/Execute At Scale
- 15. | @navahf #pubcon 15 Machine Learning & Automation Are Means To Unlock Greater Potential In Ourselves
- 16. | @navahf #pubcon 16 The Things That Cause Job Angst Via Machine Learning Are Creative, Close Variants, & Bidding
- 17. | @navahf #pubcon 17 Creative: Mostly Focused On Running Our Tests, Or Leveraging Existing Creative
- 18. | @navahf #pubcon 18 Most Marketers Aren’t Committing To RSA/RDAs Yet!
- 19. | @navahf #pubcon 19 Advertisers Who Leverage Smart Creative See 3X Better Conversion Rates
- 20. | @navahf #pubcon 20 Close Variant Angst The aggregated data in this post is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and October 31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.
- 21. | @navahf #pubcon 21 Close Variants: Allowing Us To Opt Out Of Competitive Auction Prices & Keyword Concepts The aggregated data is based on a sample of 16,952 WordStream client accounts advertising on Google Search Network between September 24 and October 31, 2018 using exact match keywords. Clients represent all verticals and predominately US and English speaking markets.
- 22. | @navahf #pubcon 22 Implied Words Also Hold The Potential For Discounts! $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 Exact Avg CPC Phrase Avg CPC Broad Avg CPC Q2 2019 Avg CPC Mover Rigging 0 5 10 15 20 25 True Exact Exact Via Phrase Exact Via Broad Q2 2019 Conversions Mover Conversions Rigging Conversions
- 23. | @navahf #pubcon 23 Named Your Daughter Khaleesi or Danni?
- 24. | @navahf #pubcon 24
- 25. | @navahf #pubcon 25 Bidding Strategies: Enter A Goal + Data, Get Back What You Asked For
- 26. | @navahf #pubcon 26 Think Of Machine Learning/AI As Benefit-Free Employee
- 27. 27| @navahf #pubcon Tasks We Complete
- 28. | @navahf #pubcon 28 The Core Tasks We Marketers Complete Fall Into One of Three Buckets: Data Acquisition, Optimization, and Scale
- 29. | @navahf #pubcon 29 What Do These Tasks Look Like Data Acquisition Optimization Scale Who Should We Target? How Much Should They Cost? What Account Structure Will Serve Me? What Messaging Will Resonate? Are There Better Targeting Choices? Am I Prequalifying Well Enough? Given Resources, Do I Have The Best Structure? How Can I Grow? Can I Handle More Volume Now? Can I Nurture More Value Out Of Existing Customers
- 30. | @navahf #pubcon 30 These Tasks Aren’t “One & Done” – They Make A Virtuous Cycle Of Growth
- 31. | @navahf #pubcon 31 When We Own The Entire Process Each Stage Takes Longer – We Are All Only Human After All
- 32. | @navahf #pubcon 32 That Said, We Can’t Turn Over All Our Work To The Machines
- 33. | @navahf #pubcon 33 Purna Reminds Us Bots Are Not Good, Not Bad – They’re Just Nice
- 34. | @navahf #pubcon 34 Empowering Us To Find Solutions & Services
- 35. | @navahf #pubcon 35 But They Can Take The Data They Learn From To Darker Places
- 36. | @navahf #pubcon 36 So, As Promised, Here’s My Guide On When To Delegate & When To Retain Your Marketing Tasks
- 37. 37| @navahf #pubcon Man X Machine
- 38. 38| @navahf #pubcon Data Acquisition With Help From Machines
- 39. 39| @navahf #pubcon Keyword Research: Should You Own It, Share It Or Delegate?
- 40. | @navahf #pubcon 40 • Broad Match • Dynamic Search Ads • Keyword Planner/SERP Analysis Tools At Your Disposal:
- 41. | @navahf #pubcon 41 Own: Limited Budget, Worked In The Industry Before, Have Time To Prove Out Your Campaign
- 42. | @navahf #pubcon 42 Important: New Match-Types Mean Ad Groups Should Be Collections Of Themes, Not Granular & Quality Score Focused
- 43. | @navahf #pubcon 43 Still, Check Your Keyword Assumptions At The Local Level: Search Trends Change!
- 44. | @navahf #pubcon 44 If You Own Keyword Research, Be Prepared For The Full Ramp Up Time (2 Week Minimum)
- 45. | @navahf #pubcon 45 Share: Need Volume Tempered By Human Experience, Have Budget For Data Informed Action, New Industry
- 46. | @navahf #pubcon 46 Opting Into DSA
- 47. | @navahf #pubcon 47 If You Use DSA, Be Sure You Set All Keywords You’ve Actively Chosen As Negatives In Your DSA Campaign
- 48. | @navahf #pubcon 48 Using Both Broad Match & DSA Is Redundant Going After The Same Traffic…
- 49. | @navahf #pubcon 49 DSA is Happiest Serving Industries With Lots Of Landing Pages
- 50. | @navahf #pubcon 50 Delegate: Large Budget & No Experience In The Industry
- 51. | @navahf #pubcon 51 Important: Full Delegation Means You’re Building In LOTS Of Negative Work In The Optimization Phase.
- 52. | @navahf #pubcon 52 This Phase Should Only Last 1-2 Months At The Most – Longer Than That, You’re Just Creating Waste
- 53. | @navahf #pubcon 53 Going This Route Means One Of Three Things: “Smart” Campaigns, Small Broad, Or Pure DSA
- 54. | @navahf #pubcon 54 Smart: Once A Campaign Is Turned “Smart” It Can’t Be Undone
- 55. | @navahf #pubcon 55 Smart Shopping & Display Have Great Potential For Value
- 56. | @navahf #pubcon 56 Smart Shopping Vs Regular Shopping August 2019 • Conversions: 1968.06 • Conversion Rate: 10.26% • ROAS: 961% • CPA: 6.48 • Spend: $12,753.43 August 2019 • Conversion: 40 • Conversion Rate: 10.64% • ROAS: 112% • CPA: 16.57 • Spend: $662.79
- 57. | @navahf #pubcon 57 Smart Search Is Riskier – Be Sure You’re Ok Giving Up The Human Component
- 58. | @navahf #pubcon 58 Small Broad Structure: 2-3 ad groups with 1-2 Broad terms
- 59. | @navahf #pubcon 59 Pure DSA: Don’t Forget Exclusions & To Audit Your Search Terms Report
- 60. | @navahf #pubcon 60 Which Keyword Research Path Should You Take Own Share Delegate You Know What Keywords To Go After & What They Should Cost. You Have A Good Idea Of The Search Subtleties In Different Regions You’re Tight On Budget & Need The Control You Have Budget To Learn How Your Prospects Search, But Want To Control The Scope You’ve Worked In The Industry Before, But Don’t Have Time For The Full Ramp Up Period. Money Is No Object – You’re Under Pressure To Get Volume Now You Have Buy In From Sales/Leadership/Your self To Invest Heavy Now So Your Decisions Later Are Data Backed
- 61. 61| @navahf #pubcon Bidding: Should You Own, Share, Delegate
- 62. | @navahf #pubcon 62 Devil’s Bargain: Owning Your Bids Means Sacrificing 60+ Unique Signals
- 63. | @navahf #pubcon 63
- 64. | @navahf #pubcon 64 If You Switch From Manual To Auto/Smart Bidding (& Visa Versa) You May Be Gaining/Losing Levels Of Control
- 65. | @navahf #pubcon 65 If You Ask Google To Deliver on Volume, Don’t Hold It Accountable For Value 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% Conversion Rate Conversion Rate By Bidding Strategy TCPA TROAS Max Clicks Max Conversions ECPC 0.00% 100.00% 200.00% 300.00% 400.00% 500.00% 600.00% 700.00% 800.00% ROAS ROAS By Bidding Strategy TCPA TROAS Max Clicks Max Conversions ECPC Based on data from 3200 client accounts in July 2019
- 66. | @navahf #pubcon 66 I Lean Heavily On The Side Of Share & Delegate – Provided You Take Precautions!
- 67. | @navahf #pubcon 67 If You Don’t Trust Your Conversions, You Can’t Use Smart Bidding – Manual or Automated Only!
- 68. | @navahf #pubcon 68 Own: You’re Committed To Investing Time To Micro-Manage Bids
- 69. | @navahf #pubcon 69 Use Bid Adjustments To Direct Budget
- 70. | @navahf #pubcon 70 Share: You Trust Your Conversions And/Or You Have Budget For Some Data Acquisition, But Bid Caps Are Used
- 71. | @navahf #pubcon 71 Check Your Impression Share To See If The Keywords You’ve Chosen Fit Your Budget In A Way That Provides Value
- 72. | @navahf #pubcon 72 Delegate: All Bidding Strategies Are Fair Game– NO BID CAPS!
- 73. | @navahf #pubcon 73 Only Do This If You Know Beyond A shadow Of A Doubt You Have The Budget For The Learning Period
- 74. | @navahf #pubcon 74 Which Bidding Path Should You Take Own Share Delegate You Have Time To Micromanage Bids & Adjustments Your Conversion Tracking Isn’t Trustworthy You Know This Industry, & Can Set Bids In Line With Goals You Either Trust Your Conversions Or Are Ok Using Bid Caps. You’re Unsure What Auction Price Will Get You Quality Leads, But Can’t Commit To Machine Owned Bids (Expensive) Money Is No Object – You’re Under Pressure To Get Volume Now You Want To Teach Your Team What Goals Are Realistic Vs Unrealistic, & Get Their Buy In For A Test
- 75. 75| @navahf #pubcon Creative: Should You Own, Share, Or Delegate
- 76. | @navahf #pubcon 76 Ad Networks Intelligently Own That Not Everyone Is A Brilliant Copywrite
- 77. | @navahf #pubcon 77 • All extensions you pay for should be manually crafted. • Ratings, locations, and structured snippets are safe. Google Will Also Make Extensions
- 78. | @navahf #pubcon 78 Can You Tell Which Was Made by AI?
- 79. | @navahf #pubcon 79 Can You Tell Which Was Made by AI? AI AI Human
- 80. | @navahf #pubcon 80 Comparing Metrics Dec. 10 – Jan 8 Top Performing AI Created Ad • Impressions: 521 • CTR: 11.52 % • Average CPC: $9.55 • CPA: $30.16 • ROAS: 9.95X Human Created Ad • Impressions: 145 • CTR: 4.14% • Average CPC: $10.94 • CPA: $32.81 • ROAS: 9.14X Runner-up AI AD: Impressions: 329 CTR: 6.99% CPA: $40.10 ROAS: 7.48X
- 81. | @navahf #pubcon 81 Google Can Make “Average Ads” So Consider That As You Decide Where Creative Lives
- 82. | @navahf #pubcon 82 Which Ad Do You Think Performed Better? Ad A Ad B
- 83. | @navahf #pubcon 83 • CTR: 38.7% • Conversions: 129 • CPA: $3.26 • Conversion Rate: 42% Ad B • CTR: 6.29% • Conversions: 33 • CPA: $27.98 • Conversion Rate: 23%
- 84. | @navahf #pubcon 84 • Addressed the most stressful part of buying a car in the headline • Greeted the prospect. • Added additional data to help prospect choose them in description. Ad B • Addressed a secondary concern in the headline. • Opened focusing on themselves • Used headline worthy copy in the description.
- 85. | @navahf #pubcon 85 • Engages the prospect in personalized language. • A call to action the user can complete on the landing page. • Addresses the pain points that inspired the query What Makes An Ad “Good”
- 86. | @navahf #pubcon 86 Own: You Genuinely Enjoy The Creative Process & Can Invest Time In Matching Message To Market
- 87. | @navahf #pubcon 87 Ad Groups Shouldn’t Be Responsible For More Than One Persona – Bid Up/Exclude To Ensure Your Messaging Lands!
- 88. | @navahf #pubcon 88 Share: You Have Ideas, But Can’t Own The Process - Responsive Search Ads, Customizers, & DSA Enter Into The Equation For Human Guided Assistance
- 89. | @navahf #pubcon 89 Responsive: reacting quickly and positively
- 90. | @navahf #pubcon 90 Responsive Display Ads: Empowering Analytical Types To Be Creative
- 91. | @navahf #pubcon 91 Responsive Search Ads: Messaging Match-Makers Don’t be afraid to PIN the messaging you need to be in Headline 1-2!
- 92. | @navahf #pubcon 92 But We Can’t See The Full Ad! What Good Is That Intel
- 93. | @navahf #pubcon 93 That’s Why We Have Two ETA’s Playing Body Guard On Messaging!
- 94. | @navahf #pubcon 94 Delegate: You’re No Copywrite - Allow Auto-Created Ads To Be Your Messenger With Heavy DSA Use.
- 95. | @navahf #pubcon 95 Can You Find The DSA Ad?
- 96. | @navahf #pubcon 96
- 97. | @navahf #pubcon 97 DSA’s Metrics Depend Entirely On How Well You Set It Up For Success 9.73% CTR vs 1.73% CTR .35% Conv. Rate vs .64% Conv. Rate
- 98. | @navahf #pubcon 98 Negative Targets Are Just As Important As Negative Keywords – Don’t Waste Valuable Traffic On A Non-Converting Page!
- 99. | @navahf #pubcon 99 Facebook’s Automated Ads Empower You To Get Set Up in 15 Minutes
- 100. | @navahf #pubcon 100 Are They Perfect? No, But They Work! 6% Conversion Rate 188% better Conversion Rate Than Non Automated
- 101. | @navahf #pubcon 101 Which Creative Path Should You Take Own Share Delegate Writing Ads Brings You Joy, & You Have Time/Objectivity To Audit Ads At Regular Intervals You’ve Set Up Your Ads To Easily Test For Variables Your Brand Requires You To Run Creative By Others You Don’t Love Writing Ads But Are Required To Control Core Messaging You’re Unsure Which Messaging Will Land & You Don’t Have Time To Manage Tests You’re The Analytical Numbers Person – Creative Just Isn’t Your Thing/You Don’t Have Time To Be Creative You’re Not Under Strict Guidelines On Creative
- 102. 102| @navahf #pubcon Optimization With Help From Machines
- 103. 103| @navahf #pubcon Qualifying Prospects: Should You Own, Share, Or Delegate
- 104. | @navahf #pubcon 104 Always Own This! Qualifying Prospects Requires A Human Mind’s Business Acumen
- 105. | @navahf #pubcon 105 Quality Control Begins With SERP Analysis
- 106. | @navahf #pubcon 106 DSA Can Get You To Revisit Keyword Concepts You Might Have Written Off
- 107. | @navahf #pubcon 107 Depending On How Much You “Delegated” You Will Either Have An Intensive Optimization Phase Or An “Incremental Gains” One
- 108. | @navahf #pubcon 108 Close Variants (Search Engines’ Ability To Make Logical Leaps On What You Want) Must Be Part Of The Equation Exact-Match leading to “broad”
- 109. | @navahf #pubcon 109 Close Variants: Forcing Us Away From Granular Structures In Favor Of Business Needs $0.00 $0.50 $1.00 $1.50 $2.00 $2.50 $3.00 $3.50 $4.00 $4.50 Average Desktop CPC AverageMobile CPC Average CPC By Query & Keyword Match-Type True Exact Exact From Broad Exact From Phrase Variants on “Phrase” gave us access to an average 33% discount! Based on data from 3200 client accounts in July 2019
- 110. | @navahf #pubcon 110 If You Owned Data Acquisition: Auditing Variants & Some Negative Work!
- 111. | @navahf #pubcon 111 If You Delegated: LOTS Of Negative Work + Auction Price Audits
- 112. 112| @navahf #pubcon Workflow: Should You Own, Share, Or Delegate
- 113. | @navahf #pubcon 113 There Is No Such Thing As A “Set It & Forget It” Campaign
- 114. | @navahf #pubcon 114 But Making Too Many Changes In A Short Period Will Hurt You
- 115. | @navahf #pubcon 115 Owning: Be Mindful Of When You’re Best Suited To “Creative Vs Analytical” Tasks
- 116. | @navahf #pubcon 116 Organize Your Day By Tasks That Align With When Your Mind Is Active
- 117. | @navahf #pubcon 117 Do You Have Your 5 Unmovable Minutes Scheduled?
- 118. | @navahf #pubcon 118 Sharing: Use Native Recommendation Engines Or Third Party Tools
- 119. | @navahf #pubcon 119 Before You Accept A Suggestion, Consider If It Will Actually Help Your Business
- 120. | @navahf #pubcon 120 Automated Rules Balance Your Strategy & Machine Work
- 121. | @navahf #pubcon 121 Ad Testing Solutions Like RSA & RDA Will Play A Big Role
- 122. | @navahf #pubcon 122 Facebook Creative Testing & Goals Help Empower The Right Creative For The Job
- 123. | @navahf #pubcon 123 Delegate: AI Oriented Tools – Be Careful Here
- 124. | @navahf #pubcon 124 Account Structures AI/Machines Create Often Aren’t Fun To Take Over
- 125. | @navahf #pubcon 125 Fully Delegating Means You Will Spend More Than If You Managed Yourself – Is Your Time Worth It?
- 126. | @navahf #pubcon 126 Which Workflow Path Should You Take Own Share Delegate You Know Yourself & Can Be Disciplined In How You Allocate Your Time. You’ve Set Yourself Up With An Account Structure You Can Easily Navigate & Report On. You Need Help Knowing Where To Work, But Can Get It Done Yourself. You Have Enough Knowledge to Audit Machine Driven Suggestions You Honestly Can’t Be Bothered With Active Management, But Can’t Afford An Agency/In-House Person
- 127. 127| @navahf #pubcon Scale With “Help” From Machines
- 128. | @navahf #pubcon 128 The Strategy Of Scale Is Human – The Execution Is In Automation
- 129. | @navahf #pubcon 129 These Are The Decisions You Will Need To Own
- 130. 130| @navahf #pubcon Growth: Should I Replicate Or Gather New Data
- 131. 131| @navahf #pubcon Nurturing More Profit Out Of Existing Customers Or Secure New Ones
- 132. 132| @navahf #pubcon Are There Markets/Products/Services I Can Invest In Now That I Have A Profit Process?
- 133. 133| @navahf #pubcon Final Take Aways
- 134. 134| @navahf #pubcon Man VS Machine Is Dead – Long Live Man X Machine!
- 135. 135| @navahf #pubcon Your Mind Is Too Valuable To Waste On Grunt Work
- 136. 136| @navahf #pubcon We Still Own Creative/Strategic Tasks
- 137. © Copyright 2019 WordStream, Inc. All rights reserved. Thank you! nhopkins@wordstream.com @navahf #PPCpuppy