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EVERYTHING YOU KNOW ABOUT PAID SEARCH IS WRONG (I’M NOT GOING TO SAY)

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AI AI

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VOICE & VISUAL VOICE & VISUAL 3

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PRIVACY PRIVACY 4

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AI AI 5

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AI-DRIVEN AD CREATION 6

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THIS ISN’T NEW! 8

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THIS IS NEW. AND VERY COOL! 10

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NOT USING THESE TOOLS? YOUR COMPETITORS ALREADY ARE 11

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AI-DRIVEN BIDDING 12

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MACHINE LEARNING NOT NEW BUT BIDDING STRATEGIES IMPROVING 13

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SO MANY DATA POINTS 15

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HERE’S A THOUGHT. 16

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WHAT IF AI WAS ALLOWED TO RUN THE CAMPAIGN ON IT’S OWN... (PMAX UNLEASHED) 17

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BE INTENTIONAL WITH TARGETING 20

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BUT DON’T FEEL THE NEED TO OVER DO IT. 21

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VOICE & VISUAL VOICE & VISUAL 22

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CONVERSATIONAL QUERIES 23

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VISUAL SEARCH 27

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HIGH QUALITY IMAGES 30

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METADATA 31

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PRIVACY PRIVACY 32

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IF YOU DO BUSINESS IN EUROPE... 34

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LOSS OF TRACKING 35

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CONVERSION MODELING 36

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ZERO & FIRST PARTY DATA 38

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COLLECTED FROM USER EXPLICIT CONSENT ACCURATE DATA NO DATA RISK 39

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USE A CRM 40

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COLLECT AND USE DATA EFFICIENTLY 41

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INTEGRATED CONVERSION TRACKING 42

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TL;DR TL;DR 43

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HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. 44

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HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION 45

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HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION OPTIMIZE IMAGES SO THEY CAN BE SEARCHED 46

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HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION OPTIMIZE IMAGES SO THEY CAN BE SEARCHED ENSURE EXPLICIT CONSENT WHEN COLLECTING DATA 47

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HARNESS AI TOOLS TO OPTIMIZE AD CREATIVE & TARGETING. OPTIMIZE SEARCH FOR CONVERSATION OPTIMIZE IMAGES SO THEY CAN BE SEARCHED ENSURE EXPLICIT CONSENT WHEN COLLECTING DATA STORE SECURELY IN A CRM AND USE DATA TO SEGMENT AND TARGET EFFICIENTLY. 48

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THANK YOU THANK YOU 49 LINKEDIN.COM/IN/MIKEWISBY MICHAEL WISBY CEO, TWO TREES PPC