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The best talk title in the world! Name Surname COMPANY NAME How Smart Bidding really works Nathan Ifill WeDiscover @nathanifill speakerdeck.com/nathanifill

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THIS IS NOW A COMPLETE DISASTER.

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32 days later… @nathanifill #brightonseo Cost / conv. -97% Conv. rate +3,282% Conversions +15,100%

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HE WAS RIGHT. @nathanifill #brightonseo

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🤔 @nathanifill #brightonseo

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IT’S ABOUT YOU 󰺔 @nathanifill #brightonseo

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@nathanifill #brightonseo

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Feed the beast 1 Model extensively 3 Exclude permanently 2 Your plan for success @nathanifill #brightonseo

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Bayes’ Theorem @nathanifill #brightonseo

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YOU’RE USING BAYES THEOREM @nathanifill #brightonseo

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PIN ONLY WHEN NECESSARY @nathanifill #brightonseo

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FEED THE BEAST @nathanifill #brightonseo

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DO NOT REMOVE DATA EXCLUSIONS. EVER. @nathanifill #brightonseo

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@nathanifill #brightonseo

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ARIMA Models @nathanifill #brightonseo

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Our crystal ball @nathanifill #brightonseo

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Test unpinned ads 1 Search for ARIMA_PLUS 3 Download my DE Slides 2 Your three tasks @nathanifill #brightonseo

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SO WHAT WENT WRONG? @nathanifill #brightonseo

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GOOGLE ADS CAN’T SEE “ALL CONVERSIONS” @nathanifill #brightonseo

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LET GOOGLE LEARN @nathanifill #brightonseo

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DON’T MESS WITH THE PAST @nathanifill #brightonseo

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MODEL THE MODEL @nathanifill #brightonseo

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Follow me on LinkedIn NATHAN IFILL @nathanifill #brightonseo