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Man & Machine: The Role Of Search Practitioners Utilizing Technology

With the increased discussion of using data and technology to automate paid search advertising, what is the role for humans in this new world?
Ryan Fitzgibbon's presentation from the "Friends of Search" 2017 event in Amsterdam.

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Man & Machine: The Role Of Search Practitioners Utilizing Technology

  1. 1. Google Confidential & Proprietary Man & The Machine The Role of Search Practitioners Using Technology Ryan Fitzgibbon
  2. 2. Google Confidential & Proprietary History of Search AdWords Launches Content Network Quality Score Separate Bids for Content Network AdWords Editor Conversion Optimizer “Mobile Devices With Full Internet Browsers” Sitelinks PLAs Click To Call GDN Remarketing DSA Tablet Targeting Enhanced Campaigns RLSA Review Extensions Cross- Device Conversions Shopping Campaigns Location Extensions Ad Customizers Call-Only Campaigns Structured Snippets Gmail Ads ETAs Price Extensions No RHS Ads Click To Message Campaign RLSA Similar Audiences Customer Match DFSA Acquired DoubleClick DS3 Launched
  3. 3. Google Confidential & Proprietary Where We Are At Data PeopleTechnology
  4. 4. Google Confidential & Proprietary People Data Technology What We Hear About Moving towards Audience in a Keyword-based World Unlocking the potential of RLSAs using Google Analytics
  5. 5. Google Confidential & Proprietary People Data Technology What We Hear About Moving from ‘Mobile- First’ to “AI-First’ Automation Of Search
  6. 6. Google Confidential & Proprietary People Data Technology Use the power of automation and machine learning to drive performance at scale 1 What We Hear About
  7. 7. Google Confidential & Proprietary Automation & Machine Learning 100s Billions Signal Combinations 5 Minutes Models Updated
  8. 8. Google Confidential & Proprietary People Data Technology What We Hear Less About Day-to-Day Tasks Human Insight Business Decisions Real-world Context
  9. 9. Google Confidential & Proprietary A Download Data Generate Excel Reports SQR Keyword Mining Review Top Keywords & Change Bids Update Ad Copy Adding Negatives Amending Campaign Budget Caps The Role Of A Search Practitioner B Identify Potential Audience Targets Run Statistical Ad Copy Tests Explore Attribution Models Across Media Channels Analyze Online-to-Offline Influences Surface Data From CRM Systems Analyze Consumer Purchase Behaviour
  10. 10. Google Confidential & Proprietary People Data Technology Adopt a unified Ad Tech platform to simplify workflows, drive efficiencies and focus on value-add activities 2 People & Technology
  11. 11. Google Confidential & Proprietary People & Technology Control Options as to what aspects to automate and any constraints Flexibility Work to a custom combination of goals and signals Transparency Full visibility to what changes have been made and why
  12. 12. Google Confidential & Proprietary People DataOwn your data, break the silos and enable the sharing of insights across platforms and teams 3 People & Data
  13. 13. Google Confidential & Proprietary People & Data - Input Provide information about wider media activity and promotional periods Context Business Data Provide information around margins and competitiveness metrics Feeds Provide a comprehensive feed containing information about your inventory
  14. 14. Google Confidential & Proprietary People & Data - Output Ability to surface granular information about users, locations and audiences Insight Opportunities Surface the priorities for audience list creation and keyword expansion Testing Free the time to explore new betas, new formats and new channels
  15. 15. Google Confidential & Proprietary People Data Technology #Harmony Between Man & Machine Efficiency Effectiveness
  16. 16. Google Confidential & Proprietary People Data Technology 3 Key Questions Is data powering your technology to be more efficient and effective? 3 How well do your teams use the technology you have? 1 How does data empower your colleagues to make the right decisions? 2
  17. 17. Google Confidential & Proprietary 3 Takeaways 1 DO NOT BE SCARED OF TECHNOLOGY & AUTOMATION! YOU ARE IN CONTROL - TRY IT 2 START COLLECTING & STRUCTURING WHAT BUSINESS DATA YOU HAVE THAT COULD BENEFIT SEARCH PERFORMANCE 3 EXPLORE THE DATA AVAILABLE TO SURFACE OPPORTUNITY IN AUDIENCES AND ATTRIBUTION
  18. 18. Google Confidential & Proprietary Thank You

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