Machine learning, new ad formats and targeting options, plus privacy issues with customer data as presented by Search Engine Land's Ginny Marvin at the 2017 SLCSEM.org Digital Marketing Conference on September 15, 2017. Includes reference links to news articles and related insights.

1. @ginnymarvin
Trends that will define the
future of SEM
Preparing for the future of search now

2. @ginnymarvin
#1 Machine Learning

3. @ginnymarvin

4. @ginnymarvin

5. @ginnymarvin
Machine Learning:
Some basics

6. @ginnymarvin
Artificial
Intelligence
Machine
Learning
Deep
Learning

7. @ginnymarvin
Fueled By Data + Processing Power
Parse
• Algorithms process lots of data
Learn
• Models train & learn from data to
identify & understand patterns
Predict
• Then predict future scenarios &
perform tasks based on training

8. @ginnymarvin
Distill Data At Scale
Learn
PredictAct
Parse

9. @ginnymarvin
What kinds of users click and buy?
(often) not what marketers think
How much is that user’s click worth? (often)
not what marketers assume
What messaging/combo converts best?
(often) not what marketers guess
Make Decisions At Scale

10. @ginnymarvin
2012 Classic

11. @ginnymarvin
“The convergence of
mobile, data & machine learning
is unlocking new opportunities
for marketers.”
– Sridhar Ramaswamy, Google SVP, Ads & Commerce, May 2017

12. @ginnymarvin
Pushing:
3-5 ads per ad group
for more
impressions & clicks

13. @ginnymarvin
Ads created by Google: more notice & 14-day
review period; can dismiss, accept, edit proposed
ads
Create 2nd ad w/ reversed headlines
Optimize ad rotation to prefer “best performing
ads”
More ads, more data

14. @ginnymarvin
Exact match close variants: when meaning is
“unchanged”
Ad Rank bidding thresholds: take query
context/ meaning into account(i.e. news vs.
product query)
ML in Query Parsing

15. @ginnymarvin
Similar audiences for Search & Shopping
In-market audiences for Search & Shopping
ML powering audiences

16. @ginnymarvin
Google-managed lists

17. @ginnymarvin
Smart Display Campaigns

18. @ginnymarvin
Attribution: Not so useful w/ one channel
¯_(ツ)_/¯

19. @ginnymarvin
Outlier (kind of)

20. @ginnymarvin
“Interactions” surcharge
http://searchengineland.com/google-adwords-call-bid-adjustments-279693

21. @ginnymarvin
“Interactions” bid adjustment
http://searchengineland.com/google-adwords-call-bid-adjustments-279693

22. @ginnymarvin
#2 Local

23. @ginnymarvin
Local =
1/3 mobile searches
Google, May 2016: http://searchengineland.com/saying-third-mobile-searches-local-google-brings-new-ads-maps-250278

24. @ginnymarvin
Local =
growing 50% faster than
mobile search overall
Google, May 2016: http://searchengineland.com/saying-third-mobile-searches-local-google-brings-new-ads-maps-250278

25. @ginnymarvin
Local ads in knowledge panels

26. @ginnymarvin
Google Home Service Ads
• SF Bay Area
• Stockton, CA
• Sandiego
• Los Angeles
• Philadelphia
• Electricians
• Painters
• Locksmiths
• Plumbers
• House cleaners
• Handymen
• Towing companies

27. @ginnymarvin
Measured 5 million+ in 17 countries in 3 years
Deep learning key to measuring specific store
visits in dense urban areas, multi-story malls, etc.
Coming to YouTube campaigns (more data)
Store visits

28. @ginnymarvin
#1 – Compares store visits data with credit card
transactions in aggregate. Conversions show
automatically in AdWords.
#2 - Or those w/ customer loyalty & email data
can import store transactions & get more detail
on ad impact at product level
Store Purchases

29. @ginnymarvin
#3 Mobile Speed

30. @ginnymarvin
Purchases on Google

31. @ginnymarvin
AMP

32. @ginnymarvin
AMP for Ads

33. @ginnymarvin
LP speed = Ad Rank factor, so…. AMP?

34. @ginnymarvin
AMP for AdWords
From search text ads
Available globally later this month
Supported for all mobile clicks, but:
caching only available for Chrome on Android
working on cache delivery for other mobile browsers

35. @ginnymarvin
AMP Considerations
Supports conversion tracking & remarketing
GA can now unify users to hosted & cache AMP &
non-AMP pages
Amp-experiment doesn’t support third-party LP
testing
Lacks support for some common use cases

36. @ginnymarvin
#4 Privacy, Tracking &
Measurement Changes

37. @ginnymarvin
Intelligent
Tracking
Prevention In
Safari 11

38. @ginnymarvin

39. @ginnymarvin
Safari
US mobile
market share
50%

40. @ginnymarvin
New Google Analytics _gac cookie
Extends the use of GA tracking to include
AdWords conversion tracking
Stores ad click info when auto-tagging
enabled
Google’s ITP response

41. @ginnymarvin
Big difference
is how the
new cookie is handled

42. @ginnymarvin
Today, conversion cookie is set on
Googleadservices.com
New _gac cookie is set on advertiser’s domain
as a first-party = kosher with ITP
Ad data associated with a user remains intact
for attribution & reporting
Google’s ITP response

43. @ginnymarvin
Impact on AdWords
Conversion Reporting

44. @ginnymarvin
No Change (until 30 days, maybe)
Observed conversions are recorded and
reported as they are now
If Apple/ITP identifies your domain as capable
of sharing data across domains, _gac cookie
may be purged after 30 days
Linked GA & AdWords + Auto-Tagging

45. @ginnymarvin
_gac cookie can’t be set
Conversions recorded within 24-hour window
recorded as usual
Then modelling used to estimate/report
conversions based on historical conversion
activity
NOT Linked GA & AdWords + Auto-Tagging

46. @ginnymarvin
General Data Protection
Regulation (GDPR)
(Yes, it might affect you)

47. @ginnymarvin
Requires consent for use of personal data from website &
app visitors.
Gives people right to force orgs to delete personal data
Data breach = fine of 4% of annual revs or €20 million
Applies to ANY company that captures, shares, holds PII of
EU citizens
Goes into effect May 25, 2018
EU Consumer-Data Handling Rules

48. @ginnymarvin

49. @ginnymarvin
Can a user be identified, directly or indirectly,
by reference to an online identifier like IP
addresses & cookie identifiers when combined
with other info?
Implications for AdTech

50. @ginnymarvin
Need to be aware of how well 3rd-party
vendors sites comply
The Media Trust offers vetted network of 3rd-
party vendors in compliance w/ GDPR
practices -- 111 certified so far
Implications for Brands

51. @ginnymarvin
Work focus gets to be more strategic, bigger
picture
Don’t fear the machines, but do question/ analyze
outcomes (and their operators). Analysis & critical
thinking still crucial skills!
Think cross-organizationally
Stay up on wider privacy issues
Trends Impact On us

52. @ginnymarvin
CONNECT WITH US
SUBSCRIBE TO OUR NEWSLETTERS:
http://searchengineland.com/newsletters
http://martechtoday.com/newsletters
FOLLOW US ON SOCIAL:
 Twitter: @SEngineLand
 Twitter: @MarTechToday
ATTEND AN UPCOMING EVENT:
 Search Marketing Expo
 The MarTech Conference – martechconf.com
DOWNLOAD OUR APPS: