Our Cannabis Data Secret: How Our MediaJel Google Ads AI Gathers Data

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good morning everyone good afternoon if you're joining us from the east coast we'll allow a couple more seconds here for our attendees to join us and we'll be right back with you thank you so much for your time today thank you once again for joining us for today's webinar really really exciting information we're going to be sharing with you we're going to get underway right now once again if you're joining us from the west coast good morning if you're joining us from the east coast a good afternoon to you thank you for your time today in today's webinar we're going to be covering our data secret how foot traffic's google ads ai gathers its data to make educated business uh decisions for your advertising we're also going to be demystifying this data gathering process as well as the analytic power of foot traffic's machine learning in our agenda for today we're going to be covering the different places our ai finds this data why those sources matter to you and how you can maximize the data to create more effective campaigns a little bit about myself my name is eduardo silva i am going to be your host for today's webinar i bring with myself around 18 years of marketing and sales experience and i'm really really excited to be joining this fiery industry a little bit about foot traffic foot traffic has been in business for over five years now solely focused in the cannabis space we got our start as a humbling single medicinal dispensary advertising agency in southern california and it just ballooned into helping so many other dispensaries across north america achieves their sales goals before we get started and underway with a lot of this exciting content today let's take a quick moment to touch on a couple housekeeping items first and foremost we love cell phones after all they are the cornerstone of digital marketing however in order to take the most out of today's webinar we ask you to put those facing down on your desk or mute them also take a moment to familiarize yourself with the zoom interface at the top of the screen you will see a q a button find it we do have panelists that will be answering questions live as we go through this webinar content so also be sure to stick around we do have a special offer for those who are attending here today and we'll be sharing that at the end of the webinar so by now we hope that you have heard the news about foot traffic's google ads ai it's a machine learning software platform that helps us better optimize campaigns for our clients so they see higher returns on their ad investment we're the only ones doing this for the cannabis industry and our clients are definitely benefiting from today i want to take a deep dive into this service to share where the data that our ai uses comes from here's the thing your ai is only as good as the data sources so it's crucial that you understand what it's analyzing to ensure that you are gathering the best results possible first let's do a quick recap of what foot traffic's ai does and then we'll focus on the many different data points it captures and analyzes foot traffic's new ai software connects real time trends to dispensaries google ads campaigns supercharging performance and increasing e-commerce sales and revenue by more than 25 percent using a combination of historical campaign data real-time weather data social media signals and new sentiment through news aggregators such as bing and google news our machine learning technology creates models around the variety of rich data sets this extensive modeling produces dynamic bid strategies that respond to trends and shifts in demand thus yielding greater returns for you that means we can now create more high converting google ads faster to help our clients increase their bottom line while finding new customers plus these campaigns will be more effective than they were before which is really saying something for you in the end of the day our dispensary customers were already seeing great returns on their ad spend on their advertising investments now we're able to actually improve upon our own performance and take our clients campaigns to even several notches higher with foot traffic's machine learning we'll be able to create ads that lead to even more clicks increasing our customers return on ad spend and creating a renewable pipeline of online revenue when created as part of a larger dispensary advertising advertising strategy our google ads machine learning campaigns will help our clients become market leaders let's focus more on the data sources our software's pulling from to get as much data as possible our artificial intelligence looks at different apis if you have ever tried to get two different programs to talk to each other like connecting your gravity forms to your mailchimp account you've been you already actually seen an ai code if you have bought something from a website and paid with paypal you've used an api what you may not know is that a lot of popular sites use apis to show you a broad variety of information for example if you want to see what's happening today you might check google news now google doesn't have its own new service instead of hiring journalists and photographers they source stories from digital newspapers and news stations across the world and they give it all to you in a simple format you don't have to look at different places to get your local national and international news it's all conveniently located and available in one single interface our ai taps into a variety of data sources in a very similar way it uses an api connection to follow weather predictions news aggregators like google and bing and even social media sites to cluster this data and make and then subsequently sort to identify patterns so i've already clued you into some of the different types of data data points our ai gathers let's talk about them in a little bit more detail first up is weather what does weather have to do with cannabis you may be asking yourself well cannabis is still a consumer good right and just like any other retailer dispensaries experience ups and downs based on weather conditions fewer people may actually brave a storm to go buy their own edibles but weather predictions can also have a positive effect on sales for example because our ai is continuously collecting data you will recognize that during the last predicted thunderstorm your website visits increased x percentage on that specific day so how would you use this data well if a storm is predicted and we know that more people will be searching for cannabis products at the time we can increase your ad spent in bids to capture more of those sales maybe people are more likely to purchase certain type of products such as snow before snow storm like flower when data is fat into our ai it notifies us to create campaigns centered around flower by pinpointing those types of behaviors and patterns our ai can help improve bidding strategies and increase spend efficiency that means that you will get more for your ad spend and pay less for each click it truly adds value to every single one of the campaigns i mentioned google news earlier and that's actually one of the sources of ai that we actually gather in order to form educated campaign betting cannabis is in the news and there's a lot of talk about legalization in certain states the scheduling nationally social programs medical research and dot dot dot right insert topic here sometimes certain campaigns and brands show up in the news as well and this can actually impact consumer behavior so let's say there's a favorable story about dixie edibles which your dispensary happens to carry our ai can spot this article which may have otherwise been overlooked because there's just so much news content out there especially now during the pandemic as well as the election and knowing that positive press can lead to increased sales we can use this data from our ai to create branded campaigns that mention dixie to get more people to click through to your website and order that specific brand from you because our ai software takes in more news pieces than a team of 10 people can possibly stay on top of when he finds popular articles that is believed that could lead to an increase in interest in certain products we can create product specific campaigns to get more clicks and drive more revenue on the other hand let's say there's a negative piece of news about vaping our ai would clue us into this and the correlation between previous negative pieces about vaping and the decline in sales we can then change the copy to ensure that vape cartridges aren't mentioned so that consumers looking to learn more about the news stories won't see your ads and create a negative correlation between your dispensary brand and vaping illness here's the thing cannabis is in the news now more than ever before if you want to benefit from this free press you need to implement a digital advertising strategy with foot traffic a strategy that allows you to sort through all of that information quickly and identify patterns that's what our ai does it looks at google news bing news among other sites to get the most up-to-date information and these sites pull in news from hundreds of organizations and you can benefit from all of that data social media has a similar problem a lot is happening on social media right now and it can be pretty difficult to stay on top of brand sentiment or be part of every conversation around cannabis people are constantly chatting about the cannabis products they're trying and the dispensaries that they're visiting sometimes they may even tag you so that you know they're talking about you but not always now just imagine that artificial intelligence can do that for you and do this in real time while sifting through all of this information by sorting through all the dimensions of your brand and noting the sentiment associated with those mentions our ai can help you spot consumer trends so you can help shape them and from there begin rather than writing the tail end of a of of of this trend jump right in front of it instead of missing out you can learn more about what your ideal audience is interested in so that you can create better ads to target to them by looking at social media like sites like facebook and pinterest our ai can learn more about your ideal audience and what matters to them you can help create bidding strategies for more suitable keywords that will encourage them to click on your ads and order from your dispensary you may know that google offers the ability to see the historical data for your own um in past google ad campaigns as well as keyword trends the idea behind this is that by knowing how well your campaigns have performed over time you can optimize them to make them better similarly by seeing how certain keywords have performed over time you can decide whether to bid on them or not while this can be really useful it's not a robust solution for gathering and analyzing data with our ai software we're able to gather more information about past campaigns and keywords and to be honest it's more information than a human could sift through and understand ultimately it's not just about data gathering though having a tool that can help recognize patterns and trends faster and more efficiently is invaluable it's the difference between being able to capitalize on a trend or missing on the boat all together with our ai we can see which days of the weeks are best for what types of campaigns what words are more effective for scoring clicks and which keywords resonate the most with the people you want to target it's like having a secret window into what makes your target audience tick our ai is constantly learning and can provide you with insights into your target audience that would take a team of marketing expert weeks to determine so we begin implementing our foot traffic ai service for our current clients before announcing it to the general public we wanted to confirm its effectiveness and that it would benefit every dispensary in north america that partners with foot traffic because of that we've been able to share the results of an ai campaign that we've been running for the past three months this case study reflects q3 results from one of our clients that operates in the northeast over three months our ai software pulled in historical data from previous campaigns trending information from news channels aggregators such as google and bing social media and historical weather patterns and reports of future forecast also for weather for that specific client's region we use this vast amount of information to create a variety of ads including dynamic tax ads smart campaigns non-brand campaigns and product campaigns they showed initial investment of eight thousand dollars into our google ads ai service our clients saw over nineteen thousand website visitors 1814 of those visitors made a purchase the total revenue on this particular campaign 273 thousand dollars now that's a return on the headspan of 34.19 for every dollar spent and furthermore this client was only paying four dollars and 41 cents to acquire a new customer talk about winning over your market audience this is going to be a certain that this customer is going to acquire this market i want to emphasize emphasize that it's not just our ai technology that is scoring these amazing results yes we have constant data gathering and analysis going on that's powered by the world's first google ads ai for the cannabis industry but we also have knowledgeable team that knows how to make the most of it after all what's the point of a powerful tool if you don't know how to use it and that's why we we have trained google ad specialists who participate in ongoing education to maintain certification and stay on top of best practices so that we can continue to run high performancing ads for our clients we invest in furthering their skill set because we know it will benefit everyone who works with us we have skilled copywriters creating engaging content that converts while remaining compliant with both state regulations and online rules google ads are text ads so what you say can have a big impact on whether or not people will click on your ad succinct ads that are relevant to the keyword that you are targeting is crucial we run thousands of apps for dispensaries across north america it's totally possible you just need to know what is and isn't acceptable and steer clear of problematic words and phrases otherwise you run the risk of not just having your ads dropped from google ads platform but having your whole account shut down each of these pieces alone isn't enough by connecting these components and applying them to each campaign we do we're able to consistently create run and manage high return campaigns for our clients and in fact after running ads for one month 98 of our clients choose to increase their ad spend to further fuel their revenue generating advertising with foot traffic we're seeing this even more right now as retailers ramp up advertising for their upcoming holiday season our process for creating managing and optimizing ads helps our clients reach new customers and convert them into loyal customers we handle all the heavy lifting and put our expertise to work to generate sales for you this is a low-cost tool that truly pays off while your roi will differ based on where you're located it's still a no-brainer especially during this current recession many dispensaries have actually seen their advertising budgets slashed and with foot traffic's google ads ai you can maximize the budget that you actually have today and also drive more revenue and make the case to increase your marketing budget so our news initiative um was stated that the best interest of our clients um as i mentioned the beginning of the webinar we're always brainstorming to uncover new and better ways to serve the dispensaries that partner with us your goals are our goals your success is our success and if you're debating whether this type of advertising is right for your dispensary then also think about timing if you're debating is this the right timing currently there's a lack of competition when it comes to dispensaries on google ads this makes it easier to appear for those desirable keywords that are going to drive traffic to your website we're also about to jump into the holiday shopping season i know i've already started seeing holiday ads popping up left and right and a lot of companies are starting their holiday advertising early because of uncertainty brought to us by the pandemic they don't know what restrictions may be in place come december so they're launching ads to encourage early shopping every week it seems that there's news that covet cases are increasing so it's smart to start your holiday advertising now and we know that customers purchasing behavior has changed since march people are visiting dispensaries less while making larger purchases instead of stopping by weekly they're stopping by every two or three weeks the sooner you start your ads the more people you can actually reach and convince your purchase online from you even if you aren't concerned with the holiday shopping season it's still important to launch your ads so you can actually start gathering enough data so our ai software can make sense of all of this and create even more effective campaigns for you so to maximize the potential of our software we want at least a couple months worth of data this is really how your advertising campaigns get a boost to help you maximize your advertising budget and get started with google ads we're offering a special deal to today's attendees so you can get one month's worth of google ads management for free and to get started with this deal just go ahead and schedule a call with us we're going to put a link here in the chat window for you and this offer is only available until october 29th for the attendees of this webinar only so act fast and let's get on a call and start talking about foot traffic's google ads ai and how we can actually help you boost your sales let me stop here for any questions from our audience if you wouldn't mind please use the q a function to ask any of your questions there i'll give you a couple seconds to find that button great first question here how quickly will you see results i get this question pretty much every single time we talk about google ads this is a great question google ads is actually an immediate result tool many of our customers within the first week they start seeing great results and that's just a baseline normally it takes about one month for google ads algorithm itself to become smarter it takes us a couple weeks to really sift through that data to maximize it for you and then yet one more month to really catapult your advertising campaigns into its maximum potential with our foot traffic ai so all in all when we see a campaign doing well in the beginning that's a great indicator that you're going to see tremendous returns however you're going to see returns regardless fairly quickly great question here from one of our audience members google has strict guidelines around cannabis what are you doing to enable keywords so one of the the items that i mention here is our team so we do have google ads certified uh specialists on staff and we've been running google ad campaigns since five years ago when we first got started as foot traffic so we have a track record already of knowing how to really maximize the use of the platform without triggering their algorithm to pick up some of these keywords and targets that are are being used in advertising copy right that are getting you flagged i also mentioned we do have a team of staff writers our chief writing officer is also responsible for curating specific keywords to text copy matches to ensure that you're getting the best of it and in the end of the day look if you aren't following all the rules that google set for you they're going to turn a blind eye because they do want your spam okay that's really what it comes down to so it's skill it's a lot of experience and uh and that's it and the magic it has already been defined here at foot traffic how do we compare with weed maps good question there so weed maps is a completely separate platform so if you think of google as its own engine that drives the world 93 of the entire search traffic globally okay is going through google weed maps requires to run on google's platform so we maps is a subset of a search engine okay so let's put it this way do you want to increase and boost and appear above weed maps you need to invest in advertising with google that's really what it comes down to because google is the one also sending traffic to weed maps weed maps cannot exist without google google owns the entire search traffic world so you're going to the source rather than a subset which would be weed maps so really great questions i really appreciate one more question here i think we have time for how do we measure results amazing questions so there's a varied um ways to measure results we work with every single one of our customers to make sure that we are targeting exactly the kpis that they want us to target but in the end of the day everybody wants to measure revenue so we went to the source we go to your online menu we embed a pixel on every single person that clicks on an ad that navigates to your website that navigates to your menu that issues a purchase and completes that transaction and we have all of that data but we can track even more than that and so we share all of these results with every single one of our customers on a cadence call with them review performance day by day so you have exactly what you need to engage internal stakeholders and make educated business decisions so that is the one source of truth is revenue that everybody goes for but most often not we can track all sorts of other great information such as site traffic click-through rate and return on ad spend thank you very much for your time today you guys have been wonderful if you have any additional questions please click that link foot traffic dot me forward slash call let's get speaking to one another happy to address those questions and happy to get you started thank you once again for your time look forward to speaking with you have a great day ]