How MediaJel’s Machine Learning Software Supercharges Google Ads Campaigns

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good morning everyone good afternoon if you're joining us from the east coast we're really excited to have yet another series on machine learning and google ad campaigns we're going to get started here just a moment allowing a couple more seconds here for our other attendees to join in we'll be right back with you thank you so much good morning once again if you're just joining us good afternoon if you're joining us from the east coast we're going to get started now with our webinar thank you once again for taking the time out of your day to join us today we're going to be covering how foot traffic's machine learning software supercharges google ad campaigns for our cannabis industry today's agenda we will be covering the benefits of cannabis machine learning how ai can unlock new keywords and advertising strategies and three ways our ai improves your bidding strategies as well as your campaigns my name is eduardo silva i will be your host today i'm really excited to be sharing this information with you i bring with myself around 18 years of marketing and sales experience to this industry and once again very very excited to be joining you foot traffic is a leading digital marketing agency for deep cannabis space we've been in business for over five years now solely focused in this industry and really really excited to continuously innovate to help bring more success to our clients before we get started with our webinar today let's just take a quick moment to just prepare ourselves uh if you do have your mobile phones with you we greatly appreciate those mobile phones especially here in the digital advertising world but please put them face down on your desk just to minimize distraction we're going to be covering quite a lot of content we want to make sure that you are able to really absorb all of this material in such a short time period also take a moment to familiarize yourself if you're joining us from the zoom interface here there is a q a button please do locate that button we have live panelists here that will be answering questions throughout the webinar we will also be holding a q a towards the end of our webinar so be sure to stick around and we also have a special offer for everybody that's attending today let's get started so now you may be familiar with the term machine learning as a general concept it's part of the ai family and it's responsible for how technology gets smarter essentially it's the way software can take on new knowledge without being told to do so explicitly it is like a self-reinforcing mechanism the software takes in new data and starts to see patterns and make connections the more data it has the better it can do with it it also makes it more efficient so you can start seeing those patterns more quickly finding the right kind of data faster than a team of 10 people could ever imagine doing so imagine harnessing this power behind your advertising campaigns with each of your campaigns getting better every day thanks to the data it collects with foot traffic's google ads ai you can benefit from this technology and increase your revenue with ads that increases your businesses bottom line so how do we do this we are proud to have the cannabis industry's first ai solution for google ads our software improves campaigns by compiling and analyzing vast amounts of data that clues us into the customers buying trends our team of certified google ads experts takes our software recommendations and pairs it with their own expertise and knowledge of dispensaries google ads to create strategies that increase our clients revenue for example one of the places our software gathers data from is facebook if people are talking about a cannabis brand you probably won't know unless they tag you however our software can find brand mentions and determine the sentiment around those mentions are people talking about loving abraham or are they disappointed with the quality or the performance how many people are having these discussions and where if people are positively talking about high seasons pre-rolls in your target market and you happen to carry that brand you can then use that info to bid on keywords related to the brand and create branded ads to capitalize on this positive chatter on the other hand let's say you're already running ads for a product that people are talking about negatively no one wants those bad associations made with their brand but because the people talking on social media aren't tagging you you haven't seen those comments and thankfully our machines learning software can see these conversations so that we can change your advertising strategy and minimize the impact of negative chatter this type of data gathering and analysis allows us to react more quickly and effectively to trends and news so that your dispensary can protect its bottom line and grow its sales now you may be thinking does google already do something like this well unfortunately the answer is no google allows users to access to some historical keyword data so that they can create campaigns based on how those specific keywords have previously performed it's not a robust tool and he has nowhere near the reach that our software does while google lets you see how a specific keyword has performed in the past there's no indication about how well they will perform in the future and absolutely no analysis or correlation to the overall broader audience plus that info is given to you in a vacuum yes cushy punch has performed well as a key word in the past but what about the negative articles that came out this week about the company being sued because of our ai software pulling in tremendous amount of data from numerous sources including news aggregators weather and social in addition to rehistorical performance foot traffic can make campaigns that take in more data than what google provides let's talk about how this works 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 one another like connecting a live chat bot to your wordpress account you've seen an api code if you have ever bought something from a website and paid using paypal you've used an api what you may not know is that a lot of popular sites use api to show you a broad variety of information in real time for example if you want to see what's happening today you might check out google news now we all know that google does not have its own news sources instead of hiring journalists and photographers they source stories from digital newspapers and news stations across the world and give you all of this information in one simple format google news you don't have to look in different places to get your local national and international news it's all conveniently available in one place our api taps into a variety of data sources in a very similar way it uses an api connection to allow weather predictions news aggregators like google and bing news and even social media sites to cluster data that can be subsequently sorted and patterns can be identified plus it continuously analyzes each of your campaign's historical data to provide insights into how keywords may perform in the future in association to all of these data aggregators it's like having a vast research team constantly checking for relevant news social media posts and weather patterns to create this association with consumer orders on your e-commerce and lightning speed so that you can take advantage of change in consumer behavior in real time imagine being on the forefront of the next cannabis trend and having more insights into what your target audience wants that's exactly what foot traffic ai can do when you know more about what your target audience is looking for you can create ads that is instantly grabbing their attention to get them to click on your app it's invaluable with google ads you pay to get on the top real estate you want to be one of the first three results on the search page those top three results get the most click ideally you want to be the first ad result now because there aren't many dispensaries wise enough to the fact that we hear foot traffic can run google ads this is totally possible but what makes google ad campaigns even better is when you match your ad with search intent when you know what's trending and what consumers are interested in because you're analyzed their social data you can create campaigns that tie in with their desires and drive them to purchase from you this increases your spend efficiency saving you money by allowing you to focus on hyper relevant ads that truly generate revenue when you create a google ads campaign one of the things you need to do is come up with your bidding strategy essentially you are telling google how much you're willing to pay for each click you receive or impression you get google offers automated bidding and provide some insight into which of their strategies may work well for you based on your overall goal these bidding strategies are based on keyword historical data that google offers it's pretty great but let's be honest if it was taking in more information it could even be better with our google ads ai you get a more comprehensive look at historical data in addition to all of the other data sources that our machine learning software is aggregating and analyzing this wider scope can help you better predict trends and provide your bidding strategy so you can maximize your ad spend and put your money where it most likely will get you the highest returns this case study reflects the q3 results from one of our clients that operates in the northeast over a three month period our ai software pulled in historical data from previous campaigns that we had run for this client trending information from news channel aggregators such as google and bing social media and historical weather reports and future forecasts for the clients region we use this vast amount of information to create a variety of ads including dynamic text ads smart campaigns non-brand campaigns and product campaigns thanks to the initial investment of eight thousand dollars into our foot traffic ai service our clients saw over nineteen thousand clicks and website visitors over eighteen hundred of those visitors made purchases totaling over two hundred and seventy thousand dollars that's a return on ad spend of thirty four dollars and nineteen cents for every dollar that they put in they paid just four dollars and 41 cents to acquire each customer unreal let's take a moment to look at how each of the different data funnels that our ai pulls from can impact and improve your campaigns so you can see how your dispensary can get similar results as i've mentioned our ai software pulls in a variety of news articles through apis connected directly to google news and bing news as two examples these are both news aggregators that source articles from newspapers magazines and news stations from around the world it's more news than any team of people could possibly read and our software can sift through it and analyze it in real time imagine if you had the setup before the whole vaping crisis last year took place you would have been the first person to know that this was coming thanks to those initial stories that were overlooked by our industry once the story hit the big news outlets like cnn you would have already adjusted your ad strategy to avoid any mentions of vaping or vape cartridges and focus on products and consumers concerned about vaping illness would have been more interested in using even right now with concerns about lung health and with millions of children through remote learning more parents are turning to tinctures as a discreet way to get their cannabis our ai allows our customers and clients to spot or predict these trends early on so they can take full advantage of them and launch ads that will resonate with prospective customers weather can change consumer behavior as well as we all know we see it throughout the year in obvious ways like when every everyone is lined up to get in a pumpkin spice latte at starbucks right but it's not just seasonal offerings that are affecting affected by the weather cannabis is a consumer good and it's also affected by weather you may notice this is if you track weather along with your sales data other retailers do this in stores so they can account for particular shifts in my behavior from day to day on rainy days your in-store sales may suffer while your delivery sales may soar recognizing these patterns ahead of time and staying on top of weather predictions allows you to customize your ads and bidding strategies to focus on what will get you the most sales if you know a storm is coming you can set up your ads to reach those individuals looking to stock up before the rain hits once it starts you can switch to focusing on delivery ads and encourage those individuals not willing to drive in bad weather to buy from you you don't have to be reactive with this with our ai you can identify the trends and shift that occurs and correlate them with weather patterns in your area for an entire 14-day forecast then we'll launch the appropriate ads to help you reach your goals it's that simple i've mentioned so show earlier with continued social destruct distancing thanks to the pandemic there's a lot happening on social media right now and in staying on top of brand sentiment and being part of the various cannabis conversations happening online will be impossible for a social media manager or even a team of social media managers people are constantly chatting about the cannabis products they're trying and the dispensaries that they have visited sometimes they may tag you so that you know they're talking about you but that is a rare occurrence now just imagine what artificial intelligence and machine learning can do with all of that information by sorting through all the dimensions of a brand and noting the sentiment associated with those mentions our ai can help you spot consumer trends so that you can help shape them from the beginning rather than writing the tailwind or completely missing out plus you can learn more about what your ideal audience is interested in so that you can create better ads to target them are they looking for a particular product are they are there certain offers that motivate them to buy immediately by looking at social media sites like facebook pinterest and twitter our artificial intelligence software can learn more about your ideal audience and what matters to them it can help you create bidding strategies for more suitable keywords that will encourage them to click on your ads and order from your dispensary as i mentioned earlier google offers the ability to see the historical data for your own 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 also decide whether to bid on them or not while this can be really helpful and useful when running a campaign it's not very robust of a solution for gathering and analyzing data with our machine learning software we've been able to gather more information about past campaigns and keywords and learn from historical trends to be honest it's more information than a human can sift through and understand and analyze ultimately it's not just about the data gathering though having a tool that can help you recognize patterns and purchasing trends faster and more effectively is invaluable it's the difference between being able to capitalize on a trend or completely missing the boat with our machine learning we can see which days or 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 are 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 i want to emphasize that it's not just our ai technology that's scoring these amazing results yes we have constant data gathering and analysis going on it's powering by the world's first google ads ai for the cannabis industry but we also have a knowledgeable team that knows how to make the best of it after all what's the point of a powerful tool if you don't know how to use it we have trained google ads specialists who participate in ongoing education to maintain certification and stay on top of best practices so that we can continue to run high performing 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 its unparalleled importance we run thousands of ads 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 having your ads dropped from the 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 continuously create run and manage high return campaigns for our clients in a beyond scalable fashion in fact after running ads for just one month 98 of our clients choose to increase their ad spend to further fuel the revenue generating advertising with foot traffic we've seen this even more right now as retailers ramp up advertising for the 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 of the heavy lifting and put our expertise to work to generate sales for you and furthermore this is a low-cost tool that truly pays off while your roi is going to differ based on where you're located it's still a no-brainer especially during the current recession and many dispensaries have seen their advertising budget slash but with foot traffic's google ads ai you can maximize the budget you do have drive more revenue and make the case for stakeholders internally to increase your marketing budget our newest initiative was started with the best interest in our clients of mine we're always brainstorming to uncover new and better ways to serve our dispensaries that partner with us your goals are our goals your successes our success if you're still not sure whether this type of advertising is right for your dispensary then consider timing right now is the best time to launch not only is there a lack of competition when it comes to dispensaries on google ads but the holiday shopping season is upon us i know we've already started seeing ads for the holiday you know gift shopping season and i imagine you have to if you're tired um of you know all of these advertisers for the christmas season just imagine trying to fight for mind share with your customer while not advertising things should be pandemic the holiday shopping season has started earlier this year no one wants to get caught with extra inventory if there is an additional covert restriction that is instituted in our industry every week it seems there's an there's news that covet cases are increasing so it's smart to start holiday advertising now we know that customer purchasing behavior has changed since march while dispensaries are generally considered essential business people's buying pattern have changed and we don't know when they will be back to normal if there will ever be a new normal people are visiting dispensaries less while making larger larger purchases instead of stopping by weekly to pick up one or two things they're stopping by every two or three weeks and buying enough to keep them covered until the next visit the sooner you start your ads the more people you can reach and convince your purchase from you online even if you aren't concerned with the holiday shopping season it's very important to launch your ads as soon as possible because doing so will allow allow our ai software to gather more data so that you can create more effective campaigns to maximize the potential of our software we want at least a couple months worth of data this really boosts results to help you maximize your advertising budget and get started with google ads we're offering a special deal for today's attendees only get one months of free google ads management for free to get started with this deal schedule a call with us foot traffic dot me forward slash call that domain again is foot traffic dot me forward slash call and this offer is only available until the end of tomorrow for attendees only so please do act fast let's get you on a call let's get you set up with google ads ai by foot traffic and start boosting your sales see if there's any questions from the audience great question and i get this quite often how quickly will you see results we have clients that are seeing results within the first few days of launching a campaign and some which take a few weeks but the reality is that google ads can show you results almost instantly great question how do we measure results another great question so foot traffic we measure revenue attribution so we use google analytics we integrate it with every single online e-commerce platform within our industry to make sure that we're tracking every return on ad spend for our clients and we provide all of these metrics back to you with also ratio so you can help communicate internally as well great questions thank you so much for sticking around with us you've qualified for a free yeti as well foot traffic yeti please do uh schedule a call with us let's get you set up foot traffic dot me forward slash call i want to thank you again for taking the time out of your day to allow us to present to you and we look forward to the opportunity to working with you have a wonderful rest of your afternoon ]