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B2B Advertising Secrets: Practical Tips for Leveraging AI Right Now
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About the talk
AI is getting a lot of lip service lately, but few advertisers are using it in concrete ways to drive new growth. In this highly visual session, Lance will break down how leading B2B advertisers are using the native AI capabilities built into Google and Facebook to unlock new areas of growth.
00:05 Introduction
01:28 Why are we talking about AI?
03:34 Machine learning examples
05:03 Our AI future
06:35 Push-button concept
07:50 What’s the right way to think about AI in marketing?
10:18 What could go wrong?
11:42 Use an AI-friendly structure
15:42 Optimize the right metric
20:03 What happens when you change optimization metrics?
21:32 Let AI determine creative fit
24:55 Conclusion
About speaker
Lance is the founder and CEO of Closed Loop. Closed Loop specializes in helping high-growth companies realize a massive profit through online advertising on Google AdWords, Facebook, programmatic display and other channels. Closed Loop has worked with numerous high-growth brands and managed over $500M in digital ad spend for our clients. Lance is also a mentor for 500startups, a 3X founder and bootstrapped Closed Loop to over $5M in ARR.
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Citizen Round of Applause for Lance Lovejoy. Alright, thank you. Alright, try to guess who's running paid media campaigns today, and most of the artists excellent in the right place. Good. I run a digital advertising agency closed loop and we're fortunate to work with a lots of high-growth B2B clients. Many of whom are at this conference actually and we've driven High rates of growth for them over time. And we've done that by combining really experienced people with a high touch Staffing model with our own proprietary technology. And that's
a lot of stuff. Put up some pretty good average growth rates for clients over time. And I tell you that not to toot my own horn. But to demonstrate why, I think we've got somewhat of a unique perspective on how we can leverage AI with these campaigns. It really has been A Journey For Us in terms of our adoption of machine learning and applying it to digital advertising and we had to be pulled Kicking and Screaming into a little bit because we got accustomed over time to really having a high degree of control over these campaigns and to leverage machine learning. Part of
the discomfort isn't you got to give up some degree of control to the machine to let it do its best work. And so I think I'm going to share with you some of our earnings in this journey and maybe it'll resonate with you. Why would talking about this because it works? And that was the first step of our journey was testing these different forms of machine could be applied to these ad campaigns and realizing that they were finally starting to work. Machine learning finally, learned. And it tipped at some point, started actually delivering to the promise that it had for a while. Google dropped
in this line at their GM elevator earlier this year. But they said, they have three thousand researchers and Engineers dedicated to a. I and they said the code being produced by Google is not produced by human anymore. So they're got developers who are teaching machines to produce the final code,
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