Kenia and Zoran recently took delivered this workshop at 3XE in Dublin and HeroConf in London, discussing the benefits of analysing and leveraging machines learning to better understand sentiment in digital advertising

2. Artificial Intelligence Inflection
Point
• Quarterly insight reports
• Google Analytics
• We love data!
Artificial Intelligance Inflection point.Machine Learning

4. Once upon a time…

8. >

9. Yet…

10. 3 Ways to use your feelings to improve the
performance of your campaigns.
1. Testing Sentiment In Ad Text & Audiences
2. Sentiment Analysis Tool
3. How to use Sentiment Analysis in PR, Social and Search

11. 1. Testing Sentiment In Ad Text &
Audiences

12. Traditional Ad Copy Formula
1. Keyword
2. Unique Selling Point (USP)
3. Call To Action
I can do that.

13. Before you start writing your emotional ad
text…

14. Get to know the audience
1. Talk to your client Who
2. Analyse the data  Who, What
3. Talk to the audience  Why!

15. 1. Talk to your client
 Who

16. 2. Analyse the data
 Who, What
F: 70% Revenue
Sessions
41% of all Revenue
Transactions

17. 3. Talk to the audience
 Why 1. Save Money
2. Don’t like:
• Carrying the bags
• OMG Queuing
• Shopping in general
3. Save Time
 But WHY???

18. Are we selling groceries or quality time?

19. 1. Testing Sentiment In Ad Text & Audiences
Experiment:
Are “emotional ads” better than
“functional ads”?

20. 1. Testing Sentiment In Ad Text & Audiences
Functional Ad Copy Emotional Ad Copy
50% 50%
1,000 Ads

21. 1. Testing Sentiment In Ad Text & Audiences
KPIs:
New Customers
Maintain Current Customers
Revenue

22. 1. Testing Sentiment In Ad Text & Audiences
Emotional Ad Copy generated
€4 more per every €1
VS
Functional ads

23. 1. Testing Sentiment In Ad Text & Audiences
• Generated 4% more returning
customers for the same ad
spend.
• Cost per returning customer
was 4% cheaper.
• Returning customer spend
nearly €2 more per
transaction.
Emotional Ad Copy
Emotional Ad Copy Results

24. 1. Testing Sentiment In Ad Text & Audiences
• Generated 8% more new
customers for the same ad
spend.
• Cost per new customer was 6%
cheaper.
Functional Ad Copy
Functional Ad Copy Results

25. 1. Testing Sentiment In Ad Text & Audiences
New customers spend nearly €6
more per transaction.

26. 1. Testing Sentiment In Ad Text & Audiences
Customers
AKA Converters
Potential Customers
AKA Non Converters
>Emotional EmotionalFunctional Functional >

27. 1. Testing Sentiment In Ad Text & Audiences
Next Steps:
Learnings + IF Functions: to increase performance
{=IF(audience IN (Customers), Spend More Time Doing What
You Love. Skip The Queues, Buy Your Groceries
Online!):Save Time & Money By Doing Your Grocery Shop
Online Today!}
Currently testing…

28. 2. Sentiment Analysis Tool

31. 70 “likes” > friends
150 “likes > parents
300 “likes” > partners
300+ “likes” > myself

38. 3. How to use Sentiment Analysis in PR,
Social and Search

39. Using Sentiment Analysis in PR
• Measure sentiment, don’t assume it
• Matching sentiment is key in crisis communication
h t t p : / / u k . b u s i n e s s i n s i d e r . c o m / p r - d i s a s t e r s - c r i s i s - m a n a g e m e n t - 2 0 1 1 - 5

40. Using Sentiment Analysis in PR
• Finding influential bloggers & columnists
• Helps you focus your attention to the most important
influencers
• Helps identify influential products and employees

41. Using Sentiment Analysis in PR
• Early warning system for very negative sentiment & crisis
communication
• Evaluate the sentiment before & after an event as a
measure of success
• Real-time political analysis
• Do all of this for competitors too and learn twice as fast

42. Using Sentiment Analysis in Social Media
• Relying on social media metrics alone is dangerous

43. Using Sentiment Analysis in Social Media
• Understand the sentiment around mentions specifically
• Helps you prioritize responding to unhappy customers
• Be on the lookout for social media crisis

44. Using Sentiment Analysis in Social Media
• Monitor competitors for
inspiration of positive and
negative mentions for
community building or lead
generation opportunities
h t t p s : / / m e n t i o n . c o m / b l o g / s o c i a l - m e d i a - s e n t i m e n t - a n a l y s i s /

45. Using Sentiment Analysis in Social Media
• See how people are reacting to new features, events,
board members, etc
• Identify and reach out to influencers
• Do the same for competitors

46. Using Sentiment Analysis in Search
• The tone of voice to be used in text ads
• Most common problems to be addressed in ad text
• Emphasizing best product features
• Finding marketing language that has a base in real
customer experiences
• Ideas for topical campaigns

47. Using Sentiment Analysis in Search

48. Using Sentiment Analysis in Search
• Anticipating the need for more budget
• Negative & positive keyword exploration
• Adjust bids, budget and ad copy during crisis
• Target influencer names to put a message in front of them

49. 5 Take Aways

50. Take Aways
1. Turn on your detective mode
2. Embrace sentiments in an analytical way
3. Intelligent tools/machines are coming
4. Robots can help us understand the human side
5. Stop ignoring sentiment in Paid Search