WHO AM I

BEA VAN NIEKERK

HEAD OF E-COMMERCE AT V8 MEDIA
HOW
AI AND MACHINE LEARNING
CAN
CHANGE YOUR
DIGITAL MARKETING
GAME
Work Smarter, Not Harder
AND GET BETTER RESULTS
 2 KEY PARTS
INTRO +
OVERVIEW
We’ll dive into how AI
and Meta's machine
01 AI TOOLS AND HOW TO USE THEM IN
YOUR AD STRATEGY

learning can drive

better results,
improve performance,
and increase
efficiency. 02 META’S MACHINE LEARNING AND HOW TO
OPTIMISE ADS TO CONVERT BETTER
 Introduction to AI and Machine Learning in
01 Digital Marketing

WHAT WE’LL 02 AI-Driven Creative Strategy

COVER
03 AI-Driven Copywriting Strategy
We’ll dive into how AI
and Meta's machine
learning can drive
How Meta’s Machine Learning Optimises
better results, 04 Campaign Performance
improve performance,
and increase 05 Advantage+ Shopping Campaigns & Flexible
efficiency. Ads: The Future of AI-Powered Selling

06 Tackling the Fears and Myths Holding Your

Marketing Back
LET’S DIVE IN
 WHAT IS
AI AND MACHINE LEARNING?
1 2 3 4 5 6
 WHAT IS AI?
Artificial Intelligence (AI) refers to the simulation
of human intelligence by machines, enabling
them to perform tasks that typically require
human cognition, such as learning, reasoning,
problem-solving, and decision-making. At its
WHAT IS IT? core, AI allows systems to process vast amounts
of data and identify patterns, making them highly
effective for complex, data-driven tasks.
 WHAT IS MACHINE LEARNING?
Machine Learning (ML) is a subset of AI that
focuses on teaching computers to learn and
improve from experience without being explicitly
programmed. Instead of following static
instructions, ML models analyse data, identify
WHAT IS IT? trends, and make predictions or decisions,
continuously refining their performance over time.
 IF WE’RE TALKING ABOUT AI IN DIGITAL
MARKETING, THIS IS WHAT WE MEAN:

WHAT IS IT?
 WHY USE AI?
AI IN MARKETING:
THE GAME-CHANGER
YOU CAN’T AFFORD
TO IGNORE
 "Our investment in recommendations and ranking
systems has driven a lot of the results that we're
seeing today across our discovery engine, Reels,
and ads. Along with surfacing content from
friends and family, now more than 20% of
REAL- content in your Facebook and Instagram feeds is
recommended by AI from people, groups, or

WORLD
accounts that you don't follow. Across all of
Instagram, that's about 40% of the content that
you see. Since we launched Reels, AI
EXAMPLES recommendations have driven a more than 24%
increase in time spent on Instagram."
AND
QUOTES - Mark Zuckerberg, CEO of Meta

FROM THE
EXPERTS "Keep in mind that a little bit of AI can go a long
way to reduce costs and drive revenue when you
have the right data and the right use case."

- Paul Roetzer, Author of Marketing Artificial Intelligence: AI, Marketing, and the
Future of Business
 Part 1

01 AI TOOLS AND HOW TO USE THEM IN

YOUR AD STRATEGY
 AI-DRIVEN CREATIVE
STRATEGY
1 2 3 4 5 6
 NOT USING AI?
YOU'RE LEAVING
SALES ON THE TABLE!
 Sourced from NP Digital | Insights from 119 companies that all generate over 10 million dollars a year in revenue

AI-Generated Content Short-Form Videos

Interactive Content Podcasts Webinars

Live Streams Long-Form Blogs Images

EMERGING AI-Generated Content

TRENDS IN Short-Form Videos

CONTENT
TYPES FOR Interactive Content

2025 Podcasts

Spotlight on Webinars
AI-Generated Content
Live Streams

Long-Form Blogs

Images

0% 5% 10% 15% 20% 25%

 KEY BENEFITS OF AI IN CREATIVE STRATEGY:

🧠CREATIVE
1. Scalability: AI generates and tests thousands of

WHY AI IN creative combinations in a fraction of the time.

2. Personalisation: Delivers creatives tailored to

STRATEGY? individual user preferences and behaviors.

3. Data-Driven Decisions: Removes guesswork by using
Scale faster, test predictive analytics and performance insights.
more efficiently, and
achieve higher ROI.
 MUST-USE
AI TOOLS + STRATEGY
 Your ad needs GOOD CREATIVE HOOKS.

📊ENHANCED
How can you identify good, winning ad hooks?

AI-
CREATIVE
PROCESSES
Established
Scale faster, test Accounts
more efficiently, and with Data
achieve higher ROI.
Non-
established
Accounts
without Data
📊ENHANCED
AI-
CREATIVE
PROCESSES
Scale faster, test
more efficiently, and
achieve higher ROI.
 01
📊ENHANCED
AI-
Ideation: Generating
Winning Concepts
using ChatGPT

CREATIVE
PROCESSES
Scale faster, test
more efficiently, and
achieve higher ROI.
 02
📊ENHANCED
AI-
Creative
Development:
Crafting Ad Assets

CREATIVE For AI-Generated Videos:

PROCESSES
Scale faster, test
more efficiently, and
achieve higher ROI.
 AI-GENERATED VIDEOS

📊ENHANCED
AI-
CREATIVE
PROCESSES
Scale faster, test
more efficiently, and
achieve higher ROI.
 AI-GENERATED VIDEOS

AI-
GENERATED
VIDEOS VS. AI VIDEOS BRINGING IN
MANUALLY
CRAFTED 2.3X HIGHER ROAS
VIDEOS
Example AI Avatar
Text overlay
Voice-over
 AI-GENERATED VIDEOS

AI-
GENERATED
VIDEOS VS.
MANUALLY
CRAFTED
VIDEOS MANUALLY CRAFTED VIDEOS
Example

The copies, headlines, and targeting remained consistent, while the

creative video was the variable tested.
AI-DRIVEN COPYWRITING
STRATEGY
1 2 3 4 5 6
 STEP 1
📊ENHANCED
AI-
Step 1: Input Your Campaign Details

COPYWRITING Provide AI tools with essential details:

Product/service details.
PROCESSES Audience demographics (age, gender,
interests).
Scale faster, test Campaign objectives (awareness,
more efficiently, and engagement, conversions).
achieve higher ROI. Example Prompt for ChatGPT:
"Write 3 attention-grabbing ad headlines
for a vegan skincare line targeting eco-
conscious women ages 25-45, focusing on
natural ingredients and glowing skin."
 STEP 2
📊ENHANCED
AI-
Step 2: Generate Hook Copy Variations

COPYWRITING AI tools like ChatGPT, Claude AI, Jasper AI,

or [Link] generate multiple headline and
PROCESSES hook variations to test.

Scale faster, test Example Hooks:

more efficiently, and "Glow Naturally—Your Skin Deserves It!"
"Sustainable Beauty, Radiant Results."
achieve higher ROI. "The Secret to Healthy Skin, Straight
from Nature."

Why It Matters: Testing multiple hooks

ensures you find what resonates most with
your audience.
 STEP 3
📊ENHANCED
AI-
Step 3: Leverage Frameworks for Proven
Copywriting
COPYWRITING Use AI to apply tried-and-true marketing
PROCESSES frameworks like:
AIDA (Attention, Interest, Desire,
Scale faster, test Action):
more efficiently, and "Glow Naturally—Attention. 100% vegan
ingredients—Interest. Healthier, radiant
achieve higher ROI. skin in weeks—Desire. Shop Now—
Action."
PAS (Problem, Agitate, Solve):
"Tired of dull, dry skin? —Problem. Stop
hiding behind filters—Agitate. Try our
vegan skincare for a glow you’ll love —
Solve."
 STEP 4
📊ENHANCED
AI-
Step 4: Test Variations for A/B Testing

COPYWRITING AI tools enable you to produce variations of

the same ad copy to test different angles:
PROCESSES Pain Point Angle: "Dull, tired skin?
Scale faster, test Transform it with our vegan skincare."
more efficiently, and
Pleasure Angle: "Reveal radiant, glowing
achieve higher ROI. skin with every use."

Scarcity Angle: "Only a few left—Don’t

miss your chance for glowing skin."
 STEP 5
📊ENHANCED
AI-
Step 5: Analyze and Refine with AI Insights

COPYWRITING Use performance data from Meta Ads

Manager to refine future copy. Slot those
PROCESSES wins into ChatGPT for your next batch of
testing!
Scale faster, test
more efficiently, and AI tools like Revealbot or Madgicx can
analyze which headlines and CTAs
achieve higher ROI. performed best and suggest optimizations.
📊ENHANCED
AI-
COPYWRITING
PROCESSES The more you “FEED” AI, the
Scale faster, test better results it will give you.
more efficiently, and
achieve higher ROI.
 Part 2

02 META’S MACHINE LEARNING AND HOW TO

OPTIMISE ADS TO CONVERT BETTER
 META’S GAME-
CHANGING FEATURES
FUELED BY MACHINE
LEARNING!
Smart Ads, Smarter Results: How Meta’s
ML Optimises Campaign Performance

1 2 3 4 5 6
 1. Dynamic Ads
Automatically generate ad variations tailored to users’ behaviour and
preferences.
Uses machine learning to display the most relevant products or
creatives to each audience member.
Works especially well for e-commerce brands with large product

META’S catalogs.

MACHINE
LEARNING
Optimise
performance,
targeting, and
efficiency.
 2. Campaign Budget Optimisation (CBO)
Allocates your budget across ad sets in real-time based on their
predicted performance.
Machine learning adjusts spending to prioritise higher-converting
audiences or ad sets.

META’S
MACHINE
LEARNING
Optimise
performance,
targeting, and
efficiency. 3. Ad Learning Phase
During the learning phase, Meta’s algorithm collects data on audience
engagement to improve ad delivery.
Machine learning determines which combinations of audience,
placement, and creative yield the best results.
 4. Conversion Optimisation
Machine learning tracks user behaviour and refines targeting for
specific goals (e.g., purchases, initiating checkouts, add to carts,
etc.).

META’S It learns from post-click data to improve delivery over time.

MACHINE 5. Automated Placements

LEARNING Leverages machine learning to determine the best placements for your
ads (e.g., Facebook Feed, Instagram Stories, Reels, etc.).

Optimise AI ensures your ads are shown where they’re most likely to drive
performance, engagement or conversions.
targeting, and
efficiency.
 6. Advantage+ Audience Targeting
Automatically expands audience targeting beyond manual selections
to include individuals likely to convert based on behaviour and
preferences.
Utilises AI to explore untapped, high-value segments.

META’S The broader,

MACHINE the better (for
established
LEARNING accounts)

Optimise
performance,
targeting, and
efficiency.
 7. Ads Manager Recommendations
The “Performance Recommendations” in Ads Manager uses machine
learning to suggest changes to campaigns, such as targeting, bidding,
or creative adjustments.
AI-driven recommendations improve campaign efficiency and
outcomes.

META’S
MACHINE
LEARNING
Optimise
performance,
targeting, and
efficiency. 8. Retargeting with AI
Machine learning helps retarget users who have engaged with your ads
or website by analysing their behaviour and preferences.
Adjusts messaging and creatives for different stages of the customer
journey.
 META’S GAME-
CHANGING FEATURES
FUELED BY MACHINE
LEARNING!
Advantage+ Shopping Campaigns & Flexible
Ads: The Future of AI-Powered Selling

1 2 3 4 5 6
ADVANTAGE+
SHOPPING
CAMPAIGNS
 9. Advantage+ Shopping Campaigns
Maximize performance and reach valuable audiences with a simplified
setup.
Automates creative, targeting, and delivery for e-commerce campaigns.
Machine learning identifies the best-performing ads, optimises delivery,
and scales them automatically.

META’S
MACHINE
LEARNING
Optimise
performance,
targeting, and
efficiency.
 9. Advantage+ Shopping Campaigns

Something to note before using

Advantage+ Shopping campaigns.

META’S
MACHINE
LEARNING
Optimise
performance,
targeting, and
efficiency.
Define audiences to:
1. Ensures Balanced Targeting
2. Improves Performance Tracking
3. Optimizes Budget Allocation
4. Enhances Future Targeting
 9. Advantage+ Shopping Campaigns

META’S
MACHINE
LEARNING
Optimise
performance,
targeting, and
efficiency.
 9. Advantage+ Shopping Campaigns

Campaign level

META’S
MACHINE Ad Set level
LEARNING
Optimise
performance,
targeting, and
efficiency.
 Advantage+ Shopping Campaigns

META’S
MACHINE
LEARNING VS
Optimise Manual Sales Campaigns
performance,
targeting, and
efficiency.
FLEXIBLE
ADS
 10. Flexible Ads
AI combines different creative elements (images, headlines, text, and
CTAs) and tests them in real-time.
Machine learning determines the best-performing combinations for
each user.

META’S Multiple ad
MACHINE creatives,
copies and
LEARNING headlines

Optimise
performance,
targeting, and
efficiency.
 10. Flexible Ads

Meta favoured the

Flexible ad for our
Black Friday
campaigns

META’S
MACHINE
LEARNING
Optimise
performance,
targeting, and
efficiency.
 TACKLING THE FEARS
AND MYTHS
HOLDING YOUR
MARKETING BACK

1 2 3 4 5 6
 y R o l e ”
O v e r M
i l l T a k e
“ A I W

“It’s Too Com

plicated for
My Team”

FEARS AND C o n t r o l O v e r M y C a m p a ig n s ”
L o s e
MYTHS “ I ’ ll

Many of these fears “It’s T

oo Ex
stem from myths that pensi
ve to
hold your marketing Imple
back. ment”

M y N i c h e ”
R i g h t f o r
“AI I s n ’ t
KEY TAKEAWAYS
TO OVERCOME
THESE FEARS
 1. Start Small: Use AI for simple tasks like ad
creative optimisation or targeting, then

expand as you grow comfortable.

2. Embrace Collaboration: View AI as a partner,

KEY not a replacement—it complements your

TAKEAWAYS creativity with data-driven insights.

3. Test and Learn: Experiment with Meta’s AI

To Overcome These
Fears tools to see how they work for your brand,

reviewing performance data to build trust in

the process.
4. Stay In Control: Set clear goals and

guidelines; AI will work within your framework.

SUMMARY &
CONCLUSION
SO, TO SUM IT ALL UP...
1. AI automates repetitive tasks, freeing you to focus on creativity and
strategy.

2. Machine learning personalises campaigns, delivering relevant ads based

on user behaviour.

3. Meta’s Advantage+ tools simplify ad delivery, optimise creatives, and

boost ROI.

4. AI tools are accessible and cost-effective, suitable for all business sizes

and industries.
5. Embrace AI to scale smarter, engage better, and achieve higher returns

on your marketing.
NEED HELP TO
CHANGE YOUR
DIGITAL
MARKETING
GAME WITH AI
AND MACHINE
LEARNING?
Click the link below this video to get in touch!

Or send an email to sales@[Link]

 THANKS TO INSAKA
FOR INVITING ME TO
CREATE THIS AMAZING
TRAINING ON AI AND
MACHINE LEARNING