5 Ways Programmatic Will Change the Paid Search Industry
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5 Ways Programmatic WILL CHANGE THE PAID SEARCH INDUSTRY
Transcript of 5 Ways Programmatic Will Change the Paid Search Industry
5 WaysProgrammatic WILLCHANGE
THEPAID SEARCHINDUSTRY
THE OPPORTUNITY
Google has
http://www.internetlivestats.com/google-search-statistics/
3.5 BILLIONSearches per day
THE OPPORTUNITY
Google has
http://www.internetlivestats.com/google-search-statistics/
3.5 BILLIONSearches per day
THE CHALLENGE
1 POTENTIAL BUYER MANY SELLERS
GROW REVENUE & PROFIT
THEPROGRAMMATIC SOLUTION
THE OBJECTIVE
NUMBER ONE
Exponential Complexity
KEYWORDS MATCH TYPES DEVICES USER PROFILE
MULTIPLIERS
INSTANCES
*Each instance has a unique cost/revenue/profit history
10,000 4 3 5
40,000 120,000 600,000
EXPONENTIAL COMPLEXITY
EXPONENTIAL COMPLEXITY
USER PROFILE PERFORMANCE HISTORY
COMPILEDCLICK PROFILE
PAST DEVICE VISITSDEVICE TYPE
SEARCH STRING
KEYWORDMATCH TYPECOST HISTORYREVENUE/PROFIT HISTORYCONVERSION RATE
red shoes
EXPONENTIAL COMPLEXITY
TRAFFIC
GROWTHENGINE
QUALITYSCORE
AD RANK
NUMBER TWO
Campaign Structure
CAMPAIGN STRUCTURE
GAIN ACTIONABLE DATAARCHITECT AN ACCOUNT TO
SEAR
CH C
AMPA
IGN
KEYW
ORD
AD G
ROUP
AD G
ROUP
AD G
ROUP
AD G
ROUP
EXAC
TPH
RASE
BROA
D +
BROA
D
CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$1005.00%
$500.00$5.00
N/A+300% New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at C
lient
sMAX
CPC
$15Cost
Conv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$1001.00%
$500.00$1.00
N/AN/A New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at C
lient
sMAX
CPC
$1CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$1003.00%
$500.00$3.00
200%N/A New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at C
lient
sMAX
CPC
$8CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing
$100.25%
$500.00$.25
N/A+150% New
Visi
tor
Home P
age
2+ Pa
ges
Prod
uct P
ages
Prod
uct i
n Car
tBe
gan C
heck
out
Repe
at C
lient
sMAX
CPC
38¢
CAMPAIGN STRUCTURE
NUMBER THREE
Grow Traffic
GROW TRAFFIC
HOW TO AUTOMATE KEYWORD MANAGEMENT
Dynamic Search Term InsertionProduct Catalog - XML Feed
Competitive Gap Analysis
Converse red shoeswhite shoesred shoesblack shoescomfortable shoesinexpensive shoeshigh top shoes
{KeyWord} list
DYNAMIC SEARCH TERM INSERTION [DSTI]
Converse red shoes
Product information:XML FEEDS
CASE STUDY: KEYWORD EXPANSION
KEYWORD FEED - 7%SHOPPING DSTI - 3%
SEARCH DSTI - 29%
REVENUEINCREASED
BY 67%ORIGINAL KEYWORDS
57%
MANUAL - 4%
43%
NUMBER FOUR
Influence Quality Score
INFLUENCE QUALITY SCORE
BID20%
CLICK-THROUGH RATE IS
75%
DRIVE CTR?
HOW TO
OTHER10%
QUALITYSCORE70%
OF QUALITY SCORE
INFLUENCE QUALITY SCORE
HIGHERBID
HIGHERPOSITION
HIGHERCTR
HIGHERQUALITYSCORE
HIGHERAD RANK
HIGHERCONVERSION
RATE
EXACT MATCH
NUMBER FIVE
Predictive Bidding
PREDICTIVE BIDDING
EXPONENTIALCOMPLEXITY
CAMPAIGNSTRUCTURE
GROWTRAFFIC
IMPROVEDQUALITY SCORE
HOLISTIC & PROGRAMMATIC
PREDICTIVE BIDDING
Revenue+62.23%
Cost-17.96%
CUSTOMER#5698
CHANNELSearch
VERTICALB2B business services
TIMELINE132 days live
LOCATIONUSA
Revenue+46.27%
Cost-26.11%
CUSTOMER#3143
CHANNELShopping
VERTICALOutdoor sport
TIMELINE290 days live
LOCATIONUSA
Revenue+38.05%
Cost-50.11%
CUSTOMER#4530
CHANNELSearch
VERTICALHobby
TIMELINE23 days live
LOCATIONUSA
Revenue+86.40%
Cost-57.10%
CUSTOMER#3830
CHANNELShopping
VERTICALHome
TIMELINE55 days live
LOCATIONUSA
SUMMARY
EXPONENTIAL COMPLEXITYCAMPAIGN STRUCTUREGROW TRAFFICINFLUENCE QUALITY SCOREPREDICTIVE BIDDING
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