Opportunity Analysis with Kratu

Account Performance & OptimizationFinding the needle in your haystack

<SPEAKER>, Google, Inc.

Agenda

● Optimization at scale● Keyword optimizations

● Targeting Idea Service● Traffic Estimator Service

● Discovering opportunities● Intro to Kratu● Demo


How to Optimize?


Profile

Optimize

Measure

Optimization Cycle


Performance dataStructural data

ServicesAWQL AdHocReports

Profile

Optimize

Measure


ProfileKratuCustom strategy

Predictive Analysis

Optimize

Measure


AutomaticManualSemi Automatic

Profile

Optimize

Measure


Developing a solid reporting backend


Develop a pipeline! Two options.

1. Roll your own, or...

2. Use AwReporting○ Out of the box, open source solution ○ Pulls reports into your relational database

Regular, Automatic Reporting is Essential

https://github.com/googleads/aw-reporting


KeywordOptimizations


Targeting Idea Service

TargetingIdeaService

SearchParameter[ ]

TargetingIdeaSelectorKeyword / Placement

Ideas / Stats

AttributeType[ ] (fields)

TargetingIdea[ ]

Type_AttributeMapEntry[ ](field,value)


Search Parameters & FieldsSearchParameter[ ] AttributeType[ ] (fields)

● AdSpecList● CategoryProductsAndServices● Competition● ExcludedKeyword● IdeaTextFilter● IncludeAdultContent● Language● Location● Network ● PlacementType● RelatedToQuery● RelatedToUrl● SearchVolume● SeedAdGroupId

● Average Cpc● Average Targeted Monthly Searches● Category Products and Services● Competition● Criterion● Extracted from Webpage● Global Monthly Searches● Idea Type● Keyword Category● Keyword Text● Negative Keywords● Search Share● Search Volume● Targeted Monthly Searches

...


ExampleLanguageSearchParameter = englishRelatedToUrlSearchParameter = http://www.someplumbers.com/LocationSearchParameter = uk

RequestType.IDEAS, IdeaType.KEYWORD

{AttributeType.KEYWORD_TEXT, AttributeType.SEARCH_VOLUME,AttributeType.AVERAGE_CPC ,AttributeType.COMPETITION}

Targeting Idea Service

KEYWORD_TEXT searchVol avgCPC Competition'london plumbing service' 16 5.13 0.858'london plumbing services' 46 9.41 0.765'emergency plumbing service' 28 6.71 0.912 ...


Traffic Estimator Service

criterionId, Min & Max StatsEstimates

campaignId


CampaignEstimateRequest[ ]

TrafficEstimatorSelector

CampaignEstimate[ ]AdGroupEstimate[ ]

AdGroupEstimateRequest[ ]

KeywordEstimateRequest[ ]

KeywordEstimate[ ]

Criterion[ ], campaignId

adGroupId, maxCPC

keyword, maxCpc, isNegative

adGroupId

averageCpc, averagePosition, clicksPerDay, impressionsPerDay, clickThroughRate, totalCost


ExamplecampaignEstimateRequest.setCriteria(new Criterion[] { uk, english });

adGroupEstimateRequest.setMaxCpc(new Money(null, 1000000)); // 1€

adGroupEstimateRequest.setKeywordEstimateRequests( ...'london plumbing service''emergency plumbing service london''emergency plumbing services london'... )...

Keyword avgCPC avgPosition dayClicks totalCost CTR dayImpressions

'london plumbing service', 0.87, 2.00, 0.02, 0.02, 0.04, 0.58'plumbing services london', 0.71, 8.56, 0.54, 0.39, 0.01, 49.33 ...



Example Optimization - Epsilon Greedy

windshield repair

vehicle glass repair

car window repair

fix car glass

auto glass repair

car glass replacement

car glass

glass window

glasses repair

window repair

KW ResearchUsing TIS+TES

Automatic● Regular● Set and forget● Needs close monitoring

Semi-automatic● Manual lookup

● Suggest KWs for exchange

● KW Research can be manual

KW


Discovering Optimization Ideas with Kratu


● Periodically visit their accounts

● Look for problems

● Experience tells them how to fix

● For accounts that are fine, waste of time

Most AMs Work in “PULL” Mode


● Want to change this to a PUSH model

● Tell AMs what accounts need help

● Don’t worry about ones that are performing well

● Account Managers can do more in less time

PULL is Inefficient


Kratu - Open Source Issue and Opportunity Discovery


● Open source - http://google.github.com/kratu/● End to end tutorial - http://google.github.

com/kratu/tutorial/● Client-side, runs in browser. Implemented in JavaScript.● Includes prebuilt working example for AdWords

● Created by experienced Google Account Managers● Used internally at Google.● Unmaintained sample code, use at own-risk.

Kratu

http://google.github.com/kratu/

http://google.github.com/kratu/tutorial/




Demo!http://google.github.com/kratu/examples/adwordshealthcheck/

http://google.github.com/kratu/examples/adwordshealthcheck/

http://google.github.com/kratu/examples/adwordshealthcheck/


Kratu - Implementation

Web server

Reporting backend

FetchProcess

Store

/kratu/

/rest/accounts/

Data StorageMySql

MongoDB...


● Easy to add other signals

● Add any key/value pair to your data, define a weight and a

threshold

● BYOD - Bring Your Own Data

● Anything that can be converted to a JS Array with key/value

objects

● Includes simple JSON and CSV loaders

Kratu - Flexible & Customizable


● Flexible model● Compose new signals from multiple data points● Custom and built-in event handlers (integrate with

other systems)● Paginations for larger number of accounts● Use it to create reports

● Targeted, e.g., upselling opportunities, mobile adoption● Personalized, e.g., individual for Account managers

Kratu - Flexible & Customizable


● https://github.com/googleads/aw-

reporting/tree/master/examples/kratubackend

● Rest backend for the Kratu project over MongoDB /

MySql

● Reuses the AwReporting project

● Get the benefits of both projects

Kratu - Backend example

https://github.com/googleads/aw-reporting/tree/master/examples/kratubackend




Kratu - Json response[{

"lostISBudget": 0,"lostISRank": 90,"key": "7767761884-Search Network" ,"mccId": 2742928629,"timestamp": "Mar 6, 2013 8:51:08 AM" ,"accountId": 7767761884,"accountDescriptiveName": "Julian 1$-day","cost": 0,"clicks": 0,"impressions": 0,"conversions": 0,"ctr": 0,"avgCpm": 0,"avgCpc": 0,"avgPosition": 0,"currencyCode": "USD","adNetwork": "Search Network"

}]


● Improved stability and ease of use of backend.

● Lovely new UI.

● Slightly more help and ease of writing your own signals.

New Version


ResourcesCode and tutorials

http://google.github.io/kratu/http://google.github.io/kratu/tutorial/


Questions?


Kratu - Restlet example

router.attach("/accountreports/{accountId}", ReportRest.class);

String accountId = (String) getRequestAttributes().get("accountId");

@Getpublic JsonRepresentation getAccountPerformanceReportHandler() {

// Gets Reports from MongoDB or MySql as Java Objects List<Report> listAccountReports = Report.getReportByAccountIdMonth( accountId, date, "AccountReport");

String resultJsonList = gson.toJson(listAccountReports);

JsonRepresentation jsonRepresentation = new JsonRepresentation(resultJsonList); jsonRepresentation.setMediaType(MediaType.APPLICATION_JSON); return jsonRepresentation;}

Opportunity Analysis with Kratu

Technology

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