Trading at scale using technology and tools to drive paid search - Andy Mihalop

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trading at sca using technology and tools to drive paid Andy Mihalop Head of Search & Biddable Media Platf

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Transcript of Trading at scale using technology and tools to drive paid search - Andy Mihalop

Page 1: Trading at scale using technology and tools to drive paid search - Andy Mihalop

trading at scaleusing technology and tools to drive paid search

Andy MihalopHead of Search & Biddable Media Platforms

Page 2: Trading at scale using technology and tools to drive paid search - Andy Mihalop

Our challenge....

50 product channels 10 million keywords 400 campaigns 5 million negatives Technology is critical

Page 3: Trading at scale using technology and tools to drive paid search - Andy Mihalop

Building a scalable structure is the first step

Campaign structure that scales to 100% coverage Updated frequently, accurately and easily Will maximise Quality Score before bid-optimisation

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Align strategy and technology

Understand the customer journey Consider the head, mid and tail Align bid-management approach Understand your technology requirements

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Paid search technology enables bid-optimisation at scale

Maximise ROI via automated bid-management Drive workflow efficiency in campaign management

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Moneysupermarket selected Efficient Frontier

Weekly Profit from Efficient

Frontier

Weekly Profit fromRules-Based Tool

BID

OPTIMISATION

SEARCH

SOCIAL……

DISPLAY728x90

300x250

468x60

MULTI-CHANNEL

CAPABILITY

PUBLISH

OPTIMISE

ATTRIBUTE

TRACK

SERVE

BID

MANAGE

CAMPAIGN

MANAGEMENT

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Bid-optimisation strategy across the demand curve

Generickeywordse.g. carinsurance

Brand keywordsBrand + generic keywordse.g. moneysupermarketbest credit card offers

Generic + modifier + location keywordse.g. Car insurance Ford Focus Leeds

Head Mid TailAdve

rtise

r com

petiti

on

Search query volume

Portfolio optimisationMargin maximisation

Predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance metrics

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Use advanced campaign management to drive efficiency

All feed columns become available for account structure creation and mapping Dynamically create

keywords from product feed

Automatically create ad variations tailored to the ad group theme

Integrate with Google Live Ads to update ads whilst preserving Quality Score

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Build your own tools in Excel to automate key tasks

THEMY CRUNCHER

Identifies themes in SQR’s for new

keywords and negatives Takes an SQR and AdWords Editor

keyword download, identifies searches matching to incorrect

keywords and outputs negatives for campaign upload

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Use API’s to facilitate data integration

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Optimise beyond the click to maximise conversion

Stage 2:Listening

to SOME ofyour

audience

• Focus groups

• Heat maps

• On-line Surveys

• Usability labs

Stage 3:Listening to

some of whatALL of your

audienceis saying

• A/B/n testing

Stage 7:New

Super-Being

• Automated Optimisation

• Optimal experiencefor everyinteraction

• Across all channels and media

Stage 6:Dominant

Species

• All others PLUS:

• Nothing goes live without data to justify its existence

• Enterprise data fully integrated into all digital touch points

Stage 5:Listening

& acting inReal-Time

• Multivariate Testing

• Combined with Targeting

• Multivariate Testing and Targeting nowpart of your day-to-day operationalprocesses

Stage 1:Up from the

brochure-warecrawl & off toa good start

• Dynamic content

• Reliable infrastructure

• You know what your audienceDID (analytics)

Stage 4:Listening to everything

your audienceis saying

• Multivariate Testing

• Know what your audience WANTS to do and WHY