Trading at scale using technology and tools to drive paid search - Andy Mihalop
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Transcript of 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
Our challenge....
50 product channels 10 million keywords 400 campaigns 5 million negatives Technology is critical
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
Align strategy and technology
Understand the customer journey Consider the head, mid and tail Align bid-management approach Understand your technology requirements
Paid search technology enables bid-optimisation at scale
Maximise ROI via automated bid-management Drive workflow efficiency in campaign management
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
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
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
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
Use API’s to facilitate data integration
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