Webinar: Maximize Keyword Profits & Conversions with Data Science

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WEBINAR

Maximize Keyword Profits & Conversions with Data Science

Use data science to supercharge your search engine marketing

Webinar

Maximize Keyword Profits and Conversions with Data ScienceUse data science to supercharge your search engine marketing

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FEATURING TODAY’S STAR-STUDDED CAST...

Alex Ortiz, VP Marketing @ QuanticMind|Host Analytics, Salesforce, Rakuten/Linkshareas “The dreaded CMO”

Sean Marshall, Product Marketing Manager @ QuanticMind|Intended Search, 3Q Digital, Webtrendsas “Beleaguered digital advertising professional, Sean Marshall”

Joe Hall, Product Marketing Manager @ QuanticMind |3Q Digital, Baytechas “Mild-mannered digital advertising professional, Joe Hall”

Justin Smith, VP Data Science @ QuanticMind|Answers, NexTagas “The data science consultant”

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Name: Sean MarshallProfession: Director of Search Engine Marketing; WidgetCo, Inc.; RetailerMonthly SEM Budget: $1,250,000Keyword portfolio: 1 million+Duties: Avoid objects hurled at him by CMOHelp: Please


My goals until nowHit revenue targets and 35% overall margin

My results until nowExceeded revenue by 10% YoY at margin goal

What I’ve done so farEverything an experienced SEM manager should be doing

Everything was going smoothly until…

% margin = 100 * (rev - cost / rev)

cost = ad spend + cost of goods sold


• Alter % margin – change slot

• Back COGS out of each sale

• Analyze every dimension

• Apply learnings to long tail

• Buy a magic wand

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• I can’t scale my optimization

• I’m overwhelmed by data

• But sometimes I need more

• And…the target keeps moving


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Name: Justin SmithProfession: Data scientistCurrent project: Data scienceSide project: Data scienceHobbies: Data scienceDuties: Use data science to drive scale and automation for SEM programs

• There’s a better way to manage enterprise-level campaigns for profitability:– Manage everything at scale with smart automation

– Optimize your campaigns to the individual keyword level as though they are all head terms

– Perfect your margins by eliminating wasted spend while increasing spend on undercapitalized keywords

– Head home at a reasonable hour and see your family!

• Let’s put the power of data science on our side!


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Business/Strategy Acumen

Mathematics Expertise

Technology; Hacking Skills


Data Science

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• Granular optimization and accuracy

• Scale

• Performance lift

• Competitive advantage


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Keyword6

Before After %ChangeCPC $3.59 $3.80 6%Cost $8,702 $11,265 29%Revenue $12,116 $15,370 27%$Profit $4,414 $5,105 16%%Margin 36% 33% -8%

KeywordSet

Before After %Change

CPC $2.93 $2.51 -14%

Cost $35,464 $34,056 -4%

Revenue $54,554 $58,656 8%

$Profit $19,091 $24,600 29%

%Margin 35% 42% 20%

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• Full time data scientist (Excel guru)

• Full time programmer with API & AdWords script experience

• Full time SEM manager for everything else

CONFIDENTIAL| © 2016. All rights reserved.

Performance

+26% Increased profit margin

at stable spend

Home improvement co

Performance

+24% Increase in gross dollar margin

-15% Decrease in ad spend

E-Commerce co

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Name: Joe HallProfession: Director of Search Engine Marketing, Daddy Warbucks Inc.; Financial Service Co.Monthly SEM budget: $250,000Keyword portfolio: 5,000+Duties: Get berated by CMOManners: Mild


CPA = cost / leads

My goals until nowHit conversion goal within CPA and budget guidelines

My results until nowAchieved conversion goals while beating CPA target

What I’ve done so farEverything an experienced SEM manager should be doing

Everything was going smoothly until…

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• I can’t scale here

• I’m having data overload

• I can’t optimize for every dimension

• No additional search inventory


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Name: Justin SmithProfession: Data scientistCurrent project: Data scienceSide project: Data scienceHobbies: Data scienceDuties: Use data science to drive scale and automation for SEM programs

• There’s a better way to manage enterprise-level campaigns for CPA:– Manage everything at scale with smart automation

– Optimize your campaigns to the individual keyword level as though they are all head terms

– Maximize conversions by eliminating wasted spend while increasing spend on undercapitalized keywords

– Head home at a reasonable hour and see your family!

• Let’s once again put the power of data science on our side!


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Keyword5

Before After %Change

CPC $1.99 $2.27 14%

Cost $2,160 $4,550 111%

Conversions 80 130 63%

CPA $27 $30 11%

KeywordSet

Before After %ChangeCPC $2.57 $2.71 5%Cost $12,082 $12,176 1%Conversions 512 577 13%CPA $24 $21 -11%

*Program constraints:– Set Max CPA target: $25– Fixed budget


• Full time senior data scientist – Excel won’t cut it

• Full time programmer with API and AdWords script

• Full time SEM manager for everything else


A leading provider of extended vehicle protection services.

Performance+25%

Improved margin at constant volume

One of the largest e-commerce players in Latin America, which sells more than 125,000 apparel items from more than 2,000 brands.

Performance+28%

Improved marginconstant volume

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Goodbye, wasted spend and wasted spreadsheet hours.Hello, multi-dimensional bidding.


• Wasted spend on poor performers• Underutilized spend on potential movers• Wasted spreadsheet hours!

• Ignores valuable data signals• Sub-optimal performance results• Missed opportunity to scale

Margin percentage

One-dimensional bidding

Keyword profit max

Conversion max

• Maximize performance lift• Vastly increased efficiency…and profits!• No more hours of spreadsheet work!

• Maximize performance lift• Capture every available conversion• No more hours of spreadsheet work!

Webinar: Maximize Keyword Profits & Conversions with Data Science

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