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Talk by Andy Mihalop at SES Conference & Expo in London, February 2012, on PPC Tools of the Trade
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Moneysupermarket • Enterprise level PPC is challenging due to scale and requires automation
through technology and tools to be successful. With emergent data-led biddable media channels, we need to think about how to structure an enterprise technology solution.
• Understand the considerations and components for an enterprise PPC and performance media technology solution.
• Learn which functionality is most important when considering a PPC bid-management platform.
@andymihalop
London | 20–24 Feb, 2012 | #seslondon
Our challenge
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
50 product channels 10 million keywords 400 campaigns 5 million negatives Technology is critical
Our world is changing
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
From To
PPC Biddable media
Search query volume and searcher intent
Behavioural and customer data
Final click Cross-channel measurement and attribution
Bid-management platform Integrated performance media technology
Silo channel Enterprise solution
We need an enterprise technology solution
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
Social Media Advertising Platform
Demand Side Platform (DSP)
Website
Tag Management Solution
Attribution Management Web Analytics
Conversion Optimisation
PPC Bid-Management
Platform
Enterprise SEO
Platform
Data Management
Platform (DMP)
Enterprise Data Warehouse
Hitwise AdGooroo
How to approach an enterprise solution
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
Business requirements Data sources and format Platform integration KPI definition Central reporting and
dashboard End-state vision
Selecting a PPC bid-management platform
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
Weekly Profit from Efficient Frontier
Weekly Profit from Rules-Based Tool
BID OPTIMISATION
SEARCH
SOCIAL … …
DISPLAY 728x90
300x250 468x60
MULTI-CHANNEL CAPABILITY
PUBLISH
OPTIMISE
ATTRIBUTE
TRACK
SERVE
BID
MANAGE
CAMPAIGN MANAGEMENT
Build an scalable optimised account structure first
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
Campaign structure that scales to 100% coverage Updated frequently, accurately and easily Will maximise Quality Score before bid-optimisation
Consider your approach to bid-management
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
Generic keywords e.g. car insurance
Brand keywords
Brand + generic keywords e.g. moneysupermarket best credit card offers
Generic + modifier + location keywords e.g. Car insurance Ford Focus Leeds
Head Mid Tail
Adv
ertis
er c
ompe
titio
n
Search query volume
Portfolio optimisation Margin
maximisation
Predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance metrics
Use XML feeds for advanced campaign management
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
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
Consider data integration and reporting
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
Use dynamic landing pages to enable scale
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
Enables scale - Improves user journey - Maximises Quality Score and conversion
insurance quote for ford ka
ford fiesta motor insurance
Hire an Excel whizz and build your own tools
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
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
Thank you
London | 20–24 Feb, 2012 | #seslondon
@andymihalop
andy.mihalop@moneysupermarket.com
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