The document discusses the challenges of paid search marketing at scale, including the large volume of keywords and products that must be managed, the variability in traffic value that makes bidding difficult, and the disconnect between search engine and advertiser data. It then outlines Rimmkaufman's (RKG's) solutions to these challenges through proprietary tools that automate keyword list building, bidding, landing page checking, reporting, and connecting search engine and advertiser data to optimize paid search campaigns.

1. VOLUME
There are thousands and sometimes millions of different search queries that convey some
level of interest in what an advertiser does. Retailers may carry tens or even hundreds
of thousands of products each of which may have many different search phrases that are
indicative of interest. The sheer volume of work associated with building and maintaining a
comprehensive keyword list, with the right landing page and targeted ad copy is daunting
without technological help.
BIDDING
The bidding process is even more challenging. The value of traffic is tremendously variable
based on the degree of intent, the specificity of the search as it relates to the advertiser’s
offering, the strength of the advertiser’s offering relative to the competition, the type of device
used to conduct the search, the engine used, as well as seasonal, geographic, even time of
day and day of week impact the value of traffic. Calculating and updating bids to reflect all
of these variables is mechanically impossible without software, and doing it well requires
sophisticated algorithms as a key mathematical problem that must be solved is setting bids
on ads when the data on that ad is incredibly sparse.
CONNECTING DATA
Lastly, there is a mechanical disconnect between the search engines data about the ad
impressions, clicks and costs, and the advertisers data about quality visits, leads, orders,
revenue, margin and lifetime value considerations about the customer. Most advertisers
are reluctant to share detailed data with the engines, and pulling, storing, analyzing and
responding to the data provided by the engines is beyond what most advertisers can do
internally.
RKG PAID SEARCH MANAGEMENT
THE OPPORTUNITY
THE CHALLENGES
This original, largest and most powerful form of auction-based advertising allows advertisers
to bid for traffic to their site from users who, through their search query, have expressed
interest in the goods or services the advertiser sells. Visits from these users are valuable as
they are “in the moment” of interest, and the ads are actually useful means for the potential
consumer to find what they want.
By paying the right amount for the traffic, advertisers can generate valuable interactions
cost effectively.

2. RKG’s Solution
VOLUME
Supporting proprietary tools allow our analysts to build and manage comprehensive keyword
lists and ad copy for our clients, test landing pages, and provide unparalleled reporting detail
to our clients.
Feed ExpanderTM
software allows analysts
to build keywords off
of product feeds from
clients comprehensively
but smartly eliminating
duplicates and flagging
potentially dangerous
high traffic keywords.
CrosserTM
is RKG’s proprietary
keyword development
software. It allows analysts
to build thorough keyword
lists tied to the most
appropriate landing
pages, write targeted
copy and assign clustering
dimensions and attributes
simultaneously to improve
operating efficiency.
URL CheckerTM
is RKG’s proprietary
landing page checking
software. Crawlers check
to make sure landing
pages associated with
ads work properly and
flags errors and out of
stock messages.
Custom Reporting
Our custom report
building software allows
analysts to auto-generate
any report clients want
to see regularly, and it’s
completely customizable.
Inventory SyncTM
is an RKG proprietary
technology that allows
us to dynamically pause
or bid down ads when
inventory is thin or out of
stock.
Non-Hierarchical Clusters
For reporting, analysis and
bidding purposes RKG
has developed proprietary
systems for clustering
keywords in valuable client
specific fashion.
For example, drills
and pizza ovens aren’t
similar products by most
definitions but both are
Father’s Day gifts under $50.

3. BidMonsterTM
He might be cute, but
BidMonster is most well
known for his power,
intelligence, effectiveness
and flexibility. RKG’s
proprietary bidding
technology is built with
sophisticated statistical
models designed to
determine the value of each
individual keyword.
RKG’s Solution
BIDDING
Our bid management technology applies sophisticated statistical models to sparse ad
level data to understand how combinations of factors — like device, engine, time of day,
location — affect traffic value so that we can set appropriate bids for hundreds of thousands,
sometimes millions of ads 24 times a day so that we can ensure our clients get positive return
on investment for their advertising dollars.
Each keyword bid can be altered according to various levers we set up in our proprietary bidding system based
on factors like device, engine, time of day, location, and seasonality.
$
¢¢
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Efficiency Metrics
Not only can we target
any efficiency objective
­— cost per order, cost
per sales dollar, cost per
margin dollar, new buyer
acquisition metrics — but
we can also target granular
segments within your
account, either to the same
efficiency objective or to a
completely different goal.
Google Bid Simulator Data
To our knowledge, RKG’s
is the only platform that
incorporates Google’s Bid
Simulator data to understand
not just average return on
investment but marginal
return on investment to
wring more efficiency from
advertising dollars.
EXACT
PHRASE
BROAD
BMM

4. RKG’s Solution
CONNECTING DATA
RKG’s system marries the granular ad impression, click and cost data from the search engines
via API connections with granular data from the advertiser’s website and back end CRM
systems to understand the full picture of cost and value associated with each ad.
Custom Data Integration
Our ability to see client
order numbers allows back
and forth communication
which we can seamlessly
integrate into our systems.
Backfeeds for order
margin, new vs existing
customer, customer
type, and lead valuation
are common uses of
this functionality. Third
party software is less
flexible, requiring one-off
engineering to do this.
Phone Tracking System
We can tie calls from
websites and click-to-
call interactions to the
specific ad click that drove
the business to further
clarify the full value of our
marketing activities.
Micro-Conversion System
We can track multiple
value signals for a specific
advertiser, assigning value
to “micro-conversions” like
gift registration creation,
catalog requests, store
locator page visits, and
click-to-call interactions
that carry value missed by
most systems.
Enhanced Campaigns
Mobile modifiers should be
calculated and set at the most
granular level within Enhanced
Campaigns. Further, advanced
geographic modifiers should
be calculated using statistical
modeling that analyzes
effects of like, non-contiguous
geographies (demographics)
and custom-defined client
specific geographies.
RKG is a search and digital marketing agency that combines superior marketing talent with leading-edge technology to create
the industry’s most effective data-driven digital marketing solutions. RKG drives business to clients by maximizing a full range
of opportunities including paid search, SEO, social media, display advertising, product listing ads and comparison shopping
engine management services. CALL (434)970-1010 WEB rimmkaufman.com BLOG rkgblog.com EMAIL info@rimmkaufman
Multi-Channel Attribution
This tool is the only
comprehensive cross-
channel system that
fractionally allocates
orders and ties attribution
to the bidding system
automatically.
MULTI-
CHANNEL