SES London 2012 - Andy Mihalop - PPC Tools of the Trade


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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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SES London 2012 - Andy Mihalop - PPC Tools of the Trade

  1. 1. London | 20–24 Feb, 2012 | #seslondon 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
  2. 2. London | 20–24 Feb, 2012 | #seslondon Our challenge 50 product channels 10 million keywords 400 campaigns 5 million negatives Technology is critical @andymihalop
  3. 3. London | 20–24 Feb, 2012 | #seslondon Our world is changing From ToPPC Biddable mediaSearch query volume and Behavioural and customersearcher intent dataFinal click Cross-channel measurement and attributionBid-management platform Integrated performance media technologySilo channel Enterprise solution @andymihalop
  4. 4. London | 20–24 Feb, 2012 | #seslondon We need an enterprise technology solution PPC Attribution Web Analytics Bid-Management Management Platform Website Social Media ConversionAdvertising Platform Optimisation Tag Management Solution Demand Side Hitwise Platform (DSP) AdGooroo Enterprise Data Enterprise Data SEO Management Platform Warehouse Platform (DMP) @andymihalop
  5. 5. London | 20–24 Feb, 2012 | #seslondon How to approach an enterprise solution Business requirements Data sources and format Platform integration KPI definition Central reporting and dashboard End-state vision @andymihalop
  6. 6. London | 20–24 Feb, 2012 | #seslondon Selecting a PPC bid-management platform MANAGE BIDSEARCH SERVE TRACKDISPLAY 728x90 Weekly Profit from ATTRIBUTE Efficient Frontier 468x60 300x250 OPTIMISESOCIAL … PUBLISH Weekly Profit from … Rules-Based Tool CAMPAIGN MULTI-CHANNEL MANAGEMENT BIDCAPABILITY OPTIMISATION @andymihalop
  7. 7. London | 20–24 Feb, 2012 | #seslondonBuild an scalable optimised account structure first Campaign structure that scales to 100% coverage Updated frequently, accurately and easily Will maximise Quality Score before bid-optimisation @andymihalop
  8. 8. London | 20–24 Feb, 2012 | #seslondon Consider your approach to bid-management Margin Portfolio optimisation maximisationAdvertiser competition Generic keywords Brand + generic keywords Generic + modifier + location keywords e.g. car Brand keywords e.g. moneysupermarket e.g. Car insurance Ford Focus Leeds insurance best credit card offers Head Mid Tail Search query volume Predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance metrics @andymihalop
  9. 9. London | 20–24 Feb, 2012 | #seslondon Use XML feeds for advanced campaign managementAll feed columns become availablefor account structure creation andmapping Dynamically create keywords from product feed Integrate with Google Live Ads to update ads whilst preserving Quality Score Automatically create ad variations tailored to the ad group theme @andymihalop
  10. 10. London | 20–24 Feb, 2012 | #seslondonConsider data integration and reporting @andymihalop
  11. 11. London | 20–24 Feb, 2012 | #seslondon Use dynamic landing pages to enable scale insurance quote for ford kaford fiesta motor insurance Enables scale - Improves user journey - Maximises Quality Score and conversion @andymihalop
  12. 12. London | 20–24 Feb, 2012 | #seslondon Hire an Excel whizz and build your own tools THEMY CRUNCHERIdentifies themes in SQR’s for new keywords and Takes an SQR and AdWords Editor negatives keyword download, identifies searches matching to incorrect keywords and outputs negatives for campaign upload @andymihalop
  13. 13. London | 20–24 Feb, 2012 | #seslondon Thank @andymihalop