Self‐Learning Optimisation for Paid Search
Increase Conversion Rates & 
Lower Cost of Acquisition
Jen Brown, 
Manager of D...
Agenda

 Understanding the True Complexity of Paid Search
 Managing the Complexity Automatically 
 The Importance of Testi...
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.
Complexity Generates Need for Automation
24x7 Self‐Learning, Automated Optimisation
      Numerous automatic bid adjustmen...
Self‐Learning Optimisation Example


              Caribbean Cruise

                   Creative                          ...
Creative            Landing
    Match                                                               ROAS   Allocation
    ...
Creative            Landing
    Match                                                               ROAS   Allocation
    ...
Full‐Scale Multivariate Optimization


                                      In 74 days…




Considered unique            ...
Benefits of Self Learning Optimisation
Alleviate manual efforts
     Bid Management automatically managed to your ROI goal...
The Importance of Testing: Enriching Your Campaigns

See Testing as a Positive to…
  Increase conversion rates
  Increase ...
Match Type Expansion




                    ROAS        Conversions                           CPA
       Match Type
     ...
Test Multiple Landing Pages

Don’t limit the optimisation to 
  one landing page per ad group
  Keyword/MT/Text Combos
  w...
Ad Text Served by ROI, Not CTR%

 Ad Text            Clicks        CTR%     Conversions       CR%           CPA

         ...
Take Advantage: 
Ad Text Served by ROI, Not CTR%
Test Multiple Ad Texts in Each Group
  Each keyword/match type combo will...
Keyword Inventory Expansion

Increase Keywords to..
  Conquer the Long‐Tail with 1st Party Cookie Data Accuracy
  Reduce r...
Manage SEM Through the Seasons

Self‐Learning Optimisation will…
  Automatically react to changes in performance
   • Reco...
In Summary, use Self‐Learning Optimisation to…
Automate Bid Management across all Variables
      Manage and optimise ever...
Any Questions?


Jen Brown, 
Manager of Digital Marketing Services
Jen.brown@webtrends.com




                           ...
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SES Amsterdam 17 maart 2009: Webtrends

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Webtrends session (Jen Brown) at SES Amsterdam for summary on webanalisten.nl

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SES Amsterdam 17 maart 2009: Webtrends

  1. 1. Self‐Learning Optimisation for Paid Search Increase Conversion Rates &  Lower Cost of Acquisition Jen Brown,  Manager of Digital Marketing Services 2009 WebTrends Inc. All Rights Reserved. 2009 WebTrends Inc. All Rights Reserved.
  2. 2. Agenda Understanding the True Complexity of Paid Search Managing the Complexity Automatically  The Importance of Testing – Enriching Your Campaigns Managing Paid Search Through the Seasons 2009 WebTrends Inc. All Rights Reserved.
  3. 3. 2009 WebTrends Inc. All Rights Reserved.
  4. 4. 2009 WebTrends Inc. All Rights Reserved.
  5. 5. 2009 WebTrends Inc. All Rights Reserved.
  6. 6. 2009 WebTrends Inc. All Rights Reserved.
  7. 7. 2009 WebTrends Inc. All Rights Reserved.
  8. 8. 2009 WebTrends Inc. All Rights Reserved.
  9. 9. 2009 WebTrends Inc. All Rights Reserved.
  10. 10. Complexity Generates Need for Automation 24x7 Self‐Learning, Automated Optimisation Numerous automatic bid adjustments everyday  Bidding is aligned to business goals – ROAS%, COS%, CPA, Volume Monitors and analyses results to continually optimise campaigns  Portfolio‐Based Campaign Management Automatically shifts spend to “Best” performing variables Maximises untapped conversion and revenue volume Eliminates wasted spend that generates clicks but not sales/leads Automated Multi‐Variant Testing Keyword, match type, ad text, landing page, search engine Example… 2009 WebTrends Inc. All Rights Reserved.
  11. 11. Self‐Learning Optimisation Example Caribbean Cruise Creative Landing Match  Type Broad “Buy Direct” Exact “Big Sale” 2009 WebTrends Inc. All Rights Reserved.
  12. 12. Creative Landing Match  ROAS Allocation Type 1 543% Broad “Buy Direct” €€ 223% 2 Broad “Buy Direct” €€ 111% 3 Broad €€ “Big Sale” 1152% 4 €€ Broad “Big Sale” 630% 5 €€ Exact “Buy Direct” 57% €€ 6 “Buy Direct” Exact 59% €€ 7 Exact “Big Sale” 251% €€ 8 Exact “Big Sale” 2009 WebTrends Inc. All Rights Reserved.
  13. 13. Creative Landing Match  ROAS Allocation Type 1 543% Broad “Buy Direct” €€ 223% 2 Broad “Buy Direct” €€ 111% 3 Broad €€€ “Big Sale” 1152% 4 €€ Broad “Big Sale” 630% 5 €€ Exact “Buy Direct” 57% €€€ 6 “Buy Direct” Exact 59% €€ 7 Exact “Big Sale” 251% €€€ 8 Exact “Big Sale” 2009 WebTrends Inc. All Rights Reserved.
  14. 14. Full‐Scale Multivariate Optimization In 74 days… Considered unique  Updated  5,872 a day… keyword combinations  434,550  4 times  60,600,602 times bid changes every minute 2009 WebTrends Inc. All Rights Reserved.
  15. 15. Benefits of Self Learning Optimisation Alleviate manual efforts Bid Management automatically managed to your ROI goals Ongoing statistical analysis and multivariate testing Comprehensive, consolidated reporting Expand Reach & Conversion Volume Manage more search engines, more campaigns, more keywords Increase multi‐variant testing Improve Results Transition from micro keyword‐level mgmt to portfolio mgmt at scale Alleviate wasted ad spend and… Allocate budget to the ad‐combinations that achieve & exceed business goals 2009 WebTrends Inc. All Rights Reserved.
  16. 16. The Importance of Testing: Enriching Your Campaigns See Testing as a Positive to… Increase conversion rates Increase volume Lower CPA All of the Above Give the Optimisation Engine  more to test 2009 WebTrends Inc. All Rights Reserved.
  17. 17. Match Type Expansion ROAS Conversions CPA Match Type Broad 174.24% 42 30.8 Phrase 299.22% 87 16.03 Exact 365.91% 159 15.14 Total 298.99% 288 17.69 2009 WebTrends Inc. All Rights Reserved.
  18. 18. Test Multiple Landing Pages Don’t limit the optimisation to  one landing page per ad group Keyword/MT/Text Combos will perform best with different landing pages To Begin With, use what you have… • E.g. Category, Sub‐Category & Product • Home Page and Quote Me Page • Information Page and Form Page Develop additional PPC targeted  landing pages to allocate  to small ad groups 2009 WebTrends Inc. All Rights Reserved.
  19. 19. Ad Text Served by ROI, Not CTR% Ad Text Clicks CTR% Conversions CR% CPA Traditionally ad text serving  Ad Text One 1 0.57% 0 0.00% 0 is influenced  Ad Text Two 115 1.90% 8 6.96% 18.86 predominantly  by CTR% Impressions Clicks CTR% Avg CPC Cost Conversions CR % CPA Ad Text Four 15421 2 1.28% 1.26% 0 £1.22 0.00% £237.05 0 194 38 20.00% £6.10 Ad Text Five 93 1.79% 8 8.60% 15.18 Multi‐Variant Based, Self‐Learning Optimisation will serve ads based on ROI,  Ad Text Six 26 1.29% 1 3.85% 35.23 resulting in higher conversion rates, lower CPA & less spend Ad Text Seven 5 1.26% 1 20.00% 6.12 2009 WebTrends Inc. All Rights Reserved.
  20. 20. Take Advantage:  Ad Text Served by ROI, Not CTR% Test Multiple Ad Texts in Each Group Each keyword/match type combo will work best with a specific ad text Create smaller, targeted ad groups to improve Conversion Rate Keep testing to allow optimisation system to identify Ad Texts  with good CTR% & great CR% 2009 WebTrends Inc. All Rights Reserved.
  21. 21. Keyword Inventory Expansion Increase Keywords to.. Conquer the Long‐Tail with 1st Party Cookie Data Accuracy Reduce reliance on broad match to increase  relevancy, Quality Score & CR% Increase volume with more coverage Increase conversion rate with increased exact matches The Self‐Learning Optimisation provides the freedom to scale  2009 WebTrends Inc. All Rights Reserved.
  22. 22. Manage SEM Through the Seasons Self‐Learning Optimisation will… Automatically react to changes in performance • Recognises drop in conversion or volume and bid up or down  accordingly React quickly to changing goals,  e.g. lowering of CPA or increase in cost of sale % Learn faster or slower depending on expected volume Adjustments made at portfolio/campaign level, no need for manual intervention Your business model(s) and results drive the bidding 2009 WebTrends Inc. All Rights Reserved.
  23. 23. In Summary, use Self‐Learning Optimisation to… Automate Bid Management across all Variables Manage and optimise every combination of  keyword‐match type‐ad text‐landing page  Manage Portfolios (Campaigns) to Business Goals Multiple Goals: ROAS, CPA, COS, Volume Test, Test, Test With no manual processes to stand in your way, enrich your campaigns with Match Type & Keyword Expansion Increased Ad Text and Landing Page Choice Smaller, targeted Ad Groups Manage SEM seamlessly across Business Seasons Maintain ROI despite fluctuations in volume or conversion rates 2009 WebTrends Inc. All Rights Reserved.
  24. 24. Any Questions? Jen Brown,  Manager of Digital Marketing Services Jen.brown@webtrends.com 2009 WebTrends Inc. All Rights Reserved. 2009 WebTrends Inc. All Rights Reserved.

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