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PPC Automation for Thomas Cook NL

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Automation is taking an ever bigger role in our work as PPC Specialists. This is the presentation that Nils Sickman and Mark Meijs gave on how they use automation for the PPC Campaigns for Thomas Cook NL. This presentation was given during the DDMA afternoon update on 12-4-2018.

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PPC Automation for Thomas Cook NL

  1. 1. Thomas Cook & Automation April 12 2018
  2. 2. Mark Meijs Sr. PPC Consultant iProspect Nils Sickman Sr. PPC Specialist Thomas Cook NL Hello! - 2 -
  3. 3. Agenda ❖ Adopting automation in PPC ➢ Why? ➢ How? ❖ Where do we stand ➢ What are challenges? ➢ What are the next steps? ❖ Conclusion
  4. 4. Introducing Thomas Cook: Neckermann & Vrij Uit Al e 45 ja ti De s al n a ak es Thomas Cook NL - 4 -
  5. 5. Who wants to manually advertise on +5k daily changing accommodations? Large variety of offers Hotel types ● Differentiated hotels; ● 6 own hotel brands → for every audience the right hotel:
  6. 6. We have to automate to succeed. Different holiday types, accommodations and places Large holiday variety Text Text Dynamic market Huge volumes Offers and prices change every day - 6 - Automation & Cooperation High search volumes in the market especially during peak periods
  7. 7. Combining the power of 3 to win @ PPC Combining: 1) Internal knowledge 2) PPC knowledge & learnings 3) New Beta’s and AI External Expert Knowledge Internal Expert Knowledge Innovating Partners Winning @ PPC - 7 -
  8. 8. There is no I in team - 8 -
  9. 9. Agenda ❖ Adopting automation in PPC ➢ Why? ➢ How? ❖ Where do we stand ➢ What are blockers? ➢ What are the next steps? ❖ Conclusion
  10. 10. The key to better performance is automation & innovation Campaign Creation 2 Bidding 3 Optimizing 4 Experimenting 5 Innovating 1 The key to better performance - 10 - Automation Testing and Innovation
  11. 11. Tailor made automated campaign creation Key benefits: ● Highly Customizable (tailor made) ● Scalable (in Excel) ● Cross engine ● Time saving - 11 -
  12. 12. Using the full power of DoubleClick Developments in the last 6 months: ● Automating bids & bid adjustments via newest DS algorithm (V2) ● Custom Build dynamic DDA model (in DS) ● Combining business data in online bid tool - 12 -
  13. 13. Automating optimizations via Scripts A sneak peak into our script collection: ● Budget cap checker ● RLSA Conflict script ● Bid shaver script Example bidshaver script: ● Branded CPC -45% ● Maximizing impression share ● Fighting off Branded bidding (e.g. neckermann.com) ● Time saving - 13 -
  14. 14. Optimizing via advanced toolingFor every challenge there is a solution.. - 14 -
  15. 15. Optimizing via advanced toolingHowever, these are the tools we use! Ad TestingAuditing & AlertsBid Automation Advanced PPC Optimization Feed optimization Competition Analysis Automated Reporting Campaign automation - 15 -
  16. 16. Agenda ❖ Adopting automation in PPC ➢ Why? ➢ How? ❖ Where do we stand ➢ What are our challenges? ➢ What are the next steps? ❖ Conclusion
  17. 17. Maturity model (Jan 2017) Level 1 Level 2 Level 3 Level 4 Campaign creation Manual campaign creation in platform Static campaign creation through Excel Feed-based campaign creation combined with static campaigns Feed-based fully automated campaigns Bid management Manual bidding Rule-based bidding Algorithmic bidding Cross-engine algo- rithmic bidding Hygiene checks Using each platform "as is" Making use of scripts and rules within platforms to automate campaign management tasks Using technology to automate management tasks across multiple accounts Using technology to automate manage- ment tasks across accounts and platforms, and proactively send alerts on tasks across accounts and platforms Reporting & dashboarding Manual reporting: - downloading (manual) - aggregation (manual) - visualizing (manual) Semi-automated reporting using templates: - downloading (scheduled) - aggregation (semi-macro) - visualizing (auto / template) Fully automated reporting using standard dashboards (not flexible) Fully automated reporting using custom dashboards (flexible) Data management No integration of data between systems / platforms Fragmented data management allowing some cross-platform data analysis Data from the most important marketing and service platforms is integrated and used to personalize advertising, content and services All necessary data is managed from one central location and can be accessed by all relevant parties / platforms that need this data to optimize decision making and marketing spend Measurement & attribution No conversions are measured Conversions are measured Credit is attributed to the last ad click Conversions are measured Credit is attributed over multiple ad clicks inside the search environment (rule-based or data-driven) Conversions are measured Credit is attributed over multiple ad clicks over all marketing channels (rule-based or data-driven)- 17 -
  18. 18. Maturity model (Jan 2018) Level 1 Level 2 Level 3 Level 4 Campaign creation Manual campaign creation in platform Static campaign creation through Excel Feed-based campaign creation combined with static campaigns Feed-based fully automated campaigns Bid management Manual bidding Rule-based bidding Algorithmic bidding Cross-engine algo- rithmic bidding Hygiene checks Using each platform "as is" Making use of scripts and rules within platforms to automate campaign management tasks Using technology to automate management tasks across multiple accounts Using technology to automate manage- ment tasks across accounts and platforms, and proactively send alerts on tasks across accounts and platforms Reporting & dashboarding Manual reporting: - downloading (manual) - aggregation (manual) - visualizing (manual) Semi-automated reporting using templates: - downloading (scheduled) - aggregation (semi-macro) - visualizing (auto / template) Fully automated reporting using standard dashboards (not flexible) Fully automated reporting using custom dashboards (flexible) Data management No integration of data between systems / platforms Fragmented data management allowing some cross-platform data analysis Data from the most important marketing and service platforms is integrated and used to personalize advertising, content and services All necessary data is managed from one central location and can be accessed by all relevant parties / platforms that need this data to optimize decision making and marketing spend Measurement & attribution No conversions are measured Conversions are measured Credit is attributed to the last ad click Conversions are measured Credit is attributed over multiple ad clicks inside the search environment (rule-based or data-driven) Conversions are measured Credit is attributed over multiple ad clicks over all marketing channels (rule-based or data-driven)- 18 -
  19. 19. Biggest challenge: Data Management Priorities Non PPC factors (besides ROAS) need to be taken into account Product Feed Far from optimal product feed Be Flexible and use your ‘’Farmers Sense’’ Issue Combining iActivate, Supershift & Channable to get a flexible feed outcome The solution Impact Data Management 1 central data feed Key data is stored in seperate data feeds - 19 -
  20. 20. Leaping forward in 2018 Device targets in automated bidding Data Management Next steps Expanding Feed Based DSA Incorporate margin & availability in automated bidding H2 2018 June 2018 - 20 - This Month June 2018 Device targets in automated bidding Data Management Expanding Feed Based DSA Incorporate e.g. margin & availability in automated bidding Q3 2018
  21. 21. Agenda ❖ Adopting automation in PPC ➢ Why? ➢ How? ❖ Where do we stand ➢ What are our challenges? ➢ What are the next steps? ❖ Conclusion
  22. 22. Automation made our life easier! 1 Adopt an automating mindset. Use Tooling and Scripts to make your life easier. Truly work together with your colleagues and partners. 2 3 - 22 -
  23. 23. Which tasks can and should you automate? Homework: ● Map tasks that you can and should automate ● Prioritize tasks and make a weighted selection ○ Impact vs effort analysis Which tasks can you automate in the next 2 months to improve your PPC results? - 23 -
  24. 24. Thank you!

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