NetElixir CEO Udayan Bose and our other thought leaders will share their expertise about AI in search marketing. With the ever-changing nature of the digital marketplace, AI is the next great development retailers must embrace in their marketing strategies. Retailers of every size and industry can re-energize their search marketing efforts with these new insights.

1. MODERN
SEARCH
BUILDING SUCCESSFUL
SEARCH MARKETING CAMPAIGNS
TO TARGET HIGH-VALUE
ONLINE SHOPPERS
MAY 9, 2019

2. AGENDA
THURSDAY, MAY 9TH:
INTRODUCTION TO AI & AUDIENCE
FRIDAY, MAY 10TH:
FUNDAMENTALS OF SMART BIDDING,
MEASUREMENT, & CREATIVE
EXCELLENCE
FRIDAY, MAY 17TH:
KEY UPDATES FROM GOOGLE
MARKETING LIVE
THURSDAY, MAY 30TH:
BING & AI, CO-HOSTED WITH BING
HEATHER DASET
NETELIXIR MARKETING & EVENTS

3. WE HELP RETAIL BRANDS
FIND & ACQUIRE
NEW CUSTOMERS

4. OUR MISSION IS TO HELP COMPANIES SUCCEED ONLINE BY
HUMANIZING EVERY CLICK.

5. 130+
TEAM
MEMBERS
3
GLOBAL
OFFICES
FEATURED PARTNERSHIPS

6. OUR SOLUTIONS
PAID SEARCH
ORGANIC SEARCH
PAID SOCIAL
WEB ANALYTICS
CONSULTING & CRO
AMAZON ADS
ECOMMERCE TECH
DEVELOPMENT SERVICES
Our integrated
digital marketing approach
helps brands own the search bar
OWN THE SEARCH BAR, EVERYWHERE

7. • Founder & CEO of NetElixir
• Founded PartyBingo.com (PartyGaming)
Guest Lecturer:
• Johnson School of Management, Cornell
University
• City University of New York, Baruch
• Indian School of Business
ABOUT UDAYAN BOSE
linkedin.com/in/udayanbose

8. FACT #1
60%+ OF OUR CLIENTS’ PAID SEARCH REVENUE
COMES FROM MODERN SEARCH CAMPAIGNS.
18 MONTHS BACK THIS WAS <3%

10. FACT #2
FOR OUR CLIENTS THE INCREASE IN
CONVERSION VOLUME HAS BEEN 40%+

11. AUTOMATION
Smart Campaigns
Smart Bidding
Dynamic Search Ads
MODERN SEARCH
CREATIVE
EXCELLENCE
Responsive Search Ads
Responsive Display Ads
MEASUREMEN
T
Prominence Metrics
Non-Last Click Attribution
Experiments
TARGETING
Detailed Demographics
Advanced Audience Segments

12. AI IS CHANGING PAID SEARCH.. FOREVER
Source: Prediction Machines by Prof. Ajay Agarwal, Prof.Joshua Gans, Prof. Avi Goldfarb

14. HUMAN JUDGMENT (EXPERIENCE & INTUITION) + MACHINE’S
PREDICTIVE CAPABILITY = MANY MORE OPPORTUNITIES TO
GROW

15. MODERN SEARCH FEATURES ALREADY INTRODUCED BY GOOGLE
Audience Automation Creative Excellence Measurement
Dynamic Search Ads Smart campaigns Responsive search ads Non Last Click Attributions
Detailed demographics
• Age
• Gender
• Household income
• Parental Status
• Marital Status
• Education
• Homeownership Status
Smart bidding Responsive display ads
Page Locations/Prominence Metrics
instead of Avg. Position
• Abs. Top IS,
• Top IS,
• Click Share for Search
and Shopping Campaigns
Dynamic Remarketing & Prospecting Drafts & experiments
Detailed Audience Targeting
• Past Visitors,
• Lookalikes,
• Email Lists,
• In-Market,
• Detailed Demographics,
• Custom Combinations,
• Third Party Audiences,
• Affinity,
• Custom Intent/Affinity
Voice Search & Local Search

16. EXPERT JUDGMENT ENSURES THAT MACHINE IS “ACTING
ON THE RIGHT PATH” AND YOU DON’T EXPERIENCE SUDDEN
DROP IN PERFORMANCE
Impressions Clicks CTR Cost Avg CPC Conversions Revenue
Performance
Drop -36% -49% -20% 40% 174% -32% -44%
Note: 3 week Campaign Performance Comparison -smart bidding vs. no smart bidding for a large retailer (Q2,2018)

17. CASE STUDY
HOW EXPERT JUDGMENT +
POWER OF AI DROVE 75%
INCREASE IN ROI FOR CIRCA
LIGHTING

19. 3+ YEARS OF PARTNERSHIP
CIRCA + NETELIXIR
SESSION
S
+176%
NEW
USERS
+154%
REVENU
E
+317%

20. LIVES MAINLY IN
CA, NY, MA, CT, & TN
USES LONG TAIL, SPECIFIC & INTENT
DRIVEN QUERIES BETWEEN
4 - 7 WORDS WHEN SEARCHING
COMPLETES PURCHASES MAINLY ON
MONDAYS BUT BUYS MORE
VALUABLE ITEMS ON WEDNESDAYS
IN TOP 20% OF HOUSEHOLD INCOME
LUXURY SHOPPER, BUSINESS
TRAVELER, & HOME DÉCOR
ENTHUSIAST WHO LOVES TO SHOP IN
STORES
VISITS THE SITE 7-11 TIMES
BEFORE COMPLETING THE PURCHASE
(LATENCY)
MOSTLY WOMEN: 35 – 44 YEARS OLD
COMPLETES THE PURCHASES (MOSTLY)
BETWEEN 11AM - 2PM
TAKES TIME BEFORE BUYING:
WAITS 3 – 7 DAYS AFTER STARTING
THE PURCHASE JOURNEY (LATENCY)
USES 2.2 DEVICES DURING THE
SEARCH-SHOP-BUY PROCESS BUT IS
MOST LIKELY TO PURCHASE ON A
COMPUTER
HIGH VALUE CUSTOMER PERSONA: CIRCA LIGHTING

21. • Online channels are ever evolving. NX keeps testing new & relevant features to learn how to adopt them permanently.
• Below are some major features that NX has adopted for Circa Lighting over last few years.
MODERN SEARCH ADOPTION DRIVE FOR CIRCA: <10% TO 62% OF PAID
SEARCH REVENUE IN 15 MONTHS
Smart Bidding
Dynamic Search Ads
Responsive Search Ads
New Detailed Targeting Variables – For e.g.
Household Incomes
Customer Match
Smart Display Campaigns
Gmail Ads
Audience Maximization around Site Visitors,
In-Market, Lookalikes and Custom Combinations
Smart Bidding with Human Manipulations drives 69% of Sessions that have
154% better CTR, 27% lower CPC & 227% better ROAS than manual bidding
Circa DSA had a ROAS which is about 200% higher industry benchmark for
this campaign type.
Helped us with driving more qualified searches which reduced CPC by 66%
and improved ROAS by 208%
Helped us with increase the traffic and revenue from top 10% of US
Households by 122% and 112% YoY between Oct and Mar
Traffic, Spend, Orders and Revenue grew by 4251%, 3597%, 1268%, and
1161% YoY in Google in 2019 across all audience types
Helped us with driving traffic with a CPC at 25% cheaper CPC and drive
revenue with maximum efficiency
Helped us drive 600K incremental impressions at 62% lower CPC than all
campaigns with a 9X Assist Ratio
Helped us win new inventories for trademark keywords with CPCs 68% lower
than SERP placement for trademark keywords

22. THE IMPACT OF MODERN SEARCH:
AUDIENCE CAMPAIGNS
CT
R
+375%
CVR
+62%
ROAS
+75%
CPC
-7%

23. • Test all audience types. Identify the “must-have”
audiences from each type (the “high-value” persona).
• Allocate spend to focus on the top performing segments.
• Determine if you need just an audience layer vs.
standalone targeting.
• Test Combined Audiences (intersection of two audience
segments) as part of a larger campaign.
• Apply Smart Bidding with select audiences to maximize
the impact of Google’s machine learning algorithms.
• Engage in continuous performance testing and
invest/divest on different audience segments per business
goals.
BEST PRACTICES:
AUDIENCE

24. AI IS DISRUPTING PAID SEARCH ADVERTISING. ARE YOU
READY?
DOWNLOAD OUR MODERN SEARCH BEST PRACTICES CHECKLISTS:
HTTPS://WWW.NETELIXIR.COM/MODERNSEARCH/
MAY 10 (TOMORROW): AUTOMATION, CREATIVE EXCELLENCE,
MEASUREMENT
MAY 17 UPDATES FROM GOOGLE MARKETING LIVE CONFERENCE IN SFO
MAY 30 BING AND MODERN SEARCH
ATTEND MODERN SEARCH WEBINARS THIS MONTH:

25. QUESTIONS?