7. Search Marketing Automated Tools - Search University 3

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Can Automated Tools Replace your Agency? Gabriel Goldberg manages the Search Agency Semetis. He will give a vision on the use of automated tools in Paid Search Marketing campaigns. He will first give an overview of the types of tools and talk about the technology vendors. He will then explain the challenges of the agency as well as the advertiser in order to give a vision and share his conclusions.

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7. Search Marketing Automated Tools - Search University 3

  1. 1. 1<br />
  2. 2. Can Automated Tools Replace your Agency ?<br />Gabriel Goldberg - Semetis<br />13h40 – 14h00<br />
  3. 3. 1984 – 27 YearsAgo !<br />Detective Sonny Crockett drove a midnight black 1972 Ferrari DaytonaSpyder 365 GTS/4 replica– with Ricardo "Rico" Tubbs<br />352 ch<br />281 km/h<br />3<br />
  4. 4. 2006 – 22 YearsLater !<br />22 yearlaterDetective Sonny Crockett drove a grey 2004 Ferrari F430<br />490 ch<br />315 km/h<br />4<br />
  5. 5. But isitreally about the car?<br />midnight black 1972 Ferrari DaytonaSpyder 365 GTS/4 replica<br />352 ch<br />281 km/h<br />490 ch<br />315 km/h<br />grey 2004 Ferrari F430<br />+39% (ch)<br />+12% (km/h)<br />5<br />
  6. 6. Agenda<br />6<br /> Tools Overview<br />Agency Challenge<br />Advertiser Challenge<br /> So What?<br />
  7. 7. 1. Tools Overview - What Do You Need?<br />7<br />
  8. 8. 1. Tools Overview - Did You Say Tools?<br />8<br /> Set up Tools<br />Bidding Tools<br /> Management Tools<br /> Reporting Tools<br />
  9. 9. 1.1. Tools Overview – Set-up Tools<br /><ul><li> First Version (0.9.2) in January 2006
  10. 10. 23 updates since -> +/- 4-5 per year
  11. 11. Latest version (9.0.1) in 2011
  12. 12. Many more, ie. search-based kw tool, contextual targeting, other kw tools, traffic estimator, agency/tech tools & freeware…</li></ul>9<br />
  13. 13. 1.2. Tools Overview – Bidding Tools<br />OTHER<br /><ul><li>Cross-engine bidding tools, other metrics:
  14. 14. Based on revenue/profitability
  15. 15. Based on revenue on adv. spend (ROAS)
  16. 16. Automatic/semi-automatic rules
  17. 17. In-company/advertiser bidding tools
  18. 18. ie. eBay: TRITON
  19. 19. Software companies/tools vendors
  20. 20. Acquisio
  21. 21. Adobe SearchCenter+, powered by Omniture
  22. 22. Others: Bidbuddy/Atlas(Microsoft),aQuantive, GoToast
  23. 23. Agency developed tools
  24. 24. Conversion tracking/optimizer
  25. 25. Display Campaign Optimizer/Explorer
  26. 26. Limits from 200 to 15/month (in 4 years)
  27. 27. Doubleclick technology (3rd party cookie)
  28. 28. AdWords bidding features:
  29. 29. Enhanced CPC (+/- 30%)
  30. 30. Target CPA
  31. 31. Manual/automatic bidding
  32. 32. ACE (can be used for biddings)
  33. 33. Related tool:
  34. 34. Rotation based on conversions (conv. rate)
  35. 35. Demographic bidding (display network)
  36. 36. Ad-scheduling (biddings)</li></ul>10<br />
  37. 37. 1.3. Tools Overview – Management Tools<br />OTHER<br /><ul><li>Cross-engine bulk editing (through API’s)
  38. 38. Integration with advertiser business
  39. 39. Product feed
  40. 40. Available stock / quantity available
  41. 41. Price updated
  42. 42. Software companies/tools vendors
  43. 43. Acquisio
  44. 44. Adobe SearchCenter+, powered by Omniture
  45. 45. Wordstream
  46. 46. ROI Revolution
  47. 47. Agency developed tools
  48. 48. Automated rules
  49. 49. AdWords 2.0. interface, including:
  50. 50. Integration of reports (ie. search query report)
  51. 51. Opportunities tab (esp. more keywords)
  52. 52. Integrated editing/bidding/KW/ads
  53. 53. Ad-scheduling
  54. 54. Cool display network settings
  55. 55. AdWords Editor (version 9.0.1)
  56. 56. AdWords Campaign Experiments (ACE)
  57. 57. Google AdWords API (push)</li></ul>What? Simplify and streamline the daily tasks associated with search marketing<br />11<br />
  58. 58. 1.4. Tools Overview – Reporting Tools<br />OTHER<br /><ul><li> Cross-engine reporting (through API’s)
  59. 59. Added reporting Intelligence
  60. 60. Data aggregation
  61. 61. Prediction/planning
  62. 62. In-company/advertiser reporting tools
  63. 63. Software companies/tools vendors
  64. 64. Same vendors (bidding/mngt tools)
  65. 65. ROI Revolution
  66. 66. Agency developed tools
  67. 67. Report center (MCC level)
  68. 68. AdWords Alerts
  69. 69. AdWords Search Funnel
  70. 70. Analyze competition tool
  71. 71. Ad Preview and Diagnosis
  72. 72. Dimensions tab in AdWords
  73. 73. Google Analytics (AdWords section)
  74. 74. Analytics Alerts / “Intelligence”
  75. 75. Cool tools with Analytics new interface
  76. 76. Google AdWords API (pull)</li></ul>12<br />
  77. 77. 2. Agency Challenge - Keeping the pace<br />13<br />
  78. 78. 2. Agency Challenge - Keeping the pace<br /> Business Model (threat/opportunity)<br /> Adaptation & Use of tools<br />Owntool vs externaltool<br />Pricing of the tool<br />14<br />
  79. 79. 3. Advertiser Challenge – Staying On Top<br />15<br />
  80. 80. 3. Advertiser Challenge – Staying On Top<br /> More accurate Data<br /> More precise communication<br />Seizingopportunities/ROI<br /> Time management<br />16<br />
  81. 81. 4. So What?<br />17<br />
  82. 82. 4. So What? – What if youfiredyouragency…<br />Who’sgonnaset-up/evaluatetools?<br />Who’sgonna update the tools?<br />Who’sgonnadebug the tools?<br /> Are youready for 1.000 tools?<br />From a ‘tools’ perspective – in order to leverage on your objectives….<br />18<br />
  83. 83. CONCLUSION<br />19<br /> You have to make a choice + time-mngt<br />Be consistent & evolve (winning team)<br /> Tools are a mean not a goal on itsown<br />It’s an opportunity – if you seize it<br />
  84. 84. More about the role of tools in Search Marketing<br />20<br />Understand Semetis Intelligence: Smart performance<br />management & reporting for AdWords campaigns.<br />https://intelligence.semetis.com/<br />Contact me:<br />gabriel@semetis.com<br />Semetis Director<br />Twitter: @semetis<br />Visit us at<br />Semetis<br />Rue des Palais / Paleizenstraat 44<br />Bruxelles 1030 Brussel – Belgium<br />

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