Trading at scale using technology and tools to drive paid search - Andy Mihalop
1. trading at scale
using technology and tools to drive paid search
Andy Mihalop
Head of Search & Biddable Media Platforms
2. Our challenge....
50 product channels
10 million keywords
400 campaigns
5 million negatives
Technology is critical
3. Building a scalable structure is the first step
Campaign structure that scales to 100% coverage
Updated frequently, accurately and easily
Will maximise Quality Score before bid-optimisation
4. Align strategy and technology
Understand the customer journey
Consider the head, mid and tail
Align bid-management approach
Understand your technology requirements
5. Paid search technology enables bid-optimisation at scale
Maximise ROI via automated
bid-management
Drive workflow efficiency in
campaign management
7. Bid-optimisation strategy across the demand curve
Margin
Portfolio optimisation
maximisation
Advertiser 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
8. Use advanced campaign management to drive efficiency
All feed columns become available
for account structure creation and
mapping 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
9. Build your own tools in Excel to automate key tasks
THEMY CRUNCHER
Identifies themes
in SQR’s for new
keywords and
negatives Takes an SQR and AdWords Editor
keyword download, identifies
searches matching to incorrect
keywords and outputs negatives for
campaign upload
11. Optimise beyond the click to maximise conversion
Stage 1: Stage 2: Stage 3: Stage 4: Stage 5: Stage 6: Stage 7:
Up from the Listening Listening to Listening to Listening Dominant New
brochure-ware to SOME of some of what everything & acting in Species Super-Being
crawl & off to your ALL of your your audience Real-Time
a good start audience audience is saying
is saying
• Dynamic content • Focus groups • A/B/n testing • Multivariate • Multivariate • All others PLUS: • Automated
Testing Testing Optimisation
• Reliable • Heat maps • Nothing goes
infrastructure • Know what your • Combined with live without • Optimal
• On-line Surveys audience WANTS Targeting data to justify experience
• You know what to do and WHY its existence for every
your audience • Usability labs • Multivariate Testing interaction
DID (analytics) and Targeting now • Enterprise data
part of your day-to-day fully integrated • Across all channels
operational into all digital and media
processes touch points