Upside / 2013 1AGILE MARKETING MEETUPMAY 2013OPTIMIZING CUSTOMER SEGMENTS AT SCALE(AND SOME OTHER NEAT HACKS)JUNEY HAMCO-F...
Upside / 2013A little bit about me22
Upside / 2013New company33
Upside / 2013TextTitle44
Upside / 2013 5My lessons learned in five buckets1. Tracking2. Keywords3. Interests4. Messaging5. Structure5
Upside / 2013Proper tracking = proper optimization6NOT THISAD GROUP-LEVEL TRACKING• Cannot breakdown which keyword in an a...
Upside / 2013Proper tracking = proper optimization7DO THISKEYWORD MATCH TYPE AD NETWORKSan Francisco Hotels BroadBest Hote...
Upside / 2013 8Keywords are little units of intent and can be used effectively at scaleSEARCH LOGSSEARCH QUERIESPARSE SEAR...
Upside / 2013 9Keywords are little units of intent and can be used effectively at scaleLEVERAGE SEARCH QUERIESTO REFINE CA...
Upside / 2013Interests (and demographics)10POTENTIAL INTERESTSEXAMPLE INTEREST CLOUDInterests are unique to brand andcusto...
Upside / 2013TitleText1111
Upside / 2013Messaging: don’t forget to put your “customer hat” on12vs.Which ad copy performed better?12
Upside / 2013Messaging: don’t forget to put your “customer hat” on13vs.Which ad copy performed better?13
Upside / 2013Messaging: don’t forget to put your “customer hat” on14vs.Which ad copy performed better?CTR 2%*CVR 3.2%*CPA ...
Upside / 2013Messaging: Scaling dynamic ad text through Ad Parameters1515
Upside / 2013Messaging: Scaling dynamic ad text through Ad Parameters1616
Upside / 2013Messaging: Scaling dynamic ad text through Ad Parameters17DYNAMIC COMPONENTS“FROM PRICE”(from $60/night!)NUMB...
Upside / 2013The importance of structure: scale, tracking, messaging, targeting18Case study:• Started process of campaign ...
Upside / 2013 19Optimization process:• Ran keywords through both internal vetting process AND Google Traffic Estimator towe...
Upside / 2013 20Recap: Know your customer, track them, create hypotheses, test, repeat.TRACKING• Granular tracking is impo...
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Optimizing customer segments at scale

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Optimizing customer segments at scale

  1. 1. Upside / 2013 1AGILE MARKETING MEETUPMAY 2013OPTIMIZING CUSTOMER SEGMENTS AT SCALE(AND SOME OTHER NEAT HACKS)JUNEY HAMCO-FOUNDER & PRESIDENTUPSIDE@juney@gainupside1
  2. 2. Upside / 2013A little bit about me22
  3. 3. Upside / 2013New company33
  4. 4. Upside / 2013TextTitle44
  5. 5. Upside / 2013 5My lessons learned in five buckets1. Tracking2. Keywords3. Interests4. Messaging5. Structure5
  6. 6. Upside / 2013Proper tracking = proper optimization6NOT THISAD GROUP-LEVEL TRACKING• Cannot breakdown which keyword in an adgroup resulted in conversion• As keywords and ads change, ad group-leveltracking makes tracking murky and impreciseSet up granular tracking (e.g., keyword + match type + ad) to minimize tracking issues.Create an internally-generated ID to uniquely track every atomic unit(use this to join against other data sets).KEYWORD-LEVEL TRACKING• Match type mismatch errors (e.g., joining broadmatch cost data with exact match revenuedata)6
  7. 7. Upside / 2013Proper tracking = proper optimization7DO THISKEYWORD MATCH TYPE AD NETWORKSan Francisco Hotels BroadBest Hotel Prices Guaranteed.Save on Hotels in San Francisco!SearchSan Francisco Hotels PhraseBest Hotel Prices Guaranteed.Save on Hotels in San Francisco!SearchSan Francisco Hotels ExactBest Hotel Prices Guaranteed.Save on Hotels in San Francisco!SearchSan Francisco Hotels BroadBest Hotel Prices Guaranteed.Save on Hotels in San Francisco!ContentSample URL parameters?utm_source=google&utm_medium=paid&utm_term={keyword}&utm_content={creative}&utm_campaign=<ADGROUPNAME>&Network={ifContent:Content}{ifSearch:Search}&SiteTarget={placement}&id=1234567890?utm_source=google&utm_medium=paid&utm_term={keyword}&utm_content={creative}&utm_campaign=<ADGROUPNAME>&Network={ifContent:Content}{ifSearch:Search}&SiteTarget={placement}&id=1234567890?utm_source=google&utm_medium=paid&utm_term={keyword}&utm_content={creative}&utm_campaign=<ADGROUPNAME>&Network={ifContent:Content}{ifSearch:Search}&SiteTarget={placement}&id=1234567890Set up granular tracking (e.g., keyword + match type + ad) to minimize tracking issues.Create an internally-generated ID to uniquely track every atomic unit(use this to join against other data sets).revenue data(id=1234567890)cost data(id=1234567890)7
  8. 8. Upside / 2013 8Keywords are little units of intent and can be used effectively at scaleSEARCH LOGSSEARCH QUERIESPARSE SEARCH LOGS TO CREATENEW KEYWORD OPPORTUNITIES• Any site log (Apache, Rails logger, etc.) or analyticssystem (GA, SiteCatalyst) can be parsed to pull out awealth of information, including:• pages visited• channels used• keywords searched• Test quality of keywords pulled from logs and buildrules to filter out “bad seeds”• Search substrings• Gibberish• Blacklisted words (profanity, etc.)• If it makes sense, productize this process:• Pull all logs and do some basic scrubbing• Run terms through business rules & filters• Remove duplicates and add to correct ad group• Initial bid value assignment• Manual review• Launch!8
  9. 9. Upside / 2013 9Keywords are little units of intent and can be used effectively at scaleLEVERAGE SEARCH QUERIESTO REFINE CAMPAIGNSFor the ad group “Edinburgh Hotels”:1. Add keyword negatives for irrelevant or poorly-converting phrases2. Add new exact match keywords3. Move queries to another campaign or ad group forbetter ad text targetingedinburgh hoteledinburgh cheap hoteledinburgh hotels discountedinburgh hotel jobsedinburgh scotland hoteledinburgh best hotelstravel guide edinburgh hotelsedinburgh hotel georgeSEARCH LOGSSEARCH QUERIES9
  10. 10. Upside / 2013Interests (and demographics)10POTENTIAL INTERESTSEXAMPLE INTEREST CLOUDInterests are unique to brand andcustomer so ...1. Cast a wide net(test hundreds or thousands ofpotential interests, both broad andprecise)2. See what works for you3. Optimize out the remaining non-performers10
  11. 11. Upside / 2013TitleText1111
  12. 12. Upside / 2013Messaging: don’t forget to put your “customer hat” on12vs.Which ad copy performed better?12
  13. 13. Upside / 2013Messaging: don’t forget to put your “customer hat” on13vs.Which ad copy performed better?13
  14. 14. Upside / 2013Messaging: don’t forget to put your “customer hat” on14vs.Which ad copy performed better?CTR 2%*CVR 3.2%*CPA $100*CTR 4%*CVR 4.5%*CPA $80*Beware of “too good to be true” messaging(it’s not always a race to the bottom)Price point likely resulted in different population ofcustomers clicking on the ad, with different behaviors* illustrative example14
  15. 15. Upside / 2013Messaging: Scaling dynamic ad text through Ad Parameters1515
  16. 16. Upside / 2013Messaging: Scaling dynamic ad text through Ad Parameters1616
  17. 17. Upside / 2013Messaging: Scaling dynamic ad text through Ad Parameters17DYNAMIC COMPONENTS“FROM PRICE”(from $60/night!)NUMBER OF HOTELS(500 hotels in Los Angeles!)PERCENTAGE OFF(up to 50% off!)Problem: how to create relevant,targeted ad copy with the correct values,at scale?Solution: Google Ad Parameters!Usage:1. Create new ads inserted with {param1} and{param2}Example:{param1:500} Hotels in SydneyFind Hotel Deals from {param2:$60}/Night!2. Add param1 and param2 fields to each keyword,which triggers the proper parameter when the ad isfired3. Optimize, try new variations, rinse, repeat!17
  18. 18. Upside / 2013The importance of structure: scale, tracking, messaging, targeting18Case study:• Started process of campaign structure overhaul• Used various data sources and analyses to determine to most effectively createtargeted, granular, consistent structure• Created worldwide list of top destinations by language (English, Spanish, French,German, Dutch, Danish, Japanese, etc.)• Categorized destinations into tiers:• Tier 1: Major cities worldwide (New York City, London, Paris, etc.)• Tier 2: Regional + seasonal destinations (Edinburgh, Philadelphia, Phuket, Vail, etc.)• Tier 3: Long-tail cities70K destinations * 500 patterns * 100 qualifiers = ~3.5B potential keywords~3.5B keywords = 100+ accounts & righteous ire from Google account team18
  19. 19. Upside / 2013 19Optimization process:• Ran keywords through both internal vetting process AND Google Traffic Estimator toweed out low-relevance and low-volume queries• Used analysis of regional travel patterns and customer behavior to determine thattravelers from different countries had significantly different travel behaviors, some thatwere specific only to that subset• US travel to Paris• UK travel to Nice, Provence• FR travel to Nantes, Deauville• Created flexible framework to handle differences in keyword density by origination• US English keywords for Miami (base): ~50• UK English keywords for Miami (base): ~15• SG English keywords for Miami (base): ~5Result: Total keyword set reduced to about 200K and only four accounts per languagePerformance: Increased profitability by +300%The importance of structure: scale, tracking, messaging, targeting19
  20. 20. Upside / 2013 20Recap: Know your customer, track them, create hypotheses, test, repeat.TRACKING• Granular tracking is important to minimize reporting errors• Create a unique ID based on the combination of parameters youwant to track (keyword + match type + ad + placement)KEYWORDS• Leverage site (search) logs to mine quality keywords• Search query reports are awesome for optimizing keywords• Productize processes to scale keyword nomination & creationINTERESTS• Zoom in then zoom out to find effective segments, then refine• Create custom interests using a combination of topics andprecise interests• Applicable across channels, assets, etc.MESSAGING• Test things even if they are counter-intuitive• Scale dynamic messaging through Google Ad ParametersSTRUCTURE• Sometimes, less is more• Drill down, then drill sideways to get more granularity• Create opportunities for flexibility to accommodate changes20

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