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Delivering
Seamless Search
Winner of “Most Effective Use of Technology”
at the Drum Search Awards 2020
Recording
Today’s session will be recorded on
youtube
Time
45 Minutes
Questions?
Option to get in touch
Sophie Dixon
Senior Commercial Manager
Damien Bennett
Director of Strategy
Fred Maude
Head of Product Development
Why have
we built a
Search Tool?
It’s a really
important
channel
01
For the vast majority of digital
advertisers
It’s a really
important
channel
01
For the vast majority of digital
advertisers
Of all digital ad spend
globally is on paid
search
Source: eMarketer (2020)
It’s a really
important
channel
01
For the vast majority of digital
advertisers
Global paid search
spend is forecast to
grow by 51%
$135bn
$204bn
Source: eMarketer (2020)
2020 2023
AVERAGE COST PER CLICK ON BRAND AND BRAND GENERIC TERMS
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
£0.07
£0.06
£0.07
£0.09
£0.11
£0.12
£0.11
£0.14
£0.16
£0.14
£0.15
Source: Aggregated Incubeta client data 2010-2020
It’s becoming tougher to continue to
deliver sales growth through paid search02
There is a lack of
action-based
cross-search
platforms
03
There is a lack of
action-based
cross-search
platforms
03
action-basedreport-based
single-search cross-search
Seamless Search helps
advertisers finally answer
fundamental questions
Should I pay to bid for keywords I already have a high organic
coverage for?
How much does my current paid strategy cannibalize my organic
strategy?
Should I pay for my brand and brand generic terms?
What paid position should I take based on my current organic
coverage?
True Search
Reporting
True Search Bid
Optimisation
Organic Position
INTERNAL FACTORS
Device Targeting
Promo Periods
Paid Position
Audience Targeting
Other Channels
Organic Competition
EXTERNAL FACTORS
Time
Seasonality
Paid Competition
Location
Competitor Activity
How Seamless Search is different
The Benefits
Know exactly how much true value your paid search delivers
Be confident where to increase paid coverage and where to
pull back
Automatically adjust bids based on
holistic search performance
Source: Aggregated Incubeta client data 2010-2020
On average clients see a 25%
true search revenue uplift...
...At an average increase in
effectiveness of 20%
BEFORE
25% INCREASE IN REVENUE
AFTER BEFORE AFTER
20% INCREASE IN ROAS
Better understanding of true search
performance drives game-changing results
Why have we
built this
now?
How the technology works...
1. 5 separate reports loaded into seamless search
2. Data processing procedure
3. Bid volatility analysis and start of learning module
4. Keyword/Device grouping by characteristics
5. Model creation through regression prediction (Gradient
Boosting on Decision Tree)
6. Python data processing
7. Optimum bid calculation is made and stored in BigQuery
8. Apply changes to account via API
How to get
involved with
Seamless.
Seamless Search helps
advertisers finally answer
fundamental questions
Should I pay to bid for keywords I already have a high organic
coverage for?
How much does my current paid strategy cannibalize my organic
strategy?
Should I pay for my brand and brand generic terms?
What paid position should I take based on my current organic
coverage?
So, how much does
it cost?
Fair & Transparent Pricing...
Number of Keywords Monthly Cost Monthly Cost per Keyword
1,000 £2,950 £2.95
2,000 £3,650 £1.83
3,000 £3,950 £1.32
3,000+ Pricing on Request Pricing on Request
Next Steps
PRIVILEGED AND CONFIDENTIAL
Sophie Dixon
Senior Commercial Manager
E: sdixon@seamlesspro.io
T: 07891475833
Search Seen Differently
16th Floor The Bower, 207-211 Old Street
London, EC1V 9NR
THE PLATFORM PRIVILEGED AND CONFIDENTIAL
LINK DIRECTLY TO GOOGLE ADS OR SEARCH ADS 360 ADJUST BIDS BASED ON TRUE SEARCH PERFORMANCE
Seamless Search is the only true search bid
management platform

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Delivering Seamless Search - 22.09.2020

  • 1. Delivering Seamless Search Winner of “Most Effective Use of Technology” at the Drum Search Awards 2020
  • 2. Recording Today’s session will be recorded on youtube Time 45 Minutes Questions? Option to get in touch
  • 3. Sophie Dixon Senior Commercial Manager Damien Bennett Director of Strategy Fred Maude Head of Product Development
  • 4. Why have we built a Search Tool?
  • 5. It’s a really important channel 01 For the vast majority of digital advertisers
  • 6. It’s a really important channel 01 For the vast majority of digital advertisers Of all digital ad spend globally is on paid search Source: eMarketer (2020)
  • 7. It’s a really important channel 01 For the vast majority of digital advertisers Global paid search spend is forecast to grow by 51% $135bn $204bn Source: eMarketer (2020) 2020 2023
  • 8. AVERAGE COST PER CLICK ON BRAND AND BRAND GENERIC TERMS 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 £0.07 £0.06 £0.07 £0.09 £0.11 £0.12 £0.11 £0.14 £0.16 £0.14 £0.15 Source: Aggregated Incubeta client data 2010-2020 It’s becoming tougher to continue to deliver sales growth through paid search02
  • 9. There is a lack of action-based cross-search platforms 03
  • 10. There is a lack of action-based cross-search platforms 03 action-basedreport-based single-search cross-search
  • 11. Seamless Search helps advertisers finally answer fundamental questions Should I pay to bid for keywords I already have a high organic coverage for? How much does my current paid strategy cannibalize my organic strategy? Should I pay for my brand and brand generic terms? What paid position should I take based on my current organic coverage?
  • 12. True Search Reporting True Search Bid Optimisation Organic Position INTERNAL FACTORS Device Targeting Promo Periods Paid Position Audience Targeting Other Channels Organic Competition EXTERNAL FACTORS Time Seasonality Paid Competition Location Competitor Activity How Seamless Search is different
  • 13. The Benefits Know exactly how much true value your paid search delivers Be confident where to increase paid coverage and where to pull back Automatically adjust bids based on holistic search performance
  • 14. Source: Aggregated Incubeta client data 2010-2020 On average clients see a 25% true search revenue uplift... ...At an average increase in effectiveness of 20% BEFORE 25% INCREASE IN REVENUE AFTER BEFORE AFTER 20% INCREASE IN ROAS Better understanding of true search performance drives game-changing results
  • 15. Why have we built this now?
  • 16. How the technology works... 1. 5 separate reports loaded into seamless search 2. Data processing procedure 3. Bid volatility analysis and start of learning module 4. Keyword/Device grouping by characteristics 5. Model creation through regression prediction (Gradient Boosting on Decision Tree) 6. Python data processing 7. Optimum bid calculation is made and stored in BigQuery 8. Apply changes to account via API
  • 17. How to get involved with Seamless.
  • 18. Seamless Search helps advertisers finally answer fundamental questions Should I pay to bid for keywords I already have a high organic coverage for? How much does my current paid strategy cannibalize my organic strategy? Should I pay for my brand and brand generic terms? What paid position should I take based on my current organic coverage?
  • 19. So, how much does it cost?
  • 20. Fair & Transparent Pricing... Number of Keywords Monthly Cost Monthly Cost per Keyword 1,000 £2,950 £2.95 2,000 £3,650 £1.83 3,000 £3,950 £1.32 3,000+ Pricing on Request Pricing on Request
  • 22.
  • 23. PRIVILEGED AND CONFIDENTIAL Sophie Dixon Senior Commercial Manager E: sdixon@seamlesspro.io T: 07891475833 Search Seen Differently 16th Floor The Bower, 207-211 Old Street London, EC1V 9NR
  • 24. THE PLATFORM PRIVILEGED AND CONFIDENTIAL LINK DIRECTLY TO GOOGLE ADS OR SEARCH ADS 360 ADJUST BIDS BASED ON TRUE SEARCH PERFORMANCE Seamless Search is the only true search bid management platform