Opportunity Analysis with Kratu (v2)

Account Performance &
Optimization
Finding the needle in your haystack
<SPEAKER>, Google, Inc.

Agenda
● Optimization at scale
● Keyword optimizations
● Targeting Idea Service
● Traffic Estimator Service
● Discovering opportunities
● Intro to Kratu
● Demo

How to Optimize?

Profile
Optimize
Measure
Optimization Cycle

Performance data
Structural data
ServicesAWQL
AdHoc
Reports
Profile
Optimize
Measure

Profile
Kratu
Custom strategy
Predictive Analysis
Optimize
Measure

Automatic
Manual
Semi Automatic
Profile
Optimize
Measure

Developing a solid reporting backend

Develop a pipeline! Two options.
1. Roll your own, or...
2. Use AwReporting
○ Out of the box, open source solution
○ Pulls reports into your relational database
Regular, Automatic Reporting is Essential

Keyword
Optimizations

● TargetingIdeaService (TIS)
○ Generate new keyword ideas based on parameters
○ Retrieve historic statistics for existing keywords based on
parameters
● TrafficEstimatorService (TES)
○ Retrieve traffic estimates for proposed or existing campaigns, ad
groups, and keywords
KW Research Services

Example Optimization - Epsilon Greedy
windshield repair
vehicle glass repair
car window repair
fix car glass
auto glass repair
car glass replacement
car glass
glass window
glasses repair
window repair
KW Research
Using TIS+TES
Automatic
● Regular
● Set and forget
● Needs close monitoring
Semi-automatic
● Manual lookup
● Suggest KWs for exchange
● KW Research can be
manual
KW

Discovering Optimization Ideas with Kratu

● Periodically visit their accounts
● Look for problems
● Experience tells them how to fix
● For accounts that are fine, waste of time
Most AMs Work in “PULL” Mode

● Want to change this to a PUSH model
● Tell AMs what accounts need help
● Don’t worry about ones that are performing well
● Account Managers can do more in less time
PULL is Inefficient

Kratu - Open Source Issue and Opportunity Discovery

● Open source - http://google.github.com/kratu/
● End to end tutorial - http://google.github.
com/kratu/tutorial/
● Client-side, runs in browser. Implemented in JavaScript.
● Includes prebuilt working example for AdWords
● Created by experienced Google Account Managers
● Used internally at Google.
● Unmaintained sample code, use at own-risk.
Kratu

Demo!
http://google.github.com/kratu/examples/adwordshealthcheck/

DEMO!

Kratu - Implementation
Web server
Reporting
backend
Fetch
Process
Store
/kratu/
/rest/accounts/
Data Storage
MySql
MongoDB
...

● Easy to add other signals
● Add any key/value pair to your data, define a weight and a
threshold
● BYOD - Bring Your Own Data
● Anything that can be converted to a JS Array with key/value
objects
● Includes simple JSON and CSV loaders
Kratu - Flexible & Customizable

● Flexible model
● Compose new signals from multiple data points
● Custom and built-in event handlers (integrate with
other systems)
● Paginations for larger number of accounts
● Use it to create reports
● Targeted, e.g., upselling opportunities, mobile adoption
● Personalized, e.g., individual for Account managers
Kratu - Flexible & Customizable

● https://github.com/googleads/aw-
reporting/tree/master/examples/kratubackend
● Rest backend for the Kratu project over MongoDB /
MySql
● Reuses the AwReporting project
● Get the benefits of both projects
Kratu - Backend example

Kratu - Json response
[{
"lostISBudget": 0,
"lostISRank": 90,
"key": "7767761884-Search Network" ,
"mccId": 2742928629,
"timestamp": "Mar 6, 2013 8:51:08 AM" ,
"accountId": 7767761884,
"accountDescriptiveName": "Julian 1$-day" ,
"cost": 0,
"clicks": 0,
"impressions": 0,
"conversions": 0,
"ctr": 0,
"avgCpm": 0,
"avgCpc": 0,
"avgPosition": 0,
"currencyCode": "USD",
"adNetwork": "Search Network"
}]

● Improved stability and ease of use of backend.
● Lovely new UI.
● Slightly more help and ease of writing your own signals.
New Version

Resources
Code and tutorials
http://google.github.io/kratu/
http://google.github.io/kratu/tutorial/

Questions?

Opportunity Analysis with Kratu (v2)

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