Why a full-funnel approach? What do we need to start? The key ingredients are starting from the bottom, remarketing, and lookalikes. Here are 5 tips to keep in mind when developing
your full-funnel marketing strategy.
SMX Advanced - ROAS is dead. Welcome FUMOAS.Booster Box
Problems with Performance Marketing: relying on ROAS, Luddism, relying only on Google’s algorithms, forgetting about audiences, not challenging the data, relying on third party data.
The Solution in 3 steps: Define Success, Connect Audience Data to Platforms, and Connect Business Results to Platforms.
WMF 2020 - PPC Principles of Investigation, la checklist vincente per analizz...Booster Box
The document discusses the principles of performing an investigation into issues with PPC accounts. It outlines a root cause analysis (RCA) process involving defining the problem, limiting the scope, and investigating through before/after analysis and comparing impacted vs non-impacted campaigns. The goal is to identify the root cause rather than just addressing symptoms. Key steps include understanding the trigger, problem definition, asking questions, and using data visualization and filters to find the "smoking gun".
WMF 2020 - Come misurare l'impatto incrementale dei tuoi ad Facebook nelle ca...Booster Box
GA is a powerful tool but has limitations when it comes to accurately assessing FB’s true value. How can we measure the incremental impact of Facebook ads effectively? Consider the three following aspects: Geo Treatment Test, Facebook Lift Analysis, Markov Cross Channel
Why a full-funnel approach? What do we need to start? The key ingredients are starting from the bottom, remarketing, and lookalikes. Here are 5 tips to keep in mind when developing
your full-funnel marketing strategy.
SMX Advanced - ROAS is dead. Welcome FUMOAS.Booster Box
Problems with Performance Marketing: relying on ROAS, Luddism, relying only on Google’s algorithms, forgetting about audiences, not challenging the data, relying on third party data.
The Solution in 3 steps: Define Success, Connect Audience Data to Platforms, and Connect Business Results to Platforms.
WMF 2020 - PPC Principles of Investigation, la checklist vincente per analizz...Booster Box
The document discusses the principles of performing an investigation into issues with PPC accounts. It outlines a root cause analysis (RCA) process involving defining the problem, limiting the scope, and investigating through before/after analysis and comparing impacted vs non-impacted campaigns. The goal is to identify the root cause rather than just addressing symptoms. Key steps include understanding the trigger, problem definition, asking questions, and using data visualization and filters to find the "smoking gun".
WMF 2020 - Come misurare l'impatto incrementale dei tuoi ad Facebook nelle ca...Booster Box
GA is a powerful tool but has limitations when it comes to accurately assessing FB’s true value. How can we measure the incremental impact of Facebook ads effectively? Consider the three following aspects: Geo Treatment Test, Facebook Lift Analysis, Markov Cross Channel
Predict How Your PPC Campaigns Will be Affected by COVID-19, assess the impact of COVID-19 on your campaigns, manage geographical restrictions affecting shipments using our script, and more.
The document provides an agenda for a presentation on bidding strategies and automation. It includes sections on auditing current assets for bidding, an overview of Google bidding strategies, choosing the right bid, segmenting campaigns and adjusting bids, and implementing an automated bidding strategy script. It also introduces the presenter and scientific digital marketing agency. The presentation aims to help audiences optimize bidding and automation.
How to create a full-funnel strategy to boost your Google Ads results. Why a full-funnel approach? What do we need to start? What you should remember when developing your full-funnel marketing strategy.
The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
Offline Data: high octane fuel for your performance marketing engineBooster Box
This document discusses how offline data can be used to improve performance marketing. It provides examples of using K-means clustering to target areas with high densities of car dealers, micro-targeting neighborhoods based on income data from census records, incorporating weather data to target ads for weather-sensitive products, and using Google Maps busy-ness data to target ads towards busy retail locations. The overall message is that offline data sources can provide valuable location and context information to improve targeting for online advertising campaigns.
HeroConf London 2019 - Why your attribution model sucks how to step beyond da...Booster Box
The choice of the right attribution model is a challenge for most advertisers. We all know the limitation of Last Click attribution model. We will illustrate the limitations of other, more comprehensive pre-defined attribution models such as Time Decay and Position Based or Data Driven. We will share a solution to implement a Markov Chains based approach and will introduce an approach to test a new attribution model.
3 Key Learnings
Overview of attribution models and their limitations
How to implement a Markov Chains
How to test the impact of an attribution model
SMX Advanced Europe 2019 Automate and Scale Google Ads Search Term ReportBooster Box
Search term reports optimization can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
The Secret to Mobile Advertising? Location Location LocationBooster Box
This document discusses four ways to improve location targeting in online advertising:
1. Use clustering algorithms to target areas with high densities of specific business types like car dealerships.
2. Leverage granular demographic data from census records to target neighborhoods by income level or other attributes.
3. Create dynamic ad campaigns tailored to real-time weather conditions in targeted locations.
4. Target busy areas based on foot traffic data to drive more visitors to retail locations during peak periods.
If you're seeing good results from your Facebook and Google advertising, then congratulations! Now the hard work really begins. In this presentation we will share a couple of tactics to scale PPC Campaigns
Le keyword negative possono distruggere o accelerare la performance di una campagna. Solitamente le keyword negative vengono aggiunte ex post, spesso manualmente, dopo che l'errore è stato fatto. Vengono presentate varie tecniche per automatizzare l'identificazione delle KWs negative ex post. Inoltre si suggerisce una metodologia innovativa per essere proattivi nell'identificazione delle KWs negative
Creare un Sistema di Bidding AutomatizzatoBooster Box
AdWords è sempre più complesso. Le opzioni di bidding si sono moltiplicate e decidere il bidding ideale è sempre più difficile. La scelta è ampia: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding con target CPA o target ROAS. Per non considerare automated bidding offerto da terze parti. In questa sessione discutiamo di come scegliere il sistema di bidding più appropriato e costruire un sistema automatizzato per i nostri obiettivi.
SMXL Milan 2017 - Sleep better at night knowing your brand is safe on the Go...Booster Box
Running paid advertising for a large operation means having your products appearing on tons of sites every day. This could potentially result in showing ads next to inappropriate content that could potentially hurt their brand. While some targeting options in AdWords could help avoiding such situation, a 100% safe solution does not exist. In the past months weeks this has caused more than one headache in the industry resulting in brands & agencies to pull spend from Google. In this presentation we share how our machine learning solution helped our clients gaining back control on where they were showing their ads.
PPC Ad Testing Scientifico: tenere lontano dalla portata dei creativiBooster Box
Perchè fare Ad Testing è importante - Quali tipi di Test: Single vs Multi-Ad Group Testing, Segmentation - Definizione delle metriche di valutazione (CTR, CPA, NRR etc) - Set Up: scelta del campione, definizione delle ipotesi, distribuzione delle impressioni - Definizione Minimum & Maximum Data - Identificazione della variazione vincente: rilevanza statistica, intervalli di confidenza - Come e quando scalare i risultati
Come utilizzare le parole chiave migliori oltre la rete di ricerca?Booster Box
Molti account faticano ad ottenere performance elevate al di la' della Rete di Ricerca. Vediamo insieme 3 tattiche estremamente efficaci per utilizzare al massimo le parole chiave che performano meglio sulle campagne di ricerca, estendendone l'efficacia anche alla rete Display.
5 challenges and opportunities that international campaigns offer:
1) Target Language Minorities with Secondary Language. English speaker in Netherlands and Polish expats in Ireland, Turkish in Germany and Arabic in France: having international campaigns unlocks languages minorities with lower competition. What languages should be prioritised? How to maintain consistency?
2) Ad Testing Opportunities. Going beyond your domestic market offer new testing opportunities: far from home we dare to test new products, new pricing methods, new product positioning.
3) (Almost) everyone speaks english. Cross Pollinating english keywords in international campaigns is an easy fix to bring incremental conversions
4) Currency fluctuation: the hidden force that can make or break or bidding system.
5) Reflecting cultural and language differences, while keeping a consistent overarching strategy.
- Naming convention and unified account structure for making reporting easier.
- Making sure to reflect key messages in the localization process
- Search Term report across 35+ languages
- Maintain a consistent product positioning after hundreds of ad tests
Oltre il Remarketing: Display Network per il Performance MarketingBooster Box
- Italian -
Dopo una breve review di come migliorare le performance con il Remarketing, viene presentata una roadmap per avere successo sulla rete Display:
- Quali opzioni di targeting scegliere ed in che ordine testarle per evitare di "bruciare" budget;
- Quali sono gli errori tipici da evitare;
- Quali tipologie di annunci funzionano meglio per le differenze opzioni di targeting;
- Come strutturare le campagne display in modo scalabile per le PMI
Predict How Your PPC Campaigns Will be Affected by COVID-19, assess the impact of COVID-19 on your campaigns, manage geographical restrictions affecting shipments using our script, and more.
The document provides an agenda for a presentation on bidding strategies and automation. It includes sections on auditing current assets for bidding, an overview of Google bidding strategies, choosing the right bid, segmenting campaigns and adjusting bids, and implementing an automated bidding strategy script. It also introduces the presenter and scientific digital marketing agency. The presentation aims to help audiences optimize bidding and automation.
How to create a full-funnel strategy to boost your Google Ads results. Why a full-funnel approach? What do we need to start? What you should remember when developing your full-funnel marketing strategy.
The Search Term Report is at the core of optimization. This is getting harder due to changes to match types. Boost your keywords by mastering the Google Search Term Report and find key ways to automate the STR.
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
Offline Data: high octane fuel for your performance marketing engineBooster Box
This document discusses how offline data can be used to improve performance marketing. It provides examples of using K-means clustering to target areas with high densities of car dealers, micro-targeting neighborhoods based on income data from census records, incorporating weather data to target ads for weather-sensitive products, and using Google Maps busy-ness data to target ads towards busy retail locations. The overall message is that offline data sources can provide valuable location and context information to improve targeting for online advertising campaigns.
HeroConf London 2019 - Why your attribution model sucks how to step beyond da...Booster Box
The choice of the right attribution model is a challenge for most advertisers. We all know the limitation of Last Click attribution model. We will illustrate the limitations of other, more comprehensive pre-defined attribution models such as Time Decay and Position Based or Data Driven. We will share a solution to implement a Markov Chains based approach and will introduce an approach to test a new attribution model.
3 Key Learnings
Overview of attribution models and their limitations
How to implement a Markov Chains
How to test the impact of an attribution model
SMX Advanced Europe 2019 Automate and Scale Google Ads Search Term ReportBooster Box
Search term reports optimization can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
The Secret to Mobile Advertising? Location Location LocationBooster Box
This document discusses four ways to improve location targeting in online advertising:
1. Use clustering algorithms to target areas with high densities of specific business types like car dealerships.
2. Leverage granular demographic data from census records to target neighborhoods by income level or other attributes.
3. Create dynamic ad campaigns tailored to real-time weather conditions in targeted locations.
4. Target busy areas based on foot traffic data to drive more visitors to retail locations during peak periods.
If you're seeing good results from your Facebook and Google advertising, then congratulations! Now the hard work really begins. In this presentation we will share a couple of tactics to scale PPC Campaigns
Le keyword negative possono distruggere o accelerare la performance di una campagna. Solitamente le keyword negative vengono aggiunte ex post, spesso manualmente, dopo che l'errore è stato fatto. Vengono presentate varie tecniche per automatizzare l'identificazione delle KWs negative ex post. Inoltre si suggerisce una metodologia innovativa per essere proattivi nell'identificazione delle KWs negative
Creare un Sistema di Bidding AutomatizzatoBooster Box
AdWords è sempre più complesso. Le opzioni di bidding si sono moltiplicate e decidere il bidding ideale è sempre più difficile. La scelta è ampia: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding con target CPA o target ROAS. Per non considerare automated bidding offerto da terze parti. In questa sessione discutiamo di come scegliere il sistema di bidding più appropriato e costruire un sistema automatizzato per i nostri obiettivi.
SMXL Milan 2017 - Sleep better at night knowing your brand is safe on the Go...Booster Box
Running paid advertising for a large operation means having your products appearing on tons of sites every day. This could potentially result in showing ads next to inappropriate content that could potentially hurt their brand. While some targeting options in AdWords could help avoiding such situation, a 100% safe solution does not exist. In the past months weeks this has caused more than one headache in the industry resulting in brands & agencies to pull spend from Google. In this presentation we share how our machine learning solution helped our clients gaining back control on where they were showing their ads.
PPC Ad Testing Scientifico: tenere lontano dalla portata dei creativiBooster Box
Perchè fare Ad Testing è importante - Quali tipi di Test: Single vs Multi-Ad Group Testing, Segmentation - Definizione delle metriche di valutazione (CTR, CPA, NRR etc) - Set Up: scelta del campione, definizione delle ipotesi, distribuzione delle impressioni - Definizione Minimum & Maximum Data - Identificazione della variazione vincente: rilevanza statistica, intervalli di confidenza - Come e quando scalare i risultati
Come utilizzare le parole chiave migliori oltre la rete di ricerca?Booster Box
Molti account faticano ad ottenere performance elevate al di la' della Rete di Ricerca. Vediamo insieme 3 tattiche estremamente efficaci per utilizzare al massimo le parole chiave che performano meglio sulle campagne di ricerca, estendendone l'efficacia anche alla rete Display.
5 challenges and opportunities that international campaigns offer:
1) Target Language Minorities with Secondary Language. English speaker in Netherlands and Polish expats in Ireland, Turkish in Germany and Arabic in France: having international campaigns unlocks languages minorities with lower competition. What languages should be prioritised? How to maintain consistency?
2) Ad Testing Opportunities. Going beyond your domestic market offer new testing opportunities: far from home we dare to test new products, new pricing methods, new product positioning.
3) (Almost) everyone speaks english. Cross Pollinating english keywords in international campaigns is an easy fix to bring incremental conversions
4) Currency fluctuation: the hidden force that can make or break or bidding system.
5) Reflecting cultural and language differences, while keeping a consistent overarching strategy.
- Naming convention and unified account structure for making reporting easier.
- Making sure to reflect key messages in the localization process
- Search Term report across 35+ languages
- Maintain a consistent product positioning after hundreds of ad tests
Oltre il Remarketing: Display Network per il Performance MarketingBooster Box
- Italian -
Dopo una breve review di come migliorare le performance con il Remarketing, viene presentata una roadmap per avere successo sulla rete Display:
- Quali opzioni di targeting scegliere ed in che ordine testarle per evitare di "bruciare" budget;
- Quali sono gli errori tipici da evitare;
- Quali tipologie di annunci funzionano meglio per le differenze opzioni di targeting;
- Come strutturare le campagne display in modo scalabile per le PMI
2. #adwexp
2
Chi sono
andrea@boosterboxdigital.com @andrepugni
● Senior Data Analyst @Booster Box
from 2018
● Bocconi University: where everything
started
● Data Nerd: in love with data analysis,
algorithms for bidding models and
causal inferences
● Also in love with cats
6. #adwexp
Modello di attribuzione per Taboola
Markov wearing his famous chain
Come sfruttare un modello di
attribuzione “data-driven”
capace di andare oltre i modelli
euristici e ottimizzare l’account
del cliente?
7. #adwexp
La sfida
● Attribution dilemma: ancora + grande per grossi clienti
B2B
● valutare l’impatto reale di ogni canale e kw
● Google Analytics 360: not an option
8. #adwexp
L’approccio
1. Costruzione di un modello di attribuzione basato sulle
catene di Markov
2. Bid adjustments
3. Esperimento su Canada (treated group) e UK (control
group)
21. #adwexp
Un rapido ripasso su alcuni termini
● Una variabile aleatoria è una variabile i cui valori dipendono su un evento
casuale.
● Un processo stocastico è una collezione di variabili aleatorie,
generalmente osservate lungo un periodo temporale. Solitamente un
processo stocastico è descritto da una legge che determina il passaggio da
una variabile all’altra.
andrea@boosterboxdigital.com @andrepugni
22. #adwexp
Markov Chains
● Le Markov Chains (catene Markoviane) sono un particolare tipo di
processo stocastico
● In particolare, una catena di Markov di ordine K descrive un
fenomeno la cui probabilità in T+1 dipende dai risultati occorsi fino a
T-(k+1).
andrea@boosterboxdigital.com @andrepugni
24. #adwexp
PATH CONVERSIONI
INIZIO > King Schultz> King Schultz > CONVERSIONE 1
INIZIO > King Schultz> Cacciatore di Taglie > Cacciatore
di Taglie > King Schultz > CONVERSIONE
1
INIZIO > King Schultz> Cacciatore di Taglie > Cacciatore
di Taglie > King Schultz > Cacciatore di Taglie >
Cacciatore di Taglie > King Schultz > CONVERSIONE
1
totale 3
Come funziona?
andrea@boosterboxdigital.com @andrepugni
25. #adwexp
edge Numero di edge Transition probability
INIZIO > King Schultz 3 3/3
INIZIO > Cacciatore di Taglie 0 0
TOT INIZIO 3
King Schultz > King Schultz 2 2/8
King Schultz > Cacciatore di
Taglie 3 3/8
King Schultz > CONVERSIONE 3 3/8
TOT A 8
Cacciatore di Taglie > King
Schultz 3 3/5
Cacciatore di Taglie > Cacciatore
di Taglie 2 2/5
Cacciatore di Taglie >
CONVERSIONE 0 0
TOT B 5
andrea@boosterboxdigital.com @andrepugni
27. #adwexp
Come valutare il valore di una singola keyword?
● Con il modello di Markov valutiamo questa importanza chiedendoci
come cambierebbe il conversion rate del nostro grafo se rimuovessimo
una di queste keyword da esso.
● NULL state
andrea@boosterboxdigital.com @andrepugni
28. #adwexp
Se King Schultz diventasse uno stato
NULL, cosa succederebbe al
conversion rate del nostro grafo?
INIZIO NULL
Cacciatore di
Taglie
CONVERSIONE
100%
25%
60%
37.5%
40%
37.5%
andrea@boosterboxdigital.com @andrepugni
29. #adwexp
Il grafo si semplificherebbe in questo modo:
Quindi il calo nel conversion rate sarebbe: 100% nel grafo originale - 0% nel grafo senza
King Schultz= 100%
Di conseguenza, l’importanza della keyword King Schultz è 100%=1
INIZIO
NULL
100%
andrea@boosterboxdigital.com @andrepugni
30. #adwexp
Allo stesso modo si può fare per la keyword Cacciatore di Taglie.
INIZIO
KING
SCHULTZ
NULL
CONVERSIONE
100%
25%
37.5%
37.5%
andrea@boosterboxdigital.com @andrepugni
31. #adwexp
Il grafo in questo caso si semplificherebbe così
INIZIO
KING
SCHULTZ NULL
CONVERSIONE
100%
50%
50%
● Le probabilità di
convertire quindi, in
questo grafo sono del
50%.
● Quindi il cambiamento
nel conversion rate
sarebbe:
100% grafo originale -
50% grafo senza
Cacciatore di Taglie =
50%
● Per cui l’importanza
della keyword
Cacciatore di Taglie è
50% = .5
andrea@boosterboxdigital.com @andrepugni
32. #adwexp
PATH CONVERSIONI
INIZIO > King Schultz> King Schultz > CONVERSIONE 1
INIZIO > King Schultz> Cacciatore di Taglie > Cacciatore
di Taglie > King Schultz > CONVERSIONE
1
INIZIO > King Schultz> Cacciatore di Taglie > Cacciatore
di Taglie > King Schultz > Cacciatore di Taglie >
Cacciatore di Taglie > King Schultz > CONVERSIONE
1
totale 3
A step back
andrea@boosterboxdigital.com @andrepugni
33. #adwexp
● Una volta calcolata l’importanza di ogni keyword, possiamo usare i cambiamenti nel
conversion rate come pesi per attribuire le conversioni generate.
● Nel nostro caso il totale dei pesi è 1 + 0.5 = 1.5
● Quindi per King Schultz e Cacciatore di taglie avremo rispettivamente:
Conversioni
A
Conversioni
B
Ultimo step
andrea@boosterboxdigital.com @andrepugni
35. #adwexp
I maggiori vantaggi di questo modello di
attribuzione
● Interamente basato sulla struttura dei nostri dati
● Permette di usare un approccio interamente cross-channel
● Ci consente di valutare propriamente le campagne che assistono le
conversioni
● Non richiede GA 360
andrea@boosterboxdigital.com @andrepugni
36. #adwexp
I maggiori svantaggi di questo modello
● Richiede un tracking completamente funzionante
● Non utilizzabile direttamente nelle classiche interfacce delle piattaforme
(ad es. Google Ads, Facebook, ecc.)
● Non considera le views
andrea@boosterboxdigital.com @andrepugni