The document discusses key actions for managing large-scale bid campaigns. It recommends 1) calculating click value based on conversion probability and value, 2) rewarding user choices through market modeling, and 3) watching campaign data for insights. Metrics like location data, tail phrases, and homonyms can provide information to improve targeting and increase conversions. Scaling requires both automated processes and human intervention for tasks like account setup, design, and exception analysis.

1. Large Scale Bid Management Presented by: Jon Kelly, SureHits

2. 3 Key Actions for Large Accounts Calculate Click Value Reward The User’s Choices Watch Your Campaign Data

3. 1. Calculate Click Value Click Value Probability of Conversion? Value of a Conversion? Model Your Market Geography Product Request

4. Wrong Way: Buckets Geography Request Product Oklahoma California Colorado Kansas Home Equity Loan Home Loan Mortgage Refi Application Company Lenders Rates

5. Tag Your Keywords City Rate State Rates Home Equity Quote Mortgage Quotes Refi Company

6. Tags Predict Conversion City State “ Home Equity Loan” “ Rates” Geography Request Product

7. 2. Reward The User’s Choices Do they have what I’m looking for?

8. Use Your Market Model

9. 3. Watch Your Campaign Data City Phrases or Brand Phrases?

10. “ Fake” Tail Phrases Washington Auto Insurance Quote Online

11. Missed Geo-Targeting VS. Population: + 30% Clicks: + 74% Conversion: +24%

12. Mess With Texas! With Houston Geo-match: 68% Conversion: 52% Without Houston Geo-match: 96% Conversion: 78% Abilene Amarillo Austin El Paso Dallas Corpus Christi Houston

13. Homonyms! Mobile Home Loans Mobile Alabama

14. Scale = Automation + Intervention Automation Calculation of keyword click value Day-parting conversion data Landing page generation / testing Human Intervention Account set-up Landing page design and development Exception Analysis

15. twitter: @jonkelly email: jkelly@surehits.com