The document discusses how self-learning optimization can help increase conversion rates and lower the cost of acquisition for paid search campaigns. It describes how automation can help manage the complexity of paid search by continuously optimizing bids across numerous variables. Self-learning optimization also allows for automated multi-variant testing of keywords, ad text, landing pages, and other campaign elements to further improve results.

1. Self‐Learning Optimisation for Paid Search
Increase Conversion Rates &
Lower Cost of Acquisition
Jen Brown,
Manager of Digital Marketing Services
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.

2. Agenda
Understanding the True Complexity of Paid Search
Managing the Complexity Automatically
The Importance of Testing – Enriching Your Campaigns
Managing Paid Search Through the Seasons
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10. Complexity Generates Need for Automation
24x7 Self‐Learning, Automated Optimisation
Numerous automatic bid adjustments everyday
Bidding is aligned to business goals – ROAS%, COS%, CPA, Volume
Monitors and analyses results to continually optimise campaigns
Portfolio‐Based Campaign Management
Automatically shifts spend to “Best” performing variables
Maximises untapped conversion and revenue volume
Eliminates wasted spend that generates clicks but not sales/leads
Automated Multi‐Variant Testing
Keyword, match type, ad text, landing page, search engine
Example…
2009 WebTrends Inc. All Rights Reserved.

11. Self‐Learning Optimisation Example
Caribbean Cruise
Creative Landing
Match
Type
Broad “Buy Direct”
Exact “Big Sale”
2009 WebTrends Inc. All Rights Reserved.

12. Creative Landing
Match ROAS Allocation
Type
1 543%
Broad “Buy Direct” €€
223%
2 Broad “Buy Direct” €€
111%
3 Broad €€
“Big Sale”
1152%
4 €€
Broad “Big Sale”
630%
5 €€
Exact “Buy Direct”
57% €€
6 “Buy Direct”
Exact
59% €€
7 Exact “Big Sale”
251% €€
8 Exact “Big Sale”
2009 WebTrends Inc. All Rights Reserved.

13. Creative Landing
Match ROAS Allocation
Type
1 543%
Broad “Buy Direct” €€
223%
2 Broad “Buy Direct” €€
111%
3 Broad €€€
“Big Sale”
1152%
4 €€
Broad “Big Sale”
630%
5 €€
Exact “Buy Direct”
57% €€€
6 “Buy Direct”
Exact
59% €€
7 Exact “Big Sale”
251% €€€
8 Exact “Big Sale”
2009 WebTrends Inc. All Rights Reserved.

14. Full‐Scale Multivariate Optimization
In 74 days…
Considered unique Updated 5,872 a day…
keyword combinations 434,550 4 times
60,600,602 times bid changes every minute
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15. Benefits of Self Learning Optimisation
Alleviate manual efforts
Bid Management automatically managed to your ROI goals
Ongoing statistical analysis and multivariate testing
Comprehensive, consolidated reporting
Expand Reach & Conversion Volume
Manage more search engines, more campaigns, more keywords
Increase multi‐variant testing
Improve Results
Transition from micro keyword‐level mgmt to portfolio mgmt at scale
Alleviate wasted ad spend and…
Allocate budget to the ad‐combinations that achieve & exceed business goals
2009 WebTrends Inc. All Rights Reserved.

16. The Importance of Testing: Enriching Your Campaigns
See Testing as a Positive to…
Increase conversion rates
Increase volume
Lower CPA
All of the Above
Give the Optimisation Engine
more to test
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17. Match Type Expansion
ROAS Conversions CPA
Match Type
Broad 174.24% 42 30.8
Phrase 299.22% 87 16.03
Exact 365.91% 159 15.14
Total 298.99% 288 17.69
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18. Test Multiple Landing Pages
Don’t limit the optimisation to
one landing page per ad group
Keyword/MT/Text Combos
will perform best with different landing pages
To Begin With, use what you have…
• E.g. Category, Sub‐Category & Product
• Home Page and Quote Me Page
• Information Page and Form Page
Develop additional PPC targeted
landing pages to allocate
to small ad groups
2009 WebTrends Inc. All Rights Reserved.

19. Ad Text Served by ROI, Not CTR%
Ad Text Clicks CTR% Conversions CR% CPA
Traditionally ad text serving
Ad Text One 1 0.57% 0 0.00% 0
is influenced
Ad Text Two 115 1.90% 8 6.96% 18.86
predominantly by CTR%
Impressions Clicks CTR% Avg CPC Cost Conversions CR % CPA
Ad Text Four 15421 2 1.28% 1.26% 0 £1.22
0.00% £237.05 0
194 38 20.00% £6.10
Ad Text Five 93 1.79% 8 8.60% 15.18
Multi‐Variant Based, Self‐Learning Optimisation will serve ads based on ROI,
Ad Text Six 26 1.29% 1 3.85% 35.23
resulting in higher conversion rates, lower CPA & less spend
Ad Text Seven 5 1.26% 1 20.00% 6.12
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20. Take Advantage:
Ad Text Served by ROI, Not CTR%
Test Multiple Ad Texts in Each Group
Each keyword/match type combo will work best with a specific ad text
Create smaller, targeted ad groups to improve Conversion Rate
Keep testing to allow optimisation system to identify Ad Texts
with good CTR% & great CR%
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21. Keyword Inventory Expansion
Increase Keywords to..
Conquer the Long‐Tail with 1st Party Cookie Data Accuracy
Reduce reliance on broad match to increase
relevancy, Quality Score & CR%
Increase volume with more coverage
Increase conversion rate with increased exact matches
The Self‐Learning Optimisation provides the freedom to scale
2009 WebTrends Inc. All Rights Reserved.

22. Manage SEM Through the Seasons
Self‐Learning Optimisation will…
Automatically react to changes in performance
• Recognises drop in conversion or volume and bid up or down
accordingly
React quickly to changing goals,
e.g. lowering of CPA or increase in cost of sale %
Learn faster or slower depending on expected volume
Adjustments made at portfolio/campaign level, no need for manual
intervention
Your business model(s) and results drive the bidding
2009 WebTrends Inc. All Rights Reserved.

23. In Summary, use Self‐Learning Optimisation to…
Automate Bid Management across all Variables
Manage and optimise every combination of
keyword‐match type‐ad text‐landing page
Manage Portfolios (Campaigns) to Business Goals
Multiple Goals: ROAS, CPA, COS, Volume
Test, Test, Test
With no manual processes to stand in your way, enrich your campaigns with
Match Type & Keyword Expansion
Increased Ad Text and Landing Page Choice
Smaller, targeted Ad Groups
Manage SEM seamlessly across Business Seasons
Maintain ROI despite fluctuations in volume or conversion rates
2009 WebTrends Inc. All Rights Reserved.

24. Any Questions?
Jen Brown,
Manager of Digital Marketing Services
Jen.brown@webtrends.com
2009 WebTrends Inc. All Rights Reserved.
2009 WebTrends Inc. All Rights Reserved.