Webinar: Maximize Keyword Profits & Conversions with Data Science

CONFIDENTIAL| © 2016. All rights reserved.1
WEBINAR
Maximize Keyword Profits
& Conversions with Data Science
Use data science to supercharge your search
engine marketing

Webinar
Maximize Keyword Profits and Conversions with Data Science
Use data science to supercharge your search engine marketing

CONFIDENTIAL
FEATURING TODAY’S STAR-STUDDED CAST...
Alex Ortiz, VP Marketing @ QuanticMind|Host Analytics, Salesforce, Rakuten/Linkshare
as “The dreaded CMO”
Sean Marshall, Product Marketing Manager @ QuanticMind|Intended Search, 3Q Digital, Webtrends
as “Beleaguered digital advertising professional, Sean Marshall”
Joe Hall, Product Marketing Manager @ QuanticMind |3Q Digital, Baytech
as “Mild-mannered digital advertising professional, Joe Hall”
Justin Smith, VP Data Science @ QuanticMind|Answers, NexTag
as “The data science consultant”
| © 2016. All rights reserved.3

CONFIDENTIAL
Name: Sean Marshall
Profession: Director of Search Engine Marketing; WidgetCo, Inc.; Retailer
Monthly SEM Budget: $1,250,000
Keyword portfolio: 1 million+
Duties: Avoid objects hurled at him by CMO
Help: Please
My goals until now
Hit revenue targets and 35% overall margin
My results until now
Exceeded revenue by 10% YoY at margin goal
What I’ve done so far
Everything an experienced SEM manager should be doing
Everything was going smoothly until…
% margin = 100 * (rev - cost / rev)
cost = ad spend + cost of goods sold

• Alter % margin – change slot
• Back COGS out of each sale
• Analyze every dimension
• Apply learnings to long tail
• Buy a magic wand

CONFIDENTIAL
• I can’t scale my optimization
• I’m overwhelmed by data
• But sometimes I need more
• And…the target keeps moving

CONFIDENTIAL
Name: Justin Smith
Profession: Data scientist
Current project: Data science
Side project: Data science
Hobbies: Data science
Duties: Use data science to drive scale and automation for SEM programs
• There’s a better way to manage enterprise-level campaigns for profitability:
– Manage everything at scale with smart automation
– Optimize your campaigns to the individual keyword level as though they are all head terms
– Perfect your margins by eliminating wasted spend while increasing spend on undercapitalized
keywords
– Head home at a reasonable hour and see your family!
• Let’s put the power of data science on our side!

CONFIDENTIAL
Business/Strategy
Acumen
Mathematics
Expertise
Technology;
Hacking Skills
Data
Science

CONFIDENTIAL
• Granular optimization and accuracy
• Scale
• Performance lift
• Competitive advantage

CONFIDENTIAL
Keyword 6
Before After % Change
CPC $3.59 $3.80 6%
Cost $8,702 $11,265 29%
Revenue $12,116 $15,370 27%
$ Profit $4,414 $5,105 16%
% Margin 36% 33% -8%
Keyword Set
CPC $2.93 $2.51 -14%
Cost $35,464 $34,056 -4%
Revenue $54,554 $58,656 8%
$ Profit $19,091 $24,600 29%
% Margin 35% 42% 20%

• Full time data scientist (Excel guru)
• Full time programmer with API & AdWords script experience
• Full time SEM manager for everything else

CONFIDENTIAL| © 2016. All rights reserved.
Performance
+26%
Increased profit margin
at stable spend
Home improvement co
Performance
+24%
Increase in gross dollar margin
-15%
Decrease in ad spend
E-Commerce co

CONFIDENTIAL
Name: Joe Hall
Profession: Director of Search Engine Marketing, Daddy Warbucks Inc.; Financial Service Co.
Monthly SEM budget: $250,000
Keyword portfolio: 5,000+
Duties: Get berated by CMO
Manners: Mild
CPA = cost / leads
My goals until now
Hit conversion goal within CPA and budget guidelines
My results until now
Achieved conversion goals while beating CPA target
What I’ve done so far
Everything an experienced SEM manager should be doing
Everything was going smoothly until…

CONFIDENTIAL
• I can’t scale here
• I’m having data overload
• I can’t optimize for every dimension
• No additional search inventory

CONFIDENTIAL
Name: Justin Smith
Profession: Data scientist
Current project: Data science
Side project: Data science
Hobbies: Data science
Duties: Use data science to drive scale and automation for SEM programs
• There’s a better way to manage enterprise-level campaigns for CPA:
– Manage everything at scale with smart automation
– Optimize your campaigns to the individual keyword level as though they are all head terms
– Maximize conversions by eliminating wasted spend while increasing spend on undercapitalized keywords
– Head home at a reasonable hour and see your family!
• Let’s once again put the power of data science on our side!

CONFIDENTIAL
Keyword 5
CPC $1.99 $2.27 14%
Cost $2,160 $4,550 111%
Conversions 80 130 63%
CPA $27 $30 11%
Keyword Set
CPC $2.57 $2.71 5%
Cost $12,082 $12,176 1%
Conversions 512 577 13%
CPA $24 $21 -11%
*Program constraints:
– Set Max CPA target: $25
– Fixed budget

• Full time senior data scientist – Excel won’t cut it
• Full time programmer with API and AdWords script
• Full time SEM manager for everything else

A leading provider of extended
vehicle protection services.
Performance
+25%
Improved margin at
constant volume
One of the largest e-commerce
players in Latin America, which sells
more than 125,000 apparel items
from more than 2,000 brands.
Performance
+28%
Improved margin
constant volume

CONFIDENTIAL
Goodbye, wasted spend and wasted spreadsheet hours.
Hello, multi-dimensional bidding.
• Wasted spend on poor performers
• Underutilized spend on potential movers
• Wasted spreadsheet hours!
• Ignores valuable data signals
• Sub-optimal performance results
• Missed opportunity to scale
Margin percentage
One-dimensional bidding
Keyword profit max
Conversion max
• Maximize performance lift
• Vastly increased efficiency…and profits!
• No more hours of spreadsheet work!
• Maximize performance lift
• Capture every available conversion
• No more hours of spreadsheet work!

Webinar: Maximize Keyword Profits & Conversions with Data Science

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