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Large Scale Bid Management Presented by: Jon Kelly, SureHits
3 Key Actions for Large Accounts ,[object Object],[object Object],[object Object]
1. Calculate Click Value ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Wrong Way: Buckets Geography Request Product Oklahoma California Colorado Kansas Home Equity Loan Home Loan Mortgage Refi Application Company Lenders Rates
Tag Your Keywords City Rate State Rates Home Equity Quote Mortgage Quotes Refi Company
Tags Predict Conversion ,[object Object],State “ Home Equity Loan” “ Rates” Geography Request Product
2. Reward The User’s Choices Do they have what I’m looking for?
Use Your Market Model
3. Watch Your Campaign Data City Phrases or Brand Phrases?
“ Fake” Tail Phrases Washington Auto Insurance Quote Online
Missed Geo-Targeting VS. Population: + 30% Clicks: + 74% Conversion: +24%
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
Homonyms! Mobile Home Loans Mobile Alabama
Scale = Automation + Intervention ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
twitter: @jonkelly email: jkelly@surehits.com

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