SES London 2012 - Andy Mihalop - PPC Tools of the Trade

Moneysupermarket • Enterprise level PPC is challenging due to scale and requires automation

through technology and tools to be successful. With emergent data-led biddable media channels, we need to think about how to structure an enterprise technology solution.

• Understand the considerations and components for an enterprise PPC and performance media technology solution.

• Learn which functionality is most important when considering a PPC bid-management platform.

@andymihalop

London | 20–24 Feb, 2012 | #seslondon

Our challenge


@andymihalop

50 product channels 10 million keywords 400 campaigns 5 million negatives Technology is critical

Our world is changing


@andymihalop

From To

PPC Biddable media

Search query volume and searcher intent

Behavioural and customer data

Final click Cross-channel measurement and attribution

Bid-management platform Integrated performance media technology

Silo channel Enterprise solution

We need an enterprise technology solution


@andymihalop

Social Media Advertising Platform

Demand Side Platform (DSP)

Website

Tag Management Solution

Attribution Management Web Analytics

Conversion Optimisation

PPC Bid-Management

Platform

Enterprise SEO

Platform

Data Management

Platform (DMP)

Enterprise Data Warehouse

Hitwise AdGooroo

How to approach an enterprise solution


@andymihalop

Business requirements Data sources and format Platform integration KPI definition Central reporting and

dashboard End-state vision

Selecting a PPC bid-management platform


@andymihalop

Weekly Profit from Efficient Frontier

Weekly Profit from Rules-Based Tool

BID OPTIMISATION

SEARCH

SOCIAL … …

DISPLAY 728x90

300x250 468x60

MULTI-CHANNEL CAPABILITY

PUBLISH

OPTIMISE

ATTRIBUTE

TRACK

SERVE

BID

MANAGE

CAMPAIGN MANAGEMENT

Build an scalable optimised account structure first


@andymihalop

Campaign structure that scales to 100% coverage Updated frequently, accurately and easily Will maximise Quality Score before bid-optimisation

Consider your approach to bid-management


@andymihalop

Generic keywords e.g. car insurance

Brand keywords

Brand + generic keywords e.g. moneysupermarket best credit card offers

Generic + modifier + location keywords e.g. Car insurance Ford Focus Leeds

Head Mid Tail

Adv

ertis

er c

ompe

titio

n

Search query volume

Portfolio optimisation Margin

maximisation

Predictive modeling enables advertisers to accurately forecast the impact of budget changes on conversions and key performance metrics

Use XML feeds for advanced campaign management


@andymihalop

All feed columns become available for account structure creation and mapping

Dynamically create keywords from product feed

Automatically create ad variations tailored to the ad group theme

Integrate with Google Live Ads to update ads whilst preserving Quality Score

Consider data integration and reporting


@andymihalop

Use dynamic landing pages to enable scale


@andymihalop

Enables scale - Improves user journey - Maximises Quality Score and conversion

insurance quote for ford ka

ford fiesta motor insurance

Hire an Excel whizz and build your own tools


@andymihalop

THEMY CRUNCHER

Identifies themes in SQR’s for new

keywords and negatives

Takes an SQR and AdWords Editor keyword download, identifies

searches matching to incorrect keywords and outputs negatives for

campaign upload

Thank you


@andymihalop

[email protected]

SES London 2012 - Andy Mihalop - PPC Tools of the Trade

Technology

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