Computational Advertising
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Transcript of Computational Advertising
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Computational Advertising
Duygu GunaydinLu Li
Shuanglong Wei
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Marin Software provides an online advertising management platform for advertisers and agencies to manage their paid search, social media, display advertising, and mobile campaigns
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• Online advertising management platform designed for mid-market advertisers and agencies• Provides improved workflow, analytics and optimization• Designed for customers who spend under $100k/month in search engine marketing and social media
• Online advertising management platform designed for large scale advertisers and agencies• Offers management across search, display, social and mobile marketing• Designed for customers who spend over $100k/month on online marketing
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• Visualize Data with Interactive Charting• Customize Report Delivery According to Business Needs• Analyze by Custom Categories with Dimensions• Optimize According to Channel Interactions• Understand Actions at a Visitor Level
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• Automated Expansion- Increase relevance with automated keyword
expansion
• Creative Testing – Automated testing identifies creative that drives
maximum value
• Manage Campaign Structure - Efficiently restructure campaigns to improve
performance and decrease cost
• Improve Ad Targeting - Duplicate campaigns and define targeting
parameters in bulk to ensure ads are reaching valuable audiences
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• Add relevant new keywords to your campaign based on user queries that convert• Expand negatives using keywords and placements that don’t convert
An Example of Automated Expansion
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• Bidding Algorithm – Accommodate multiple business models– Optimize spend based on cost per acquisition, return on ad spend,
margin or custom targets
• Maximize Value By Bidding to Multiple Conversion Events• Long Tail Efficient
– Discover profitable traffic with predictive bidding on long-tail ads
• No Burn-In – Efficiently scale programs by calculating accurate bids for new keywords quickly
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• Efficient Campaign Creation – Create and manage targeting settings
across ads in bulk• Improve Audience Insight
– Understand performance as it varies by demographic, likes, and interests
• Optimize to Facebook Interactions – Maximize Likes, RVSPs and App
installations driven by ads• Maintain Ad Freshness
– Automatically rotate creative to prevent ad-blindness and drive performance
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• Accurately Value Retargeting– Measure the true cost of acquisition
across search, display and retargeting efforts
• Cross Channel Efficiency – Manage retargeting from a unified
online advertising management platform
• Automation with Control – Bid optimization for retargeting
provides automation based on business goals
• Rapid Insight – Test and measure retargeting lift over
control groups• Single Tracking Tag
– Marin Tracker enables both conversion tracking and retargeting
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Thank you!
Q&A