Opportunity Analysis with Kratu (v2)

Account Performance & OptimizationFinding the needle in your haystack

<SPEAKER>, Google, Inc.

Agenda

● Optimization at scale● Keyword optimizations

● Targeting Idea Service● Traffic Estimator Service

● Discovering opportunities● Intro to Kratu● Demo


How to Optimize?


Profile

Optimize

Measure

Optimization Cycle


Performance dataStructural data

ServicesAWQL AdHocReports

Profile

Optimize

Measure


ProfileKratuCustom strategy

Predictive Analysis

Optimize

Measure


AutomaticManualSemi Automatic

Profile

Optimize

Measure


Developing a solid reporting backend


Develop a pipeline! Two options.

1. Roll your own, or...

2. Use AwReporting○ Out of the box, open source solution ○ Pulls reports into your relational database

Regular, Automatic Reporting is Essential

https://github.com/googleads/aw-reporting


KeywordOptimizations


● TargetingIdeaService (TIS)○ Generate new keyword ideas based on parameters○ Retrieve historic statistics for existing keywords based on

parameters

● TrafficEstimatorService (TES)○ Retrieve traffic estimates for proposed or existing campaigns, ad

groups, and keywords

KW Research Services


Example Optimization - Epsilon Greedy

windshield repair

vehicle glass repair

car window repair

fix car glass

auto glass repair

car glass replacement

car glass

glass window

glasses repair

window repair

KW ResearchUsing TIS+TES

Automatic● Regular● Set and forget● Needs close monitoring

Semi-automatic● Manual lookup

● Suggest KWs for exchange

● KW Research can be manual

KW


Discovering Optimization Ideas with Kratu


● Periodically visit their accounts

● Look for problems

● Experience tells them how to fix

● For accounts that are fine, waste of time

Most AMs Work in “PULL” Mode


● Want to change this to a PUSH model

● Tell AMs what accounts need help

● Don’t worry about ones that are performing well

● Account Managers can do more in less time

PULL is Inefficient


Kratu - Open Source Issue and Opportunity Discovery


● Open source - http://google.github.com/kratu/● End to end tutorial - http://google.github.

com/kratu/tutorial/● Client-side, runs in browser. Implemented in JavaScript.● Includes prebuilt working example for AdWords

● Created by experienced Google Account Managers● Used internally at Google.● Unmaintained sample code, use at own-risk.

Kratu

http://google.github.com/kratu/

http://google.github.com/kratu/tutorial/




Demo!http://google.github.com/kratu/examples/adwordshealthcheck/

http://google.github.com/kratu/examples/adwordshealthcheck/

http://google.github.com/kratu/examples/adwordshealthcheck/


DEMO!


Kratu - Implementation

Web server

Reporting backend

FetchProcess

Store

/kratu/

/rest/accounts/

Data StorageMySql

MongoDB...


● Easy to add other signals

● Add any key/value pair to your data, define a weight and a

threshold

● BYOD - Bring Your Own Data

● Anything that can be converted to a JS Array with key/value

objects

● Includes simple JSON and CSV loaders

Kratu - Flexible & Customizable


● Flexible model● Compose new signals from multiple data points● Custom and built-in event handlers (integrate with

other systems)● Paginations for larger number of accounts● Use it to create reports

● Targeted, e.g., upselling opportunities, mobile adoption● Personalized, e.g., individual for Account managers

Kratu - Flexible & Customizable


● https://github.com/googleads/aw-

reporting/tree/master/examples/kratubackend

● Rest backend for the Kratu project over MongoDB /

MySql

● Reuses the AwReporting project

● Get the benefits of both projects

Kratu - Backend example

https://github.com/googleads/aw-reporting/tree/master/examples/kratubackend




Kratu - Json response[{

"lostISBudget": 0,"lostISRank": 90,"key": "7767761884-Search Network" ,"mccId": 2742928629,"timestamp": "Mar 6, 2013 8:51:08 AM" ,"accountId": 7767761884,"accountDescriptiveName": "Julian 1$-day","cost": 0,"clicks": 0,"impressions": 0,"conversions": 0,"ctr": 0,"avgCpm": 0,"avgCpc": 0,"avgPosition": 0,"currencyCode": "USD","adNetwork": "Search Network"

}]


● Improved stability and ease of use of backend.

● Lovely new UI.

● Slightly more help and ease of writing your own signals.

New Version


ResourcesCode and tutorials

http://google.github.io/kratu/http://google.github.io/kratu/tutorial/


Questions?

Opportunity Analysis with Kratu (v2)

Technology

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