PPC Optimisation Beyond Human Capabilities
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Transcript of PPC Optimisation Beyond Human Capabilities
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© Search Laboratory Ltd 2014. All rights reserved.
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Maximise Visibility & Minimise Waste: PPC Optimisation Beyond Human CapabilitiesStewart Robertson – Technical PPC Manager
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Agenda
Granularity
Difficulties of scale
– Lots of products
– Staying up to date
Bidding at scale
– Low volume terms
– Comparison groups
– Smoothing
Summary
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The benefits of a granular approach
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Granular ad text
If you searched for ‘purple scarf’ which ad would YOU click?
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Granular bidding
Which of these users is more valuable to you?
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Granularity
Granularity means:
– More specific, better performing ad texts
– Bidding the correct amount for every possible keyword
– Higher ROI, less waste, better returns
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The problems of scale
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Example
A company specialising in Red Armani Fedora Hats could end up with ad groups such as these:
– Red Armani Fedora Hats
– Armani Fedora Hats
– Red Fedora Hats
– Red Fedoras
– Red Hats
– Fedoras
– Hats
– Headwear
We also might show ad text such as “Up to 25% off Red Fedora Hats” or “Armani Red Fedoras from £30”, etc.
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The problem of scale
But what do we do if the company also sells:
– 10 colours?
– 10 brands?
– 5 sizes?
Plus a similar range of top hats?
… And caps too?
Very quickly the numbers get too big to deal with
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How do we solve it?
More people or less granularity?
Equivalently:
– More operating costs or lower return?
How about a third option…
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Tailored automation
Unique
Bespoke
Flexible
Creation
Updating
BiddingError checking
Integration
KeywordsAds Ad groupsCampaigns
PricesStockSalesPauses
Keyword-levelStructuredMathematical
Double checksManual & automated
Ad platform API
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Process overview
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Item Id Brand Product Classification Colour RRP PriceA0001 Armani Headwear > Hats > Fedoras Red £40.00 £30.00A0002 Nike Headwear > Hats > Fedoras Red £38.00 £10.00A0003 Haat Headwear > Hats > Fedoras Red £27.00 £27.00A0004 D&G Headwear > Hats > Fedoras Red £412.00 £299.00A0005 Prada Headwear > Hats > Fedoras Red £38.00 £30.00A0006 Kangol Headwear > Hats > Fedoras Red £29.99 £29.99A0007 Boss Headwear > Hats > Fedoras Red £99.00 £67.00A0008 Nike Headwear > Hats > Fedoras Red £18.00 £14.00
Process overview
Red Armani Fedora Hats
Armani Fedora Hats
Red Fedora Hats
Red Fedoras
Red Hats
Fedoras
Hats
Headwear
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Extract fields from feed
•Convert into usable text-strings
•Manually build Synonyms
•Derive categories from taxonomy or classification
Plan targeting item types
•Combinations of fields
•Multipliers
Derive keyword & ad logic
•Synonyms
•Multipliers
•Templates
•Thresholds
Write automation
•Parse feed into targeting items
•Generate campaigns, keywords, ads, etc.
•Sync with Ad Platform
Process overview
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Process overview – key points
Product level alone is not normally enough
– Cover higher level categories
It’s not enough to have business-specific templates
– we need business-specific logic
Setup needs a high level of human input
Ask the right questions!
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Bidding at scale
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The bidding problem
What is the conversion rate of a keyword with 1 conversion from 7 clicks?
Only 95% sure that the Conversion Rate is between 0.36% and 57.87%
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The bidding problem
Determining the conversion rate on broad high-volume terms is easy
The problem occurs in low-volume long tailed terms
How can we get the most accurate measure of conversion rate?
– Look to other similar terms
– External data
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Similar terms
Group keywords based on user intent:
“Red Armani Fedora”“Blue Armani Fedora”“Green Armani Fedora”
“Cheapest Armani Fedora”“Discount Armani Fedora”
“Armani Fedora”
“Armani Fedora Hat”
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Comparison groups - Smoothing
Pool statistics from the comparison group
– But don’t ignore the keyword’s own stats:
Keyword 3%150 clicks
Group 1.5%10,000 clicks
2%
2.5%Keyword 3%300 clicks
Group 1.5%10,000 clicks
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Comparison groups - Smoothing
So how do we incorporate external data? We believe our keyword out-performs the group by 50%
2.5%Keyword 3%300 clicks
Group 1.5%10,000 clicks
2.75%Keyword 3%
300 clicksAdjusted
Group Rate 2.25%
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BidLabTM – How it works
Custom tree structure based on intention
All keywords will use the most relevant data
Very tightly-grouped in a natural fashion
Hats
Top Hats Fedoras
HeadBrand Based Colour
Based
Head Terms
BlueRedGreen
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BidLabTM
Daily process
Download Statistics from API
Calculate Conversion
Rates
Perform Autobidding Calculations
Post New Bids to
Account via API
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Summary
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Summary
Maximising visibility from PPC campaigns depends on:
Granularity
Up-to-date, focussed, relevant ad copy
Full product & category coverage
Accurate bidding
Minimising waste means knowing how to automatically:
Add or update hundreds of new campaigns
Add or update hundreds of thousands of ad texts & keywords
Accurately manage bids on millions of low-volume keywords
Every single day!
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Questions?