7. Search Marketing Automated Tools - Search University 3

Please download to get full document.

View again

All materials on our website are shared by users. If you have any questions about copyright issues, please report us to resolve them. We are always happy to assist you.
 3
 
  Can Automated Tools Replace your Agency? Gabriel Goldberg manages the Search Agency Semetis. He will give a vision on the use of automated tools in Paid Search Marketing campaigns. He will first give an overview of the types of tools and talk about the technology vendors. He will then explain the challenges of the agency as well as the advertiser in order to give a vision and share his conclusions.
Related documents
Share
Transcript
  • 1. 1<br />
  • 2. Can Automated Tools Replace your Agency ?<br />Gabriel Goldberg - Semetis<br />13h40 – 14h00<br />
  • 3. 1984 – 27 YearsAgo !<br />Detective Sonny Crockett drove a midnight black 1972 Ferrari DaytonaSpyder 365 GTS/4 replica– with Ricardo "Rico" Tubbs<br />352 ch<br />281 km/h<br />3<br />
  • 4. 2006 – 22 YearsLater !<br />22 yearlaterDetective Sonny Crockett drove a grey 2004 Ferrari F430<br />490 ch<br />315 km/h<br />4<br />
  • 5. But isitreally about the car?<br />midnight black 1972 Ferrari DaytonaSpyder 365 GTS/4 replica<br />352 ch<br />281 km/h<br />490 ch<br />315 km/h<br />grey 2004 Ferrari F430<br />+39% (ch)<br />+12% (km/h)<br />5<br />
  • 6. Agenda<br />6<br /> Tools Overview<br />Agency Challenge<br />Advertiser Challenge<br /> So What?<br />
  • 7. 1. Tools Overview - What Do You Need?<br />7<br />
  • 8. 1. Tools Overview - Did You Say Tools?<br />8<br /> Set up Tools<br />Bidding Tools<br /> Management Tools<br /> Reporting Tools<br />
  • 9. 1.1. Tools Overview – Set-up Tools<br /><ul><li> First Version (0.9.2) in January 2006
  • 10. 23 updates since -> +/- 4-5 per year
  • 11. Latest version (9.0.1) in 2011
  • 12. Many more, ie. search-based kw tool, contextual targeting, other kw tools, traffic estimator, agency/tech tools & freeware…</li></ul>9<br />
  • 13. 1.2. Tools Overview – Bidding Tools<br />OTHER<br /><ul><li>Cross-engine bidding tools, other metrics:
  • 14. Based on revenue/profitability
  • 15. Based on revenue on adv. spend (ROAS)
  • 16. Automatic/semi-automatic rules
  • 17. In-company/advertiser bidding tools
  • 18. ie. eBay: TRITON
  • 19. Software companies/tools vendors
  • 20. Acquisio
  • 21. Adobe SearchCenter+, powered by Omniture
  • 22. Others: Bidbuddy/Atlas(Microsoft),aQuantive, GoToast
  • 23. Agency developed tools
  • 24. Conversion tracking/optimizer
  • 25. Display Campaign Optimizer/Explorer
  • 26. Limits from 200 to 15/month (in 4 years)
  • 27. Doubleclick technology (3rd party cookie)
  • 28. AdWords bidding features:
  • 29. Enhanced CPC (+/- 30%)
  • 30. Target CPA
  • 31. Manual/automatic bidding
  • 32. ACE (can be used for biddings)
  • 33. Related tool:
  • 34. Rotation based on conversions (conv. rate)
  • 35. Demographic bidding (display network)
  • 36. Ad-scheduling (biddings)</li></ul>10<br />
  • 37. 1.3. Tools Overview – Management Tools<br />OTHER<br /><ul><li>Cross-engine bulk editing (through API’s)
  • 38. Integration with advertiser business
  • 39. Product feed
  • 40. Available stock / quantity available
  • 41. Price updated
  • 42. Software companies/tools vendors
  • 43. Acquisio
  • 44. Adobe SearchCenter+, powered by Omniture
  • 45. Wordstream
  • 46. ROI Revolution
  • 47. Agency developed tools
  • 48. Automated rules
  • 49. AdWords 2.0. interface, including:
  • 50. Integration of reports (ie. search query report)
  • 51. Opportunities tab (esp. more keywords)
  • 52. Integrated editing/bidding/KW/ads
  • 53. Ad-scheduling
  • 54. Cool display network settings
  • 55. AdWords Editor (version 9.0.1)
  • 56. AdWords Campaign Experiments (ACE)
  • 57. Google AdWords API (push)</li></ul>What? Simplify and streamline the daily tasks associated with search marketing<br />11<br />
  • 58. 1.4. Tools Overview – Reporting Tools<br />OTHER<br /><ul><li> Cross-engine reporting (through API’s)
  • 59. Added reporting Intelligence
  • 60. Data aggregation
  • 61. Prediction/planning
  • 62. In-company/advertiser reporting tools
  • 63. Software companies/tools vendors
  • 64. Same vendors (bidding/mngt tools)
  • 65. ROI Revolution
  • 66. Agency developed tools
  • 67. Report center (MCC level)
  • 68. AdWords Alerts
  • 69. AdWords Search Funnel
  • 70. Analyze competition tool
  • 71. Ad Preview and Diagnosis
  • 72. Dimensions tab in AdWords
  • 73. Google Analytics (AdWords section)
  • 74. Analytics Alerts / “Intelligence”
  • 75. Cool tools with Analytics new interface
  • 76. Google AdWords API (pull)</li></ul>12<br />
  • 77. 2. Agency Challenge - Keeping the pace<br />13<br />
  • 78. 2. Agency Challenge - Keeping the pace<br /> Business Model (threat/opportunity)<br /> Adaptation & Use of tools<br />Owntool vs externaltool<br />Pricing of the tool<br />14<br />
  • 79. 3. Advertiser Challenge – Staying On Top<br />15<br />
  • 80. 3. Advertiser Challenge – Staying On Top<br /> More accurate Data<br /> More precise communication<br />Seizingopportunities/ROI<br /> Time management<br />16<br />
  • 81. 4. So What?<br />17<br />
  • 82. 4. So What? – What if youfiredyouragency…<br />Who’sgonnaset-up/evaluatetools?<br />Who’sgonna update the tools?<br />Who’sgonnadebug the tools?<br /> Are youready for 1.000 tools?<br />From a ‘tools’ perspective – in order to leverage on your objectives….<br />18<br />
  • 83. CONCLUSION<br />19<br /> You have to make a choice + time-mngt<br />Be consistent & evolve (winning team)<br /> Tools are a mean not a goal on itsown<br />It’s an opportunity – if you seize it<br />
  • 84. More about the role of tools in Search Marketing<br />20<br />Understand Semetis Intelligence: Smart performance<br />management & reporting for AdWords campaigns.<br />https://intelligence.semetis.com/<br />Contact me:<br />gabriel@semetis.com<br />Semetis Director<br />Twitter: @semetis<br />Visit us at<br />Semetis<br />Rue des Palais / Paleizenstraat 44<br />Bruxelles 1030 Brussel – Belgium<br />
  • Related Search
    We Need Your Support
    Thank you for visiting our website and your interest in our free products and services. We are nonprofit website to share and download documents. To the running of this website, we need your help to support us.

    Thanks to everyone for your continued support.

    No, Thanks