technical revolution of digital marketing
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Technical Revolution of Digital Marketing
WEBINAR housekeeping
• The webinar is recorded and will be made
available by email
• The slides will also be available by email
• Q&A session at the end of the webinar
• Use the Chat box to submit your questions at any
time
SPEAKERS
Bryan Minor
• Chief Scientist of Acquisio
• Ph.D in Physics from the Air Force Institute of Technology
• Hiker, Skier and Fly Fisher
Daniel Friscia
• Senior Account Manager at Hanapin Marketing
• 5 Years Experience in PPC (In-House & Agency)
• Big Mets & Giants Fan
How do you manage your account(s)?
a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
POLL QUESTION #1
Performance Optimizations
• Creating New Rules
• Manage Existing Rules and Algorithms
• Pending Changes
Creating Bid Rules
• Identify The Bid Rule Depth
• Keyword or Ad Group level
• Build Your Rule
• Using an existing template, free form or upload from XML
• Identify Objective
• Ex. Pause Poor Quality Keywords, Reach First Page Goal,
Cost Per Conversion, etc.
Creating Bid Rules – Settings/Scope/Rule
• Frequency of Implementation
• Include Zero Impressions/Inactive Items
• Distribution Network
• Identify Account & Engine (Google/Bing, etc.)
• Create Rule (In this case, pause any keyword below 4)
Creating Bid Rules - Simulation
• Run Simulation to gage the impact of the bid rule
• Once action takes place, you can choose to be notified via email
Create Bid Rules - Launch
• Choose An Action Plan
• Suggestion Mode – Allows you to review all changes prior
• Automatic Mode – Will run and apply changes instantly
Managing Existing Rules
• Edit Existing Rule Settings
• Increase/Decrease Priority Level
Pending Changes
• Review All Suggestions
• Accept or Discard Suggestions
SEM Optimization
Continuous SEM Optimization
Features:
1. Examination and adjustment of Bids in regular intervals many times per day
2. Examination of Budget spend precision many times per day with hyper accurate control
3. Updating of modeling parameters in algorithms on a longer characteristic time scales characteristic time scales
4. Auto detection and dealing with anomalies
Results in accelerated learning and optimization
Algorithm Model
• Cruise missile model
• Dynamic Non-linear optimization
• Small steps more often
Problem statement:
• For a fixed Budget for budget period (month)
– With a group of Campaigns (Budget Group)
• Make Daily Budget last whole Day
• Maximum Average CPC per day limit
• Fairly compete Campaigns based on value of Clicks (conversions)
• Maximize Clicks (conversions)
Theoretical ABC graph
C B
A
A
A
minCPC
0 2 4 6 8 100
5
10
15
20
25
30
35
CPC
Cli
cks
day
ABC graph explanation:
B graph – Daily Budget spent
C graph – Daily Budget not spent
A – location of maximum number of Clicks for a fixed Daily
Budget obeying constraints
minCPC – Lowest value of CPC produces Clicks
Constantly searching for Optimal solution
Experimental ABC data #1
ABC Data Analysis
Results: X-graphs #1
BBM start: 24 May 2014
Start Clicks Start CPC End Clicks End CPC
1,066 $0.51 1,848 $0.27
Results: X-graphs #2
BBM start: 26 May 2014
Start Clicks Start CPC End Clicks End CPC
490 $2.07 892 $1.21
Results: X-graphs #3
BBM start: 23 Apr 2014
Start Clicks Start CPC End Clicks End CPC
29 $1.24 56 $0.63
Results: X-graphs #4
BBM start: 23 Apr 2014
Start Clicks Start CPC End Clicks End CPC
23 $2.08 76 $0.64
CPC Constraint Obedience
Budget Survival
Budget Spend
Spend CPC Constraint Obedience
Conclusions
ABC theory validated – A exists!
Continuous updating of Bids produces superior results
Precise Budget spend control over Budget Period (2%)
Statistical Significance matters (143 issue)
Constraint matters
Ability to deal well with dynamic changes Budgets
Constraints
Creative changes
Google Settings changes
Google algorithm changes
POLL QUESTION #3
Would you like help with your PPC accounts and
management? I’m interested in:
a) FREE Solutions Blueprint from Hanapin Marketing: We look at your account
and provide analysis and consultation (For accounts with $20K+ in adspend)
b) FREE Demo of the Acquisio Platform
c) More information on BBM
d) All of the Above
e) No Thanks
LIVE Q&A
For More information please contact:
Bryan Minor: [email protected]
or
Danny Friscia: [email protected]
On Behalf of Acquisio and Hanapin:
Thank you!