5 ways programmatic will change the paid search industry

5 WaysProgrammatic WILLCHANGE

THEPAID SEARCHINDUSTRY

THE OPPORTUNITY

Google has

http://www.internetlivestats.com/google-search-statistics/

3.5 BILLIONSearches per day

THE OPPORTUNITY

Google has

http://www.internetlivestats.com/google-search-statistics/

3.5 BILLIONSearches per day

THE CHALLENGE

1 POTENTIAL BUYER MANY SELLERS

GROW REVENUE & PROFIT

THEPROGRAMMATIC SOLUTION

THE OBJECTIVE

NUMBER ONE

Exponential Complexity

KEYWORDS MATCH TYPES DEVICES USER PROFILE

MULTIPLIERS

INSTANCES

*Each instance has a unique cost/revenue/profit history

10,000 4 3 5

40,000 120,000 600,000

EXPONENTIAL COMPLEXITY

EXPONENTIAL COMPLEXITY

USER PROFILE PERFORMANCE HISTORY

COMPILEDCLICK PROFILE

PAST DEVICE VISITSDEVICE TYPE

SEARCH STRING

KEYWORDMATCH TYPECOST HISTORYREVENUE/PROFIT HISTORYCONVERSION RATE

red shoes

EXPONENTIAL COMPLEXITY

TRAFFIC

GROWTHENGINE

QUALITYSCORE

AD RANK

NUMBER TWO

Campaign Structure

CAMPAIGN STRUCTURE

GAIN ACTIONABLE DATAARCHITECT AN ACCOUNT TO

SEAR

CH C

AMPA

IGN

KEYW

ORD

AD G

ROUP

AD G

ROUP

AD G

ROUP

AD G

ROUP

EXAC

TPH

RASE

BROA

D +

BROA

D

CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing

$1005.00%

$500.00$5.00

N/A+300% New

Visi

tor

Home P

age

2+ Pa

ges

Prod

uct P

ages

Prod

uct i

n Car

tBe

gan C

heck

out

Repe

at C

lient

sMAX

CPC

$15Cost

Conv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing

$1001.00%

$500.00$1.00

N/AN/A New

Visi

tor

Home P

age

2+ Pa

ges

Prod

uct P

ages

Prod

uct i

n Car

tBe

gan C

heck

out

Repe

at C

lient

sMAX

CPC

$1CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing

$1003.00%

$500.00$3.00

200%N/A New

Visi

tor

Home P

age

2+ Pa

ges

Prod

uct P

ages

Prod

uct i

n Car

tBe

gan C

heck

out

Repe

at C

lient

sMAX

CPC

$8CostConv %Rev HistoryMax CPCBid Modifiers Mobile Re-marketing

$100.25%

$500.00$.25

N/A+150% New

Visi

tor

Home P

age

2+ Pa

ges

Prod

uct P

ages

Prod

uct i

n Car

tBe

gan C

heck

out

Repe

at C

lient

sMAX

CPC

38¢

CAMPAIGN STRUCTURE

NUMBER THREE

Grow Traffic

GROW TRAFFIC

HOW TO AUTOMATE KEYWORD MANAGEMENT

Dynamic Search Term InsertionProduct Catalog - XML Feed

Competitive Gap Analysis

Converse red shoeswhite shoesred shoesblack shoescomfortable shoesinexpensive shoeshigh top shoes

{KeyWord} list

DYNAMIC SEARCH TERM INSERTION [DSTI]

Converse red shoes

Product information:XML FEEDS

CASE STUDY: KEYWORD EXPANSION

KEYWORD FEED - 7%SHOPPING DSTI - 3%

SEARCH DSTI - 29%

REVENUEINCREASED

BY 67%ORIGINAL KEYWORDS

57%

MANUAL - 4%

43%

NUMBER FOUR

Influence Quality Score

INFLUENCE QUALITY SCORE

BID20%

CLICK-THROUGH RATE IS

75%

DRIVE CTR?

HOW TO

OTHER10%

QUALITYSCORE70%

OF QUALITY SCORE

INFLUENCE QUALITY SCORE

HIGHERBID

HIGHERPOSITION

HIGHERCTR

HIGHERQUALITYSCORE

HIGHERAD RANK

HIGHERCONVERSION

RATE

EXACT MATCH

NUMBER FIVE

Predictive Bidding

PREDICTIVE BIDDING

EXPONENTIALCOMPLEXITY

CAMPAIGNSTRUCTURE

GROWTRAFFIC

IMPROVEDQUALITY SCORE

HOLISTIC & PROGRAMMATIC

PREDICTIVE BIDDING

Revenue+62.23%

Cost-17.96%

CUSTOMER#5698

CHANNELSearch

VERTICALB2B business services

TIMELINE132 days live

LOCATIONUSA

Revenue+46.27%

Cost-26.11%

CUSTOMER#3143

CHANNELShopping

VERTICALOutdoor sport

TIMELINE290 days live

LOCATIONUSA

Revenue+38.05%

Cost-50.11%

CUSTOMER#4530

CHANNELSearch

VERTICALHobby

TIMELINE23 days live

LOCATIONUSA

Revenue+86.40%

Cost-57.10%

CUSTOMER#3830

CHANNELShopping

VERTICALHome

TIMELINE55 days live

LOCATIONUSA

SUMMARY

EXPONENTIAL COMPLEXITYCAMPAIGN STRUCTUREGROW TRAFFICINFLUENCE QUALITY SCOREPREDICTIVE BIDDING

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