Can Automated Tools Replace your Agency?
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2 Can Automated Tools Replace your Agency? Gabriel Goldberg - Semetis 13h40 14h00
3 Years Ago! Detective Sonny Crockett drove a midnight black 1972 Ferrari Daytona Spyder 365 GTS/4 replica with Ricardo "Rico" Tubbs 352 ch 281 km/h 3
4 Years Later! 22 year later Detective Sonny Crockett drove a grey 2004 Ferrari F ch 315 km/h 4
5 But is it really about the car? midnight black 1972 Ferrari Daytona Spyder 365 GTS/4 replica 352 ch 281 km/h grey 2004 Ferrari F ch 315 km/h +39% (ch) +12% (km/h) 5
6 Agenda 1. Tools Overview 2. Agency Challenge 3. Advertiser Challenge 4. So What? 6
7 1. Tools Overview - What Do You Need? 7
8 1. Tools Overview - Did You Say Tools? 1. Set up Tools 2. Bidding Tools 3. Management Tools 4. Reporting Tools 8
9 1.1. Tools Overview Set-up Tools First Version (0.9.2) in January updates since -> +/- 4-5 per year Latest version (9.0.1) in 2011 Many more, ie. search-based kw tool, contextual targeting, other kw tools, traffic estimator, agency/tech tools & freeware 9
10 1.2. Tools Overview Bidding Tools OTHER Conversion tracking/optimizer Display Campaign Optimizer/Explorer Limits from 200 to 15/month (in 4 years) Doubleclick technology (3 rd party cookie) AdWords bidding features: Enhanced CPC (+/- 30%) Target CPA Manual/automatic bidding ACE (can be used for biddings) Related tool: Rotation based on conversions (conv. rate) Demographic bidding (display network) Ad-scheduling (biddings) 10 Cross-engine bidding tools, other metrics: Based on revenue/profitability Based on revenue on adv. spend (ROAS) Automatic/semi-automatic rules In-company/advertiser bidding tools ie. ebay: TRITON Software companies/tools vendors Acquisio Adobe SearchCenter+, powered by Omniture Others: Bidbuddy/Atlas(Microsoft),aQuantive, GoToast Agency developed tools
11 1.3. Tools Overview Management Tools OTHER Automated rules AdWords 2.0. interface, including: Integration of reports (ie. search query report) Opportunities tab (esp. more keywords) Integrated editing/bidding/kw/ads Ad-scheduling Cool display network settings AdWords Editor (version 9.0.1) AdWords Campaign Experiments (ACE) Google AdWords API (push) Cross-engine bulk editing (through API s) Integration with advertiser business Product feed Available stock / quantity available Price updated Software companies/tools vendors Acquisio Adobe SearchCenter+, powered by Omniture Wordstream ROI Revolution Agency developed tools What? Simplify and streamline the daily tasks associated with search marketing 11
12 1.4. Tools Overview Reporting Tools OTHER Report center (MCC level) AdWords Alerts AdWords Search Funnel Analyze competition tool Ad Preview and Diagnosis Dimensions tab in AdWords Google Analytics (AdWords section) Analytics Alerts / Intelligence Cool tools with Analytics new interface Google AdWords API (pull) Cross-engine reporting (through API s) Added reporting Intelligence Data aggregation Prediction/planning In-company/advertiser reporting tools Software companies/tools vendors Same vendors (bidding/mngt tools) ROI Revolution Agency developed tools 12
13 2. Agency Challenge - Keeping the pace 13
14 2. Agency Challenge - Keeping the pace 1. Business Model (threat/opportunity) 2. Adaptation & Use of tools 3. Own tool vs external tool 4. Pricing of the tool 14
15 3. Advertiser Challenge Staying On Top 15
16 3. Advertiser Challenge Staying On Top 1. More accurate Data 2. More precise communication 3. Seizing opportunities/roi 4. Time management 16
17 4. So What? 17
18 4. So What? What if you fired your agency 1. Who s gonna set-up/evaluate tools? 2. Who s gonna update the tools? 3. Who s gonna debug the tools? 4. Are you ready for tools? From a tools perspective in order to leverage on your objectives. 18
19 CONCLUSION 1. You have to make a choice + time-mngt 2. Be consistent & evolve (winning team) 3. Tools are a mean not a goal on its own 4. It s an opportunity if you seize it 19
20 More about the role of tools in Search Marketing Understand Semetis Intelligence: Smart performance management & reporting for AdWords campaigns. Contact me: Semetis Director Visit us at Semetis Rue des Palais / Paleizenstraat 44 Bruxelles 1030 Brussel Belgium 20
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