SES Amsterdam: Improve your SEM return and conversion

Tue 17 March 2009 16:30, Jeffrey Bleijendaal

Jen Brown talked about Ad Director; the bid management tool of WebTrends. This tool manages huge campaigns automatically.

True complexity of paid search
What’s a complex campaign? Is that just a campaign with 1,000's of keywords in different match types or is that a campaign with multiple ad texts and landing pages? Well??
Let's just combine all these things together and you can imagine how complicated a campaign can become.

Managing the complexity automatically
The complexity of a campaign generates the need for automation and that’s where Ad Director kicks in with the USP’s below:

24/7 self learning, automated optimisation
- Numerous automatic bid adjustments everyday
- Bidding is aligned to business goals (ROAS%, COS%, CPA, etc.)
- Monitors and analyses results to continually optimise campaigns.
Portfolio based campaign management
- Automatically shifts spend to best performing variables
- Maximises untapped conversion and revenue volume
- Eliminates wasted spend that generates clicks but not sales/leads
Automated multi-variant testing
- Keyword, match type, ad text, landing page, search engine, etc.

These USP’s above should all make sure you can benefit from automated management, but of course it’s your own decision when to make the step from manual to automated management.I can imagine the costs for automation might be the key factor, but unfortunately that was the part Jen ‘forgot’ to talk about.

This session was basically one big sales presentation, but it was interesting to see that Ad Director manages the campaign on keyword match type, creative and landing page level and those 3 all combined. This creates a numerous number of combinations when you have a campaign with thousands of keywords, multiple ad texts per ad group and multiple landing pages.

<SES Amsterdam: Using the long ta...

SES Amsterdam: Anne Kennedy>

Comment

Indian Alliance Focuses on Onlin...

Mon 13 May 2013, Seema Sanghavi

0 comments

Indian Alliance Focuses on Online Video Viewers

With a current size of 43 million viewers, India’s Internet video consumption market is growing at a very fast pace. To take advantage of this large market, 2 In...... read more

Fed Up with Ads on Social Networ...

Wed 8 May 2013, Seema Sanghavi

0 comments

In case you haven’t noticed, advertisements on social media sites are becoming more and more prevalent. The companies that advertise on your favorite social netw...... read more

Facebook Eases Investor Concerns

Thu 2 May 2013, Seema Sanghavi

0 comments

Despite concerns over the company’s ability to sell adverts on mobile devices, Facebook has reported an increase in mobile advertising revenues this past quarter...... read more

Twitter Introduces Keyword Targe...

Fri 19 Apr 2013, Seema Sanghavi

0 comments

Twitter Introduces Keyword Targeted Advertising

Recently announced, Twitter has now added a new layer of its advertising platform that will let partner advertisers target ads based on the content of tweets. Marketer...... read more