SES Amsterdam: Improve your SEM return and conversion

Tue 17 March 2009 16:30, Jeffrey Bleijendaal

SES Amsterdam: Improve your SEM return and conversion

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.


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