PPC keyword discovery talks about populating long and detailed lists of high impact key words for large PPC (AdWords, etc.) campaigns and how to au

1. CEE & Automation
some funny things
Reflections & Suggestions

2. Summary
Central and Eastern Europe
Campaign automation - long tail
Results for clients
Labs - the future

3. CEE market:

7. 10%

8. 10%
5%

9. 10%
5% 30%

10. 10% 70%
5% 30%

11. Search market share
Czech republic

12. Search market share
Slovakia

13. Search market share
Poland

14. Search market share
Russia

15. The World:

16. Search market share
the World

17. Market share - Auctions
CEE
90% ?

18. That’s some fish !

19. Campaign Automation
Accounts management Keywords finding
Campaign structure, setup Copy creation, variations
Systems communication Dynamic changes in copy
Bidding Reporting

20. Campaign Automation
Accounts management Keywords finding
Campaign structure, setup Copy creation, variations
Systems communication Dynamic changes in copy
Bidding Reporting

21. Fish ?

22. Thousands of items Advanced stage of
purchase cycle
Great targeting
Dynamic
Cheap CPC

23. Success of a campaign

24. Success of a campaign
60%

25. Success of a campaign
60%
Keyword selection

26. Long Tail

27. Campaign improvement
KPI’s:
number of conversions
cost per conversion decline in July = holidays
decline in December = Xmas, New Year

28. Keyword Extractor
Keyword list for each industry
Corpus of human-made catalogues
Subtitles corpus
Twitter corpus
Mathematic models = language independent

29. three-piece suite
children's room
office furniture
garden furniture
built-in wardrobe
living room furniture
massive wood furniture
office chair
... etc

30. Specific URL’s
=
Specific keywords
Categories - Quality Score for categories
Keywords relevance

32. Analysis output
Category (words, relevance):
Apple Inc. (17, 185)
Main topic classifications (53, 183)
Apple Inc. Hardware (11, 164)
Society (44, 157)
IPhone (15, 144)
CSV with distances
Keywords (relevance):
Apple (174494) right (13156)
Iphone (165368) law (12760)
Legal (20880) iphone apple (8859)
Twitter (18249) person (8424)
Iphones (17718) home (6488)
people (17091) app store (5616)
apple iphone (14765) wrong (4076)
Jailbreaking (13771)

33. Selection = relevance
Google normalized distance
Spectral analysis
Historical data
... and 10 more filters depending on type of campaign

37. http://www.mechanicalcinderella.com

39. XML feed - campaign data
<?xml "1.0" encoding="windows-1250"?>
<SHOP>
<SHOPITEM>
<PRODUCT>Světélkující podložka</PRODUCT>
<DESCRIPTION>Fosforeskující okraj, nevyžaduje baterie.</DESCRIPTION>
<URL>http://obchod.cz-pod-mys/fosfor</URL>
<ITEM_TYPE>new</ITEM_TYPE>
<DELIVERY_DATE>1</DELIVERY_DATE>
<IMGURL>http://obchod.cz/obrazky/podlozky-pod-mys/fosfor.jpg</IMGURL>
<PRICE>620</PRICE>
<PRICE_VAT>756</PRICE_VAT>
</SHOPITEM>
</SHOP>

40. XML - next steps
Categorize
Create copy templates
Analyze URL
Filter the best converting ones and give them priority

41. Analyze
Watch the campaign
Status

42. Analyze
Watch the campaign
Status
Results

43. Analyze
Watch the campaign
Status Set KPI’s
Results Funnel
Visits
Clicks
Behavior on site
Conversions !
ROI

46. Examples

47. Aukro.sk
KPI’s:
number of conversions
cost per conversion decline in July = holidays
decline in December = Xmas, New Year

48. Results
Cost of conversion
30% down

49. Results
Cost of conversion
30% down
Number of conversions
320% up

50. Shopping comparison
120.000 items
30 keywords per item
6 variations of copy

51. Shopping comparison
120.000 items
30 keywords per item
6 variations of copy
520.000 clicks
CPC 0,04 !

52. Shopping comparison
120.000 items
30 keywords per item
6 variations of copy
520.000 clicks
CPC 0,04 !
(10% of Brazilian online population)

53. Food for big fish

54. 1.
2.500.000 items

55. 1.
2.500.000 items
2.
real-time updates

56. 1.
Keyword &!copy
keyword extractor
search engine distance
description analysis, etc.

57. 1. 2.
Keyword &!copy Ad Systems (AdWords)
keyword extractor dynamic copy
search engine distance QS based preferences
description analysis, etc.

58. 1. 2.
Keyword &!copy Ad Systems (AdWords)
keyword extractor dynamic copy
search engine distance QS based preferences
description analysis, etc.
3.
Media
proprietary auctioning
online reports from all systems, etc.

59. Process
RSS feed
Categorization
Keyword extraction and
pairing

60. Process
RSS feed Enriched feed/adgroup
Categorization Trixam contextual match
Keyword extraction and Trixam Quality Score
pairing ROI

62. CTR

63. Labs

65. xfer.cz
Aboutness: clothing, shop, everyday life, mankind,
fashion, business, services, textile industry, culture,
protection from weather
Keywords: clothing, dress, t-shirt, sweater, assortment,
textile
Keywords - old analyzer: t-shirts, producer, xfer,
advertising, sweaters, clothing, customers
Text complexity: complex - b2b

66. Twitter Corpus
Czech tweets (language and location)
geo-location and time-based influence of language
deviations
btw. did you know that people are in better mood on
Tuesdays than on Fridays?
combined with Aboutness allows creation of Twitter
stream on a certain topic
combined with mood analysis can find out positive or
negative feeling towards a topic or brand
can generate local news

67. “The Sparrow”

68. MADONNA
IN PRAGUE
13. 8. 2009

69. “Madonna” - Google search August 2009

70. “Madonna” - Czech Twitter August 2009

71. Sometimes
Twitter is quicker
and can predict
future searches

72. RAMMSTEIN
IN OSTRAVA
17. 9. 2009

73. “Rammstein” - Google search September 2009

74. “Rammstein” - Czech Twitter September 2009

75. Thanks for attention
Pavel Dolezal
pavel@dolezal.cz
@pabu01
http://www.ataxo.com
Credits:
Milena Fridmanova
Jan Bednar
Josef Slerka