View R2integrated VP, Digital Marketing Eric Jones's presentation given at SMX Advanced Seattle 2011, as he answers the question: Human vs. Machine: What’s The Best Way To Manage Paid Search?

1. SMX Advanced: Man vs. Machine

3. 2010 - Top 100 Marketing and Advertising Agencies by Inc. Magazine

4. 10 Google Analytics certified strategist

5. 4 Google Adwords certified strategist

6. Team of dedicated Organic and Paid Search strategist

7. Manage in excess of $2.1 Million in search media annually spread across 18 different clients

8. Ranging in size from $1,500 - $65,000 per month

11. Unskilled PPC individual where the machine drives strategy

12. Agency trying to create cost effectiveness out of multiple small accounts

13. Large number of keywords where pennies per keyword yield cost optimization

14. Creates efficiency where 1 highly skilled PPC strategist can drive strategy

16. Machine is only optimal when given a set of parameters – derived from man – which could start out flawed

19. Roughly 1,750 keywords

20. Average purchase - $15.00

21. Estimated cost per conversion for profitability $3.00 - $3.50 per purchaseMonth #1 Data

23. Estimate a 15% reduction in Avg. CPC monthly

24. Increase conversion rate by 25% monthly

25. Should achieve $3.00 - $3.50 average cost per conversion

27. Reduced cost per conversion down to $3.12

29. Reduced cost per conversion down to $1.99

30. Increased revenue in month 1 by 62.95% and overall monthly revenue from month 1 – month 4 by 73.09%90-day Optimization

32. Revenue grew in both cases and profitability was achieved ($3 cost/$15 order)

33. Machine was able to optimize the CPC down lower than we were

34. Machine optimization loss of revenue = $128,973.27

35. 42.48% increase in conversions by the Human management

36. 28.91% reduction in cost per conversionComparison

37. DIGITAL MARKETING: SIMPLY BETTER RENTALS Thank you