Weitere ähnliche Inhalte Ähnlich wie Adobe & TUI Talk Maths, Models and Marketing (20) Mehr von Adobe Marketing Cloud (10) Kürzlich hochgeladen (20) Adobe & TUI Talk Maths, Models and Marketing1. #AdobeSummit
Paid search campaign optimisation: maths, models and marketing (16204) #AdobeSummit
Emily Gudeman, Adobe | Chris Fensome, TUI Travel UK #Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
2. #AdobeSummit
ADOBE MULTI-CHANNEL
ADVERTISING
TECHNOLOGY
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
3. #AdobeSummit
First Choice Holidays #Advertising
Part of the TUI Travel group which the
largest Tour Operator in Europe
First Choice website is estimated to drive
59m visits in 2012 and over £370m
in revenue
Paid Search is the largest driver of online
bookings and makes up 15% of the
total First Choice business
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
4. #AdobeSummit
TUI Brands we work with #Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
5. #AdobeSummit
What are we going to show you? #Advertising
Increasing First Choice’s year-on-year
paid search passengers by 77%
for a 35% increase in cost
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
6. #AdobeSummit
Key Takeaways
1
#Advertising
Ensure your current campaigns follow best practice
Understand how your money is being spent
2
3 Leverage your campaign structure for maximum
conversion
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
7. #AdobeSummit
Discovery & Recommendations
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
8. #AdobeSummit
What do we look for? #Advertising
• Keyword coverage
• Bidding strategy
Exposure • Bid frequency
• Spend strategy & patterns
• Match Type mix
• Competitive Landscape
Traffic • Ad Copy
• Ad Extension use
• Promos/ Offers
• Conversion funnelling
Conversion • Landing page relevance
• Inventory Alignment
• Seasonality phasing
Efficiency • Quality Score Mix
• Simulation modelling
• Uplift forecast
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
9. #AdobeSummit
First Choice score card #Advertising
Optimisation
Adcopy / Budget
Keywords Management
Matching
Overall Score: 15/40
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
10. #AdobeSummit
What did we find? #Advertising
Bid optimisation severely lacking
Keyword coverage needed to be more relevant
Ad copy should be fresher and better targeted
Yahoo/Bing seriously under-represented
Budget management left money on the table
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
11. #AdobeSummit
See into the future #Advertising
Simulations will give you control over your spend investment
Decide what target best meets your goals
Available daily in MCAT dashboard
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
12. #AdobeSummit
First Choice simulation #Advertising
Daily Passengers
Existing
performance
Forecast a 24%
increase in bookings at
the same spend level
Daily Spend
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
13. #AdobeSummit
Quick Wins #Advertising
Efficiency
Conversion
Use portfolio theory & sims in spend &
bid management
Traffic Deep link landing pages
Negative keywords to funnel traffic
USP lead ad copy + Site links
Exposure Increase phrase and exact match type mix
Expand campaigns to Yahoo! & Bing
Change campaign settings to maximize daily exposure
Expand keyword coverage to reflect product inventory
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
14. #AdobeSummit
7 weeks to hit the High Season #Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
15. #AdobeSummit
#Advertising
How did we do it?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
15
16. #AdobeSummit
Quick Wins #Advertising
Efficiency
Conversion
Use portfolio theory & sims in spend &
bid management
Traffic Deep link landing pages
Negative keywords to funnel traffic
USP lead ad copy + Site links
Exposure Increase phrase and exact match type mix
Expand campaigns to Yahoo! & Bing
Change campaign settings to maximize daily exposure
Expand keyword coverage to reflect product inventory
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
17. #AdobeSummit
Why Automation is needed – Bidding at Scale #Advertising
1m+ keywords 11 ads per page Costa clear favourite Impossible de clear a to del
Spain Holidays and holiday and you're Sol Luz of water for the
Holidays to Spain and manage or Whether find Costa Costas de
Holidays Spain Golden the with theseto manage these
Impossible del make bids you'll
beaches beauty nightlife of Sol la looking of the
Family Holidays in Spain bids manually
Blanca the beaches manually and de on Brits la
Cheap Holidays Spain
Hotels Spain favourite looking what Brits calm of what
Whether 1m Costas or and Costa keywords =
All Inclusive Spain Holidays 1m keywords = 35 days to
Spain entertainment sunshine on holiday the
Spain Holidays
with Spanish 35 water the manually
optimise de Golden Costa
Weather in Spain entertainment Spain days Spanish to nightlife a
Spain Holidays sunshine optimise you'll for Costa Luz you're
Summer Holidays Spain Almeria Costa Costa manually make calm you're
looking or Almeria you're the find beauty and
Blanca looking for o
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 17
18. #AdobeSummit
Turning Destinations into Campaigns #Advertising
Generate
Keywords
250k
holiday
offers
Dynamic
Pricing
Flat File of Plugs into
daily Advanced
prices Campaign
Management
tool
Update
Inventory
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
19. #AdobeSummit
Automated Campaign Structure #Advertising
NewStructure
Old Structure
Spain Research Broad Mainland Spain Hols – Balerics
Hols – Costa Blanca Hols – Costa Brava
Short Haul Broad G_Hols_Destination
Short Haul Exact Hols – Tenerife
Hols – Menorca M_Holidays Destination Y_Brand + Destination
Top Destinations Broad Generics - Exact
G_Eclipse_New Search Query = “Spain Dest - Spain
AccommodationDestination
Y Holidays Broad Holidays”
Feed
Brand
Mainland Spain
Majorca Research Mainland Spain Brand + Destination Hols - Fueterventura
Top Destinations Exact Hotel Destination
Y - Spain Mobile Visibility Countries Hols – Ibiza Hols – Majorca
Brand + Destination Hols – Costa Del Sol Port Aventura Spain Generics
M Spain Y Mobile Visibility
AD Center - Spain G - Spain
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19
20. #AdobeSummit
Automated Campaign Structure #Advertising
Oct 2011 Jan 2012
Phrase
10%
Exact Feed
36%
Broad
Broad Exact 50%
64% 40%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
21. #AdobeSummit
Destinations restructure: ad copy #Advertising
Old Ad Copy New Ad Copy
Ad Copy Month Impressions Clicks CTR
Old Ad Copy Oct 2011 8,333,382 139,805 1.68%
New Ad Copy Jan 2012 30,964,657 810,152 2.62%
21
CTR increased by 56%!
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
22. #AdobeSummit
Increased Spend investment based on performance and simulations #Advertising
Based on the actual performance
of the programme improvements,
and additional 86% was invested in
January’s PPC spend
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
23. #AdobeSummit
#Advertising
How did we do?
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
23
24. 0
10000
12000
14000
16000
18000
20000
2000
4000
6000
8000
10/08/2011
11/08/2011
12/08/2011
13/08/2011
14/08/2011
15/08/2011
16/08/2011
17/08/2011
18/08/2011
19/08/2011
20/08/2011
21/08/2011
22/08/2011
23/08/2011
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
24/08/2011
25/08/2011
26/08/2011
27/08/2011
28/08/2011
29/08/2011
30/08/2011
Manual Bidding
31/08/2011
01/09/2011
02/09/2011
03/09/2011
04/09/2011
05/09/2011
06/09/2011
07/09/2011
08/09/2011
Why Automation is needed – Bidding at Scale
24
0
10,000
12,000
14,000
16,000
18,000
20,000
2,000
4,000
6,000
8,000
08/04/2012
09/04/2012
10/04/2012
11/04/2012
12/04/2012
13/04/2012
14/04/2012
15/04/2012
16/04/2012
17/04/2012
18/04/2012
19/04/2012
20/04/2012
21/04/2012
22/04/2012
23/04/2012
24/04/2012
25/04/2012
26/04/2012
Automatic Bidding
27/04/2012
28/04/2012
29/04/2012
30/04/2012
01/05/2012
#Advertising
#AdobeSummit
25. #AdobeSummit
Destinations Restructure: Year on Year Comparison #Advertising
CPA
CPC
CPA
CPC
Jan 25th 2011 - 28 Feb 2011 Jan 25th 2012 - Present
Decreased CPA by 51% and CPC by 24%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
26. #AdobeSummit
Targeted campaigns lead to increased conversions #Advertising
Cost per Acquisition % of Total Passengers
Other Other
Generics Generics
Destinations 2011 Destinations 2011
Feed
2012 2012
Brand Brand
Accommodation Accommodation
£0 £100 £200 £300 0% 10% 20% 30% 40% 50%
Decreased non brand CPA by 29%
Reduced total bookings from expensive generic terms from 47% to 13%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
27. #AdobeSummit
Before & After Simulation – Jan 2012
#Advertising
Jan ‘12
Uplift through account Simulation
development
Daily Bookings
Pre-sales
Simulation
Uplift through bid
optimization
Daily Spend
YoY in January pax increased by 77% & cost by 35%
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 27
28. #AdobeSummit
The Results: 2012 vs 2011 #Advertising
ROAS 44%
-4% Conversion Rate
-23% Cost per Acquisition
-26% Cost per Click
Passengers 77%
Clicks 67%
-40% -20% 0% 20% 40% 60% 80% 100%
YOY % Change
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
29. #AdobeSummit
Key Takeaways
1
#Advertising
Ensure your current campaigns follow best practice
Understand how your money is being spent
2
3 Leverage your campaign structure for maximum
conversion
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29
30. #AdobeSummit
#AdobeSummit
#Advertising
© 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 30