1. trading at scale
using technology and tools to drive paid search
Andy Mihalop
Head of Search & Biddable Media Platforms

2. Our challenge....
 50 product channels
 10 million keywords
 400 campaigns
 5 million negatives
 Technology is critical

3. Building a scalable structure is the first step
 Campaign structure that scales to 100% coverage
 Updated frequently, accurately and easily
 Will maximise Quality Score before bid-optimisation

4. Align strategy and technology
 Understand the customer journey
 Consider the head, mid and tail
 Align bid-management approach
 Understand your technology requirements

5. Paid search technology enables bid-optimisation at scale
 Maximise ROI via automated
bid-management
 Drive workflow efficiency in
campaign management

6. Moneysupermarket selected Efficient Frontier
MANAGE
BID
SEARCH
SERVE
TRACK
DISPLAY
728x90 Weekly Profit from
ATTRIBUTE Efficient Frontier
468x60
300x250
OPTIMISE
SOCIAL
… PUBLISH Weekly Profit from
… Rules-Based Tool
CAMPAIGN
MULTI-CHANNEL
MANAGEMENT BID
CAPABILITY OPTIMISATION

7. Bid-optimisation strategy across the demand curve
Margin
Portfolio optimisation
maximisation
Advertiser competition
Generic
keywords Brand + generic keywords Generic + modifier + location keywords
e.g. car Brand keywords
e.g. moneysupermarket e.g. Car insurance Ford Focus Leeds
insurance best credit card offers
Head Mid Tail
Search query volume
Predictive modeling enables
advertisers to accurately forecast the
impact of budget changes on
conversions and key performance
metrics

8. Use advanced campaign management to drive efficiency
All feed columns become available
for account structure creation and
mapping Dynamically create
keywords from
product feed
Integrate with Google Live Ads
to update ads whilst preserving
Quality Score
Automatically create ad
variations tailored to the ad
group theme

9. Build your own tools in Excel to automate key tasks
THEMY CRUNCHER
Identifies themes
in SQR’s for new
keywords and
negatives Takes an SQR and AdWords Editor
keyword download, identifies
searches matching to incorrect
keywords and outputs negatives for
campaign upload

10. Use API’s to facilitate data integration

11. Optimise beyond the click to maximise conversion
Stage 1: Stage 2: Stage 3: Stage 4: Stage 5: Stage 6: Stage 7:
Up from the Listening Listening to Listening to Listening Dominant New
brochure-ware to SOME of some of what everything & acting in Species Super-Being
crawl & off to your ALL of your your audience Real-Time
a good start audience audience is saying
is saying
• Dynamic content • Focus groups • A/B/n testing • Multivariate • Multivariate • All others PLUS: • Automated
Testing Testing Optimisation
• Reliable • Heat maps • Nothing goes
infrastructure • Know what your • Combined with live without • Optimal
• On-line Surveys audience WANTS Targeting data to justify experience
• You know what to do and WHY its existence for every
your audience • Usability labs • Multivariate Testing interaction
DID (analytics) and Targeting now • Enterprise data
part of your day-to-day fully integrated • Across all channels
operational into all digital and media
processes touch points

12. andy.mihalop@moneysupermarket.com