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Google Inc. - All Rights Reserved
Account Performance &
Optimization
Finding the needle in your haystack
<SPEAKER>, Google, Inc.
Agenda
● Optimization at scale
● Keyword optimizations
● Targeting Idea Service
● Traffic Estimator Service
● Discovering ...
Google Inc. - All Rights Reserved
How to Optimize?
Google Inc. - All Rights Reserved
Profile
Optimize
Measure
Optimization Cycle
Google Inc. - All Rights Reserved
Performance data
Structural data
ServicesAWQL
AdHoc
Reports
Profile
Optimize
Measure
Google Inc. - All Rights Reserved
Profile
Kratu
Custom strategy
Predictive Analysis
Optimize
Measure
Google Inc. - All Rights Reserved
Automatic
Manual
Semi Automatic
Profile
Optimize
Measure
Google Inc. - All Rights Reserved
Developing a solid reporting backend
Google Inc. - All Rights Reserved
Develop a pipeline! Two options.
1. Roll your own, or...
2. Use AwReporting
○ Out of the...
Google Inc. - All Rights Reserved
Keyword
Optimizations
Google Inc. - All Rights Reserved
● TargetingIdeaService (TIS)
○ Generate new keyword ideas based on parameters
○ Retrieve...
Google Inc. - All Rights Reserved
Example Optimization - Epsilon Greedy
windshield repair
vehicle glass repair
car window ...
Google Inc. - All Rights Reserved
Discovering Optimization Ideas with Kratu
Google Inc. - All Rights Reserved
● Periodically visit their accounts
● Look for problems
● Experience tells them how to f...
Google Inc. - All Rights Reserved
● Want to change this to a PUSH model
● Tell AMs what accounts need help
● Don’t worry a...
Google Inc. - All Rights Reserved
Kratu - Open Source Issue and Opportunity Discovery
Google Inc. - All Rights Reserved
● Open source - http://google.github.com/kratu/
● End to end tutorial - http://google.gi...
Google Inc. - All Rights Reserved
Demo!
http://google.github.com/kratu/examples/adwordshealthcheck/
Google Inc. - All Rights Reserved
DEMO!
Google Inc. - All Rights Reserved
DEMO!
Google Inc. - All Rights Reserved
DEMO!
Google Inc. - All Rights Reserved
Google Inc. - All Rights Reserved
DEMO!
Google Inc. - All Rights Reserved
DEMO!
Google Inc. - All Rights Reserved
Kratu - Implementation
Web server
Reporting
backend
Fetch
Process
Store
/kratu/
/rest/ac...
Google Inc. - All Rights Reserved
● Easy to add other signals
● Add any key/value pair to your data, define a weight and a...
Google Inc. - All Rights Reserved
● Flexible model
● Compose new signals from multiple data points
● Custom and built-in e...
Google Inc. - All Rights Reserved
● https://github.com/googleads/aw-
reporting/tree/master/examples/kratubackend
● Rest ba...
Google Inc. - All Rights Reserved
Kratu - Json response
[{
"lostISBudget": 0,
"lostISRank": 90,
"key": "7767761884-Search ...
Google Inc. - All Rights Reserved
● Improved stability and ease of use of backend.
● Lovely new UI.
● Slightly more help a...
Google Inc. - All Rights Reserved
Resources
Code and tutorials
http://google.github.io/kratu/
http://google.github.io/krat...
Google Inc. - All Rights Reserved
Questions?
Google Inc. - All Rights Reserved
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Opportunity Analysis with Kratu (v2)

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Opportunity Analysis with Kratu (v2)

  1. 1. Google Inc. - All Rights Reserved
  2. 2. Account Performance & Optimization Finding the needle in your haystack <SPEAKER>, Google, Inc.
  3. 3. Agenda ● Optimization at scale ● Keyword optimizations ● Targeting Idea Service ● Traffic Estimator Service ● Discovering opportunities ● Intro to Kratu ● Demo
  4. 4. Google Inc. - All Rights Reserved How to Optimize?
  5. 5. Google Inc. - All Rights Reserved Profile Optimize Measure Optimization Cycle
  6. 6. Google Inc. - All Rights Reserved Performance data Structural data ServicesAWQL AdHoc Reports Profile Optimize Measure
  7. 7. Google Inc. - All Rights Reserved Profile Kratu Custom strategy Predictive Analysis Optimize Measure
  8. 8. Google Inc. - All Rights Reserved Automatic Manual Semi Automatic Profile Optimize Measure
  9. 9. Google Inc. - All Rights Reserved Developing a solid reporting backend
  10. 10. Google Inc. - All Rights Reserved Develop a pipeline! Two options. 1. Roll your own, or... 2. Use AwReporting ○ Out of the box, open source solution ○ Pulls reports into your relational database Regular, Automatic Reporting is Essential
  11. 11. Google Inc. - All Rights Reserved Keyword Optimizations
  12. 12. Google Inc. - All Rights Reserved ● TargetingIdeaService (TIS) ○ Generate new keyword ideas based on parameters ○ Retrieve historic statistics for existing keywords based on parameters ● TrafficEstimatorService (TES) ○ Retrieve traffic estimates for proposed or existing campaigns, ad groups, and keywords KW Research Services
  13. 13. Google Inc. - All Rights Reserved Example Optimization - Epsilon Greedy windshield repair vehicle glass repair car window repair fix car glass auto glass repair car glass replacement car glass glass window glasses repair window repair KW Research Using TIS+TES Automatic ● Regular ● Set and forget ● Needs close monitoring Semi-automatic ● Manual lookup ● Suggest KWs for exchange ● KW Research can be manual KW
  14. 14. Google Inc. - All Rights Reserved Discovering Optimization Ideas with Kratu
  15. 15. Google Inc. - All Rights Reserved ● Periodically visit their accounts ● Look for problems ● Experience tells them how to fix ● For accounts that are fine, waste of time Most AMs Work in “PULL” Mode
  16. 16. Google Inc. - All Rights Reserved ● Want to change this to a PUSH model ● Tell AMs what accounts need help ● Don’t worry about ones that are performing well ● Account Managers can do more in less time PULL is Inefficient
  17. 17. Google Inc. - All Rights Reserved Kratu - Open Source Issue and Opportunity Discovery
  18. 18. Google Inc. - All Rights Reserved ● Open source - http://google.github.com/kratu/ ● End to end tutorial - http://google.github. com/kratu/tutorial/ ● Client-side, runs in browser. Implemented in JavaScript. ● Includes prebuilt working example for AdWords ● Created by experienced Google Account Managers ● Used internally at Google. ● Unmaintained sample code, use at own-risk. Kratu
  19. 19. Google Inc. - All Rights Reserved Demo! http://google.github.com/kratu/examples/adwordshealthcheck/
  20. 20. Google Inc. - All Rights Reserved DEMO!
  21. 21. Google Inc. - All Rights Reserved DEMO!
  22. 22. Google Inc. - All Rights Reserved DEMO!
  23. 23. Google Inc. - All Rights Reserved
  24. 24. Google Inc. - All Rights Reserved DEMO!
  25. 25. Google Inc. - All Rights Reserved DEMO!
  26. 26. Google Inc. - All Rights Reserved Kratu - Implementation Web server Reporting backend Fetch Process Store /kratu/ /rest/accounts/ Data Storage MySql MongoDB ...
  27. 27. Google Inc. - All Rights Reserved ● Easy to add other signals ● Add any key/value pair to your data, define a weight and a threshold ● BYOD - Bring Your Own Data ● Anything that can be converted to a JS Array with key/value objects ● Includes simple JSON and CSV loaders Kratu - Flexible & Customizable
  28. 28. Google Inc. - All Rights Reserved ● Flexible model ● Compose new signals from multiple data points ● Custom and built-in event handlers (integrate with other systems) ● Paginations for larger number of accounts ● Use it to create reports ● Targeted, e.g., upselling opportunities, mobile adoption ● Personalized, e.g., individual for Account managers Kratu - Flexible & Customizable
  29. 29. Google Inc. - All Rights Reserved ● https://github.com/googleads/aw- reporting/tree/master/examples/kratubackend ● Rest backend for the Kratu project over MongoDB / MySql ● Reuses the AwReporting project ● Get the benefits of both projects Kratu - Backend example
  30. 30. Google Inc. - All Rights Reserved Kratu - Json response [{ "lostISBudget": 0, "lostISRank": 90, "key": "7767761884-Search Network" , "mccId": 2742928629, "timestamp": "Mar 6, 2013 8:51:08 AM" , "accountId": 7767761884, "accountDescriptiveName": "Julian 1$-day" , "cost": 0, "clicks": 0, "impressions": 0, "conversions": 0, "ctr": 0, "avgCpm": 0, "avgCpc": 0, "avgPosition": 0, "currencyCode": "USD", "adNetwork": "Search Network" }]
  31. 31. Google Inc. - All Rights Reserved ● Improved stability and ease of use of backend. ● Lovely new UI. ● Slightly more help and ease of writing your own signals. New Version
  32. 32. Google Inc. - All Rights Reserved Resources Code and tutorials http://google.github.io/kratu/ http://google.github.io/kratu/tutorial/
  33. 33. Google Inc. - All Rights Reserved Questions?
  34. 34. Google Inc. - All Rights Reserved

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