Paid Search Super Tools- SES NYC

At this panel, top paid search tool vendors will showcase their latest features in bid management, campaign workflow efficiencies, and reveal what the future holds for the industry. As well, the audience will be asked to brainstorm what the “paid search super tool” should include and create a wish list recommendation to tool providers.

Moderator:
Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising Speakers:
Thomas Bindl, SES Advisory Board & Founder & CEO, Refined Labs GmbH
Adam Goldberg, Chief Innovation Officer, ClearSaleing
Richard Sim, VP of Product Management and Marketing, Anchor Intelligence
Craig Danuloff, Founder and President, ClickEquations Inc.

Thomas Bindl takes stage:

Is my PPC money spend best? -Get the numbers -Aggregate the numbers -Visualize the numbers -Document the numbers “You can see a very small percent is spent on actually performing work in Adwords.” How do we make it more efficient?

What you should expect:

-Smart bid management algorithm
-Intuitive and efficient user-interace
-Search Funnel analysis
-Integrated real search-query optimization
-Support for all match types -Integration of external data sources (ad parameters/tracking)
-Definition of own KPI’s as goals
-support of cancellations/returns
-reporting on most detailed level
-manual adjustments of bids
-strategic groups
-2-way synchronization

Adam Goldberg Takes the Stage

1. cross media profit tracking
2. Purchase Path Valuation
3. Marketing Portfolio Optimization Done with attributed values, not last click.

“Much more accurate view, not just last click.”

Profit tied to these keywords is an attributed value. We have this at the SEO level, too. When did an optimized keyword play a role in the sales path?”

Advertising with a purpose- Introduce, Influence, Close Example: 1. Display Ad 2. Social Media 3. Retargetting 4. Branded PPC All of these endeavours influence profit. Brand keywords are seen as incredibly valuable, but are they? Do they really get credit for the sale? In last click, they get way to much credit. Algorithmic Attribution- once you apply data, you can apply mathematical algorithms. Shows and example of head keywords that serve as introducers. In last click models, they show high cost/conversion rates.

But with attribution tracking, it’s now possible to demonstrate the value of head.

Richard Sim of Anchor Intelligence takes the stage -

-Belly and tail keywords can drive a ton of value for your business
-However, managing them is tough is especially tough because there are often not enough events to make a logical decision regarding the effectiveness of a keyword.

Valuable info that can be used to predict the value of a keyword
-time stamp
-cookie
-ip address
-user agent
-referrer
-keyword

You can you historical ad click data as a proxy when conversion data is not available. Anchor Intelligence predicts the value of each keyword by evaluating its traffic history. Introduces product which can help track and predict quality clicks.

Craig Danuloff, ClickEquations

For any tool, important to have:
-data
-reporting
-editing
-bulk & mass (done in excel)
-bidding
-automation

“ROAS is a joke at best. Need to be able to calculate ROI” “90-95% of the time attribution doesn’t matter. When it does matter, however, it’s a huge difference. Most critical for identifying the introducer keywords”

“Really important to re-organize your campaigns. Adwords Editor is phenomenal for it”