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INTELLIGENT CAMPAIGNSSam Fenton-Elstone, iCrossing

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INTELLIGENT CAMPAIGNS

>Intelligent campaigns are:

- Data Driven- Insight led

- Managed in context to the market

- Efficient

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INTELLIGENT CAMPAIGNS

USE TECHNOLOGY TO BE PRECISE

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DATA DRIVEN CAMPAIGNS

TAKE ADVANTAGE OF MERCHANT FEEDS…

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DATA DRIVEN CAMPAIGNS

TAKE ADVANTAGE OF MERCHANT FEEDS…

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DATA DRIVEN CAMPAIGNS

THE WEATHER? LOCATION BASED?

How would you bid on the hottest weekend of the year?

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INTELLIGENT CAMPAIGNS

ANALYSE THE MARKET TO PLAN YOUR NEXT MOVE

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COMPETITOR INSIGHT

>Analyse the market with:

- Adgooroo - AdThena

- SEMRush

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INTELLIGENT CAMPAIGNS

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ADGOOROO

>Key features:

- Paid for on a per KW level – can be expensive

- International capabilities

- Strong Organic and Paid reporting suite

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ADTHENA

>Key features:

- Priced on a per domain level - £195 per month

- Database provides historical reporting

- Extensive reporting suites

- Link to AdWords provides calibrated data

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SEMRUSH

>Key features:

- $69.95 monthly subscription – some free features

- Useful for KW research

- Based on Google.com can lead to inconsistent data

-Updated monthly

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WORK SMART EXCEL IS STILL YOUR FRIEND…

>Cheap (& Free) workflow improvements:

- PUPv7 – excellent for text manipulation

Ubersuggest – good KW research tool – Niche terms

- Pulls together Google suggest terms into handy CSV format

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THANK YOU

TECH TIP 1: Use technology to save time –

KW research, large scale bid changes

TECH TIP 2: The power lies with the person using the technology

TECH TIP 2: Use technology to understand what is happening around you. Don’t work

blind

TECH TIP 4: Be disciplined

Sam Fenton-Elstone, Head of Media

Call: +44 (0) 1273 827 743 +44 (0) 7825 093 547Email: sam.fentonelstone@icrossing.co.uk Site: www.iCrossing.co.ukBlog: http://connect.icrossing.co.ukTwitter: www.twitter.com/icrossing_uk