Get More Out of Your SEM Investment with Google Search Ads 360June 3, 2020

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HOUSEKEEPING

Get More Out of Your SEM Investment with Google Search Ads 360

Michael BartholowDirector,

Marketing & EducationBounteous

Stephen KapustaSr. Director of Media

Bounteous

HOSTS

5Proprietary & Confidential

We work with you to create functional, beautiful experiences that grow. ● Product Strategy ● Experience Design ● Web & Mobile Development ● eCommerce

Bounteous is a big picture digital solutions provider, with strongly integrated services offerings

We utilize diverse metrics to illuminate behavior and drive results. ● Analytics Strategy ● Analytics Implementation ● Enterprise Analytics ● Conversion Optimization ● Data Science

We develop and execute strategies to acquire and engage customers. ● Digital Marketing & Strategy ● SEO & SEM ● Customer Engagement ● Personalization

Design & Build Measure & Optimize Promote & Engage

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EXPERIENCED GOOGLE PARTNER

Challenges, Needs & Opportunities

Search Engine Marketing (SEM) has become vastly more complex over the last decade.

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Challenges & Needs

● Scaled management● Trustworthy insights● Workflow efficiency

● Attribution Challenges● Insight to action● Scaled Analysis● Data Integrations

Digital Marketer C-Suite Strategist, or Client Analyst

● Reliable ROI● No time for strategy● There’s got to be a better way /

Platform limitations● Custom Data Inputs

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The Opportunity

Behavioral Data

Location Data

Machine Learning

Signal Data

Product Data

Business Data

GMP Stack

Search Management Platforms returns control to your team:

● Leverages your data● Scales up● Provides actionable insights● Integrates with your ecosystem

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● Identify and Define Audience Targets

● Explore Attribution Models X-Media Channels

● Analyze Online-to-Offline Influences

● Surface Data From CRM Systems

● Analyze Consumer Purchase Behaviour

● Run Statistical Tests & Betas

● Review Performance & Modify Configurations

High Value, High Impact

● Download Data

● Generate Excel Reports

● Keyword Expansion

● Review Top Keywords & Change Bids

● Update Ad Copy

● Analyzing Audience & Geo Performance

● Updating Campaign Budget Caps

Low Value, Time Consuming

Increase Value with Tech

Marketers & Analysts must use time strategically to scale wins.

TODAY’S GOALS

Building a Search Management Machine

Search Ads 360 Benefits

● Efficiency● Automation● Attribution & Reporting

Going Full Stack

● Google Marketing Platform● Next Steps

Search Ads 360

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Efficiency Automation AttributionUtilize machine-learning to automate bids, campaign structures, budget allocations, and more

Search Management Platform

Cut back on manual campaign execution and get time back to focus on strategy

Receive attributable conversion data in near real-time, as well as rollups of all of your engine metrics

• Almost near-time conversion reporting• Congregate performance metrics across all

search engines• Build Custom Columns and Formulas to

match your needs• Receive more accurate data, knowing that

social and display all share the same GMP floodlight tags

• Automatic bid strategies that can build around return, impression share, and other performance goals

• Automated budget allocations & planning• Utilize Inventory Management and Adaptive

Campaigns to create campaigns based on your business’ goals and inventory.

• One login, one streamlined interface• Day to day multi-engine management &

execution• Bulk changes & scheduling

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● Drive performance with machine learning-driven automation and optimization.

● Bring together business insights with external signals

● Centralize across engines like Bing, Google, Yahoo!, Baidu○ Facebook, Twitter (reporting-only)

Search Ads 360

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Who Needs an SEM Platform like Search Ads 360?

Spending tens of thousands per month across SEM engines

Spending several hours a week or more on specific, manual tasks

Complex objectives, success metrics, and business inputs

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Benefits

Outcomes-orientedScaled management

Budget pacingCollaborative workflows

Multi-channel AttributionCustom Data Integrations

Activate on Insights

Digital Marketer C-Suite Strategist, or Client Analyst

Reliable ROIReduce management time

Machine learningMulti-engine

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ChallengeSignificant SEM investments but under-reported conversion data.

Results

+3X lead submissions

35% decrease in cost-per-lead

Efficiency

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Increasing Efficiency with Search Ads 360

SA 360 enables: ● Advanced reporting & attribution● Insights-driven decision-making● Operational efficiency● Multi-engine syncing

○ Ad copy, Budgeting, Bid adjustments, ● Google’s machine-learning capabilities

This good stuff happens simultaneously!

Built for performance-driven accounts, Search Ads 360 is the answer for advertisers with complex strategies and goals.

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However you choose to make bulk changes, you can easily ensure they are implemented across engines at once.

Bulk edit things like

Implement changes across the engines

Bulk Changes & Cross-Engine SyncingMake bulk changes through offline spreadsheets or in the interface itself.

Keyword Bids Bid Strategy Assignments

Budgets Labels / Ad names

Activate / Pause Ad copy

Rules / Scheduling Keywords

Landing Pages Naming Conventions

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Tip: Calculate Your SEM ROI

Document current workflow and calculate management / reporting hours

SEM Budget Team Hours X Cost per Hour

Management HoursReporting HoursStrategic Hours

(Net Profit / Total Cost of Program ) X 100

Oh, do that per engine!

Automate

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Automate & Optimize Towards Your Goals

Budget: Set a monthly budget cap and a performance goal, the algorithms will work to disperse daily budgets and keyword bids appropriately.

Performance & Customization: Use automation to optimize your bids, copy and more based upon goals you set, including ROI, revenue, and various types of engagement.

Visibility & SERP Ownership: Claim the top spot without constant check-ins and bid adjustments through SA 360.

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5 Step Automation Plan

Bidding

Automate your bids to drive performance towards your unique combination of business goals

EntitiesAutomate your account based on the products / services you

provide

Audience TargetingAutomate the targeting

settings based on performance goals

Automate top-level decisions & messaging using your own

information

MeasurementAutomate the distribution

of value throughoutyour activity

Custom Data

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Campaigns That Adapt to Your GoalsAutomate campaigns to meet optimal structures and settings.

Adaptive GeoAdaptive RLSA Adaptive ShoppingOptimizes location targets based

on your campaign goalsAdds all available customer lists

automatically.Creates smaller product groups in

order to narrow targeting and increase results.

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Budget Management

Set budgets for groups of multi-engine campaigns to track and manage with ease.

Advertiser

Product Budget B:

Goal: ROAS

Product Budget A

Goal: Clicks

Campaign 1: Core Terms Campaign 2: Locations Campaign 1: Women’s Campaign 2:

Men’s

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Budget Management

Monitor performance across budget groups rather than at tactical campaign-level

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Smart Bidding Strategies

Landing Page

Account Structure

Labels

Events

Keyword Semantics

Product Info

Signals

Floodlight Data

Analytics Data

Offline Data

Search Engine Data

Paid Social Data

Formula Columns

Conversion Data - 3rd party

Your Connected Data

Health

Prediction

Reaction

Bids +Modifiers Forecasting Opportunities

Your Account Data

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Smart Bidding Strategies

SA360 has proprietary bid strategies - a perfect solution for large, complicated search accounts.

Example: [analytics course], “analytics course” and +analytics course have different purposes and intent for different users - SA360 knows this and sets the bids accordingly.

Benefits -● Uses Google’s machine learning capabilities on demographics, user behavior, location, device type

& more● Real-time bid adjustments (auction-time bids)● Can set goals based everything from impression share to ROAS● Use Events to exclude data affected by seasonality or broken tracking

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Automate Using Your Own Data

Business data

Feeds

Spreadsheets

Google data

Campaigns, ad groups, ads, etc.

Layer your business structure onto your campaigns through Business Data’s robust data modeling

Roll up advertising metrics by your business-specific dimensions

Campaigns are automatically updated whenever you upload new data

Use rules and formula columns with Business Data for simple, tailored management

Travel Example:

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Automate with Custom Business Data Management

Input your data for promotions, inventory, schedule, product pricing & more.

Save time with features like rules, custom columns & filters

Achieve better ROI with optimal bids that leverage your business data

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Automate with Enhanced Inventory ManagementAutomate campaign creation based on your inventory levels.

BenefitsAutomate ad copy creation while ensuring ads are accurate to inventory levels

● Create and remove keywords to match what is available on your site

● Powerful Shopping product segmentation.● Ideal for businesses where prices or

availability change frequently

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Tip: Inventory Business Data Gaps

Are you using your most important data to make decisions?

Product Feeds

Travel Reservation

Data

Geo Data

Dealer / Franchise Data Profit & Margin

CRM / Customer Data

Real Estate Property Inventory

Promotion Schedule

Attribution

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Floodlight Tracking & Analytics Integrations

Best-in-class tracking system:

● Track specific actions and build audiences.● One tag to track search, social, and display● Near real-time conversion tracking● Robust reporting capabilities● Cross-Device Conversions● Powerful cross-channel remarketing● Google Analytics & Adobe Analytics

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Data Freshness

Freshest data on the market

Test in real-time for quick results

Share signals to DV360 in real-time

for media

Real-time bid decisions throughout the day

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Multi-Engine Reporting

Analyze total costs, revenue, and all other metrics in one view - no more switching between different engine UI’s for reporting.

-Check performance quickly through the main dashboard or saved views. -Build custom reports that will update and send based on the cadence you need.

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Custom Columns & Formulas

No more manual spreadsheets or pivot tables - build Custom Columns in SA 360 to tailor dashboards and reports to the metrics you need to see the most.

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Automate By Passing Lifetime Value signals, Bid to LTV

Use factors tie to LTV model to power Smart Bidding

Create a Formula Column times the LTV offered by each status

c:”rewards_member” * 5 + c:”new_member”

Inform SA360 information about each user segment type

Programmatically pass LTV estimate at time of purchase

[u3] “User_status” = “new”[u3] “User_status” = “rewards_member”

Programmatically pass LTV estimate at time of purchase

Update regularly as new information becomes available

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Tip: Reporting

How are you currently determining which Engine gets credit for a successful conversion?

Are you able to report on metrics, conversions and multi-channel attribution models that matter to your unique business?

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● Holistic view of customers across channels

● Access, analyze, visualize

Meet the Google Marketing Platform

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Expand Strategy with the Google Marketing Platform

● Analytics 360- Data Hub: One view across all marketing channels. Custom audience development.

● Campaign Manager - Ad Server: used to host all creatives, click trackers, impression trackers, and more. It acts as the multi-channel source of truth for your advertising.

● Display & Video 360 - DSP: used to target programmatic media buys across the open exchange and via guaranteed deals in display, video, audio, and connected TV.

● Search Ads 360 - SEM Manager: allows you to scale automation based on desired attribution source across multiple engine accounts.

Adopting the Full Stack Yields Measurable Outcomes and Better Attribution.

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Search Ads 360 Display & Video 360

Campaign Manager

Get the Full Media Picture

Utilize the Google Marketing Platform suite and Floodlight tags to better track conversions across paid search, display, and paid social.

Understand the full path to conversion across your media investments, with shared tracking and attribution models.

Engine Data

Analytics 360

Next Steps

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Search Management with Bounteous

Tech & Access: ● Your org runs Search Ads 360● Own your data, tracking & tech

Services: ● Training● Strategy/Solutioning● Tech Support

Tech & Access: ● Partner-owned SA 360 account

Services:● Full agency services & campaign

management● Bounteous delivers performance results

Tech ProviderStrategy & Support

ManagementFull Service

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Next Steps

Understand your overall Program costs. Bounteous can help!

What custom data can you leverage?

Identify reporting gaps.

Digital Marketer C-Suite Strategist, or Client Analyst

Inventory current workflow and identify opportunities for efficiency.

Michael BartholowDirector,

Marketing & EducationBounteous

Stephen KapustaSr. Director of Media

Bounteous

HOSTS

Q&A