10. Newtonian Application
MOTION ENERGY
1. Inertia:Things in motion keep going
2. Acceleration: Smaller things speed up faster
3. Equilibrium: Equal & opposite reaction
Transfer: Energy becomes heat & work
Entropy: Nothing is 100% efficient
Absolute 0: No entropy for the coldest
17. 3x3 Intersection
17
Conversion
Success
Non-Converting
Spend
Ignored
Impressions
Volume
Leaders
Efficiency
Threats
Visibility
Struggles
Conversions > 0
Conversions = 0
Cost > 0
Cost = 0
Impressions > 0
FILTERS
Rev.
(Conv.)
Cost
Imp.
ROAS
(CPA)
Pos.
CTR Pos.
Q Score Pos.
SORTS
CV CE CP
NV NE NP
IV IE IP
How are we defending our top terms?
How are we avoiding waste?
How are we capturing interest?
How are we supporting growth?
How are we balancing returns?
How are we maintaining visibility?
How are we qualifying prospects?
How are we engaging visitors?
How are we demonstrating relevance?
How should we invest this extra budget?
How should we project the potential?
How did we grow 25% YOY in non-brand?
Dead-end
Quadrants
20. Filter zero, then sort the next best volume
to identify the critical few leaders
resulting in dead-end bottlenecks
21. Dead-ends
You might know your total conversions
...but do you know the minority of kw driving the majority of $?
You might know your efficiency threats...
...but do you know your deadends in the step before?
You might know your loss leaders...
...but do you know the segments & pivots that caused them?
22. Keep ratios in context
where their volume building blocks
are the closest available signal
to the bottom line
Avg. Pos CTR CPC CVR ROAS ROI
26. Segment by Sorting & Filtering
1. Sort by conversions
Identify the first conversion zero
Filter out blank conversion data
2. Sort the rest by cost
Identify the first cost zero
Filter out blank traffic data
3. Sort the rest by
Filter zero then sort by
the next best metric
Conversion
Success
Non-Converting
Spend
Ignored
Impressions
27. 3x3 Segments in Rules
ROAS or CPA
Cost
Impressions
Filter zero then sort by
the next best metric
Segment Metric 3x3 Att Micro Weight Path
34. Prioritize Micro-Conversions According to the Customer Path
Traffic
Engagement
Attribution
Conversions
Revenue
Profit
Weight micro-conversions to refine portfolio objectives
35. Traffic
Engagement
Attribution
Conversions
Revenue
Profit
Filter zero then sort by
the next best metric
Brian Shindurling
Use the Best Tool Available
Until the Fuel is gone
Blake Haleua
In the absence of your preferred KPI,
choose the metric closest to the bottom-line
Cameron Cowan
When a more precise metric is missing,
fall back to the best derivative
Chris Haleua
Do what you can,
with what you have,
where you are.
Theodore Roosevelt
39. Portfolio Modelling Summary
Apply portfolio theory to make bid tradeoffs for maximum marginal return
Maximize return for any budget through media mix modeling
Build and show granular bid unit model tables for traffic & conversions
Combine forecasts with dimensional algorithms for accurate simulations
Build trust in forecasts through model accuracy trends by metric & day
46. Tough Questions to Ask 3rd Party Tools
Method
Optimization types available
Most Popular optimization types
Intraday frequency
Advantage
Unique differentiators
Competitor threats
Innovation pace
Budgeting
Manual overrides
Spend strategies
Pacing visualizations
Modifiers
Report segments for traffic / conversions
Geo, device, time, audience manually
Fully automated dimensional modeling
Attribution
Intra-channel
Cross-channel
Cross-device
Objectives
Position
Efficiency
Multiple weights
Assignment
Cross-engine
Cross-account
Execution granularity
Learning
Clustering
Engagement / Micro-conversions
Prediction accuracy
47. Method What types of bid strategies are available?
Method What is the most commonly-used bid management feature in your platform, and why?
Method Can you set automated bidding rules for different segments of keywords?
Method Does the system leverage any type of portfolio optimizations?
Method For the automated bid changes, is there capability to receive forecasted results from changes prior to implementing?
Method Would you share methodology around automated bidding services?
Advantage What would you consider your competitive advantage to be over your competitive set?
Advantage What are your plans to maintain your competitive advantage and stay at the forefront of innovation?
Advantage How often do you innovate and refine your algorithms?
Budgeting What budget options exist in the system? (Monthly/Daily Caps)
Budgeting What budget pacing tools exist? (can I pull a pacing report, set a monthly campaign cap, and let the system adjust budgets?
Budgeting Are there any budget pacing alerts capabilities in the UI?
Modifiers Can you assign time/days of week to apply bid multipliers through the system?
Modifiers How can device, geo, time, and audience modifiers be automated?
Modifiers Does the system have ability to implement any type of day-parting or geo optimization? (ex. increase bids by X% during specific hours)
Attribution Please describe how attribution is done across channels (ex. tiered system (if so, is this customized), custom weighting, etc.).
Attribution What insight can the platform give into a client's customers path to conversion?
Attribution Please describe any attribution settings within search (ex. last click/first click, even distribution across all in path, custom distribution, etc.).
Attribution
Do you offer custom attribution models (first click, "prefer last," dynamic, etc.)? If yes, describe how you help each team to begin to find the
best fit.
Manual
What tools are in place to more efficiently change bids in bulk (ex. campaign or group setting to up all keyword level bids within group by
X%.)
Manual
Can you change bids, by keyword, across accounts via one bulk sheet? If not, please detail the process needed for cross account
optimizations.
Manual How do manual bidding & automated bidding co-exist?
Assignment Can you assign automated bidding for predefined segments/groupings cross account?
Assignment Do you have cross engine bidding strategy? One massive portfolio or engine first?
Assignment At what granularity is bid optimization executed? (at the group level, keyword level or both)?
Objectives What options exist for bidding to position (ability to target a specific position and let the system adjust bids accordingly)
Objectives What options exist for conversion efficiency thresholds? (CPA/ROI goal targeting by a custom formula or set of metrics)
Objectives Can you specify specific actions or weighting to count toward the goal? Can I state my goals to match how my business really works?
55. FREE STUFF!
Bid Rule Playbook: tiny.cc/rule
Bid Rule Library: tiny.cc/templaterule
3x3 Template: tiny.cc/3x3template
3x3 Macro: tiny.cc/3x3macro
I hear and I forget.
I see and I remember.
I do and I understand.