Search is getting so complicated: multiple search engines, bidding algorithms and AI, forecasting, and budget management. In this world of machine automation how do I maximize my productivity without losing control? In this session we’ll have a look at the tools available to search marketers in Google Ads as well as some time-saving technologies that have been implemented by 3rd party platforms to help you save time, extend your reach, and be more competitive in your SEM program.

1. Strategic Paid Search Marketing
Automation Series
Please hold for our next presentation starting at 11pm PT / 3pm ET
KENSHOO PRESENTS:
AUTOMATION & CROSS-CHANNEL
Optimize Your Search Campaigns with Google Smart Ads,
Competitor Analysis & Controlled Budget

2. 10 - 10:45 am PT 12 - 12:45 am PT
CPC STRATEGY & ELITE SEM
PRESENTS:
HOW TO LEVERAGE GOOGLE’S SMART
AD UNITS FOR PROFITABILITY
KENSHOO PRESENTS:
AUTOMATION & CROSS-CHANNEL
Today’s Timeline
ADTHENA PRESENTS:
5 BEST PRACTICES TO ELEVATE
SEARCH PERFORMANCE
11 - 11:45 am PT

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Questions!
Persephanie Arellano
Webinar Coordinator

4. Today’s Speaker
Allen Hammock
Sr. Search Strategist

5. Leverage Automation &
Cross-Channel Data to Grow
Your SEM Program
Allen Hammock, Kenshoo

6. ▪ Kenshoo helps brands reach consumers in the
moment as they Explore, Share, and Engage.
Kenshoo proivdes a software platform and UI,
independent from publishers that helps you
improve your productivity, maximize performance
and gain strategic insights into your business.
Kenshoo’s
Mission
EngagingSharingExploring

7. of Fortune 50 Spend under
management
Growth
year over year
Brands #1 in Search and Social,
per Internet Retailer
Headcount in R+D,
Product + Technical

8. Today’s Agenda
● Why automate...at all?
● Automation fears and challenges
● Automate to extend your reach
● Automate to improve your
performance

9. Why automate...at all?

10. POLL QUESTION
True or False: I have automated some of my
tasks using Excel spreadsheets

11. Google Sheets Add-On
● Import from multiple Google Ads
accounts
● Customize columns, filters
● Automated refresh schedule
● Easily share reports with groups or
individuals
https://searchengineland.com/google-launches-adwords-add-on-for-google-sheets-299586
Did you know?

12. Why automate...at all?
● Improve your productivity and save time on tactical operations
● Increase your performance by optimizing to real-time changes in demand
● Outsmart your competition by finding untapped pockets of opportunity
● Table stakes...it’s necessary just to stay in the game at all

13. Automate...for productivity
.25 hr/week
Automated Bidding
Keyword Cannibalization and CTR-Optimized
Keyword Suggestions
0 hr/week
Automate checks and alerts across all campaigns
2 hr/week
Pull Pacing Data to Check Spend & Campaign
Performance
3 hr/week
Analyze Performance & Keyword Data and Adjust
Campaigns
3 hr/week
Create New Campaigns for Key Promotion
4 hr/week
Modify Execution to Deal with Additional Spend
.25 hr/week
Automated Campaign Sync
.5 hr/week
Automated Forecasting and Budget Pacing

14. Automation for Performance

15. Outsmart your competition
https://gist.github.com/BrainlabsDigital

16. Copyright 2017 - Q4 Amazon Virtual Summit
Google
Ads
Table stakes
Adwords
Scripts
Platforms

17. Copyright 2017 - Q4 Amazon Virtual Summit
Table stakes

18. Automation fears and challenges

19. Automation fears & challenges
● Economics of build versus buy
● Loss of control
● Publisher bias
● Measurement of true impact

20. Economics
Build vs. Buy
● Platforms cost tens of thousands
of dollars per year to license
● Annual license commitments
● New software to learn
● Vendor lock-in concerns
https://www.clickz.com/resources/buyers-guide-bid-management-tools

21. Control
Everything changes
● Unexpected changes to CPCs
● Lower traffic volumes
● More volatality in conversion rates
● Some new mental gymnastics
https://www.adventureppc.com/blog/join-or-die-its-time-to-embrace-google-automation

22. Bias and lock-in
Visibility into true cost
● Incremental value of optimization
algorithms questioned
● Measurement problems across
channels, online and offline
● Machine learning “black box” bias
● Becoming co-dependent
https://searchengineland.com/ebays-paid-search-ineffective-study-gains-buzz-skeptics-194850

23. Automate to extend your reach

24. Automate to extend your reach
● Synchronize campaigns across Google and Bing
● Synchronize audience segments across Google, Facebook, and Email
● Customize ad messaging and targeting to audiences at scale

25. Bing Campaign Sync
● Import Google campaigns
● Sync on a schedule
● Automated refresh schedule
● Manually fix errors and URL /
tracking differences
https://www.searchenginejournal.com/automatically-sync-google-adwords-campaigns-bing-ads/184468/#close
Did you know?

26. 1:1 Sync

27. Audiences become key opportunity

28. Search dominates Bottom of funnel
Re-Targeting Search ads
Brand terms
Product searches
Non Brand Terms
Generic terms
Site links
??????

29. A Primer
Leverage to capture users that have already shown interest in your
product and reach these same users with ongoing, consistent
messaging
A user searches on Google
or is targeted on Facebook
and clicks on your ad
INTERACT
Google or Facebook
matches these consumers
using their own profile data.
MATCH
A Custom Audience is
created to retarget these
users on Facebook or
Google
CUSTOM AUDIENCE
These audiences are
available for targeting or for
seeding a lookalike / similar
audience.
TARGET

30. Tag Facebook
campaigns
Update the URL
of the Facebook
activity
Create website
audience in
Google
Segmentation Automation
Audience tags
created
Select Google
account to
create audiences
Approve URL
changes
Cross-channel Audiences

31. 1:Many for Audiences

32. Customization through scripts
http://www.clixmarketing.com/blog/2019/02/07/the-big-list-tons-of-scripts-to-save-you-tons-of-time/

35. Automate to improve your performance

36. Automate to improve your performance
● Considerations for bidding automation
● Implementing and testing bidding automation
● Measurement impact of automated bidding on business growth

37. Bid automation considerations
Do you... Some algo’s best if...
- You need to optimize only to
CPA/ROI/max conversions/eCPC
- Publisher conversions agrees
highly with your own source of truth
- You don’t have delayed
conversions
- You are not as concerned about
bias toward last click/lower funnel
- Your only conversion source is the
publisher pixel
- Optimize to complex custom
metric?
- Require bid transparency and
control?
- Have delayed Conversions?
- Have concern about bias toward
last click/lower funnel?
- Conversion data outside of Google
Ads?
How to decide which kind(s) of algorithms are right for you

38. Getting started...
● Pick the right strategy
● Audit your campaign settings
● Keep it simple
● Don’t start with aggressive
expectations
https://support.google.com/google-ads/answer/6167140?hl=en
Testing Best Practices

40. Measurement is a big problem
●
●
●

41. Attribution promises...
Source: https://marketingland.com/3-challenges-attribution-modeling-bad-bad-ugly-101257

42. A B
A/B Incrementality
10
25 30
6
6
10
A B
Takes organic
performance into
consideration to
measure overall
lift and assess
value
Compares
performance
for two specific
objectives

43. Drafts & Experiments
● Automated “split”
● Attempts to minimimze
opportunity cost
● Built in monitoring
● Some loss of transparency into bid
landscape & keyword
performancehttps://www.youtube.com/watch?v=4FZaomfKC7E
Testing Tools

44. - 02
Intervene
Maintain activity in one set of
geos, while changing it in the
other.
- 01
Split
Split the area of interest to 2
groups of GEOs (DMAs, Zip,
Cities, countries etc.) - based on
historical data.
- 03
Measure
We measure incremental ROAS,
which is defined as:
iROAS = 𝚫Return/𝚫Spend
Where 𝚫Spend and 𝚫Return are
the incremental spend and return
(revenue, conv, …) between the
two groups
One approach to incrementality measurement

45. ● Cross-channel tests - Mobile, Video,
Retargeting
● More transparent than testing designs
● Best approach to include offline data
● Eliminates the noise on the national level
● May uncover the Halo Effect

47. Hypothesis
B2B Client wanted to understand the true
incremental value of the branded SEM
campaigns. They inadvertently discovered
when turning them off that the impact to their
bottom line wasn’t as large as expected
Incremental
Incremental
CPA*
Brand CPA
reported by
Google (Last
Click)*
Solution
Running a 50:50 Geo Holdout incrementality
test across the US for their Branded SEM
campaigns, they were able to understand the
true incremental CPA these were driving and
find out that nearly 2 out of 3 conversions
were not incremental.
VS
*Indexed CPA for example use

48. EXIT POLL:
Did you find any of this session useful?

49. BONUS: Automate to get a real-time edge

50. Dynamic ads

51. Dynamic ads

52. Dynamic ads

53. Dynamic ads

54. Thank You!
Allen Hammock
Search Strategist
allen.hammock@kenshoo.com
Interested in talking to Kenshoo more?
● Write to Michael Gueurin
(michael.guerin@kenshoo.com) to
ask about Kenshoo solutions
● Email me!

55. SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2

56. Q & A
Allen Hammock
Director, Search
Strategy

57. Strategic Paid Search Marketing
Automation Series
Please hold for our next presentation starting at 12pm PT / 3pm ET
ADTHENA PRESENTS:
5 BEST PRACTICES TO ELEVATE
SEARCH PERFORMANCE
Optimize Your Search Campaigns with Google Smart Ads,
Competitor Analysis & Controlled Budget