Increase data quality and efficiency

@refinedads

London | 20–24 Feb, 2012 | #seslondon

Thomas Bindl – Online Marketing Expert since 1999

Active in online marketing industry since 1999

Initially strong focus on SEO as affiliate

Consultant for companies worldwide

Speaker at leading conferences worldwide

Performance marketing as passion

Founder of Refined Labs

London | 20–24 Feb, 2012 | #seslondon

@refinedads

About Refined Labs Founded in February 2007 in Munich

17 employees

100+ million keywords under management

Active in 60+ markets, 30+ currencies and languages

Agencies and big direct spenders as customers

The company behind Refined Ads, a leading Cross-Channel-Tracking Software

London | 20–24 Feb, 2012 | #seslondon

@refinedads

It’s about the right tool, not the biggest

@refinedads

London | 20–24 Feb, 2012 | #seslondon

Search queries / placements

@refinedads

London | 20–24 Feb, 2012 | #seslondon

Search queries / placements Search query report is nice, but inefficient Reduce traffic, increase conversion rates Better targeting can save up to 30% without losing conversions Integration with conversion/revenue data as key Tightly integrated work flow as time saver Placements for GDN are as important as search queries

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Search queries / placements

@refinedads

London | 20–24 Feb, 2012 | #seslondon

Details are crucial

@refinedads

London | 20–24 Feb, 2012 | #seslondon

Keyword / Adtext reporting

London | 20–24 Feb, 2012 | #seslondon

@refinedads

• Normal reports on Adtext/Adgroup level:

Keyword / Adtext reporting

London | 20–24 Feb, 2012 | #seslondon

@refinedads

• Report on Adtext/Keyword level:

• Analyze keyword/Adtext performance for important keywords

• Break out very poor/good combinations into new Adgroups

Search Funnels / Query Paths

@refinedads

London | 20–24 Feb, 2012 | #seslondon

Search Funnels / Query Paths Integration of search funnel analysis See how users behave till they convert Over 1/3 of all conversions need 2+ clicks Don‘t only look at paths, but at ROI Number of clicks irrelevant, total cost matters Attribution is key for optimization Don‘t try to understand, try to accept

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Search Funnels / Query Paths

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Strategic Groups

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Strategic Groups Reporting is the least efficient part of your job Automate reporting to your needs Combine elements on any level (Accounts, Campaigns, …) Combine elements from any search engine Set goals for Bid Management Account structure for performance, Strategic Groups for reporting

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Strategic Groups

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Optimize for YOUR goals – and reach them

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Custom Columns No company has CPL/CPOs as business goal Margin is the next best goal “Real margin” is the key to integrate search Set these targets as goals for Bid management

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Integration instead of Isolation

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Integration with other channels Don’t look at search as silo, it’s a part of the mix Long term success requires integration Increase sales, but be ready to lose (search) budget

London | 20–24 Feb, 2012 | #seslondon

@refinedads

Looking forward to your questions!

London | 20–24 Feb, 2012 | #seslondon

@refinedads

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