ppc keywords discovery search labs sao paulo 2010 pavel dolezal
DESCRIPTION
PPC keyword discovery talks about populating long and detailed lists of high impact key words for large PPC (AdWords, etc.) campaigns and how to auTRANSCRIPT
![Page 1: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/1.jpg)
CEE & Automation
some funny things
Reflections & Suggestions
![Page 2: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/2.jpg)
Summary
Central and Eastern Europe
Campaign automation - long tail
Results for clients
Labs - the future
![Page 3: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/3.jpg)
CEE market:
![Page 4: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/4.jpg)
![Page 5: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/5.jpg)
![Page 6: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/6.jpg)
![Page 7: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/7.jpg)
10%
![Page 8: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/8.jpg)
10%
5%
![Page 9: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/9.jpg)
10%
5% 30%
![Page 10: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/10.jpg)
10%
5%
70%
30%
![Page 11: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/11.jpg)
Search market shareCzech republic
![Page 12: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/12.jpg)
Search market shareSlovakia
![Page 13: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/13.jpg)
Search market sharePoland
![Page 14: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/14.jpg)
Search market shareRussia
![Page 15: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/15.jpg)
The World:
![Page 16: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/16.jpg)
Search market sharethe World
![Page 17: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/17.jpg)
Market share - AuctionsCEE
90% ?
![Page 18: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/18.jpg)
That’s some fish !
![Page 19: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/19.jpg)
Campaign Automation
Accounts management
Campaign structure, setup
Systems communication
Bidding
Keywords finding
Copy creation, variations
Dynamic changes in copy
Reporting
![Page 20: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/20.jpg)
Campaign Automation
Accounts management
Campaign structure, setup
Systems communication
Bidding
Keywords finding
Copy creation, variations
Dynamic changes in copy
Reporting
![Page 21: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/21.jpg)
Fish ?
![Page 22: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/22.jpg)
Thousands of items
Great targeting
Cheap CPC
Advanced stage of purchase cycle
Dynamic
![Page 23: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/23.jpg)
Success of a campaign
![Page 24: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/24.jpg)
Success of a campaign
60%
![Page 25: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/25.jpg)
Success of a campaign
60%Keyword selection
![Page 26: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/26.jpg)
Long Tail
![Page 27: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/27.jpg)
Campaign improvement
KPI’s:number of conversionscost per conversion
decline in July = holidaysdecline in December = Xmas, New Year
![Page 28: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/28.jpg)
Keyword Extractor
Keyword list for each industry
Corpus of human-made catalogues
Subtitles corpus
Twitter corpus
Mathematic models = language independent
![Page 29: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/29.jpg)
three-piece suitechildren's roomoffice furnituregarden furniturebuilt-in wardrobeliving room furnituremassive wood furnitureoffice chair... etc
![Page 30: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/30.jpg)
Specific URL’s=
Specific keywords
Categories - Quality Score for categories
Keywords relevance
![Page 31: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/31.jpg)
![Page 32: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/32.jpg)
Category (words, relevance):Apple Inc. (17, 185)Main topic classifications (53, 183)Apple Inc. Hardware (11, 164)Society (44, 157)IPhone (15, 144)CSV with distances
Keywords (relevance):Apple (174494)Iphone (165368)Legal (20880)Twitter (18249)Iphones (17718)people (17091)apple iphone (14765)Jailbreaking (13771)
right (13156)law (12760)iphone apple (8859)person (8424)home (6488)app store (5616)wrong (4076)
Analysis output
![Page 33: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/33.jpg)
Selection = relevance
Google normalized distance
Spectral analysis
Historical data
... and 10 more filters depending on type of campaign
![Page 34: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/34.jpg)
![Page 35: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/35.jpg)
![Page 36: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/36.jpg)
![Page 37: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/37.jpg)
http://www.mechanicalcinderella.com
![Page 38: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/38.jpg)
![Page 39: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/39.jpg)
<?xml "1.0" encoding="windows-1250"?><SHOP>
<SHOPITEM><PRODUCT>Světélkující podložka</PRODUCT><DESCRIPTION>Fosforeskující okraj, nevyžaduje baterie.</DESCRIPTION><URL>http://obchod.cz-pod-mys/fosfor</URL><ITEM_TYPE>new</ITEM_TYPE><DELIVERY_DATE>1</DELIVERY_DATE><IMGURL>http://obchod.cz/obrazky/podlozky-pod-mys/fosfor.jpg</IMGURL><PRICE>620</PRICE><PRICE_VAT>756</PRICE_VAT></SHOPITEM>
</SHOP>
XML feed - campaign data
![Page 40: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/40.jpg)
XML - next steps
Categorize
Create copy templates
Analyze URL
Filter the best converting ones and give them priority
![Page 41: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/41.jpg)
AnalyzeWatch the campaign
Status
![Page 42: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/42.jpg)
AnalyzeWatch the campaign
Status
Results
Status
![Page 43: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/43.jpg)
AnalyzeWatch the campaign
Status
Results
Set KPI’s
Funnel
Visits
Clicks
Behavior on site
Conversions !
ROI
![Page 44: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/44.jpg)
![Page 45: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/45.jpg)
![Page 46: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/46.jpg)
Examples
![Page 47: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/47.jpg)
Aukro.sk
KPI’s:number of conversionscost per conversion
decline in July = holidaysdecline in December = Xmas, New Year
![Page 48: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/48.jpg)
Results
Cost of conversion
30% down
![Page 49: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/49.jpg)
Results
Cost of conversion
30% down
Number of conversions
320% up
![Page 50: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/50.jpg)
Shopping comparison
120.000 items
30 keywords per item
6 variations of copy
![Page 51: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/51.jpg)
Shopping comparison
120.000 items
30 keywords per item
6 variations of copy
520.000 clicks
CPC 0,04 !
![Page 52: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/52.jpg)
Shopping comparison
120.000 items
30 keywords per item
6 variations of copy
520.000 clicks
CPC 0,04 !
(10% of Brazilian online population)
![Page 53: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/53.jpg)
Food for big fish
![Page 54: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/54.jpg)
1.2.500.000 items
![Page 55: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/55.jpg)
1.2.500.000 items
2.real-time updates
![Page 56: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/56.jpg)
Keyword &!copy
keyword extractor
search engine distance
description analysis, etc.
1.
![Page 57: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/57.jpg)
Keyword &!copy
keyword extractor
search engine distance
description analysis, etc.
1. 2.Ad Systems (AdWords)
dynamic copy
QS based preferences
![Page 58: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/58.jpg)
Keyword &!copy
keyword extractor
search engine distance
description analysis, etc.
1. 2.
3.
Ad Systems (AdWords)
dynamic copy
QS based preferences
Media
proprietary auctioning
online reports from all systems, etc.
![Page 59: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/59.jpg)
Process
RSS feed
Categorization
Keyword extraction and pairing
![Page 60: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/60.jpg)
Process
RSS feed
Categorization
Keyword extraction and pairing
Enriched feed/adgroup
Trixam contextual match
Trixam Quality Score
ROI
![Page 61: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/61.jpg)
![Page 62: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/62.jpg)
CTR
![Page 63: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/63.jpg)
Labs
![Page 64: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/64.jpg)
![Page 65: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/65.jpg)
Aboutness: clothing, shop, everyday life, mankind, fashion, business, services, textile industry, culture, protection from weather
Keywords: clothing, dress, t-shirt, sweater, assortment, textile
Keywords - old analyzer: t-shirts, producer, xfer, advertising, sweaters, clothing, customers
Text complexity: complex - b2b
xfer.cz
![Page 66: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/66.jpg)
Twitter Corpus
Czech tweets (language and location)
geo-location and time-based influence of language deviations
btw. did you know that people are in better mood on Tuesdays than on Fridays?
combined with Aboutness allows creation of Twitter stream on a certain topic
combined with mood analysis can find out positive or negative feeling towards a topic or brand
can generate local news
![Page 67: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/67.jpg)
“The Sparrow”
![Page 68: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/68.jpg)
MADONNAIN PRAGUE13. 8. 2009
![Page 69: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/69.jpg)
“Madonna” - Google search August 2009
![Page 70: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/70.jpg)
“Madonna” - Czech Twitter August 2009
![Page 71: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/71.jpg)
Sometimes
Twitter is quicker
and can predict
future searches
![Page 72: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/72.jpg)
RAMMSTEININ OSTRAVA
17. 9. 2009
![Page 73: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/73.jpg)
“Rammstein” - Google search September 2009
![Page 74: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/74.jpg)
“Rammstein” - Czech Twitter September 2009
![Page 75: Ppc keywords discovery search labs sao paulo 2010 pavel dolezal](https://reader034.vdocument.in/reader034/viewer/2022051323/5483f478b4af9faf0d8b4a29/html5/thumbnails/75.jpg)
Credits:Milena FridmanovaJan BednarJosef Slerka
Thanks for attention
Pavel [email protected]
@pabu01
http://www.ataxo.com