Opportunity Analysis with Kratu

Account Performance &
Optimization
Finding the needle in your haystack
<SPEAKER>, Google, Inc.

Agenda
● Optimization at scale
● Keyword optimizations
● Targeting Idea Service
● Traffic Estimator Service
● Discovering opportunities
● Intro to Kratu
● Demo

How to Optimize?

Profile
Optimize
Measure
Optimization Cycle

Performance data
Structural data
ServicesAWQL
AdHoc
Reports
Profile
Optimize
Measure

Profile
Kratu
Custom strategy
Predictive Analysis
Optimize
Measure

Automatic
Manual
Semi Automatic
Profile
Optimize
Measure

Developing a solid reporting backend

Develop a pipeline! Two options.
1. Roll your own, or...
2. Use AwReporting
○ Out of the box, open source solution
○ Pulls reports into your relational database
Regular, Automatic Reporting is Essential

Keyword
Optimizations

Targeting Idea Service
TargetingIdeaService
SearchParameter[ ]
TargetingIdeaSelector
Keyword / Placement
Ideas / Stats
AttributeType[ ] (fields)
TargetingIdea[ ]
Type_AttributeMapEntry[ ]
(field,value)

Search Parameters & Fields
SearchParameter[ ] AttributeType[ ] (fields)
● AdSpecList
● CategoryProductsAndServices
● Competition
● ExcludedKeyword
● IdeaTextFilter
● IncludeAdultContent
● Language
● Location
● Network
● PlacementType
● RelatedToQuery
● RelatedToUrl
● SearchVolume
● SeedAdGroupId
● Average Cpc
● Average Targeted Monthly Searches
● Category Products and Services
● Competition
● Criterion
● Extracted from Webpage
● Global Monthly Searches
● Idea Type
● Keyword Category
● Keyword Text
● Negative Keywords
● Search Share
● Search Volume
● Targeted Monthly Searches
...

Example
LanguageSearchParameter = english
RelatedToUrlSearchParameter = http://www.someplumbers.com/
LocationSearchParameter = uk
RequestType.IDEAS, IdeaType.KEYWORD
{AttributeType. KEYWORD_TEXT, AttributeType. SEARCH_VOLUME,
AttributeType. AVERAGE_CPC ,AttributeType. COMPETITION}
Targeting Idea Service
KEYWORD_TEXT searchVol avgCPC Competition
'london plumbing service' 16 5.13 0.858
'london plumbing services' 46 9.41 0.765
'emergency plumbing service' 28 6.71 0.912
...

Traffic Estimator Service
criterionId, Min & Max StatsEstimates
campaignId
CampaignEstimateRequest[ ]
TrafficEstimatorSelector
CampaignEstimate[ ]
AdGroupEstimate[ ]
AdGroupEstimateRequest[ ]
KeywordEstimateRequest[ ]
KeywordEstimate[ ]
Criterion[ ], campaignId
adGroupId, maxCPC
keyword, maxCpc, isNegative
adGroupId
averageCpc, averagePosition, clicksPerDay, impressionsPerDay, clickThroughRate, totalCost

Example
campaignEstimateRequest.setCriteria(new Criterion[] { uk, english });
adGroupEstimateRequest.setMaxCpc(new Money(null, 1000000)); // 1€
adGroupEstimateRequest.setKeywordEstimateRequests( ...
'london plumbing service'
'emergency plumbing service london'
'emergency plumbing services london'... )...
Keyword avgCPC avgPosition dayClicks totalCost CTR dayImpressions
'london plumbing service', 0.87, 2.00, 0.02, 0.02, 0.04, 0.58
'plumbing services london', 0.71, 8.56, 0.54, 0.39, 0.01, 49.33
...

Example Optimization - Epsilon Greedy
windshield repair
vehicle glass repair
car window repair
fix car glass
auto glass repair
car glass replacement
car glass
glass window
glasses repair
window repair
KW Research
Using TIS+TES
Automatic
● Regular
● Set and forget
● Needs close monitoring
Semi-automatic
● Manual lookup
● Suggest KWs for exchange
● KW Research can be
manual
KW

Discovering Optimization Ideas with Kratu

● Periodically visit their accounts
● Look for problems
● Experience tells them how to fix
● For accounts that are fine, waste of time
Most AMs Work in “PULL” Mode

● Want to change this to a PUSH model
● Tell AMs what accounts need help
● Don’t worry about ones that are performing well
● Account Managers can do more in less time
PULL is Inefficient

Kratu - Open Source Issue and Opportunity Discovery

● Open source - http://google.github.com/kratu/
● End to end tutorial - http://google.github.
com/kratu/tutorial/
● Client-side, runs in browser. Implemented in JavaScript.
● Includes prebuilt working example for AdWords
● Created by experienced Google Account Managers
● Used internally at Google.
● Unmaintained sample code, use at own-risk.
Kratu

Demo!
http://google.github.com/kratu/examples/adwordshealthcheck/

Kratu - Implementation
Web server
Reporting
backend
Fetch
Process
Store
/kratu/
/rest/accounts/
Data Storage
MySql
MongoDB
...

● Easy to add other signals
● Add any key/value pair to your data, define a weight and a
threshold
● BYOD - Bring Your Own Data
● Anything that can be converted to a JS Array with key/value
objects
● Includes simple JSON and CSV loaders
Kratu - Flexible & Customizable

● Flexible model
● Compose new signals from multiple data points
● Custom and built-in event handlers (integrate with
other systems)
● Paginations for larger number of accounts
● Use it to create reports
● Targeted, e.g., upselling opportunities, mobile adoption
● Personalized, e.g., individual for Account managers
Kratu - Flexible & Customizable

● https://github.com/googleads/aw-
reporting/tree/master/examples/kratubackend
● Rest backend for the Kratu project over MongoDB /
MySql
● Reuses the AwReporting project
● Get the benefits of both projects
Kratu - Backend example

Kratu - Json response
[{
"lostISBudget": 0,
"lostISRank": 90,
"key": "7767761884-Search Network" ,
"mccId": 2742928629,
"timestamp": "Mar 6, 2013 8:51:08 AM" ,
"accountId": 7767761884,
"accountDescriptiveName": "Julian 1$-day" ,
"cost": 0,
"clicks": 0,
"impressions": 0,
"conversions": 0,
"ctr": 0,
"avgCpm": 0,
"avgCpc": 0,
"avgPosition": 0,
"currencyCode": "USD",
"adNetwork": "Search Network"
}]

● Improved stability and ease of use of backend.
● Lovely new UI.
● Slightly more help and ease of writing your own signals.
New Version

Resources
Code and tutorials
http://google.github.io/kratu/
http://google.github.io/kratu/tutorial/

Questions?

Kratu - Restlet example
router.attach("/accountreports/{accountId}", ReportRest.class);
String accountId = (String) getRequestAttributes().get("accountId");
@Get
public JsonRepresentation getAccountPerformanceReportHandler() {
// Gets Reports from MongoDB or MySql as Java Objects
List<Report> listAccountReports = Report.getReportByAccountIdMonth(
accountId, date, "AccountReport");
String resultJsonList = gson.toJson(listAccountReports);
JsonRepresentation jsonRepresentation = new
JsonRepresentation(resultJsonList);
jsonRepresentation.setMediaType(MediaType.APPLICATION_JSON);
return jsonRepresentation;
}

Opportunity Analysis with Kratu

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (6)

Similar to Opportunity Analysis with Kratu

Similar to Opportunity Analysis with Kratu (20)

More from marcwan

More from marcwan (18)

Recently uploaded

Recently uploaded (20)

Opportunity Analysis with Kratu