This document discusses the role of automated tools in digital marketing agencies and for advertisers. It provides an overview of the types of tools available, including bidding, management, and reporting tools. It also discusses the challenges agencies and advertisers face in keeping up with the increasing number and complexity of tools. The conclusion emphasizes that tools should be a means to achieve objectives, not the goal itself, and that consistency and evolution are important to succeed with tools. Maintaining tools requires time and resources that advertisers may not have without agency support.

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2. Can Automated Tools Replace your Agency ? Gabriel Goldberg - Semetis 13h40 – 14h00

3. 1984 – 27 YearsAgo ! Detective Sonny Crockett drove a midnight black 1972 Ferrari DaytonaSpyder 365 GTS/4 replica– with Ricardo "Rico" Tubbs 352 ch 281 km/h 3

4. 2006 – 22 YearsLater ! 22 yearlaterDetective Sonny Crockett drove a grey 2004 Ferrari F430 490 ch 315 km/h 4

5. But isitreally about the car? midnight black 1972 Ferrari DaytonaSpyder 365 GTS/4 replica 352 ch 281 km/h 490 ch 315 km/h grey 2004 Ferrari F430 +39% (ch) +12% (km/h) 5

6. Agenda 6 Tools Overview Agency Challenge Advertiser Challenge So What?

7. 1. Tools Overview - What Do You Need? 7

8. 1. Tools Overview - Did You Say Tools? 8 Set up Tools Bidding Tools Management Tools Reporting Tools

10. 23 updates since -> +/- 4-5 per year

11. Latest version (9.0.1) in 2011

12. Many more, ie. search-based kw tool, contextual targeting, other kw tools, traffic estimator, agency/tech tools & freeware…9

14. Based on revenue/profitability

15. Based on revenue on adv. spend (ROAS)

16. Automatic/semi-automatic rules

17. In-company/advertiser bidding tools

18. ie. eBay: TRITON

19. Software companies/tools vendors

20. Acquisio

21. Adobe SearchCenter+, powered by Omniture

22. Others: Bidbuddy/Atlas(Microsoft),aQuantive, GoToast

23. Agency developed tools

24. Conversion tracking/optimizer

25. Display Campaign Optimizer/Explorer

26. Limits from 200 to 15/month (in 4 years)

27. Doubleclick technology (3rd party cookie)

28. AdWords bidding features:

29. Enhanced CPC (+/- 30%)

30. Target CPA

31. Manual/automatic bidding

32. ACE (can be used for biddings)

33. Related tool:

34. Rotation based on conversions (conv. rate)

35. Demographic bidding (display network)

36. Ad-scheduling (biddings)10

38. Integration with advertiser business

39. Product feed

40. Available stock / quantity available

41. Price updated

42. Software companies/tools vendors

43. Acquisio

44. Adobe SearchCenter+, powered by Omniture

45. Wordstream

46. ROI Revolution

47. Agency developed tools

48. Automated rules

49. AdWords 2.0. interface, including:

50. Integration of reports (ie. search query report)

51. Opportunities tab (esp. more keywords)

52. Integrated editing/bidding/KW/ads

53. Ad-scheduling

54. Cool display network settings

55. AdWords Editor (version 9.0.1)

56. AdWords Campaign Experiments (ACE)

57. Google AdWords API (push)What? Simplify and streamline the daily tasks associated with search marketing 11

59. Added reporting Intelligence

60. Data aggregation

61. Prediction/planning

62. In-company/advertiser reporting tools

63. Software companies/tools vendors

64. Same vendors (bidding/mngt tools)

65. ROI Revolution

66. Agency developed tools

67. Report center (MCC level)

68. AdWords Alerts

69. AdWords Search Funnel

70. Analyze competition tool

71. Ad Preview and Diagnosis

72. Dimensions tab in AdWords

73. Google Analytics (AdWords section)

74. Analytics Alerts / “Intelligence”

75. Cool tools with Analytics new interface

76. Google AdWords API (pull)12

77. 2. Agency Challenge - Keeping the pace 13

78. 2. Agency Challenge - Keeping the pace Business Model (threat/opportunity) Adaptation & Use of tools Owntool vs externaltool Pricing of the tool 14

79. 3. Advertiser Challenge – Staying On Top 15

80. 3. Advertiser Challenge – Staying On Top More accurate Data More precise communication Seizingopportunities/ROI Time management 16

81. 4. So What? 17

82. 4. So What? – What if youfiredyouragency… Who’sgonnaset-up/evaluatetools? Who’sgonna update the tools? Who’sgonnadebug the tools? Are youready for 1.000 tools? From a ‘tools’ perspective – in order to leverage on your objectives…. 18

83. CONCLUSION 19 You have to make a choice + time-mngt Be consistent & evolve (winning team) Tools are a mean not a goal on itsown It’s an opportunity – if you seize it

84. More about the role of tools in Search Marketing 20 Understand Semetis Intelligence: Smart performance management & reporting for AdWords campaigns. https://intelligence.semetis.com/ Contact me: gabriel@semetis.com Semetis Director Twitter: @semetis Visit us at Semetis Rue des Palais / Paleizenstraat 44 Bruxelles 1030 Brussel – Belgium