Our optimization suite is a set of technologies for the ongoing optimisation of digital marketing channels. Besides custom solutions, it includes bid management, keyword mining and Adword script libraries.
Our proprietary bid optimisation software is built on predictive modelling and semantic clustering. The algorithm runs statistical modelling of historical data in order to maximize campaign results. Portfolio optimisation derives the value from the next unit of spend for each keyword in a portfolio, changing the bids automatically each day. This ensures that each keyword is optimised to the optimal bid, while minimising opportunity cost. Our bidding technology currently manages annual investments of 700 mSEK in paid search.
Precis bid management continuously performs multiple computations to predict the future value from marginal spend invested in a keyword portfolio. This includes the opportunity cost of each keyword in order to optimise the portfolio and maximise campaign results.
Because no two portfolios are identical, we implement flexible configuration of both algorithm characteristics and target settings. This is how we achieve peak optimisation for each unique business.
The algorithm incorporates advanced prediction, enabling it to act on future trend shifts – based on real time and external events. Adjustments are made dynamically according to actual performance, which enables a low risk approach to maximising short term performance across the portfolio.
Our model estimates actual performance, dynamically taking time lag effects into consideration. This feature enables a flexible approach to the effects of different consumer journeys on a keyword level.
Clustering is used to reveal clearer information regarding low volume keywords. The algorithm uses a multi-level clustering approach which considers keyword semantic analysis and other relevant dimensions, such as destination URL.
We run automated keyword expansion into exact match with negative keywords in the account structure. Our software for mining search queries is designed to increase efficiency and control in the account. By gaining more control over the exposure we gain on high volume queries, we can secure maximum control, relevancy and bidding efficiency.
Adwords Scripts Library
We’ve developed a large set of AdWords scripts for smart automation and quality assurance. This opens up countless opportunities to work with scalable optimisation using the Google Adwords API. We also develop and adapt custom scripts for each client.
Customisation of logic is available in all tools, and custom scripts can be developed for client-specific needs.