Joshua Dreller, Director, Content Marketing @ Kenshoo
Automated actions and alerts. Search marketers should use technology such as Kenshoo’s Analysis Plus to help make automated changes or create notifications to save time and increase performance.
Inevitably, finding ways to do more with less is in every marketer’s job description.
The calculation for Return-on-Investment (ROI) is return divided by cost, and sometimes when the return is low, costs have to get lower to keep marketing ROI positive.
Technology is the marketer’s great equalizer. When leveraged correctly, technology can bridge the gap and help a team of ten do the work of fifteen.
For digital marketing largest channel, paid search, the workload can sometimes be overwhelming. Millions of keywords, thousands of ads…how can search engine marketers keep up?
Kenshoo’s Analysis Plus is an approach with two core features that can help marketers reduce manual mistakes and work overtime in the background 24 hours a day, 7 days a week, 365 days a year.
The first piece of Analysis Plus is automated actions. Automated actions enable marketers to schedule rules that kick in when certain conditions are met.
As Senior Product Marketing Manager, Search, Desirea Calvillo, always says, “Anything you can filter, you can automate actions for.”
What this means is that any metric in Kenshoo’s system can be combined with Boolean logic (i.e. less than, equals to, greater than, etc.) to make changes inside your search accounts.
Once again, as per Ms. Calvillo’s mantra, “anything you can filter, you can automate actions for”.
Some examples include:
There are too many combinations that can be done with automated actions to list including:
Automated actions can also be attached to custom metrics for clients that have unique ways that they want to view and control their accounts.
“When I was a search practitioner on the brand side,” says Calvillo, “we had custom metrics built to take into account lifetime value (LTV) of different types of customers. Using Kenshoo’s custom metrics, we could create a multiplier for every sale so that the system would optimize around LTV and not simply that single, first sale. With automated actions, I could set the system to bid against the specific LTV value. That’s not something you can easily do in the native SEM tools.”
Just like with automated actions and alerts, email alerts can be triggered by “anything you can filter”.
Taking the same examples above, email alerts can be set up to notify marketers when:
Why would a marketer choose to be alerted when a certain condition exists instead of simply letting the system make the change for them with automated actions and alerts? Well, sometimes a marketer may feel a bit uneasy turning over actual changes to the system in the background.
In that case, being notified that there is something interesting or alarming for the marketer to look into is a better option. This way, the marketer can dive in and see if they even want to make a change or decide at that point what change to make.
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Interested to learn how automated actions and email alerts can bring efficiency to your search marketing program? Contact us today or schedule a demo to see Kenshoo Search today.
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