SEM & CSOA, KSP Training 07/10/2009. Contents of the Training Goals Goals Introduce SEM Introduce SEM Introduce KSP Introduce KSP Introduce CSOA Introduce

SEM & CSOA, KSP SEM & CSOA, KSP TrainingTraining

07/10/200907/10/2009

Contents of the TrainingContents of the Training

• GoalsGoals• Introduce SEMIntroduce SEM• Introduce KSPIntroduce KSP• Introduce CSOAIntroduce CSOA• Q&AQ&A• ExerciseExercise

Training GuiderTraining Guider

Search WebsiteSearch Website

Advertiser DistributionAdvertiser Distribution

Content WebsiteContent Website


Display advertiserDisplay advertiser


Management of AdvertiserManagement of Advertiser

Advertiser ManageAdvertiser Manage

Account

Campaign 25 个

Campaign NameStatusMonthly budgetSearch NetworkLanguage TargetingLocation TargetingStart DateEnd DateNegative keyword

Campaign NameStatusMonthly budgetSearch NetworkLanguage TargetingLocation TargetingStart DateEnd DateNegative keyword

AdGroup100 个

AdGroup NameStatusDefault search bid（ min cpc bid ）Negative keyword

AdGroup NameStatusDefault search bid（ min cpc bid ）Negative keyword

AdsStatusTitleDescription Line 1Description Line 2Display URLDestination URL

AdsStatusTitleDescription Line 1Description Line 2Display URLDestination URL

Negative keywordkeywordMatch Type

Negative keywordkeywordMatch Type

keywordStatusMatch TypeCurrent bid（ Max CPC ）

keywordStatusMatch TypeCurrent bid（ Max CPC ）

AccountNamePasswordStatusDescriptionCurrencyTime zone country or territoryTime Zone

AccountNamePasswordStatusDescriptionCurrencyTime zone country or territoryTime Zone

Keyword 2000个

AccountAccount

• Account name allows 200charactersAccount name allows 200characters• AccountAccount propertiesproperties ：： Number, Name, IO Budget, customer, agency, Number, Name, IO Budget, customer, agency,

country, currency, service segment, sales segmentcountry, currency, service segment, sales segment • Account lifecycle statusAccount lifecycle status ：： activeactive （（ 3131 ）） , inactive, inactive （（ 3232 ）） , deleted, deleted （（ 3333 ））• AccountAccount Pause statusPause status ：： 0, 10, 1


CampaignCampaign


• Campaign name allows 100Campaign name allows 100 characterscharacters• Campaign propertiesCampaign properties ：： Name, Time zone, Campaign BudgetName, Time zone, Campaign Budget （（ Daily Daily

Budget, Monthly BudgetBudget, Monthly Budget ）） , Negative Keyword, , Negative Keyword, Track conversionsTrack conversions

• CampaignCampaign lifecycle statuslifecycle status ：： activeactive （（ 121121 ）） , deleted, deleted （（ 123123 ））• CampaignCampaign Pause statusPause status ：： pausedpaused （（ 124124 ）） , not paused, not paused （（ 125125 ）） , budget , budget

pausepause （（ 126126 ）） , budget user pause, budget user pause （（ 127127 ））

Ad groupsAd groups

• Ad group nameAd group name allows 50allows 50 characterscharacters• Ad groupAd group propertiesproperties ：： Name, Start date, end date , Ad distribution Name, Start date, end date , Ad distribution

optionsoptions （（ Search Network , Content NetworkSearch Network , Content Network ）） , , Negative Keyword, Targeting (language-marketing)Negative Keyword, Targeting (language-marketing)

• Ad groupAd group lifecycle statuslifecycle status ：： activeactive （（ 141141 ）） , draft, draft （（ 140140 ）） , deleted, deleted （（ 143143 ））• Ad groupAd group Pause statusPause status ：： paused(144), not paused(145)paused(144), not paused(145)


AdAd


• AdAd rulesrules ：： Minimum word count.: Minimum word count.:

Ad title + Ad text >= 6 wordsAd title + Ad text >= 6 words Character limitations:Character limitations: Ad title: 25 characters (include space)Ad title: 25 characters (include space) Ad text: 70 characters (include space)Ad text: 70 characters (include space) Display URL: 35 charactersDisplay URL: 35 characters Destination URL: 1,022 charactersDestination URL: 1,022 characters

• AdAd lifecycle statuslifecycle status ：： submitsubmit （（ 7171 ）） , deleted, deleted （（ 7575 ））

Ad – Dynamic textAd – Dynamic text• Three type of dynamic textThree type of dynamic text Keyword Keyword {keyword}{keyword}

Destination URL Destination URL {param1}{param1}

Placeholders Placeholders {param2} {param3}{param2} {param3}


KeywordKeyword• KeywordKeyword rulesrules ：： Keyword: max 100 characters Keyword: max 100 characters

Negative keyword: max 1024 charactersNegative keyword: max 1024 characters

Search Match type: Exact, Phrase, BroadSearch Match type: Exact, Phrase, Broad Destination URL{param1}Destination URL{param1} Placeholder {param2}Placeholder {param2} Placeholder {param3}Placeholder {param3} Bid on keywords: min bid 0.05Bid on keywords: min bid 0.05 incremental bids for targeting: Bid for location, day, incremental bids for targeting: Bid for location, day,

time, age, or gender time, age, or gender

• KeywordKeyword lifecycle statuslifecycle status ：： activeactive （（ 161161 ）） , cancelled, cancelled （（ 162162 ）） , ,

disapproveddisapproved （（ 163163 ））Advertiser ManageAdvertiser Manage

Keyword – Search Match Keyword – Search Match typetype


• keyword: flower deliverykeyword: flower delivery

• Exact:Exact: only match search query: flower deliveryonly match search query: flower delivery

• Phrase:Phrase: match search queries: flower delivery, fresh flower match search queries: flower delivery, fresh flower

delivery, flower deliver quickly, fresh flower delivery, flower deliver quickly, fresh flower delivery quicklydelivery quickly

don’t match: delivery flower, fresh flowerdon’t match: delivery flower, fresh flower

• Broad:Broad: match search queries: flower delivery, flower, match search queries: flower delivery, flower,

delivery, delivery flower, red flowerdelivery, delivery flower, red flower

Keyword - Negative Keyword - Negative KeywordKeyword• You can add negative keyword to:You can add negative keyword to:

campaign, ad group, special keywordcampaign, ad group, special keyword

• The priority of negative keyword:The priority of negative keyword: special keyword > ad group > campaignspecial keyword > ad group > campaign

Reference website: adcenter.microsoft.comReference website: adcenter.microsoft.com

username: API_msft_adlab3(account name)username: API_msft_adlab3(account name)

password: CL82!dzlqcpassword: CL82!dzlqc



• ContentsContents• Introduce SEMIntroduce SEM• Introduce KSPIntroduce KSP• Introduce CSOAIntroduce CSOA• Q&AQ&A• ExerciseExercise


KSP IntroduceKSP Introduce

KSPKSP

• Provide some algorithms to analyze keyword Provide some algorithms to analyze keyword performance, without considering some account, performance, without considering some account, but language – marketing (represent as but language – marketing (represent as distributionchennalid in DB).distributionchennalid in DB).

• The ksp algorithms just return normalized keyword The ksp algorithms just return normalized keyword data which contains data of keywords having same data which contains data of keywords having same normalized keyword.normalized keyword.

• We just use the algorithm monetization and its We just use the algorithm monetization and its medium is search.medium is search.

It provide three types of time: lastday, lastweek, It provide three types of time: lastday, lastweek, last30dayslast30days

five match types: all, aggregate, broad, exact, five match types: all, aggregate, broad, exact, phrase. phrase.

ten position: 1~8,all, aggregateten position: 1~8,all, aggregate

even time can limited with startdate and enddateeven time can limited with startdate and enddate• e.g. e.g.

TermMonetizationInternal.GetTermKPIs(“flower”)TermMonetizationInternal.GetTermKPIs(“flower”)• Ksp server: http://kspv5/explorer/explorer.aspxKsp server: http://kspv5/explorer/explorer.aspx




Goals of CSOA• The goal of CSO (MAS): The goal of CSO (MAS): is to provide the VIP services to the VIP client to push for is to provide the VIP services to the VIP client to push for

more sales for adCenter and ensure customer satisfactionmore sales for adCenter and ensure customer satisfaction

• The goal of our CSOA: The goal of our CSOA: is designed to be used by anyone from the CSO (MAS) is designed to be used by anyone from the CSO (MAS)

teamteam

CSO AnalyticsCSO Analytics

Key Performance IndicatorKey Performance Indicator

Advertising KPIsAdvertising KPIs

一个付费广告因为 bid 的关键词匹配上而被显示在结果页上相应的位置，会产生 5 个基本参数指标：

Impression: 广告被显示一次， Impression 增 1.

Position: 记录每次展示的位置 .

Click: 广告被点击一次， Click 增 1.

Conversion: 广告的转化次数 .

Spend: 广告被点击一次，广告商为此付费 .

Key Performance IndicatorKey Performance Indicator

CTR

CPC

avgPos

#of KW

Conrate

转化率 conversionrate = sum (conversion) / sum (click) * 100%

一个 account 或customer 在一段时间内使用的 kw 数

点击率（ CTR: Click

Through-Rate ） CTR = sum (click) / sum

(impression) * 100%

点击付费（ CPC: Cost Per Click ）

CPC = sum (spend) / sum (click)

平均位置 avgPos = sum

(position) / sum (impression) 由上面 5 个基本参数指标，

能派生出 5 个更具评价性的指标。


Some Special TermsSome Special Terms• CPC: Cost-Per-Click : 每次点击费用， the actual cost per click depends on the keyword bid, the match types, any incremental bids, other advertisers' bids, and ad performance.• CPM: Cost Per Mille 每千次展示费用• CPA (Cost-Per-Action) ：每次行动费用 Action include: registration for a newsletter, request for information, white paper download, having reached a particular important page within the site, or visits to the "contact us" page.• ROI: Return on Investment （投资回报率）和利润• Normalized keyword: 规范化 keyword• Negative Keyword: 否定关键字可在用户使用包含某个特定词语的搜索查询时阻止您的广告显示。 A specific word or phrase that helps to prevent your ad from being displayed to customers who are unlikely to click your

ad• Incremental Bidding: location, day of week, time of day, customer age, or customer gender


Introduce of CSOAIntroduce of CSOA• Manage accounts.Manage accounts.• Recommend keyword.Recommend keyword.• Use 10 KPIs to analyze Use 10 KPIs to analyze

customer/account/campaign/keyword/customer/account/campaign/keyword/ad performance.ad performance.

• Apply KSP.Apply KSP.


Manage AccountsManage Accounts• Add accounts into client manager. The accounts have existed in CSO DB, you can add them to

client manager, or move/copy them to different node (group), even delete them in client manager.

• Update accounts’ property. Account’s managers and segment maybe change, so need to

provide update strategy to users, they can update account’s property and submit to check even apply to our DB.

• Add accounts into our DB. There are some accounts which don’t exist in our DB, we need

to find them and add them to our DB. After finding the accounts you want to add, you need to complement the country, region, segments, vertical and managers, and then submit the detail content to check. If checking pass, the accounts will be added to our DB and its segments, vertical, country, region, and managers properties will be added to corresponding tables. Even if the customer of the account not in our DB, need to add the customer and apply the accounts’ properties to customer.


• To use keywords more effectively, user will adjust their keywords, therefore they can expander basic keyword and qualifier to get more keywords, and then use editorial tool check whether the keyword can bid.

• Two tools: Expander Tool, Editorial tool

Recommend KeywordRecommend Keyword


Analyze Performance data• Customer level Customer view: compare selected customers with

competitors which contain accounts in selected accounts’ verticals.

Top customer view: top customers in selected verticals, by accounts’ vertical and customers’ vertical in selected vertical and its subverticals.

• Account level portfolio view: analysis accounts’ performance data

in two financial years and forecast their budget using.

account view: top account view:


• Campaign level campaign budget view: analyze campaign budget

using and forecast current month.

campaign view:

• Keyword level keyword analysis: analyze keyword data in some

accounts and analyze keyword structure.

keyword view:

share of voice: compare keyword in selected accounts against competitors( all accounts in language – marketing, or accounts in same verticals with selected accounts)

campaign tune up:

Analyze Performance data


Analyze Performance data• Ad level Ad copy analysis: analyze impact of special

characters, words, call to action, brand, trademark in ad title and ad body.

• Vertical level vertical benchmark view: analyze accounts’ impact

to some vertical.

vertical view: analyze vertical and its subvertical performance data.


Other Analysis

• Analyze geographical distribution of campaign performance data

• Analyze age and gender distribution of campaign performance data


Apply KSP• KSP provides monetization algorithm to analyze

keyword data in language – marketing (shown distributionchannelid in DB), not in special accounts.

• Positional analysis, analyze what you should do to adjust the position of keyword.

• Keyword gap analysis, analyze how many keywords at least get the most click coverage.

• Keyword monetization analysis, analyze impact of keywords’ match type and structure.

• Share of adCenter, compare accounts KPIs data against language – marketing KPIs data for some keywords.


Data relationship• account(advertisercustomerid)->customer• Account(accountid)-

>dim_account(segment,vertical)• Dim_account(account_team_id)-

>dim_account_team(country,region,managers’ alias)

• Campaign(accountid)->account• Order(campaignid)->campaign• Order(orderid)-

>keywordorder(keywordorderid,keywordordername)

• Orderitem(orderid)->order• Ad(orderid)->order



Thank you Thank you

for your for your arrival !arrival !


Any questionsAny questions• About SEMAbout SEM

about association: like keyword with adsabout association: like keyword with ads• About CSOA About CSOA

about country of account, about country of account, distributionchannelid of keyworddistributionchannelid of keyword

• About KSPAbout KSP

about calling algorithmabout calling algorithm

Q & AQ & A

ExerciseExercise

ExerciseExercise

• Using adCenter generate keyword Using adCenter generate keyword performance reporter on account performance reporter on account FTD_PFX and match type is broad and FTD_PFX and match type is broad and time range is last 30 days, even time range is last 30 days, even compare the data with share of voice.compare the data with share of voice.

• Using monetization generate Using monetization generate performance data of keywords ‘womens performance data of keywords ‘womens in lingerie’ and ‘womens lingerie’, and in lingerie’ and ‘womens lingerie’, and time is last month, try two kinds of time is last month, try two kinds of language – marketing, any match type language – marketing, any match type and any position, observe the data and any position, observe the data changing.changing.

Documents

SEM & CSOA, KSP Training 07/10/2009. Contents of the Training Goals Goals Introduce SEM Introduce SEM Introduce KSP Introduce KSP Introduce CSOA Introduce