PAY PER CLICK

HOW ARE WE DIFFERRENT?

We are math and computer engineering nerds at heart that value accuracy, hard work and results. Other firms will get the numbers close. We’ll get them right. We have integrated data into all our our decision making processes.
When it comes to your Adwords account, we don’t guess. “Close" is not acceptable in our world. Your campaign needs to be perfect.

HOW DOES MACHINE LEARNING WORK AND HOW CAN IT HELP MY ADWORDS CAMPAIGN?

Machine learning (ML) algorithms build a mathematical model based on training data. The model allows the system to make predictions without being explicitly programmed to perform the task. Machine learning measures the error in any predictions as loss, and determines how to minimize loss.

In Adwords, “loss" can be defined as any keyword bid, or keyword bid adjustment that is either too high, or too low. If a keyword bid is too high, the loss is “wasted money". If the keyword bid is too low, then the loss is “lost conversions". The challenge is getting the keyword bids and bid adjustments just right. This is where machine learning comes in. You can learn more about ML training and loss here.

Why is this technology useful?
This system is useful for two main reasons.
1. We can make better decisions. We can figure out the correct bid for each and every keyword.
2. We can make faster decisions. We can calculate the correct bid adjustment for every city in the entire world, and we can update the bid adjustment every day.

This technology is a game changer.

THE MACHINE LEARNING SYSTEM MAKES DECISIONS WITH LIMITED DATA

Adwords management requires making decisions with limited data. A keyword might have 100 visitors and conversion rate of 20%. The campaign as a whole might have an overall conversion rate of 10%. This means that in the next 12 months, the conversion rate of the keyword will probably be between 10 and 20 percent.

Correctly predicting the conversion rate is important. We use machine learning to predict the future conversion rate for this keyword, and set the keyword bid to maximize revenue and minimize loss as defined by a Mean square error (MSE) loss calculation.

Machine Learning and Polynomial Regression
The fundamental challenge we are solving using ML is how much “trust" to give to datasets based on the type of data, and sample size. The best way to do this is to create a polynomial that maps levels of “trust" with the size of the sample set. Essentially, the larger the sample set, the more we trust it.

A system to minimize loss is not linear. As such, we use a regression model for to find a best fit line thru the data points. This best fit line minimizes the loss associated with either trusting data of an arbitrary sample size either too much, or too little. Once we have use machine learning to solve for the best fit line, we can use it to calculate how much to trust a specific dataset for any of our client based on the size of the dataset. More information about polynomial regression is available here.

The actual bid/bid adjustment computation turns into simple high school algebra after we have calculated how much to trust each dataset used in our keyword bid and bid adjustment calculations.

What Machine Learning Engine Do We Use?
We are using the TensorFlow machine learning engine from Google to configure your Adwords account to minimize loss, and maximize profit.

Google has spent the last 20 years building a machine learning system to power it’s search engine. This technology is named TensorFlow, and Google has created an API that allows 3rd party developers to access their powerful machine learning system. We use TensorFlow to power our system.

WHAT WE DO EVERY WEEK

  • Optimize every single one of your keywords bids
  • Create and refine your device bid adustments
  • Create and refine your keyword match types
  • Create geographic adjustments for every city in the world
  • Create and refine household income bid adjustments
  • Create demographic bid adjustments for age, and sex
  • Find keywords draining your budget and costing you money
 

*We offer a simple guarantee. If you don’t see more conversions, we’ll refund your 

CUSTOM MACHINE LEARNING SYSTEMS

We aggregate the data sets of all our customers. We use this aggregate data as we calculate the Tensors we use in our ML calculations. This approach allows for the best possible predictions for clients with less the $100k per month on Adwords. For clients with over $100k per month in spending, we create custom ML calculations, and use these custom solutions in our Adwords management.

As a simple example, clients with a strong focus on a specific geographical location would “trust" datasets that show conversion rate data for a specific location more then companies with a nation-wide focus. This is primarily because any geo related anomalies in the latter company are most likely just that – statistical anomalies which should not be heavily trusted. Conversely, if a company is located in a specific geographical location, then we need to carefully look at, and trust data that shows location specific conversion rate data.

How much does it cost?
Because of our automation, the system is suprisingly afordable. The setup cost is $500. Monthly packages start at just $250/month.

Reporting
We provide monthly reports that show all changes we made to your account over the last month. Our reports also show cost/conversion trends over the last 12 months.

43 POINT MANUAL ADWORDS INSPECTION

We’re a firm with a solid, “no stone unturned", data driven focus – but that’s who you need running your Adwords campaign. While marketing is in our DNA, our overaching goal is to leave no stone unterned. We’ve formalized the process of conducting an analysis of your Adwords campaign.

We can do this 43 POINT MANUAL ADWORDS INSPECTION as often as you like. It’s up to you. This inspection is proben up into 12 different categories. Here’s what we look at.

1. CONVERSIONS
Conversion tracking is a free tool that shows you what happens after a customer interacts with your ads — whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions. We will ensure you have at least two conversions properly setup.

2. NEGATIVE KEYWORDS
Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).One key to a highly targeted campaign is choosing what not to target.

OUR CHECKLIST:

  • Every campaign needs at least one negative keyword
  • If a keyword in the “search terms report" has an expectation of 7+ conversions but actually has 0 conversions, then it should be a negative keyword. This is for all_time traffic.
  • keyword in the “search terms report" has an expectation of 3+ conversions but actually has 0 conversions should be flagged for review

3. EXACT SEARCH PHRASES

With exact match, you can show your ad to customers who are searching for your exact keyword. Close variants of exact match keywords help you connect with people who are looking for your business despite slight variations in the way they search and reduces the need to build out exhaustive keyword lists to reach these customers. But close variants often have a lower conversion rate then exact searches. It’s important to set a different keyword bid for each match type.

OUR CHECKLIST

  • Any exact search phrases with over 50 visitors needs to be a keyword in the campaign so we can set the proper bid for the keyword.

4. KEYWORDS

Your Google Ads keywords are the foundation of your Google PPC campaigns. All the optimization in the world won’t get you anywhere if you don’t start with the right keywords.

OUR CHECKLIST

  • Every keyword should have 2 match types (broad, broad match modifier).
  • Every keyword with over 100 visitors should have 4 match types (broad, broad match modifier, phrase, exact).
  • The number of keywords should be over 1/10 the total monthly traffic. For instance, a campaign with 1,000 visitors/month should have at least 100 keywords.

5. KEYWORD BIDS

When you select each keyword, you can choose how much you’re willing to pay whenever a customer searches on that keyword and clicks your ad. This is your keyword’s maximum cost-per-click, or max CPC, bid amount. Some advertisers like the control they maintain with manual bids, while others are comfortable letting the Google Ads system make bids for them. Pro tip — never let Google Ads choose keyword bids for you.

OUR CHECKLIST

  • Determine the average conversion rate and cost / conversion of the campaign. Check every keyword over 100 visitors. If the Cost/conversion for the keyword is not within 50% of the cost per conversion of campaign, flag the keyword as having an incorrect bid. Wasted money = Abs(Cost/conversion of Keyword – cost/conversion of campaign) x #of conversions.
  • Avg Keywords per Ad Group: If you have more then 20 keywords in an ad group, break it into two ad groups.
  • Avg Ad Groups per Campaign: If you have more then 10 Ad groups in an campaign, break it into two campaigns.

6. KEYWORD BID ADJUSTMENTS

Bid adjustments are a percentage change to a bid and allow for an increase or decease for better control of where ads are shown. For example, a location that produces more valuable leads can be targeted more aggressively with an increase in adjustment to bid.

OUR CHECKLIST

Ensure each of the following is setup, and the value is correct.

  • Device bid adjustments.
  • Time of day bid adjustments.
  • Sex (M/F) bid adjustments.
  • Age bid adjustments.
  • Household income bid adjustments.

** Flag any error where the Cost/conversion is 50% different then the campaign. Do this for any demographic with over 100 visitors. **

6. DEMOGRAPHICS AND LOCATIONS

With demographic targeting in Google Ads, you can reach customers who are likely to be within the demographic groups that you choose. For example, if your business caters to a specific set of customers within a particular group, you can show your ads to customers according to their gender, age group, parental status, or household income range.

OUR CHECKLIST

  • Ensure each campaign has geographic bid adjustments setup.
  • Ensure no campaign is worldwide.
  • Flag any campaign has the USA and another country to ensure they want the campaign across multiple countries.
  • If location = USA, then ensure household Income is setup.

7. TEXT ADS

Text ads on the Search Network show above and below Google search results. It has three parts: headline text, a display URL, and description text.

OUR CHECKLIST

  • Flag any ads with a CTR of less than 1.5%.
  • Flag any ads with a conversion rate that is 20% less than the conversion rate of the best ad.
  • Flag any ads with a conversion rate less than 3%

8. QUALITY SCORE

Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. Flag any keyword with a quality score less then 4, and show this information.

  • Landing Page Exper.: Estimates how relevant and useful your landing page is to people who click your ad. It takes into account factors such as how well your landing page content matches a person s search term, and how easy it is for people to navigate your page.
  • Exp. CTR: Measures how likely it is that your ad will be clicked when shown. This score is based on the past clickthrough performance of your ads. We exclude the effects of ad position, and other factors that affect the visibility of your ad, such as extensions.
  • Ad Relevance: Measures how closely your keyword matches the message in your ads. A below average score may mean that your ads are too general or specific to answer the users query, or that this keyword isn’t relevant to your business.

9. LANDING PAGES (NON-ECOMMERCE WEBSITES)

OUR CHECKLIST

  • Ensure the client is sending traffic multiple landing pages.
  • Flag any ads sending traffic to a landing page that has a conversion rate that is 20% less than the conversion rate of the best ad

10. LONG TAIL KEYWORD OPTIMIZATION

OUR CHECKLIST

  • Show percentage of traffic from 1,2,3 keyword length phrases. If percentage of traffic from one word keywords is too high, then your keywords are too broad. Poor keyword targeting has a negative impact on CTR, conversion rates and costs per click. Start adding long-tail keywords to your campaigns and watch your clicks go up while CPCs go down.

11. SEARCH SHARE AND ADD BUDGET

OUR CHECKLIST

  • A search share over 50% is a red flag. It generally means a client does not have enough keywords in their campaign. Once your search share gets close to 50%, the cost / conversion will increase if you increase your CPC bids. If the search share is less than 10%, then they can experience a significant increase in conversions without a large increase in cost/conversion. We will provide an estimate of the increase in Cost/conversion if they increase their budget by 50%.
  • If they’re spending 100+% of more of their budget, it means they’re missing traffic during times of peak demand.

12. FINAL ITEMS TO REVIEW

OUR CHECKLIST

  • Language Targeting – Ensure all campaigns have specified which languages to show ads to.
  • Multiple Text Ads Running – Ensure all ad groups have multiple text ads running.
  • Use of Expanded Text Ads – Ensure all ad groups have expanded ads.
  • Ensure use of Google ad extensions in all campaigns.
  • Ensure remarketing is setup
  • Ensure display advertising is setup w/ different bids then search
  • Ensure Google search partners is off, or in it’s own campaign.
  • Ensure ad delivery is “as fast as possible".
  • Ensure bid strategy is “manual CPC"
  • Ensure they aren’t hitting the daily budget limit.
  • Ensure time of day bid adjustments are setup

Our Pricing Packages

Our typical fees are as follows:

  • $400 Flat Rate: $0 – $2,000 in spend
  • 20% of first $2,000 – $30,000 in spend
  • 15% of next $34,999.99 in spend
  • 10% of all spend beyond $65,000

After three months, we provide the following discounts:

  • $250 Flat Rate: $0 – $2,000 in spend
  • 12% of first $2,000 – $30,000 in spend
  • 8% of next $34,999.99 in spend
  • 6% of all spend beyond $65,000
Small Business
Small Business
  • Optimize every single one of your keywords bids every week.
  • Create and refine your device bid adjustments every week.
  • Create and refine your keyword match types every week.
  • Create geographic adjustments for every city in the world once/month
  • Create and refine household income bid adjustments once/month
  • Create and refine demographic bid adjustments for age, and sex once/month
  • Find keywords draining your budget and costing you money once/month
  • Up to $2,000/month in Adwords spent
  • No monthly manual Adwords analysis

Order now!
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Large Business
Large Business
  • Optimize every single one of your keywords bids every week.
  • Create and refine your device bid adjustments every week.
  • Create and refine your keyword match types every week.
  • Create geographic adjustments for every city in the world once/month
  • Create and refine household income bid adjustments once/month
  • Create and refine demographic bid adjustments for age, and sex once/month
  • Find keywords draining your budget and costing you money once/month
  • 43 point Adwords inspection and phone call to discuss the strategy once/month
  • Monthly manual Adwords analysis
  • $2,000 - $30,000 in monthly Adwords spend

Order now!
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Enterprise
Enterprise
  • Optimize every single one of your keywords bids every week.
  • Create and refine your device bid adjustments every week.
  • Create and refine your keyword match types every week.
  • Create geographic adjustments for every city in the world once/month
  • Create and refine household income bid adjustments once/month
  • Create and refine demographic bid adjustments for age, and sex once/month
  • Find keywords draining your budget and costing you money once/month
  • 43 point Adwords inspection and phone call to discuss strategy once/month
  • Custom Machine learning analysis to fully optimize your campaign.
  • Monthly manual Adwords analysis
  • Over $30,000 per month in monthly Adwords spend

Purchase