Data structures are the cornerstone to performance Marketing for every channel. Artificial Intelligence and algorithms do their best if the foundational data is clean, accurate and well structured.
Just as architects create plans to design buildings, we think that the way you structure an SEM account really matters. We analyze data flows and volumes to create both keyword and keyword-less structures that work seamlessly with platform automations without sacrificing control and reporting.
Performance marketing starts at how you structure campaigns. It is the framework that will determine in a major way how the platform algorithms will optimize. Getting this right is the number one advantage point for optimization versus competitors. Every type of campaign, from regular keyword based, DSA or Performance Max take advantage of a well designed structure. Given the nature of each type of campaign, they will require a different technique:
The methodology behind Listing Ads Structures aims to understand similarities, patterns and common areas where products in a feed behave alike or not. This allows us to guide the artificial intelligence of the platform, selectively activate products depending on business needs, and maximize revenue.
Omnichannel campaigns such as Performance Max, that mix traffic from different sources such as display, search, video and others should be structured very differently from other types of campaigns.
Because it is a campaign type that manages different types of inventories, it is crucial to understand what products, services or campaign types should be merged and which shouldn't, depending on consumer behavior or goal similarity. The overall performance will be affected by how you let the platform run through your data.
Dynamic Search Structures (DSS™) is the result of two years of data research on DSA (Dynamic Search Ads) campaigns.
In a world where most DSA campaigns have no structure and are mostly built following standard best practices, DSS™ is able to achieve a much better level of control and performance than a standard DS campaign. DSS™ will be key in order to differentiate from the competition in DSA.
DSS™ allows advertisers to get a much better grip of DSA campaign management as well as a market advantage.
DASK (Dynamic Array of Structured Keywords) is an adaptation of its predecessor, the high performing methodology MASK™ (Massive Array of Structured Keywords)
This methodology evaluates traffic density by campaign and eliminates traffic silos, balancing the necessary campaign segmentation and the minimum traffic volumes necessary for the platform automations to work at their best.
DDAS™ (Data Driven Audience System) is a Technology that eliminates audience user allocation rigidity for all online marketing channels. Audiences are currently set (by advertisers) with prefixed sets of rules but users change behavior over time and need to be re-evaluated.
DDAS™ analyzes user interactions, scores website visitors on an ongoing basis and packages them into dynamic audiences that can be used to bid with more confidence in multiple remarketing channels.
See this case study published by Google on how our audience technologies helped significantly improve return on ad spend (ROAS).
Platform automations can only do an accurate job if they are guided correctly and aimed towards the right goal. The Platform Bidding Guidance System finds the optimum bidding goal trough a given user funnel and lets it optimize towards it. This is especially useful for campaigns that don't carry the minimum amount traffic for the platform to optimize or upper funnel campaigns that have a longer purchase period.
The Darwin Bidding Platform™ is the first evolutionary multi-bidding framework for SEM. It allows to test multiple bidding algorithms at once while the system scores them and yields the execution to the most accurate one every time. Other software suits always use one type of algorithm at once, but with Darwin™ you can use many, knowing that it acts as a safe net that will always let the best one execute the bidding.
Gauss & Neumann client's love the fact that they can A/B test different bidding algorithms without taking any risks, unlike the commercial solutions.
When it comes to optimization, it is very common that a group of companies invests in SEM through multiple brands at the same time, but with very different strategies. Some low cost, some high end and some with a different positioning. What is important to the group is to efficiently manage the overall portfolio of SEM players, avoiding competition between each other and internal price bubbles.
In order to oversee the different brands strategies at once, Gauss & Neumann has created SEM Brand Synergy Systems (SBS). SBS is a set of technologies aimed at balancing budgets, bids and business strategies across multiple accounts, MCCs, or even platforms.
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