Advocado can have you and up and running in two weeks. Here is a step-by-step guide on the seven parameters we assess and why.
1. Geo-targeting Campaigns
When using Advocado Activate, geo-targeting your digital campaigns is one of the best ways to ensure efficiency. Geo-targeting provides certainty that you’re boosting keywords only in the region(s) that just saw your brand’s television spot. For example, if we're activating spots in Miami, it’s most efficient to boost keywords that are targeting Miami.
We know that this type of geo-targeting isn’t possible for every campaign. In those instances, your Customer Success Manager will help find a solution that works well for you.
2. Daily budget
While Advocado will not drastically drive up average CPC, Advocado Activate needs enough budget to win the first position in the 90-second micro-moment. Our technology will not be able to yield as high a return without enough budget to fuel the bidding engine.
To gauge sufficient funding levels at the campaign level, we recommend looking at both your previous seven days “Search lost IS (Budget)” and the budget delivery mode setting (accelerated or standard). We recommend implementing on campaigns which have minimal IS lost due to budget, however, if you do we recommend setting standard budget delivery.
3. Campaign Enablement
Advocado Activate enhances digital ad campaigns. If campaigns or Ad groups are turned off, Advocado Activate cannot boost those keywords. Not only will this impact performance, but it will also create a discrepancy in the baseline comparison.
4. Content of Keywords
We do not want to boost keywords for the sake of boosting keywords. Keywords must be relevant to your brand, and equally as important for our purposes, they need to be relevant to the broadcast creative. More specifically, we recommend aligning the keywords being activated with Advocado to the content of broadcast creative, the call to action (or underlining desire-action of the brand), and the predicted intent of searchers after seeing the commercial.
5. Number of Keywords
We have a "more the merrier" outlook on keywords. We can't win clicks without having solid keyword coverage, so the more quality keywords (see above) we're able to boost, the more significant the impact. Find the 20% of keywords which drive 80% percent of your traffic. This will provide enough relevant keyword coverage without butting up against Google's maximum keyword-adjustment threshold of roughly 2,5000 keywords at a time.
6. Quality Score of Keywords
Once contextual keywords are defined, we evaluate the keyword quality score (QS). If a keyword has a low QS due to low search volume or because it is not well-aligned with the content of the landing page, it doesn't matter how high Advocado bids, it will not be highly placed in the bid auction. We recommend activating keywords with a solid quality score. Since one advertiser's worst quality score of 4 is another's best score, it's important to benchmark QS against your current top performing keywords. We recommend using a median or impression-based weighted average as a starting point.
7. Adding New Keywords
We activate and provide attribution reports in real-time. You and your client will soon be armed with data to help you analyze the effectiveness of keywords. We anticipate you will add new keywords based on these results. When you make additions, please reach out to your Advocado Customer Success Manager, and we will add them into Advocado Activates's pool of boosted keywords. This will maintain TV and search have full synced coverage.