Improving bid effectiveness is critical in the client context as there were 10+ web properties in 6 countries, covering over 500 million keywords across numerous campaigns with PPC ad-budgets of over $100 million.
The Before State
Client wanted to move away from a manual, spreadsheet-based keyword bidding approach to a more automated one, and capture value from bids that are currently sub-optimal.
The LatentView Solution
Created a self-service software platform comprising of data preparation, predictive modeling (ensembles of NN, GBM & Random Forests) and model scoring with everyday refresh for fast moving keywords.
The After State
The automated bidding platform provided a 20% lift in net revenue, with over $10 million in the first year.