Technology
AdIntel believes that incorporating modern algorithmic tools and using analytical techniques is the most productive and accurate approach to campaign management.
Our technologies are derived from powerful analytical techniques actively deployed in other data rich industries:
- AdIntel can optimise the clustering of keywords into AdGroups, based on common attributes that when applied together benefit the performance of the AdGroup.
- Portfolio theory identifies optimal collections of keywords, and seeks to manage them in a certain way to offer the maximum possible expected return for a given level of risk; for example an advertisers' budget or willingness to consider variable acquisition costs.
- Heuristic techniques help us to form strategies using accessible, though loosely applicable campaign data. Importantly, heuristics must be able to process not just the data available but other events - this is why users must be allowed to influence computational processes, based on their knowledge or judgment (bias).
- Simulations give us the ability to model future scenarios, whilst being able to understand the dispersion between the results, giving us a better understanding of the probability of an event happening such as the probability of a certain volume of sales occurring for a given pay per click keyword at different target acquisition costs.