Skip to main content

AI & NLP applied to semantic targeting in Search Engine Marketing

Periodic Reporting for period 1 - OA (AI & NLP applied to semantic targeting in Search Engine Marketing)

Reporting period: 2020-04-01 to 2021-03-31

Problem: Keywords Management is the biggest bottleneck in SEM. Selection of the right keywords might seem quite easy but is indeed one of the most challenging topics when running an effective marketing campaign. It is important to note that keywords are not always single words, but that most of the time they are phrases. Until OA, there was no single technology capable of automatically analysing the billions of multi-language keywords from Google for the selection of the perfect ones and the creation of the right long-tail keywords combinations to maximize performance/cost ratios in SEM strategies.

Relevant impact in the EU society:
- We will help SMEs; the essential drivers of the EU economy. OA will offer SMEs the possibility to use a very cost competitive solution for their Ad campaigns.
- We want to help keep talent inside the EU digital sector. The EU must find ways to fight against this growing flight of talent and projects like this could greatly contribute to this objective.

Objective: To develop a machine capable of “understanding” words in hundreds of languages and also phrases combining different words within a semantic context.
WP1 - Project Management and dissemination.

Task 1.1. Project Management (M1- M24).
The overall objective of this task is to ensure an appropriate level of project coordination (technical, administrative, legal and financial management). It will also include the analysis and monitoring of KPIs and risks, solving conflicts and implementing mitigation/contingency actions.
This task has taken more resources than initially planned, mostly due to the reorganization of how all working packages were being financed, and because of continuous delays with the funding of the equity funding expected from the H2020 program. There has also been overhead in project management due to COVID pandemic, having to work on procedures and new workflows that adapted to having all the team remote working
To achieve the completion of technical working packages, a development process was defined to help in the organization and communication between all departments. With the leadership of the product area, a way of working between all areas involved in the development lifecycle was specified. We established a series of workflows and ceremonies that helped us to keep the project on track.

Task 1.2. Dissemination activities (M1 – M24).
The main objective of this task is to provide a wide visibility to the OA project and product among the Online Advertising sector. This will include:
a) preparation of a dissemination and communication plan,
b) attendance to trade fairs, workshops and other relevant events guaranteeing the OA project are communicated to the relevant stakeholders and
c) dissemination in the internet and social networks.

WP2 - Development and integration of all functionalities in the product for Google Ads. (Done).
This WP aims to finalize the ongoing developments dealing with all functionalities of the current product for Google Ads.

Description of work and deliverables
Task 2.1. Development of Google Ads product functionalities (M1- M12).
Completion: 100%
In this task we will complete the ongoing development of all functionalities for the Google Ads product. After refining the functionalities proposed, those were implemented in the user interface throughout different
activities, which are the product features developed. Below, is a relation of functionalities initially proposed and activities implemented in the interface. We must say that functionalities are part of the technology developed (i.e. Smart locator enables to locate and relocate searchterms and keywords, and can be applied to a number of activities), and activities are the final implementation from a user interface perspective

a) Technical Architecture implemented:
For the development of these new activities, watchers and dashboards we have built our architecture on Google Cloud Platform. Before the beginning of working package, we already had a simple architecture, but during the development of the working package we evolved it in order to allow multiple activities, watchers and reports.

b) Details and explanation of the Activities:
Activities are the core functionalities built on top of our large scale ETL, they are automations that replicate the actions a SEM manager would perform when managing their Google Ads Account. They allow us to reduce the amount of time spent from our users managing their campaigns, also enabling them to have better results as decisions are done based on a large amount of data, sometimes making this analysis very complicated without the use of tech.

c) Development and integration of one watcher: Duplicated Traffic Cleaner
The objective is being able to detect where the traffic is coming from two different ad groups or keywords to be able to choose the best place, and thus have more control of the account.

Technical Components developed:
- watcher-manager: This service implements an API REST to manage all features of watchers.
- watcher-job: A watcher job is an implementation of a specific watcher.

d) Development and integration of reporting of users' campaign metrics
The objetive is display the evolution of Google Ads metrics at campaign, ad group and keyword level and compare with OrbitalAds specific keywords metrics.

e) Google Quality Score research and development of a dashboard
Part of the WIA technology analysis and development, we identify that Quality Score is a Google Ads metric intended to give you a general sense of the quality of your ads: into how relevant your landing page and ad are to the keywords you've chosen. Your Quality Score is determined by three factors: Ad Relevance, Landing
Page Experience, and Expected clickthrough rate.

WP4 - Ethics requirements. (Ongoing).
As part of the ethics screening, we worked with our ethics advisor on preparing a response to the Ethics requirements.
We prepared with our Ethics advisor a report. We received the approval of the Ethics expert.
We continue to have touchpoint meetings with our ethics advisor to ensure we comply with the post-grant requirements.
The expected results are to increase the company's product portfolio in order to reach more customers and to increase revenue and company robustness.
With these researches and implementations, we will help SMEs; the essential drivers of EU economy. OA will offer SMEs the possibility to use a very cost competitive solution for their Ad campaigns and we want to help keeping talent inside the EU digital sector. EU must find ways to fight against this growing flight of
talent and projects like this could greatly contribute to this objective.
Horizon 2020 agreement nº 946602
Logo OrbitalAds