Our Approach
Keyade's ad-centric tech strategy is based on 5 fundamental principles
Decision support
Technology cannot replace human intervention. Innovation, semantics, analysis and strategies can only be conceived and guided by the human mind. Not to mention that SEM vendors, Google first and foremost, are constantly changing their algorithms.Ad-centric vs Site-centric
Pay-per-click and its level of profitability is the basic unit of measure, independent of the number of unique visitors or visits.Adaptability
Our technology is adapted to the specifics of each SEM vendor. It capitalizes on their differences rather than impose a standard blueprint across the board, which would likely to be off-target.Precision
Very detailed analysis is provided. Key metrics are available at every level, including accounts, vendors, text, referrer, landing pages, etc.Complete
Horizontal granularity (the quality of the collected data) combined with our vertical media tree structure makes very finely-tuned optimization possible at micro levels. No room for guesswork.
Mining the mind
The quality of the data collected is equally as important as the people who optimize it. Without such data, defined objectives cannot be achieved. Conversely, powerful technology, adapted to each advertiser's needs, provides a tremendous boost in terms of optimization and expected results.
The Keyade R&D team draws both on its innovative business vision as well as the specific needs of each of its clients to develop solutions that are unique in today's market. In response to demand from our advertising partners, our technology is also made available to clients in single and multi-channel versions for in-house management and analysis, via our Madmetrics.com solution.
Tracking/Reporting tools
From day one, Keyade has developed its own unique technological platform, and our team of Java and PHP developers are currently hard at work on its 5th iteration, some features of which have already been made available to our advertising partners. Check out the sneak preview.
Screenshots
6 millions
number of clicks tracked
every day worldwide
1. Custom interface and key metrics
Limiting ourselves to a relatively small number of advertisers allows us to create a human and technological relationship that is personalized, exclusive and unique. Our customized tracking process, defined by a specific set of rules, provides all the metrics and data needed to finely-tune any Search Marketing or Facebook campaign.
The system's intuitive interface places all the information an advertiser needs at their fingertips, allowing them to perform their own analyses on demand.
2. Conversion engine, deduplication and multichannel impact
Several attribution engines provide different performance readings (last channel, moment of conversion, first click, etc.).
Deduplication is handled directly by Keyade in the case of multichannel tracking, or by the client's site-centric technology. This enables both single- and multi-channel analyses, including "brand" vs. "generic" keyword reports, the impact of a Facebook campaign where the last channel converts by means of a "brand" search on Google, in order to quantify true performance and not only that of the Facebook channel itself, etc.
3. Keyade ad-centric tracking vs. site-centrics tracking
Keyade tracking occurs during a redirect, or as an overlay to an existing tracking. Intelligent management of customer redirects preserves all the site-centric information regardless of the tracking system used (Google Analytics, Omniture, Dart, Xiti, etc.).
4. Long tail management
"It is not humanly possible to optimize millions of keywords" has long been one of bid management technology's mottos. Keyade has developed a management and decision support solution that allows millions of keywords to be managed by leveraging the product flow processes.
5.Advanced landing page management
Used by advertisers such as Photobox and Meetic for multichannel management, this interface lists all of a site's landing pages. A simple drag-and-drop interface allows the account manager to perform self-contained A/B tests.
An advanced version is available as part of the Madmetrics solution (www.madmetrics.com)
6. Traffic and conversion labels
Traffic labels and conversion labels are two additional Keyade innovations. The former, linked to the traffic source, calculates the performance of an ad campaign by creating a new virtual tree that is fully customized and distinct from the structure of the original media.
This makes it possible to consolidate statistics by type of keyword (generic, long-tail, brand), country, product category, etc.
Conversion labels work like traffic labels, but at the transaction level rather than the media tree. This qualitative data is collected at the moment of conversion and may be of any type, such as zip code, product ID, product type, age, profession, etc.
The generated event reports provide a better understanding of customer purchasing behavior.
7. Life Time Value
Customer lifetime value may be activated, if desired by the advertiser, when tracking is connected to the database. This generates the customer's short-term and long-term value for each element of the media structure, based on which objectives can be adjusted and further optimizations performed.
8. Other advanced features
The entire interface is customizable. For example, the solution manages multiple time zones and currencies, as well as custom user access rights for a particular advertiser. Cookie lifetimes are also customizable, as is the format of the weeks.
