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AI-driven PPC Optimization & BI Tools for Travel Businesses

The client with background in the travel industry wanted to translate his unique Excel-defined PPC campaign management algorithms into a robust web solution. The R-Style Lab team was tasked with the development of a web system that would employ Excel calculations provided by the client to analyze Google and Bing Ads performance data and suggest bidding optimization opportunities.

The client with background in the travel industry wanted to translate his unique Excel-defined PPC campaign management algorithms into a robust web solution. The R-Style Lab team was tasked with the development of a web system that would employ Excel calculations provided by the client to analyze Google and Bing Ads performance data and suggest bidding optimization opportunities.
Technologies & tools
Laravel 5.x, PHP 7.1, AdWords API, Google Analytics API, Bing Ads API
Project team
2 PHP developers, 1 Tech Lead, 1 PM

Solution

The solution allows users to connect their Bing Ads, Google AdWords and Google Analytics accounts and get access to a unified BI dashboard with campaign performance data and optimization opportunities. The system analyzes both pre-sales and post-sales data sourced from Google Analytics, AdWords and Bing Ads and makes bidding decisions based on a unique combination of real-time user behavior, conversion and revenue data. It takes into account multi-channel pre-conversion user journeys to make the right conversion attribution and tackle the issue of incorrect or incomplete data. AI-based bidding decisions can be applied both manually and in an automated mode.

R-Style Lab developed a Laravel-based web application and integrated it via Google AdWords, Bing Ads and Google Analytics APIs to PPC campaign data sources conforming to their strict requirements to data processing. R-Style Lab also had to implement AI algorithms to discover patterns in data and turn its unstructured volumes into machine-based performance optimization insights. AI algorithms created by our team process and analyze more than 100k entities, including keywords, ad groups, ad campaigns and data about their performance. The key focus for R-Style Lab was on achieving high accuracy of AI algorithms and their ultimate optimization.

KEY FEATURES:

  • User admin dashboards – where each account user can personalize their settings;
  • BI & reporting – performance reports and historical data about campaign management;
  • Intelligent bidding management – bidding analytics and optimization opportunities, possibility to choose automated or manual bid management;
  • Customization wizards – personalization of dashboard reporting via a set of solution wizards.

The PPC optimization solution and smart bidding analytics implemented by R-Style Lab helps travel companies maximize their ROI and allows them to increase their conversions by up to 50% or reduce their ad spending by up to 30% on average.

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