NEW GENERATIONDIGITAL AGENCY
Our internal tools
The Lab builds the tools our teams use every day.
Part of our acquisition work is repetitive and adds nothing: copying a campaign structure from one account to the next, checking by hand that a conversion tag really fires, rebuilding the same report every month out of three different interfaces. Those are the motions The Lab automates, so that our consultants spend their time on strategy rather than on data entry.
Two tools are in service today.
Campaign production
Our campaign production tool shortens the path between a client’s page and a campaign that is properly configured and properly measured.
A project manager gives it a URL. The tool analyses the page, proposes a strategy — business objective, audience, budget, allocation —, writes the ads, then configures the campaign inside the client’s ad account. Conversion tracking is set up in the same pass, and the tool checks that it actually fires before the campaign can be switched on. Performance then flows into a single dashboard.
What it does not do without us matters as much as what it does:
- Nothing is published without explicit human approval. The tool proposes, a consultant decides.
- Every campaign is created paused, never directly active.
- A campaign is only switched on once the tool has verified measurement. A campaign running without reliable measurement spends money we will not be able to account for.
- Every write is logged, along with the identity of the person who approved it.
SEA audit
Our second tool serves account reviews and pre-sales analysis. It builds a keyword universe around a line of business, retrieves search volumes and the market’s bid ranges for a given geographic area, checks geographic coverage, and audits the conversion tracking setup.
It produces a report our consultants read, and whose summary is shared with the client. That is what lets us name a realistic budget before the first euro is spent, rather than after.
Our integrations
These tools rely on the APIs of the platforms we operate for our clients, first among them the Google Ads API. We use it for three things:
Creating and managing campaigns.
Creating and managing our clients’ campaigns, inside their own ad account.
Keyword research.
Keyword research, with search volume and estimated market cost.
Reporting performance.
Feeding performance data into our reports and dashboards.
We only access ad accounts linked to our manager account, for clients who have mandated us to run their online communication. The data we draw from them serves to operate those accounts and to report back to their owner — it is neither resold, nor shared, nor aggregated into a data set offered to third parties.
Internal use.
These tools are built and used internally by NovaMoon Média’s teams. They are not commercialised, are not available online, and our clients hold no account on them. What our clients receive are the campaigns and the reports these tools help us produce.