amsterdam best practices for rule automation. presenter amsterdam naomi hauser saas client success...

AMSTERDAM

Best Practices for Rule Automation

Presenter AMSTERDAM

Naomi Hauser

SaaS Client Success Manager

Points: 14,510Rank: 9Level: Platinum

AMSTERDAM

Best Practices for Rule Automation

OR…

This is How We Like Our SEM

AMSTERDAM

Let’s Get Started

With our first best practice

Goals – Set Them!!!

AMSTERDAM

Know Your Goals AMSTERDAM

And Set Them… AMSTERDAM

Moving Forward

With our second best practice

Rules - Use Them!!!

AMSTERDAM

A Campaign Without Rules… AMSTERDAM

At Least Set the Magic Button AMSTERDAM

If You Have a Just a Little Bit of Time..

Set a bundle of rules.

Let’s look at a few of the most popular bundles

AMSTERDAM

Bundles of Rules - Must Have AMSTERDAM

Bundles of Rules - Must Have Plus AMSTERDAM

Bundles are Just a Group of Rules

If you were only going to add three rules … make it these

Pause under-preforming keywords Add search terms Change keyword bid

AMSTERDAM

Loving Account Mangers are Like Loving Mothers AMSTERDAM

Congratulations! AMSTERDAM

She wants…

MORE CONVERSIONS!

Ideas?

AMSTERDAM

Rules we can add

Add Search Terms

AMSTERDAM

Rules in Action – A Case Study

• Daily Deals Site• Conversion = login to the site• 3 rules activated - Pause Ad Ads a/b testing (*)

- Change Keyword Bid Basic keyword bid mang. (*)

- Add Search Terms - [(termClicks>=5) and ((tecks/termImpr)>0.02)]

AMSTERDAM

Another Rule we can add

Pause ads

AMSTERDAM

Not quite there yet

Change keyword bids

AMSTERDAM

She’s Still Not Happy AMSTERDAM

What Now?

THE CPA IS TOO HIGH

Ideas?

AMSTERDAM

Rules we can add

Change keyword bids

AMSTERDAM

Rules we can add

Pause keywords

AMSTERDAM

Rules we can add

Pause under preforming keywords/placement

AMSTERDAM

Rules we can add

Exclude search terms

AMSTERDAM

Rules we can add

Change keyword match type

AMSTERDAM

So your on goal.. Now what? AMSTERDAM

Good Thing You Had Some help… AMSTERDAM

Let adCore build your campaign

A generic campaign.Broad keywords An ‘Add Search Terms’ ruleA ‘Pause under-preforming keywords’ rule.

What is a snowball campaign?

AMSTERDAM

For Example

Ad-group:

Flight to Netherlands Broad match Keyword in the ad-group:

flight to the Netherlands Search terms that keyword will get

exposed on: • cheap flights to Netherlands• Amsterdam flights• cheap flights to Holland

• cheapest flight to Germany• last minute flights Germany• cheap flights in Germany

AMSTERDAM

Each of your everyday SEM tasks

Has a rule you can write …

If it doesn’t exist simply build it!

AMSTERDAM

Advanced Tactics AMSTERDAM

Tactic #1

Separating ad-groups by match type

AMSTERDAM

Separating ad-groups by match type

Start by attaching a pause keyword rule. Pause all keywords the don’t fit the match type you want in the ad-group

Add an ‘exclude keyword’ rule – add all the keyword that you just pause to the negative keyword list (in exact match)

AMSTERDAM

Separating ad-groups by match type

Ad-GroupParis flight to paris

[flight to paris]"flight to paris"

Negative Keywords[flight to paris]

Keywords

AMSTERDAM

Separating ad-groups by match type

Ad-Group KeywordsParis Exact [flight to paris]

AMSTERDAM

Sounds Complicated?

• The amazing adCore team has already prepared the bundle for you!

• It’s called ‘ad-group by keyword match type’ and its waiting for you in the automation bundles

AMSTERDAM

Tactic #2

Adding search terms to ad-groups with no DKI

Find the right ad-group - You can decide where the search terms go. Add them to an ad-group without a DKI.

AMSTERDAM

An Example

Ad-Group KeywordsParis flight to paris

[flight to paris]"flight to paris"

• Add a rule – add search terms. • Make sure you don’t add the search terms to an

ad-group with a DKI

Or you might get this result… AMSTERDAM

Of course we wrote the rule for you! It’s called ‘Add Search Terms to Ad-Group W/ No DKI’

Secret backdoor

Adding search terms without the keyword bid

simply add In the requirement:

('setBidToNull' = 'setBidToNull')

AMSTERDAM

Use the Different Setting to Your Advantage

• Semi-automated - When you want to keep a lot of control/need to report to clients on changes you are making/ start with semi and move over.

• Auto- don’t want to approve changes everyday/trust adCore to make the canges for you.

AMSTERDAM

Best Practices for Rule Automation AMSTERDAM

Tailor-made Rule Automation

on a Grand Scale.