create generic campaigns with adcore amsterdam adcore university presents:
TRANSCRIPT
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Create generic campaigns with adCore
AmsterdamadCore University Presents:
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Presented by:
Points: 45,000Rank: 4Level: Platinum
Talia SchmidtProduct Manager
AMSTERDAM
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Dynamic Campaigns
Beyond the LongTailBeyond the LongTail
AMSTERDAM
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This Sessions ThemeThis Sessions Theme AMSTERDAM
Maximizing Value From adCore’s Dynamic Maximizing Value From adCore’s Dynamic CampaignsCampaigns
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Agenda
• Overview – dynamic campaign, feed and LongTail
• Utilizing our existing product feed to create generic campaigns!
• Getting more from our existing long tail campaigns
• Add even more power via adCore optimization…
AMSTERDAM
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Dynamic campaigns Dynamic campaigns overviewoverview
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LongTail – What Does It Mean? AMSTERDAM
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Define LongTail
3 Easy Ways to identify a LongTail campaign
• Keywords
• Product level Destination URLs
• Specific ads
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What is a Dynamic Search Campaign? AMSTERDAM
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Dynamic Search Campaigns in adCore AMSTERDAM
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What is a Feed?
• Generated from your client’s website.
• Hosted on a URL.
• Two feed formats:• XML • Tabs Delimited.
***Note: adCore also has an option to upload a CSV file (which is NOT dynamic)
AMSTERDAM
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The answer is in the feed!
Go Generic AMSTERDAM
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Utilizing our existing Utilizing our existing product feed to create product feed to create generic dynamic generic dynamic campaigns!campaigns!
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“Basic” Feed – Few Feed Fields AMSTERDAM
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“Robust” Feed – More Feed Fields AMSTERDAM
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Generic #1
KeywordsKeywords
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Go Generic
•[brand] [category] Bowers and Wilkins Speakers
•[brand] [subcategory]Bowers and Wilkins In-Wall Speakers
Use your feed fields to make generic keyword combinations.
AMSTERDAM
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Generic #2
Destination URLsDestination URLs
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Great Feed – More Levels of URLs AMSTERDAM
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Using a “Basic” Feed
http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall-speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20speakers&cp=1&lp=2
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Using A “Robust” Feed
http://www.bestbuy.com/site/speakers/in-wall-speakers
AMSTERDAM
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Cook up the URLs you want
Dynamic functions are pre-made formulas that are built to carry out a task.
AMSTERDAM
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Where Are Dynamic Functions? AMSTERDAM
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Example- String Clear
This function will clear all data before or after a sign.
AMSTERDAM
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Cook up the URLs you want
http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall-speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20speakers&cp=1&lp=2
http://www.bestbuy.com/site/
<strClear([url],site/,0,1)>
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Cook up the URLs you want
http://www.bestbuy.com/site/
<strReplace([url], ,2,-)>
http://www.bestbuy.com/site/[category]/[sub-category]
http://www.bestbuy.com/site/speakers/in-wall-speakers
AMSTERDAM
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Search Bar
http://www.examplesite.com/catalogsearch/results/?q=[subbrand]-[mpn]
Original URL
http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html
Product Name
Destination URLKeyword
Nikon Coolpix S6400 Silver Digital CameraNikon Coolpix S6400 Digital Camera
AMSTERDAM
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Search Bar
Original URL
http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html
Product Name
Destination URLKeyword
Nikon Coolpix S6400 Silver Digital CameraNikon Coolpix S6400 Digital Camera
AMSTERDAM
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Search Bar
Keyword Nikon Coolpix S6400 Digital CameraadCore Destination URL http://www.examplesite.com/catalogsearch/result/?q=[subbrand]-[mpn]
Manipulated URLProduct Name Nikon Coolpix S6400 Silver Digital Camera
adCore Destination URL http://www.examplesite.com/catalogsearch/result/?q=Coolpix-S6400Manipulated URL - Result
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Results - Conversion Rate
The results are overwhelming.
The 70% increase in conversion rate is attributed to the new destination URLs.
Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost
Google™ Digital Cameras APIProducts - Search
1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%
Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost
Google™ Digital Cameras APIProducts - Search
1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%
Comparing the month of June, when the destination URLs were the product page, and the month of July, when the destination URLs were a query page, we can see an extraordinary increase in the conversion rate.
AMSTERDAM
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Results - CPA
The reduction in the cost per conversion (CPA) and in overall cost of the campaign by over 44% without sacrificing the number of conversions (delta – 0%) means that media dollars are spent more efficiently and that the campaign’s return on investment is much greater.
Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost
Google™ Digital Cameras APIProducts - Search
1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%
Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost
Google™ Digital Cameras APIProducts - Search
1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%
AMSTERDAM
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Exercise.
AMSTERDAM
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URL Building Exercise AMSTERDAM
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Sample Product Landing pages from the Timberland website:
http://shop.timberland.com/product/index.jsp?productId=15207396
http://shop.timberland.com/product/index.jsp?productId=12885835
URL Building Exercise AMSTERDAM
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URL Building Exercise
How would you change the Product URL's below to create category URLs?
http://shop.timberland.com/product/index.jsp?productId=15207396
http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes
AMSTERDAM
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How would you change the Product URL's below to create category URLs?http://shop.timberland.com/product/index.jsp?productId=15207396http://shop.timberland.com/product/index.jsp?productId=12885835
http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes
URL Building Exercise - Solution AMSTERDAM
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Result
http://shop.timberland.com/product/index.jsp?c=1004131&productId=29069086http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes
AMSTERDAM
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AdsAds
Generic #3 AMSTERDAM
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Language In the ad
Focus On What Matters AMSTERDAM
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More ad examples
• Price In The Ad
AMSTERDAM
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Go Hybrid! Go Hybrid!
Go Even Further AMSTERDAM
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What is adCore Hybrid Mode?
adCore synchronizes the ad groups
You can manually alter the ad copy, and keywords in your advertising Platform
AMSTERDAM
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Why Use Hybrid Mode?
Examples:
When Keyword variations you want are not available from the Feed.
When you want to place full attention to the ad variations.
AMSTERDAM
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Activate Hybrid Mode
How to activate Hybrid mode in adCore:
AMSTERDAM
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Hybrid mode LOGIC
Keyword Destination URL
Parameters
AMSTERDAM
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Getting more from our Getting more from our existing long tail existing long tail campaignscampaigns
AMSTERDAM
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There Is LongTail & There Is LongTail AMSTERDAM
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Manage your Tail
•Adjust your keywords
•Less is more
•Go board
AMSTERDAM
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Lets make keywords AMSTERDAM
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Keywords
[Product_Name]
Insignia 19" Class (18-1/2" Diag.) - LED 720p 60Hz HDTV
AMSTERDAM
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StrRemoveEnclosed
This function will remove text that is within parenthesis as well as the parenthesis themselves.
AMSTERDAM
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Keywords
[Product_Name]
Insignia 19" Class LED -720p 60Hz HDTV
AMSTERDAM
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strClear
This function will clear all data before or after a sign.
AMSTERDAM
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Keywords
[Product_Name]
Insignia 19" Class LED
AMSTERDAM
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Exercise.
AMSTERDAM
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Some Dynamic Functions: AMSTERDAM
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AMSTERDAM
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Clean up your keywords
1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black
2. Canon PowerShot ELPH 330 HS 12.1-Megapixel Digital Camera – Black
3. Samsung 40" Class (40" Diag.) - LED - 1080p - 60Hz - Smart - HDTV
AMSTERDAM
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Solution 1
1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black
<strClear([product name],-,0,0>
1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only)
AMSTERDAM
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Solution 1
Nikon D610 24.3-Megapixel DSLR Camera (Body Only)
<strRemoveEnclosed([product name])>
Nikon D610 24.3-Megapixel DSLR Camera
AMSTERDAM
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2. Canon PowerShot ELPH 330 HS 12.1 Megapixel Digital Camera – Black
3. Samsung 40" Class (40" Diag.) LED - 1080p - 60Hz - Smart - HDTV
Solution 1 AMSTERDAM
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Less is more AMSTERDAM
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Try This On For Size AMSTERDAM
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Don’t Guess -Use Broad Keywords
When you don’t use BROAD keywords.
YOU ARE MISSING UP TO 50% of
POTENTIAL CONVERSIONS
Don’t be afraid of the broad!
AMSTERDAM
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Add even more power Add even more power via adCore via adCore optimization…optimization…
AMSTERDAM
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Launching Is Just The Beginning
Use the adCore optimization algorithms to give your campaigns even more power
AMSTERDAM
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Choose Wisely
After launching a dynamic campaign add automation rules to help grow campaigns and drive more traffic.
Choose your rules wisely…
AMSTERDAM
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Discussion.
AMSTERDAM
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Discussion
What kind of rules would you add to a recently launched campaign?
AMSTERDAM
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Search Terms
Add Search Terms rule
•Search terms with converted clicks
•Search terms based on CTR
AMSTERDAM
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Bid Management
Bid management
•Manage bids based on position
•Manage bids based on campaign goal
AMSTERDAM
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A/B Testing
A/B Testing
• Test based on CTR
•Test based on CPA
AMSTERDAM
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AMSTERDAM
YOU!Thank