Download - 9 Hacks For Custom Automation
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9 Hacks For Custom Automation
#thinkppc
Presenters
• Jeff Baum– Associate Director of Paid Search at Hanapin
Marketing
– Blogger at PPC Hero
– Hero Conf Speaker
– @jeffbaum71
• Marc Poirier– EVP & Co-Founder of Acquisio
– 17 Years Experience in Digital Marketing
– Master Fisherman
– @marcpoirier
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
Live Poll Question #2
How do you manage your account(s)?#thinkppc
a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.
Hack #1: Scripts
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Hack #1: Scripts
Lines of Java code used to automate account activities
Manage bids, create automated reports, pause ad copy and a ton of other really cool stuff
Pre-Made or Custom Created
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What Are They and What Do They Do?
Hack #1: Scripts
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Hack #1: Scripts
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Hack #1: Scripts
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Hack #1: Scripts Resources
FreeAdwordsScripts.com: http://www.freeadwordsscripts.com/
Google: https://developers.google.com/adwords/scripts/
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Hack #2: Creative Testing Automation
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Hack #2: Creative Testing Automation
Tedious: A lot of effort to pull results
Time Consuming: Time drain interpreting results and deciding what ads to keep or pause or delete
Creativity: One person in account all the time tends to lose creative perspective
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Why Automate Our Creative Testing?
Automated Ad Platforms
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Automated Ad Platforms
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Automated Ad Platforms
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Hack #3: Call Tracking
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#thinkppc
Conversions for local players
431-985-1257
431-256-3486
431-157-9574431-487-6117
431-278-5555
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Not all calls are equal
ALL ANIMALS ARE EQUAL BUT SOME ANIMALS ARE
MORE EQUAL THAN OTHERS.
#thinkppc
Identify the characteristics of qualified versus unqualified leads to improve both marketing and sales performance.
Hi I would like to
place an order. My credit card number is...
Hi I would like to talk to
customer support. My
account number is…✔ ✗
Qualify calls through extensions dialed or automated voice
Dial 1 for Sales Dial 2 for Support
#thinkppc
Listens for user-defined keywords, giving you insight into every inbound call, like:
Special promos mentioned
Sales messaging being used
Set appointments
or sales
Competitors mentioned
And more!
Qualify a call through call analysis
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Call duration is also indicative of success
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Reports can include call details
Listen to calls
Hack #4: Experiments
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Hack #4: Experiments
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Hack #4: Experiments
Beta system for campaign level testing
Test 1 campaign element on a % of auctions
Google randomly chooses which auctions to use control or experiment
Results automatically compiled and appear in the interface
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What Are Google Experiments and Why Use Them?
Hack #4: Experiments
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Hack #4: Experiments
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#thinkppc
Live Poll Question #3
How much automation do you use in your PPC campaigns today?#thinkppc
a) I like to be in full control, I do everything manually.b) I use some automation, but only when necessary.c) I use automation as much as possible.
Hack #5:CRM
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#thinkppc
Offline Sales - B2B
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Bring in Leads, Opportunities, Revenue, etc
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Long Sales Cycle
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Marketing Scoring for immediate optimization
Bring in scores from Marketing Automation for immediate optimization
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http://www.48hourprint.com%25252Fbusinesscards%25252F%25253Fdiscountcode%25253Dpl6ndhe2b8?trkid=V1ADW19654-7217638729-k-{keyword}-{creative}-{matchtype}-{ifsearch:s}{ifcontent:c}
Tracking Server
Call Tracking ID
Third Party:- Call Tracking Vendor- CRM
Hack #6: Automated Rules
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Hack #6: Automated Rules
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Hack #6: Automated Rules
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Hack #6: Automated Rules
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Hack #7: Automated GDN
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#thinkppc
Keyword Selection
URLPlacement
Ad Selection
Bidding Budget
Ad Creative
Landing Page
PurchaseRegistration
PurchaseRegistration
Thank YouPage
Client
The Scope of Automated GDN
Automated
#thinkppc
Keyword lists are constantly (algorithmically) sampled, tested and rewarded according to live performance data and quality score feedback. This gains access to an ever-expanding number of GDN pages that convert.
Optimizing 5 Key Variables
Keyword Selection
Automated
URLPlacement
Ad Selection
Bidding Budget
Ad Creative
Landing Page
PurchaseRegistration
PurchaseRegistration
Thank YouPage
Client
#thinkppc
Ad-to-page placements are controlled down to the URL level, increasing a given ad’s relevance (and its CTR) by more closely fitting the ad to the content of the page. We select the managed placements based on Return.
Keyword Selection
URLPlacement
Ad Selection
Bidding Budget
Ad Creative
Landing Page
PurchaseRegistration
PurchaseRegistration
Thank YouPage
ClientAutomated
Optimizing 5 Key Variables
#thinkppc
Metrics-based analysis allows for comparative performance evaluation between ads (variation of format and messaging) This allows for an objective measurement of ad performance.
Optimizing 5 Key Variables
Keyword Selection
URLPlacement
Ad Selection
Bidding Budget
Ad Creative
Landing Page
PurchaseRegistration
PurchaseRegistration
Thank YouPage
ClientAutomated
#thinkppc
Dynamic Bidding - Algorithms bid in a live and dynamic process that allows for far greater control over bid pricing. This enables either suppression of CPA or, if desired, incremental bid increases to gain conversion volume
Optimizing 5 Key Variables
Keyword Selection
URLPlacement
Ad Selection
Bidding Budget
Ad Creative
Landing Page
PurchaseRegistration
Thank YouPage
ClientAutomated
#thinkppc
Budget Control and Optimization - by monitoring daily budgets hourly, algorithms can allocate budgets only to campaigns that warrant it. This lowers CPA by cutting off underperforming campaigns, and feeds budgets to high performance campaigns.
Optimizing 5 Key Variables
Keyword Selection
URLPlacement
Ad Selection
Bidding Budget
Ad Creative
Landing Page
PurchaseRegistration
Thank YouPage
ClientAutomated
Hack #8: Macros
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Hack #8: Macros
Automate Complex Tasks in Excel
Cheaper than purchasing software
None to minimal programming experience required as per Microsoft. Need to understand the macro and what its trying to do
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What Are Excel Macros and Why Are They Cool to Use?
Hack #8: Macros
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Hack #8: Macros
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Hack #8: Macros
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Hack #8: Macros Resources
Wikihow: http://www.wikihow.com/Write-a-Simple-Macro-in-Microsoft-Excel ExcelFunctions.net: http://www.excelfunctions.net/Writing-Excel-Macros.html
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Hack #9: Automated Everything
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#thinkppc
Automated Everything
• Retail– Product Feed– Ad templates– Rules– Bid to maximize profit
• SMBs– Taxonomies– Templates– Domain expertise– Bid to spend budget and
maximize clicks / calls
#thinkppc
Live Poll Question #4
Would you like help with your PPC accounts and management?
I’m interested in:
a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).
b.) FREE Demo of the Acquisio Platform
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint/
• Or Contact us Directly:• Webinar Feedback: [email protected]