the good, the bad, and the ugly of automation by caitlin halpert
TRANSCRIPT
![Page 1: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/1.jpg)
#SMX #13B @caitlin_halpert
The Good, the Bad, & the Ugly of Automation
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Althoughthisisatemplate,theseslideshavebeencreatedasexamplestoshowyouwhat’spossiblewithinthetemplate.PLEASEDELETEALLEXAMPLESLIDESANDNOTESBEFORECREATINGORIMPORTINGYOUROWNDECK. YOU MUST USE THE SMX FOOTER ON YOUR TITLE SLIDE! Thetemplateworksbestifyouuseittocreateapresentationfromscratch.However,thisblanklayoutoffersyouflexibilitytoinsertyourownslidesabovetheSMXfooter.Youmustusethisfooteratonalmostallofyourslides.Ifascreenshotoverlapsthefooteronoccasion,that’sfine–butdoyourbesttocropappropriately!Beforeyoudoanythingelse,here’showtoreplace“#XXa”inthefooterwithyoursession’sspecifichashtag.InPowerPoint,SelectVIEW>SLIDEMASTERtoeditSLIDE#1toincludeitonallslidesofyourpresentation.Alsoaddyour@twitterhandle(or@companyhandleifyouprefer).Askyoursessioncoordinatorforthesession’sspecifichashtag!Thistemplateishigh-resolution16:9.DONOTchangeitto4:3.Alsonotethatifyouimporta4:3presentationinto16:9youmayencounterdisplayissues.ThetemplateusesCenturyGothic&Corbelasdefaultfonts.Arialisasecondaryfontthatmayappear.NotethatolderversionsofPowerPointmaynothavetheseasanoption;changetoArialorotherstandardsans-serif-font.Wheninsertingtext,you*MUST*useonlystandardfonts.Wecannotguaranteeeventlaptopswillhavespecialtyfontsinstalled,norcanwedosoonsite.Powerpointswithanimationsmaynottranslatewelltopdf/slideshareformat–youmayalsosubmita2ndversion/scrubbeddeckmoreappropriateforpostingonlinebySMXproductionstaff.
![Page 2: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/2.jpg)
#SMX #13B @caitlin_halpert
About Me &
• IworkfromourBurlington,VToffice
• 5yearsindigitalmarketing
• Search,SEO,mobile,paidsocial,display,andanalytics
![Page 3: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/3.jpg)
#SMX #13B @caitlin_halpert
TheGood
TheBad
TheUgly
KeepingitGood
Agenda
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#SMX #13B @caitlin_halpert
The Good
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#SMX #13B @caitlin_halpert
Lesstime
Betterperformance IncreasedROI
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#SMX #13B @caitlin_halpert
Bidding – We can test!
Marin KPO
DS CO
![Page 7: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/7.jpg)
#SMX #13B @caitlin_halpert
Bidding – We can test!
Marin KPO
DS CO
Lesstime
Betterperformance
IncreasedROI
![Page 8: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/8.jpg)
#SMX #13B @caitlin_halpert
Let your tools tell you when there’s a problem
![Page 9: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/9.jpg)
#SMX #13B @caitlin_halpert
Let your tools tell you when there’s a problem
Lesstime
Betterperformance
IncreasedROI
![Page 10: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/10.jpg)
#SMX #13B @caitlin_halpert
Plug & play reporting is a winner
![Page 11: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/11.jpg)
#SMX #13B @caitlin_halpert
Plug & play reporting is a winner Lesstime
Betterperformance
IncreasedROI
![Page 12: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/12.jpg)
#SMX #13B @caitlin_halpert
Ad Customizers – work within your current structure
![Page 13: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/13.jpg)
#SMX #13B @caitlin_halpert
Ad Customizers – work within your current structure
Lesstime
Betterperformance
IncreasedROI
![Page 14: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/14.jpg)
#SMX #13B @caitlin_halpert
The Bad
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#SMX #13B @caitlin_halpert
Saving time on keyword builds…
![Page 16: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/16.jpg)
#SMX #13B @caitlin_halpert
Saving time on keyword builds…
![Page 17: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/17.jpg)
#SMX #13B @caitlin_halpert
Saving time on keyword builds…
1.3million+keywords
![Page 18: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/18.jpg)
#SMX #13B @caitlin_halpert
Now what?
![Page 19: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/19.jpg)
#SMX #13B @caitlin_halpert
$.43perdayperkeyword
Nodatadensity
Nodata-basedbiddingdecisions
Inabilitytoidentifyeffectivekeywords
Timetomanageaccountincreases
Adcreationtakeslonger
Moretimetomanagekeywords
Greatertime
investmentinbidding
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#SMX #13B @caitlin_halpert
$.43perdayperkeyword
Nodatadensity
Nodata-basedbiddingdecisions
Inabilitytoidentifyeffectivekeywords
Timetomanageaccountincreases
Adcreationtakeslonger
Moretimetomanagekeywords
Greatertime
investmentinbidding
Moretime
Worseperformance
IncreasedROI
![Page 21: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/21.jpg)
#SMX #13B @caitlin_halpert
Upfront investment pays dividends
ResearchYour
Keywords
Predictvolume
Data-baseddecisions
Reduceongoing
maintenance
UseBroad&BMM
Aggregatedata
Findnewkeywords
Understandhowtheywork
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#SMX #13B @caitlin_halpert
What do you mean “understand how Broad & BMM work”?
• Wordorderdoesn’tmatter!
• Pluralsdon’tmatter!
• Misspellingsdon’tmatter!
• Ifthequerysetthekeywordwillmatchtoisn’tunique,don’taddanewvariation!
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#SMX #13B @caitlin_halpert
The Ugly
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#SMX #13B @caitlin_halpert
GoodProcess
BadData
FAILURE
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#SMX #13B @caitlin_halpert
What causes bad data?
Trackingpixeldrop-off
Performanceanomalies
Hugeclearancesale
Datadelay Slowsitespeed
Noleadqualitytracking
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#SMX #13B @caitlin_halpert
Overlooked Scenario: Bidding
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#SMX #13B @caitlin_halpert
Keyword MaxCPC AvgPos Cost Conv CPA
+nurse+uniforms $1.10 2.39 $234.29 69 $3.84
[nurseuniform] $1.35 2.30 $897.43 154 $6.80
[nurseuniforms] $1.50 2.00 $1,903.67 338 $6.37
Data, as seen by your bid algorithm
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#SMX #13B @caitlin_halpert
Keyword MaxCPC AvgPos Cost Conv CPA
+nurse+uniforms $1.20 2.00 $617.52 124 $4.98
[nurseuniform] $0.95 2.50 $520.32 96 $5.42
[nurseuniforms] $1.10 2.30 $1,020.30 190 $5.37
One week later…
![Page 29: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/29.jpg)
#SMX #13B @caitlin_halpert
Keyword MaxCPC AvgPos Cost Conv CPA
+nurse+uniforms $1.20 2.00 $617.52 124 $4.98
[nurseuniform] $0.95 2.50 $520.32 96 $5.42
[nurseuniforms] $1.10 2.30 $1,020.30 190 $5.37
One week later…
MOREVOLUME!
LOWERCPA!LOWERCPA!
![Page 30: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/30.jpg)
#SMX #13B @caitlin_halpert
Keyword MaxCPC AvgPos Cost Conv CPA
+nurse+uniforms $1.20 2.00 $617.52 124 $4.98
[nurseuniform] $0.95 2.50 $520.32 96 $5.42
[nurseuniforms] $1.10 2.30 $1,020.30 190 $5.37
One week later…
MOREVOLUME!
LOWERCPA!LOWERCPA!
SuccessfulBidding!!!
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#SMX #13B @caitlin_halpert
What’s the problem?
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#SMX #13B @caitlin_halpert
You’re actually playing query whack-a-mole
Query/Keyword MaxCPC AvgPos Cost Conv CPA
nursesuniforms 2.15 $3,035.39 561 $6.17
+nurse+uniforms $1.10 2.39 $234.29 69 $3.84
[nurseuniform] $1.35 2.30 $897.43 154 $6.80
[nurseuniforms] $1.50 2.00 $1,903.67 338 $6.37
![Page 33: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/33.jpg)
#SMX #13B @caitlin_halpert
You’re actually playing query whack-a-mole
Query/Keyword MaxCPC AvgPos Cost Conv CPA
nursesuniforms 2.15 $3,035.39 561 $6.17
+nurse+uniforms $1.10 2.39 $234.29 69 $3.84
[nurseuniform] $1.35 2.30 $897.43 154 $6.80
[nurseuniforms] $1.50 2.00 $1,903.67 338 $6.37Lesstime
Worseperformance
IncreasedROI
![Page 34: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/34.jpg)
#SMX #13B @caitlin_halpert
Clean query mapping enables effective bidding
IdealBid Volume
Efficiency
![Page 35: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/35.jpg)
#SMX #13B @caitlin_halpert
Take our keyword-to-query mapping from this:
+nurse+uniforms[nurse
uniforms]
[nurseuniform]
![Page 36: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/36.jpg)
#SMX #13B @caitlin_halpert
To this:
+nurse+uniforms
[nurseuniforms]
[nurseuniform]
[nursesuniforms]
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#SMX #13B @caitlin_halpert
SingleKeywordAdGroup
Keyword=SingleQuery
100%Bid
Control
Hyper-specificadcopy
• Pickkeywordsbasedonqueries
• Usenegativestocontrolquerymapping
• Result:EachquerycanonlypossiblymaptoasinglekeywordtoenablebetterbiddingresultsofALLtypes
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#SMX #13B @caitlin_halpert
The Dangers of Auto Budgets
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#SMX #13B @caitlin_halpert
Can I save time budgeting my small accounts?
$5000 4campaigns Fancyalgorithm
*PerfectBudgets*Campaign1-$98Campaign2-$32
Campaign3-$15.33Campaign4-$21.34
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#SMX #13B @caitlin_halpert
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#SMX #13B @caitlin_halpert
![Page 42: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/42.jpg)
#SMX #13B @caitlin_halpert
Relying on daily budget caps cripples performance
![Page 43: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/43.jpg)
#SMX #13B @caitlin_halpert
Relying on daily budget caps cripples performance
Lesstime
Worseperformance
IncreasedROI
![Page 44: The Good, the Bad, and the Ugly of Automation By Caitlin Halpert](https://reader033.vdocument.in/reader033/viewer/2022050613/58f09a5a1a28ab815e8b45c9/html5/thumbnails/44.jpg)
#SMX #13B @caitlin_halpert
How to control budgets through bidding alone
ReducebidsonkeywordsaboveCPAgoalStep1Dropbidsonbelow-averagekeywords,evenifwithingoalStep2After0%ISlostduetobudget,beginregularbidding(upongood/downonbad)Step3
• Dailybudgetcapsareabackup–notyourfirstlineofdefense• NEVEREVEREVERraisebidsinabudget-cappedcampaign
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#SMX #13B @caitlin_halpert
Onlyautomatewhen:• Youhavemeaningful,long-termtimesavings• Performanceisboostedasaresult
Havesafetymeasuresinplace• Automatictriggerstoendtheautomation• Automaticreportsofautomationoutcomes
Testallautomationbeforereleasing
Reviewdatamorefrequentlythanyouwouldifnotautomating
Keeping it Good: How to SAFELY automate
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#SMX #13B @caitlin_halpert
LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX