LONDON. Introduction to Automation Rules

Transcription

1 Introduction to Automation Rules

2 Tailor made optimization on a grand scale!

3 The good old optimization dashboard 4 algorithms: A bouncer, two bid management options, and an ad testing algorithm.

4 System Limitations 1. 4 algorithms. 2. You could only optimize based on CPA, or ROI values. 3. No opportunity to personalize optimization.

5 If You Build It They Will Come We asked our geeks to build the ultimate optimization tool!

6 The Benchmark Other tools on the market Can only alter values. Lack flexibility. Crowd wisdom was missing.

7 New Automation Rules It s completely customizable. Add Search Terms from the query report Change Match Types of KW. Manage placements for the Display network Schedule when rules will run automatically. And much more

8 The Automation Rules

9 Meet the New Automation Rule Engine

10 Know Your Goals And Set Them

11 What Rules Can You Create?

12 Meet the adcore Crowd

13 Adding Rules

14 What Rules Can You Create?

15 Adding Rules of Different Types

16 Rules Work Together Which Rules can be added simultaneously?

17 Semi Automatic/Automatic

18 Bundles

19 Magic Button Everybody loves a little magic!

20 Magic Button

21 Customize Your Optimization

22 Basic Rule Writing

23 What is Rule Writing? Rule writing touches the core of what you do as an SEM manager.

24 So, how busy are you?

25 Did you know? most of your day-to-day SEM tasks can (and should!) be automated in adcore

26 Creating a Brand New Rule

27 That s NOT English!

28 Creating a Brand New Rule

29 What language are you speaking?

30 R# Functions

31 Function Example

32 Advanced Example

33 Multi Date Periods

34 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)]

35 Congratulations! You won a big account

36 Marketing manager wants MORE CONVERSIONS! Ideas?

37 Rules we can add Add Search Terms

38 Example Rule 2

39 Another Rule we can add Pause Ads

40 THE CPA IS TOO HIGH Ideas?

41 Rules we can add Change keyword bids

42 Rules we can add Pause keywords

43 What are the experts doing? Know your goals and set them Use the rules Check the changes

44 Anyone Can Do It

45 Tailor made optimization on a grand scale!

46 adcore University Rule Writing Exercise

47 Now it s your turn

48 Sample Rule 1

49 Exercise 1 A. Create a rule which will pause all keywords with a Quality Score of 3 or less and which has a 3 or less conversions. B. Create a rule which will pause all keywords where the number of clicks is less than 20 and the average position of that keyword is higher than 4 (5 th position, 6 th position, etc.). C. Create a Rule which will pause all keywords that have an average CPC of more than $0.75 and have received less than 10 clicks.

50 Solution A

51 Solution B

52 Solution C

53 Sample Rule 2

54 Exercise 2 A. Create a rule which will decrease keyword bids by 40% when keyword costs are more than 4 times the ad-group average (over the last 90d) and there are 2 or less conversions. B. Create a rule which will boost the keyword bid by 15% if keywords are in 4th position or higher (5th position, 6th position, etc.) and have a CTR of 3%or higher.

55 Solution A

56 Solution B

57 Exercise 3 You created new campaign about 1 month ago but it is not generating many click and the CTR is really low. Outline the types of rules you could create to help boost the campaign performance. (You are not expected to write the rules, just provide ideas of types of rules)

58 Exercise 4 A. Create a brand new rule which pauses all ad groups that have had no conversions in the last 90 days and have at least 450 clicks B. Create a brand new rule which will raise the budget of a campaign by 10 percent if the Goal you have set in adcore has been met, and the campaign budget has been reached.

59 Solution A

60 Solution B

61 Exercise 5 Think about one of your existing campaigns that you would like to improve. Think about its current performance and how you would like it to be performing. Try to think of an idea for a rule (don t write the rule, just the idea) that would improve this campaign. On the next page, write your rule idea twice. Detach the bottom half, and pass to the front!