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Optimization Got Even Better

Amsterdam. adCore University Presents:. Optimization Got Even Better. Amsterdam. Presented By:. Points: 43,940 Rank: 5 Level: Platinum. Talia Schmidt adCore Product Manager. Agenda. Amsterdam. Writing rules using Simple Mode Using f ree variables

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Optimization Got Even Better

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  1. Amsterdam adCore University Presents: Optimization Got Even Better

  2. Amsterdam Presented By: Points: 43,940 Rank: 5 Level: Platinum Talia Schmidt adCore Product Manager

  3. Agenda Amsterdam • Writing rules using Simple Mode • Using free variables • Update param1 & param2 ad placeholders • Optimization based on feed data • Alerts

  4. Introducing New Feature: Simple Mode NEW FEATURE #1: Simple Mode Amsterdam

  5. Simple Mode vs Advanced Mode Amsterdam When creating a NEW rule using the Automation Rule Engine you have a NEW option: Simple Mode

  6. Comparison Chart Amsterdam

  7. Simple Mode Simple mode is best to use when you have straight forward rules that you wish to create. Simple Mode can help put together logic arguments. Both this AND this Or this etc. Amsterdam

  8. Simple Mode Example Amsterdam Let’s take a look at how to write a rule ‘simple mode’ rule: The video will show you how to create a pause keyword rule.

  9. Simple Mode Example Amsterdam Next we will create a rule that will add search terms to your campaign when they have converted at least once, OR have 100 clicks:

  10. Simple Mode vs Advanced Mode Amsterdam Anytime you need to do more complex things, like say, use an ‘If statement’, or have multiple end results, you will need to move over to Advanced Mode.

  11. Advanced Mode Example Amsterdam

  12. Exercise Amsterdam Exercise #1

  13. Exercise #1 Amsterdam • Create a keyword bid management rule in ‘Simple Mode’. • A. Give the rule a Name, and Description (i.e. what does the rule do) • B. Decide on the ACTION (i.e. what bid are you giving) • C. Decide on the REQUIREMENTS (i.e. which keywords are getting the bid change) • Part B. (Action) • Option 1: Set a static bid • Option 2: Increase/Decrease bids by dollar value or percent: • 2a) Percentage • 2b) Dollar amount

  14. Exercise #1 Part B Amsterdam • Create a keyword bid management rule in ‘Simple Mode’. • A. Give the rule a Name, and Description (i.e. what does the rule do) • B. Decide on the ACTION (i.e. what bid are you giving) • C. Decide on the REQUIREMENTS (i.e. which keywords are getting the bid change) • Part C. (Requirements)

  15. Exercise #1 Solutions Amsterdam

  16. Using Advanced Mode Variables NEW FEATURE #2 Advanced Mode Variables Amsterdam

  17. New Free Variable Feature Amsterdam

  18. Variable Example Amsterdam

  19. Using Advanced Mode Variables Now you can also set up a single rule, where the variables can be assigned per campaign. Variables are ‘placeholders’ that you can use to assign different values for different campaigns. Use a single rule on multiple campaigns, that need different values. Amsterdam

  20. Simple Rule made Variable! Amsterdam

  21. Free Variables ROCK! Free variables are flexible! Use them in the SET field AND In the Requirements field Amsterdam

  22. Free Variables - Values Anything Numeric: 1, 2, 3, 4.5, 7.99 ………1,000,000…. Match types: Phrase, Exact, Modified, Broad Amsterdam

  23. Exercise Amsterdam Exercise #2

  24. Exercise #2 Amsterdam Take 2 existing rules from below (or directly from adCore), and use free variables to make them dynamic.

  25. Exercise #2 - Solution Amsterdam Take 2 existing rules (from below or directly from adCore), and use free variables to make them dynamic.

  26. Exercise #2 - Solution Amsterdam Take 2 existing rules (from below or directly from adCore), and use free variables to make them dynamic.

  27. Exercise #2 - Solution Amsterdam Take 2 existing rules (from below or directly from adCore), and use free variables to make them dynamic.

  28. NEW FEATURE #3 Editing Parameter Values Setting Ad Parameter Values Amsterdam

  29. Free Variables in Rules & in Ads Var1 / Var 2 Rules Param1 / Param2 Ads Amsterdam

  30. What are ad Parameters? They are placeholders that can hold numeric values. In the ad (in adwords, or editor) you will see the following: {Param1:} or {Param2:} In Bing ads you will see the following: {Param1} or {Param2} or {Param3} Amsterdam

  31. AdWords Ad with Parameters Amsterdam Within AdWords: Parrot Zikmu By Philippe Valid for {Param1:} more days! In-Stock At Store.com www.Store.com/Parrot-Zikmu Using Preview Tool: www.Store.com/Parrot-Zikmu Valid for 4 more days! Buy Today at Store.com

  32. Bing Ad with Parameters Amsterdam Within BingAds: Free Delivery Over {Param1} Using Bing Search: Free Delivery Over $45

  33. Optimization Parameters Amsterdam • Now in adCore you can use these two sections to populate the VALUE of the parameter in your ads. • Create rules that will update your parameter values at whatever frequency you need.

  34. Optimization Parameters Amsterdam

  35. Parameter Value - Restrictions AdWords has restrictions: Amsterdam • All Values MUST be numeric! • currency symbol. >> $99.99 and 200£ • currency code >> 99.99USD and EUR200 • %. >> 5% • + or - >> -10.99 and 25+ • / between two numbers. >> 4/1 and 0.95/0.45

  36. Discussion Types of Campaigns best to activate this feature on:  Promotional campaigns Seasonal campaigns such as Christmas, New Years, End of Season etc.  Brand, or Category specific price discounts. Amsterdam

  37. Exercise Amsterdam Exercise #3

  38. Exercise #3 Amsterdam • Think of a generic campaign that you have created manually. Perhaps a Brand level campaign. • Show how you would make that campaign dynamic. (HINT: Use ad parameters) • What would the ad copy look like? • How will it change with time?

  39. Exercise #3 - Solution Amsterdam • What would the ad copy look like? • How will it change with time? Harman Kardon Speakers Now on Sale {Param1:} off! Limited Stock. Only {Param2:} Left in Stock. Buy Today. www.Store.com/Harman_Kardon Harman Kardon Speakers Harman Kardon Speakers Harman Kardon Speakers www.Store.com/Harman_Kardon www.Store.com/Harman_Kardon www.Store.com/Harman_Kardon Now on Sale 20% off! Limited Stock. Now on Sale 20% off! Limited Stock. Now on Sale 15% off! Limited Stock. Only 5 Left in Stock. Buy Today. Only 1 Left in Stock. Buy Today. Only 3 Left in Stock. Buy Today.

  40. NEW FEATURE #4 Optimization Using Feed Data Amsterdam Optimization Using Feed Data

  41. Feed based Optimization Amsterdam • Optimization just went from better to outstanding! • Now you can take information from your feed such as: • Bids • Margins • Num. of items • And more • and use that as a basis for Bid Optimization!

  42. How to set up feed based optimization? Amsterdam 3- Part process: Part 1: Add into your feed a field with the information that you want to use for optimization purposes.

  43. How to set up feed based optimization? Amsterdam 3- Part process: Part 2: Use your Dynamic Search Campaign to add the relevant feed information to your keyword URL OR

  44. How to set up feed based optimization? Amsterdam Part 2 (con’t): Use your Dynamic Search Campaign to add the relevant feed information to your keyword URL In the Refine Feed Data section use the following dynamic function to encode your url with the information you want to use for optimization:: It should look like this:

  45. How to set up feed based optimization? Amsterdam Part 3: Back in the optimization section of adCore, build a rule which uses the function below to “extract” the value you encoded. fnKwDestUrlParam(string) Example: We wish to write a rule which increases keyword bids by 20% for products that have a margin greater than 10% Bid: kwCpcMax*1.2 Requirement: (fnKwDestUrlParam(‘margin’)>0.1)

  46. Exercise Amsterdam Exercise #4

  47. Exercise #4 Amsterdam Assume that you have uploaded a feed into adCore, and you have tagged your URL's with a tag called 'product_name'. Create a rule that then changes the bids on a certain product. HINT: use the following function fnKwDestUrlParam(string)

  48. Exercise #4 - Solution Amsterdam Assume that you have uploaded a feed into adCore, and you have tagged your URL's with a tag called 'product_name'. Create a rule that then changes the bids on a certain product. HINT: use the following function fnKwDestUrlParam(string) (Case When kwCpcMax * 1.15 > 2.5 Then 2.5 Else kwCpcMax *1.15 End) fnKwDestUrlParam(‘product_name’) = ‘%Samsung%’

  49. NEW FEATURE #5 Alerts Amsterdam Alerts

  50. Introducing Alerts Amsterdam Use alerts to notify you when extreme changes occur in your account: For Example: Send me an e-mail alert if my traffic yesterday went down by more than 50%. Or Send me an e-mail alert if my conversions have increased more than 15% so I can then notify the client that it’s time for a higher budget!

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