Take a look at our Technical PPC Manager, Stewart Robertson's,' slides from his presentation on automating large scale PPC campaigns taken from our recent PPC Best Practice in 2014 and Beyond
Take a look at our Technical PPC Manager, Stewart Robertson's,' slides from his presentation on automating large scale PPC campaigns taken from our recent PPC Best Practice in 2014 and Beyond conference.
Difficulties of scale
– Lots of products
– Staying up to date
Bidding at scale
– Low volume terms
– Comparison groups
3. The benefits of a granular approach
4. Granular ad text
If you searched for ‘purple scarf’ which ad would YOU click?
5. Granular bidding
Which of these users is more valuable to you?
– More specific, better performing ad texts
– Bidding the correct amount for every possible
– Higher ROI, less waste, better returns
7. The problems of scale
A company specialising in Red Armani Fedora Hats could
end up with ad groups such as these:
– Red Armani Fedora Hats
– Armani Fedora Hats
– Red Fedora Hats
– Red Fedoras
– Red Hats
We also might show ad text such as “Up to 25% off Red
Fedora Hats” or “Armani Red Fedoras from £30”, etc.
9. The problem of scale
But what do we do if the company also sells:
– 10 colours?
– 10 brands?
– 5 sizes?
Plus a similar range of top hats?
… And caps too?
Very quickly the numbers get too big to deal with
10. How do we solve it?
More people or less granularity?
– More operating costs or lower return?
How about a third option…
11. Tailored automation
Manual & automated
Ad platform API
12. Process overview
13. Item Id Brand Product Classification Colour RRP Price
A0001 Armani Headwear > Hats > Fedoras Red £40.00 £30.00
A0002 Nike Headwear > Hats > Fedoras Red £38.00 £10.00
A0003 Haat Headwear > Hats > Fedoras Red £27.00 £27.00
A0004 D&G Headwear > Hats > Fedoras Red £412.00 £299.00
A0005 Prada Headwear > Hats > Fedoras Red £38.00 £30.00
A0006 Kangol Headwear > Hats > Fedoras Red £29.99 £29.99
A0007 Boss Headwear > Hats > Fedoras Red £99.00 £67.00
A0008 Nike Headwear > Hats > Fedoras Red £18.00 £14.00
Red Armani Fedora Hats
Armani Fedora Hats
Red Fedora Hats
14. Extract fields
•Convert into usable
from taxonomy or
& ad logic
•Parse feed into
keywords, ads, etc.
•Sync with Ad Platform
15. Process overview – key points
Product level alone is not normally enough
– Cover higher level categories
It’s not enough to have business-specific
– we need business-specific logic
Setup needs a high level of human input
Ask the right questions!
16. Bidding at scale
17. The bidding problem
What is the conversion rate of a
keyword with 1 conversion from 7
Only 95% sure that the Conversion Rate is
between 0.36% and 57.87%
18. The bidding problem
Determining the conversion rate on broad high-
volume terms is easy
The problem occurs in low-volume long tailed terms
How can we get the most accurate measure of
– Look to other similar terms
– External data
19. Similar terms
Group keywords based on user intent:
“Red Armani Fedora”
“Blue Armani Fedora”
“Green Armani Fedora”
“Cheapest Armani Fedora”
“Discount Armani Fedora”
“Armani Fedora Hat”
20. Comparison groups - Smoothing
Pool statistics from the comparison group
– But don’t ignore the keyword’s own stats:
21. Comparison groups - Smoothing
So how do we incorporate external data? We believe our keyword out-
performs the group by 50%
22. BidLabTM – How it works
Custom tree structure based on
All keywords will use the most
Very tightly-grouped in a natural
Maximising visibility from PPC
campaigns depends on:
relevant ad copy
Full product & category
Minimising waste means knowing how
Add or update hundreds of new
Add or update hundreds of
thousands of ad texts & keywords
Accurately manage bids on
millions of low-volume keywords
Every single day!