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Essential paid search tools from excel to automation - Sam Fenton-Elstone
 

Essential paid search tools from excel to automation - Sam Fenton-Elstone

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  • Good Morning. My name is Sam and I’m Head of Media at iCrossing.I’d like to take this time to talk to you about how we can use tools and technology to make our campaigns work harder, smarter and ultimately more intelligent.
  • So what do I mean by intelligent campaigns? Well to me they are campaigns that are data driven. This data provides insight with which you plan your strategy. You are aware of what your competitors are doing around you and use this to inform what you do.You work efficiently, streamlining your workflow.Over the next few minutes I hope to cover a few of these aspects and highlight ways you can drive you campaigns forward lookign beyond Adwords reporting.
  • Firstly I’m going to look at how we can use technology and data to make our campaigns work harder, then I want to look at how we can find out information about our competitors to make our campaigns smarter and finally a couple of cheap ways you can improve your daily worklfow…
  • Make the most of all the information that is available to you. For example if you have access to one, take advantage of merchant product feeds. These can be processed and integrated into you PPC campaigns. At iCrossing we use proprietary and third-party tools to scale targeted KW and Ad copy generation whilst using margin to influence bid levels.The tech can auto generate KWs based on product titles and descriptions. You can use this same data to template Ad Copy with specific, relevant content at scale. Take a look at this SERP.Dissecting the Ad in position 1 we can see that the product specific aspects of the ad have been driven by a product feed, They have even taken advantage of Google Product Extensions to have even Greater SERP ownership.Once the campaign is live, use stock level to pause or activate product specific bidding. Use product cost commission rates to inform you bidding and budget strategy.There are many third party feed processing tools available on the market at varying levels of cost. But if the budget isn’t there for that you can still make use of the information through Excel templates.
  • Make the most of all the information that is available to you. For example if you have access to one, take advantage of merchant product feeds. These can be processed and integrated into you PPC campaigns. At iCrossing we use proprietary and third-party tools to scale targeted KW and Ad copy generation whilst using margin to influence bid levels.The tech can auto generate KWs based on product titles and descriptions. You can use this same data to template Ad Copy with specific, relevant content at scale. Take a look at this SERP.Dissecting the Ad in position 1 we can see that the product specific aspects of the ad have been driven by a product feed, They have even taken advantage of Google Product Extensions to have even Greater SERP ownership.Once the campaign is live, use stock level to pause or activate product specific bidding. Use product cost commission rates to inform you bidding and budget strategy.There are many third party feed processing tools available on the market at varying levels of cost. But if the budget isn’t there for that you can still make use of the information through Excel templates.
  • The benefits of using merchant product data to drive you PPC campaign is clear but what else can you use to make you campaign more…intelligent?Imagine overlaying weather data on top of your campaign performance data. Utilising information that is likely to affect the behaviour of you customers will only make your campaign smarter.At iCrossing we use weather, economic and news data to take advantage of likely peaks and troughs in demand.Imagine you are an affiliate of a cycling retail store with huge inventory. It’s a glorious sunny weekend. How should you bid? People will tend to head out to enjoy the weather. Should we expect a drop in online sales and a peak in store?Although this level of sophistication may seem prohibitively complex & expensive full integration and automation isn’t necessary. Analyse your performance data and manually overlay this data from free sources online.Thinking beyond your campaign internals will drive its success…
  • Operating in the dark without insight into what the rest of the market is doing will ensure you are not making the most of your opportunity. You are not working smart.
  • There are many tools out their that you can use to stay one step ahead of you competitor. They all have similarities but varying levels of cost and accuracy. Ultimately their value is in how you make the most of the insights they provide you.
  • All three pieces of tech essentially work in the same way…They will scrape result pages and log advertised, the Ads they display and position they rank into a database. As an advertiser we can then interrogate this database to better understand the market…This can help us to build Ad Copy with a point of difference & understand the competitiveness of keyword.Look at this SERP. This is a very competitive auction with three premium advertisers, one with a product extension and Google Product Ads on the right hand side.These tools help can help you monitor this for hundreds of keyword auctions. This wouldn’t be possible manually…
  • Adgooroo is probably the best know tool on the market and one we work with at iCrossing. It has a vast array of reports covering both paid and natural search. It will only monitor KWs that you specify, either through manual input or linking to your Adwords account. This has its problems, as you won’t be able to look at historical data before you started monitoring KWs. It also means you need to think carefully about the was you set it up to get maximum value.That said, this is still a great tool and can provide genuine insights of value. We regularly use this to understand the linguistics of a marketplace and feed this into our client’s creative strategy…
  • Another tool we use is AdThena. It is fairly new to market and operates on a per domian level, building out KWs based on where sites get their traffic from.This is a great feature of AdThena and can be extremely useful in uncovering where your competitors are getting their traffic from. Using this information you may find opportunities for traffic that you didn’t know existed.
  • Finally SEMRush.This is much cheaper than the other two and the quality of the data can be questionable. They scraped google.com and only do it once a month.However the KW data is taken from the google kw tool and is as accurate as it can be. This tools is certainly good as a starting point for KW research.Also, you are able to get a maximum of 10 results from a number of different reports without have to pay a penny. For that alone its definitely worth a look.
  • Just before I wrap up I just wanted to share a couple of excellent and cheap tools I find useful…Pup7 or Power Utility Pack 7 is an excel add-in for Microsoft Excel 2007 and 2010. It brings together lots of useful features in particular when working with text. In the past this has saved me countless hours working on Ad Copy with handy editing features such as space removal and character cases.It also has allows you to easily combine cells and rows which is a fantastic way to template and build large amounts of targeted Ad Copy.All in all, well worth its $40 price tag.Also, an excellent KW research site - Uber Suggest. You can use this tool to find some really useful KWs, especially for niche, tail terms.
  • Finally I wanted to leave you with my top 4 (I couldn’t think of 5) PPC tech tips…Use technology to save time – use it for KW research, large scale bidchanges and performanceinsightRemember, The power lies with the person using the technology. The numbers themselves mean nothing unless you do something with them.Monitor you competitors and the market you are operating in. find out as much as you can.And, finally be disciplined in your use of your chosen tool. You will reap the benefits.

Essential paid search tools from excel to automation - Sam Fenton-Elstone Essential paid search tools from excel to automation - Sam Fenton-Elstone Presentation Transcript

  • INTELLIGENT CAMPAIGNS Sam Fenton-Elstone, iCrossing1
  • INTELLIGENT CAMPAIGNS> Intelligent campaigns are: - Data Driven - Insight led - Managed in context to the market - Efficient2
  • INTELLIGENT USE TECHNOLOGY TO BE PRECISE CAMPAIGNS3
  • DATA DRIVEN TAKE ADVANTAGE OF MERCHANT FEEDS… CAMPAIGNS4
  • DATA DRIVEN TAKE ADVANTAGE OF MERCHANT FEEDS… CAMPAIGNS5
  • DATA DRIVEN THE WEATHER? LOCATION BASED? CAMPAIGNS How would you bid on the hottest weekend of the year?6
  • INTELLIGENT ANALYSE THE MARKET TO PLAN YOUR NEXT MOVE CAMPAIGNS7
  • COMPETITOR INSIGHT> Analyse the market with: - Adgooroo - AdThena - SEMRush8
  • INTELLIGENT CAMPAIGNS9
  • ADGOOROO> Key features:- Paid for on a per KWlevel – can be expensive- International capabilities- Strong Organic andPaid reporting suite10
  • ADTHENA> Key features:- Priced on a per domainlevel - £195 per month- Database provideshistorical reporting- Extensive reportingsuites - Link to AdWords provides calibrated data11
  • SEMRUSH> Key features:- $69.95 monthlysubscription – some freefeatures- Useful for KW research- Based on Google.comcan lead to inconsistentdata-Updated monthly12
  • WORK SMART EXCEL IS STILL YOUR FRIEND…> Cheap (& Free) workflow improvements:- PUPv7 – excellent fortext manipulationUbersuggest – good KWresearch tool – Nicheterms- Pulls together Googlesuggest terms into handyCSV format13
  • THANK YOU Sam Fenton-Elstone, Head of MediaTECH TIP 1: Use technology to save time – KW research, large scale bid changes Call: +44 (0) 1273 827 743 +44 (0) 7825 093 547TECH TIP 2: The power lies with the person Email: using the technology sam.fentonelstone@icrossing.co.uk Site: www.iCrossing.co.uk Blog: http://connect.icrossing.co.ukTECH TIP 2: Use technology to understandwhat is happening around you. Don’t work Twitter: www.twitter.com/icrossing_uk blind TECH TIP 4: Be disciplined 14