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ADSPACE_Tools and Technologies — Will Lin
 

ADSPACE_Tools and Technologies — Will Lin

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    ADSPACE_Tools and Technologies — Will Lin ADSPACE_Tools and Technologies — Will Lin Presentation Transcript

    • DigDB, an Excel Tool for SEM PANELIST: Will Lin, Partner, PPCAssociates
    • Agenda • What is DigDB? • 3 Examples: • Find Placements to bid up by multi-condition filtering • Reconcile conversion data with LeadGen backend by “Join” • Find Day-Parts to bid up by timestamp “Roll-up” & join.
    • Example#1: Multi-condition filtering • Find me Placements having good CPA consistently with room to bid up. Avg. Pos > 1 (room to bid up) Clicks> 100 (consistently) Cost/Conv<$0.30 & Conv>0 (good CPA)
    • AdWords Editor Allow only 2 conditions! Can’t “Sort” your way out of this! Other Ad Networks are worse.
    • DigDB Multi-condition filter
    • DigDB Multi-condition Filter
    • DigDB Multi-condition Filter
    • Other frequently needed Filter features: • Filter by wildcard, e.g. keyword like *contractor* • Match keywords/placement in one AdGroup against another AdGroup to remove duplicates • Nested conditions, e.g. (a>0 AND b<100) OR (c>10 AND d like *aaa*)
    • Example #2: “Join” feature for reconciling data between different systems. Task: rank landing page effectiveness by plugging in real conversion data from LeadGen backend. • Compile cost/click data for all URLs • Retrieve conversions recorded in internal tracking by URLs • “Join” 2 tables by matching URLs
    • Example #2: “Join” feature for reconciling data between different systems.
    • Example #2: “Join” feature for reconciling data between different systems.
    • Example #3: “Roll-up” feature for aggregating date stamps Task: find out what hours of a day are the best conversion time. Bid up on those day parts! Note: Google doesn’t give you this report.
    • Example #3: Aggregation • Convert TimeStamp to “Hour”. • Roll up by “Hour” to get a count of conversions by hour
    • Example #3: “Roll-up” feature for aggregating time stamps • Convert TimeStamp to “Hour”. • Roll up by “Hour” to get a count of conversions by hour
    • Example #3: “Roll-up” feature for aggregating date stamps
    • Example #3: “Roll-up” feature for aggregating time stamps • Final step, join this table with the table for “cost by hour”, then you get “cost and conversion by hour” report.
    • Q&A • Questions? • Want a free license? Email will.lin@gmail.com • More info at http://www.ppcAssociates.com/