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Heroconf London - Leveraging Automation into International PPC

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Tips & tricks to get started with automation for your (international) PPC campaigns.

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Heroconf London - Leveraging Automation into International PPC

  1. 1. Making your life easier by Leveraging Automation into International PPC Mark Meijs | @Mark_Meijs
  2. 2. Why I love automation?
  3. 3. 4 pillars of PPC automation Building Optimizing Bidding Reporting
  4. 4. We start with a raw feed and make it beautiful!
  5. 5. “ ” So how do we build automatic campaigns?
  6. 6. Building campaigns via scripts or tools.
  7. 7. The ‘’best’’ tool is not always the best choice 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 No tool Tool 1 Tool 2 Tool 3 Tool 4 Tool 5 Capabilities Cost
  8. 8. The ‘’best’’ tool is not always the best choice 0 1 2 3 4 5 6 7 8 9 10 0 1 2 3 4 5 6 7 8 9 10 No tool Tool 1 Tool 2 Tool 3 Tool 4 Tool 5 Capabilities Cost
  9. 9. But why?
  10. 10. Elgiganten’s challenge: 20K+ Different SKU’s 50+ categories
  11. 11. +177%YoY growth in conversions +61%YoY improvement in ROI +34%YoY improvement in conversion rate Case video
  12. 12. KLM’s challenge: 12 million+ new ads 3 years in a row
  13. 13. +19%YoY revenue growth in Non Branded PPC 6%YoY improvement in ROI 29%YoY improvement in non-branded QS (Now a 8,9) Case study
  14. 14. So how do you achieve this? Tip 1: A centralized approach with a local touch.
  15. 15. Tip 2: Structure for growing fast. Insights: 1. Always add categories in English 2. Take all platforms into account 3. Use automation to copy changes immediately to all relevant countries
  16. 16. “ ” ‘’We’re talking tiny inlets, sweeping bays and sandy coves, all lapped by turquoise waters talking tiny inlets, Tip 3: Use your unique content, as ad copy.
  17. 17. “ ” Now we can start optimizing!
  18. 18. Rules Scripts Tooling We have 3 different options to automate our optimizing.
  19. 19. I mostly use rules as alerts. If the impression share of a keyword / product group is more than 95% and my bid is more than €5. I want to receive an alert.
  20. 20. Thomas Cook’s challenge: Need to exclude bad placements Every day / week / month
  21. 21. We’ve built a script that excludes for us, but on your conditions! GDN campaign name GDN campaign name is not Click threshold CPA threshold Impressions threshold CTR threshold low CTR threshold high Don't exclude GDN 15 75 3000 0.05 20.00 youtube Link to script!
  22. 22. -3 hours Management time per week on these campaigns +33%MoM improvement in ROI +23%MoM improvement in conversion rate
  23. 23. If you cannot fix it yourself, a paid solution is probably already out there!
  24. 24. 2 instant optimizations:
  25. 25. “ ” The last obstacle to success is bidding The last obstacle to success is bidding
  26. 26. Is your account ready for automated bidding? Account factors: ● Maturity ● Complexity ● Thresholds Business factors: ● Cost / Benefit ● Current man hours ● Cost of missing out
  27. 27. Where are you on the automated bidding roadmap? Manual Bidding1 Semi Automated2 Engine autobidding3 Cross-engine autobidding 4 PPC bidding maturity
  28. 28. Moving to phase 2! Semi Automated2Manual Bidding1 ● Map your process ● If this then that ● Create a safe test environment
  29. 29. Moving to phase 3! Engine autobidding3Semi Automated2 ● Select an account with enough data (not your most important) ● Make sure that you have steady performance ● And a steady performance target
  30. 30. & to phase 4! Cross engine autobidding 4Engine autobidding3 ● Create cost / benefit analysis of third party tools ● Determine tool (& provider)
  31. 31. @Mark_Meijs Now you have enough ammunition to start automating today!

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