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#SMX #21B @armondhammer
Strategies for success
Madlibs: AdWords Edition
Customizers and Scripts
Steve Hammer, President -
...
#SMX #21B @armondhammer
#SMX #21B @armondhammer
#SMX #21B @armondhammer
Great But…
Strategy Exposed
Generic Ad Copy
One Option Only
#SMX #21B @armondhammer
Ad Madlibs
Product
Relevant
Price
Changes
Easy
Test and
experiment
value
props
#SMX #21B @armondhammer
#SMX #21B @armondhammer
Who I am – really.
FAMILY
What it’s all about
FOOD AND
WINE
Eating as an art
form?
HOCKEY
Go Stars...
#SMX #21B @armondhammer
Slight Obsession with Hammers
#SMX #21B @armondhammer
Three ways to change ad copy
KW
Insertion
Matches Search
Only real option is
CaSe
Pretty Easy
Cust...
#SMX #21B @armondhammer
#SMX #21B @armondhammer
Basic Unit of a customizer
#SMX #21B @armondhammer
Items don’t have to be items
Items
Landing
Page
Intent
Category
User
Group
Geography
Events
#SMX #21B @armondhammer
Our real customizer process
Keywords
Intent
Mapping
Landing
Page
Solution
Feature list
Customizer
...
#SMX #21B @armondhammer
City Insertion
#SMX #21B @armondhammer
Spinal
surgery
Back surgery
Back surgery
Big Keywords or mismatched intent
#SMX #21B @armondhammer
Keyword Insertion for misspellings
#SMX #21B @armondhammer
Localize Language
#SMX #21B @armondhammer
Preserve Data with small changes
#SMX #21B @armondhammer
You can do a test like this
Adgroup / Offer Product One Product Two Product Three
Baseline 3.25% 4...
#SMX #21B @armondhammer
Add this to the list of reports:
Clicks, Conversions
Extensions,
Dimensions
Keywords,
Groups
Items
#SMX #21B @armondhammer
#SMX #21B @armondhammer
2 Column CSV
Target Attribute (Type)
Target Keyword Chooseit (text)
Target Ad Group YourVariable (...
#SMX #21B @armondhammer
•  Shorten long Keywords
•  Alter CTA (Buy vs Get)
Keyword Targets
•  Model Specifics that change
...
#SMX #21B @armondhammer
Example
Target Keyword City (text)
+Dallas +Hotels Dallas
+Dallas +Rooms Dallas
+Houston +Motels H...
#SMX #21B @armondhammer
#SMX #21B @armondhammer
Once imported, it can be modified in AdWords
#SMX #21B @armondhammer
Using it
#SMX #21B @armondhammer
Move Past Brute Force
#SMX #21B @armondhammer
Excel Text Manipulation
Ideas
Len>10
Modify
Shopping
Feed
Substitute
long
words
Find
Terms
#SMX #21B @armondhammer
Countdowns
#SMX #21B @armondhammer
Date Field – Auto Trigger
Will only trigger a customizer for a
selected number of days before an i...
#SMX #21B @armondhammer
#SMX #21B @armondhammer
Over-aggressive insertion
#SMX #21B @armondhammer
Can’t Customize Everything
One “standard” ad required per ad
group for customizers to show.
Can’t ...
#SMX #21B @armondhammer
Biggest Challenge
The Sell
Updates: Neither scaled nor realtime
#SMX #21B @armondhammer
What about more than a little change?
#SMX #21B @armondhammer
Scripts
#SMX #21B @armondhammer
Simple Version
Label ads for
timeframe
Schedule to
run daily
Reverse labels
Schedule
Counter Script
#SMX #21B @armondhammer
More Complicated Version
Labels from Columns – Run hourly
http://bit.ly/hhscript
#SMX #21B @armondhammer
§  Customizers are great for expanding keyword
insertion
§  Multiple insertions, misspellings, w...
#SMX #21B @armondhammer
SOCIAL NETWORKS
RankHammer
Downtown Dallas TX
214-720-0044
LOCATED
support@rankhammer.com
QUESTION...
#SMX #21B @armondhammer
THANK YOU!
Join us @SMX East
NEW YORK CITY
Sept. 29th – Oct. 1st 2015
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MadLibs: AdWords Edition By Steve Hammer

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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Getting Creative With Ad Copy & Testing. PRESENTATION: MadLibs: Adwords Edition - Given by Steven Hammer, @armondhammer - Rank Hammer, President. #SMX #21B

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MadLibs: AdWords Edition By Steve Hammer

  1. 1. #SMX #21B @armondhammer Strategies for success Madlibs: AdWords Edition Customizers and Scripts Steve Hammer, President - RankHammer
  2. 2. #SMX #21B @armondhammer
  3. 3. #SMX #21B @armondhammer
  4. 4. #SMX #21B @armondhammer Great But… Strategy Exposed Generic Ad Copy One Option Only
  5. 5. #SMX #21B @armondhammer Ad Madlibs Product Relevant Price Changes Easy Test and experiment value props
  6. 6. #SMX #21B @armondhammer
  7. 7. #SMX #21B @armondhammer Who I am – really. FAMILY What it’s all about FOOD AND WINE Eating as an art form? HOCKEY Go Stars RANKHAMMER Dallas Based Internet Marketing Agency
  8. 8. #SMX #21B @armondhammer Slight Obsession with Hammers
  9. 9. #SMX #21B @armondhammer Three ways to change ad copy KW Insertion Matches Search Only real option is CaSe Pretty Easy Customizers More Flexible More than one insertion per ad possible Takes in some user data (time zone) Easy Countdown Script Parameters Full Text Changes Incorporate hourly feeds Parameters, Countdowns Much more complex
  10. 10. #SMX #21B @armondhammer
  11. 11. #SMX #21B @armondhammer Basic Unit of a customizer
  12. 12. #SMX #21B @armondhammer Items don’t have to be items Items Landing Page Intent Category User Group Geography Events
  13. 13. #SMX #21B @armondhammer Our real customizer process Keywords Intent Mapping Landing Page Solution Feature list Customizer Data Ad Copy Build •  Expansion •  Multiple copy ideas
  14. 14. #SMX #21B @armondhammer City Insertion
  15. 15. #SMX #21B @armondhammer Spinal surgery Back surgery Back surgery Big Keywords or mismatched intent
  16. 16. #SMX #21B @armondhammer Keyword Insertion for misspellings
  17. 17. #SMX #21B @armondhammer Localize Language
  18. 18. #SMX #21B @armondhammer Preserve Data with small changes
  19. 19. #SMX #21B @armondhammer You can do a test like this Adgroup / Offer Product One Product Two Product Three Baseline 3.25% 4.32% 4.72% Deals / 10% off 3.35% 4.25% 5.34% Deals / Free Shipping 4.13% 4.45% 4.76%
  20. 20. #SMX #21B @armondhammer Add this to the list of reports: Clicks, Conversions Extensions, Dimensions Keywords, Groups Items
  21. 21. #SMX #21B @armondhammer
  22. 22. #SMX #21B @armondhammer 2 Column CSV Target Attribute (Type) Target Keyword Chooseit (text) Target Ad Group YourVariable (number) Target Campaign MSRPmaybe (price) Target Keyword Text + Target Match Type Salesover (date) Example Headers
  23. 23. #SMX #21B @armondhammer •  Shorten long Keywords •  Alter CTA (Buy vs Get) Keyword Targets •  Model Specifics that change •  Social Proof Ad Group Targets •  Match Geography •  Broad Tests across groups Campaign Targets
  24. 24. #SMX #21B @armondhammer Example Target Keyword City (text) +Dallas +Hotels Dallas +Dallas +Rooms Dallas +Houston +Motels Houston +Downtown +Houston +Hotels Houston Note match punctuation
  25. 25. #SMX #21B @armondhammer
  26. 26. #SMX #21B @armondhammer Once imported, it can be modified in AdWords
  27. 27. #SMX #21B @armondhammer Using it
  28. 28. #SMX #21B @armondhammer Move Past Brute Force
  29. 29. #SMX #21B @armondhammer Excel Text Manipulation Ideas Len>10 Modify Shopping Feed Substitute long words Find Terms
  30. 30. #SMX #21B @armondhammer Countdowns
  31. 31. #SMX #21B @armondhammer Date Field – Auto Trigger Will only trigger a customizer for a selected number of days before an item’s date Note: No “wizard” Double commas unless including language
  32. 32. #SMX #21B @armondhammer
  33. 33. #SMX #21B @armondhammer Over-aggressive insertion
  34. 34. #SMX #21B @armondhammer Can’t Customize Everything One “standard” ad required per ad group for customizers to show. Can’t add customizers to url, even for tracking.
  35. 35. #SMX #21B @armondhammer Biggest Challenge The Sell Updates: Neither scaled nor realtime
  36. 36. #SMX #21B @armondhammer What about more than a little change?
  37. 37. #SMX #21B @armondhammer Scripts
  38. 38. #SMX #21B @armondhammer Simple Version Label ads for timeframe Schedule to run daily Reverse labels Schedule Counter Script
  39. 39. #SMX #21B @armondhammer More Complicated Version Labels from Columns – Run hourly http://bit.ly/hhscript
  40. 40. #SMX #21B @armondhammer §  Customizers are great for expanding keyword insertion §  Multiple insertions, misspellings, wide scope §  Customizer countdown is much easier, and even more powerful than script version §  Events/sales might be best use case §  Data Preservation can be powerful §  Can turn your account into eBay §  Major manipulations, feed input and large scale still better served by scripts Bottom Line
  41. 41. #SMX #21B @armondhammer SOCIAL NETWORKS RankHammer Downtown Dallas TX 214-720-0044 LOCATED support@rankhammer.com QUESTIONS TWITTER WEBSITE LINKEDIN @armondhammer @rankhammer rankhammer.com linkedin.com/a/armondhammer
  42. 42. #SMX #21B @armondhammer THANK YOU! Join us @SMX East NEW YORK CITY Sept. 29th – Oct. 1st 2015

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