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9 Hacks For Custom Automation

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Automating some of your PPC workload not only makes it easier on you, but puts those mundane and tedious tasks in their place. You've probably already done some automation with your account(s), but chances are, you haven't discovered all of these automation tricks!

In the recording, Marc Poirier from Acquisio and Jeff Baum from Hanapin Marketing list out 9 hacks to customize your automation, save you time, and boost your efficiency.

You'll get expert-level tips:

*Streamlining your optimization efforts with scripts

*Cutting down on the labor of ad testing for more focus on writing and deploying ads

*Using automated rules to save you time and manage your account more efficiently

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9 Hacks For Custom Automation

  1. 1. 9 Hacks For Custom Automation How to Recover from the Holidays Faster Than Your Competition #thinkppc HOSTED BY: HOSTED BY: HOSTED BY: &
  2. 2. #thinkppc Presenters • Jeff Baum – Associate Director of Paid Search at Hanapin Marketing – Blogger at PPC Hero – Hero Conf Speaker – @jeffbaum71 • Marc Poirier – EVP & Co-Founder of Acquisio – 17 Years Experience in Digital Marketing – Master Fisherman – @marcpoirier
  3. 3. #thinkppc Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
  4. 4. #thinkppc Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years
  5. 5. #thinkppc Live Poll Question #2 How do you manage your account(s)? #thinkppc a) I manage it myself. b) I’m part of a team that manages it. c) I outsource my account management. d) I’m rethinking how my account is managed.
  6. 6. Hack #1: Scripts 6
  7. 7. Hack #1: Scripts  Lines of Java code used to automate account activities  Manage bids, create automated reports, pause ad copy and a ton of other really cool stuff  Pre-Made or Custom Created 7 What Are They and What Do They Do?
  8. 8. Hack #1: Scripts 8
  9. 9. Hack #1: Scripts 9
  10. 10. Hack #1: Scripts 10
  11. 11. Hack #1: Scripts Resources  FreeAdwordsScripts.com: http://www.freeadwordsscripts.com/  Google: https://developers.google.com/adwords/scripts/ 11
  12. 12. Hack #2: Creative Testing Automation 12
  13. 13. Hack #2: Creative Testing Automation  Tedious: A lot of effort to pull results  Time Consuming: Time drain interpreting results and deciding what ads to keep or pause or delete  Creativity: One person in account all the time tends to lose creative perspective 13 Why Automate Our Creative Testing?
  14. 14. Automated Ad Platforms 14
  15. 15. Automated Ad Platforms 15
  16. 16. Automated Ad Platforms 16
  17. 17. Hack #3: Call Tracking 17
  18. 18. #thinkppc Conversions for local players 431-985-1257 431-256-3486 431-157-9574 431-487-6117 431-278-5555
  19. 19. #thinkppc Not all calls are equal ALL ANIMALS ARE EQUAL BUT SOME ANIMALS ARE MORE EQUAL THAN OTHERS.
  20. 20. Qualify calls through extensions dialed or automated voice Identify the characteristics of qualified versus unqualified leads to improve both marketing and sales performance. Dial 1 for Sales Dial 2 for Support #thinkppc Hi I would like to place an order. My credit card number is... Hi I would like to talk to customer support. My account number is… ✔ ✗
  21. 21. Listens for user-defined keywords, giving you insight into every inbound call, like: And more! #thinkppc Special promos mentioned Sales messaging being used Set appointments or sales Competitors mentioned Qualify a call through call analysis
  22. 22. #thinkppc Call duration is also indicative of success
  23. 23. #thinkppc Reports can include call details Listen to calls
  24. 24. Hack #4: Experiments 24
  25. 25. Hack #4: Experiments 25
  26. 26. Hack #4: Experiments What Are Google Experiments and Why Use Them?  Beta system for campaign level testing  Test 1 campaign element on a % of auctions  Google randomly chooses which auctions to use control or experiment  Results automatically compiled and appear in the interface 26
  27. 27. Hack #4: Experiments 27
  28. 28. Hack #4: Experiments 28
  29. 29. #thinkppc Live Poll Question #3 How much automation do you use in your PPC campaigns today? #thinkppc a) I like to be in full control, I do everything manually. b) I use some automation, but only when necessary. c) I use automation as much as possible.
  30. 30. Hack #5:CRM 30
  31. 31. #thinkppc Offline Sales - B2B
  32. 32. Bring in Leads, Opportunities, Revenue, etc #thinkppc
  33. 33. #thinkppc Long Sales Cycle
  34. 34. Marketing Scoring for immediate optimization Bring in scores from Marketing Automation for immediate optimization #thinkppc
  35. 35. http://www.48hourprint.com%25252Fbusinesscards%25252F%25253Fdi scountcode%25253Dpl6ndhe2b8?trkid=V1ADW19654-7217638729-k- {keyword}-{creative}-{matchtype}-{ifsearch:s}{ifcontent:c} Tracking Server #thinkppc Call Tracking ID Third Party: - Call Tracking Vendor - CRM
  36. 36. Hack #6: Automated Rules 36
  37. 37. Hack #6: Automated Rules 37
  38. 38. Hack #6: Automated Rules 38
  39. 39. Hack #6: Automated Rules 39
  40. 40. Hack #7: Automated GDN 40
  41. 41. #thinkppc The Scope of Automated GDN Keyword Selection URL Placement Ad Selection Bidding Budget Ad Creative Landing Page Purchase Registration Purchase Registration Thank You Page Client Automated
  42. 42. #thinkppc Optimizing 5 Key Variables Keyword lists are constantly (algorithmically) sampled, tested and rewarded according to live performance data and quality score feedback. This gains access to an ever-expanding number of GDN pages that convert. Keyword Selection Automated URL Placement Ad Selection Bidding Budget Ad Creative Landing Page Purchase Registration Purchase Registration Thank You Page Client
  43. 43. #thinkppc Optimizing 5 Key Variables Ad-to-page placements are controlled down to the URL level, increasing a given ad’s relevance (and its CTR) by more closely fitting the ad to the content of the page. We select the managed placements based on Return. Keyword Selection URL Placement Ad Selection Bidding Budget Ad Creative Landing Page Purchase Registration Purchase Registration Thank You Page Automated Client
  44. 44. Metrics-based analysis allows for comparative performance evaluation between ads (variation of format and messaging) This allows for an objective measurement of ad performance. #thinkppc Optimizing 5 Key Variables Keyword Selection URL Placement Ad Selection Bidding Budget Ad Creative Landing Page Purchase Registration Purchase Registration Thank You Page Automated Client
  45. 45. #thinkppc Optimizing 5 Key Variables Dynamic Bidding - Algorithms bid in a live and dynamic process that allows for far greater control over bid pricing. This enables either suppression of CPA or, if desired, incremental bid increases to gain conversion volume Keyword Selection URL Placement Ad Selection Bidding Budget Ad Creative Landing Page Purchase Registration Thank You Page Automated Client
  46. 46. Budget Control and Optimization - by monitoring daily budgets hourly, algorithms can allocate budgets only to campaigns that warrant it. This lowers CPA by cutting off underperforming campaigns, and feeds budgets to high performance campaigns. #thinkppc Optimizing 5 Key Variables Keyword Selection URL Placement Ad Selection Bidding Budget Ad Creative Landing Page Purchase Registration Thank You Page Automated Client
  47. 47. Hack #8: Macros 47
  48. 48. Hack #8: Macros What Are Excel Macros and Why Are They Cool to Use?  Automate Complex Tasks in Excel  Cheaper than purchasing software  None to minimal programming experience required as per Microsoft. Need to understand the macro and what its trying to do 48
  49. 49. Hack #8: Macros 49
  50. 50. Hack #8: Macros 50
  51. 51. Hack #8: Macros 51
  52. 52. Hack #8: Macros Resources  Wikihow: http://www.wikihow.com/Write-a-Simple-Macro-in-Microsoft-Excel  ExcelFunctions.net: http://www.excelfunctions.net/Writing-Excel-Macros.html 52
  53. 53. Hack #9: Automated Everything 53
  54. 54. #thinkppc Automated Everything • Retail – Product Feed – Ad templates – Rules – Bid to maximize profit • SMBs – Taxonomies – Templates – Domain expertise – Bid to spend budget and maximize clicks / calls
  55. 55. #thinkppc Live Poll Question #4 Would you like help with your PPC accounts and management? I’m interested in: a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend). b.) FREE Demo of the Acquisio Platform
  56. 56. #thinkppc Live Q&A Time!
  57. 57. #thinkppc Have more questions? Thank you for attending our webinar! #thinkppc • Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint/ • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com
  • KevinFactor

    Jul. 21, 2015

Automating some of your PPC workload not only makes it easier on you, but puts those mundane and tedious tasks in their place. You've probably already done some automation with your account(s), but chances are, you haven't discovered all of these automation tricks! In the recording, Marc Poirier from Acquisio and Jeff Baum from Hanapin Marketing list out 9 hacks to customize your automation, save you time, and boost your efficiency. You'll get expert-level tips: *Streamlining your optimization efforts with scripts *Cutting down on the labor of ad testing for more focus on writing and deploying ads *Using automated rules to save you time and manage your account more efficiently

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