Downloaded 16 times
Uploaded byHanapin Marketing
9 Hacks For Custom Automation
The document outlines nine automation hacks for recovering from the holidays in PPC campaigns, highlighting the importance of scripts, creative testing, call tracking, experiments, CRM integration, automated rules, GDN management, macros, and overall automation. It emphasizes the efficiency and effectiveness of using these automation techniques to optimize PPC performance and manage accounts more effectively. The content is part of a webinar hosted by PPC experts Jeff Baum and Marc Poirier, which includes interactive polls and resources for attendees.
More Related Content
![[Future of ABM Webinar Series] Mission 5: Using Intent and Fit for Full-Funne...](https://cdn.slidesharecdn.com/ss_thumbnails/futureofabmmission5intentandfit-180912152226-thumbnail.jpg?width=640&height=640&fit=bounds)
Similar to 9 Hacks For Custom Automation
9 Hacks For Custom Automation
- 1. 9 Hacks ForCustom Automation How to Recover from the Holidays Faster Than Your Competition #thinkppc HOSTED BY: HOSTED BY: HOSTED BY: &
- 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. #thinkppc Join theconversation • Include the hashtag #thinkppc in your Twitter tweets. • Or use the webinar question box to send us questions.
- 4. #thinkppc Live PollQuestion #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. #thinkppc Live PollQuestion #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.
- 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.
- 9.
- 10.
- 11. Hack #1: ScriptsResources FreeAdwordsScripts.com: http://www.freeadwordsscripts.com/ Google: https://developers.google.com/adwords/scripts/ 11
- 12. Hack #2: CreativeTesting Automation 12
- 13. Hack #2: CreativeTesting 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.
- 15.
- 16.
- 17. Hack #3: CallTracking 17
- 18. #thinkppc Conversions forlocal players 431-985-1257 431-256-3486 431-157-9574 431-487-6117 431-278-5555
- 19. #thinkppc Not allcalls are equal ALL ANIMALS ARE EQUAL BUT SOME ANIMALS ARE MORE EQUAL THAN OTHERS.
- 20. Qualify calls throughextensions 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. Listens for user-definedkeywords, 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. #thinkppc Call durationis also indicative of success
- 23. #thinkppc Reports caninclude call details Listen to calls
- 24.
- 25.
- 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.
- 28.
- 29. #thinkppc Live PollQuestion #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.
- 31.
- 32. Bring in Leads,Opportunities, Revenue, etc #thinkppc
- 33. #thinkppc Long SalesCycle
- 34. Marketing Scoring forimmediate optimization Bring in scores from Marketing Automation for immediate optimization #thinkppc
- 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. Hack #6: AutomatedRules 36
- 37. Hack #6: AutomatedRules 37
- 38. Hack #6: AutomatedRules 38
- 39. Hack #6: AutomatedRules 39
- 40. Hack #7: AutomatedGDN 40
- 41. #thinkppc The Scopeof Automated GDN Keyword Selection URL Placement Ad Selection Bidding Budget Ad Creative Landing Page Purchase Registration Purchase Registration Thank You Page Client Automated
- 42. #thinkppc Optimizing 5Key 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. #thinkppc Optimizing 5Key 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. Metrics-based analysis allowsfor 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. #thinkppc Optimizing 5Key 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. Budget Control andOptimization - 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.
- 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.
- 50.
- 51.
- 52. Hack #8: MacrosResources Wikihow: http://www.wikihow.com/Write-a-Simple-Macro-in-Microsoft-Excel ExcelFunctions.net: http://www.excelfunctions.net/Writing-Excel-Macros.html 52
- 53. Hack #9: AutomatedEverything 53
- 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. #thinkppc Live PollQuestion #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. #thinkppc Live Q&ATime!
- 57. #thinkppc Have morequestions? 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