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Uploaded byAnu Adegbola
Brighton Seo PPC automation
The document discusses the evolution of paid search and programmatic inventory management, highlighting changes from simple text ads in 2002 to complex ad structures with dynamic creatives and competitive bidding strategies. It outlines solutions such as bidding management, reporting, and inventory management, along with the pros and cons of using these tools. The author emphasizes the importance of using efficient tools to enhance paid search performance and offers resources for further assistance.
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Brighton Seo PPC automation
- 1. Anu Adegbola Paid MediaManager @ansicles
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- 5. Evolution of PaidSearch @ansicles
- 6. Evolution of PaidSearch – 2002 • Text ads Only • No competition • Simple Account Structures • Bidding towards position/traffic @ansicles
- 7. Evolution of PaidSearch – 2002 @ansicles
- 8. Evolution Of PaidSearch - Now • Text ads/Shopping Ads/Dynamic Ads/Sitelinks/Multiple Extensions • So many competitors • Complicated and granular account structure • Bidding towards ROI/CPL @ansicles
- 9. Evolution Of PaidSearch - Now @ansicles
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- 11. Solution TrackingBiddingCall Tracking Reporting AttributionFeedMgmt Management ToolkitComp. Insights @ansicles
- 12. Feed Upload Campaign Creation Dynamic Creative Your Product Feed 2 . InventoryManagement 3 . 4 . Inventory-Based Advertising 1 . @ansicles
- 13. Your Product Feed FeedUpload Campaign Creation Dynamic Creative 2 . Inventory Management 3 . 4 . Inventory-Based Advertising 1 . 1.Create property feed and send to DC System @ansicles
- 14. Your Product Feed FeedUpload Campaign Creation Dynamic Creative 2 . Inventory Management 3 . 4 . Inventory-Based Advertising 1 . 2. Automatically advertise the entire property range @ansicles
- 15. Your Product Feed FeedUpload Campaign Creation Dynamic Creative 2 . Inventory Management 3 . 4 . Inventory-Based Advertising 1 . 3. Improve relevancy with dynamically updated creative based on number of property available, @ansicles
- 16. Your Product Feed FeedUpload Campaign Creation Dynamic Creative 2 . Inventory Management 3 . 4 . Inventory-Based Advertising 1 . 4. Increase ROI managing campaigns to inventory @ansicles
- 17. Results CPA kept withintarget 80% @ansicles
- 18. Pros • Time Saving •Granular ad groups (meaning better CPCs, QS, CR) • More manageable accounts • Sustainable way of growing PPC activity Inventory Management @ansicles
- 19. Inventory Management Cons • Systemis only as good as the feed and what it contains • Updating Google account according to feed can take a long time (especially if company is sensitive to time of day bidding) • Cost of tool/internal developers to use it @ansicles
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- 22. AdWords Scripts AdWords scriptsprovide a way to programmatically control your AdWords data using simple JavaScript in a browser-based IDE. @ansicles
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- 25. Competitive Insight Auction Insight– Settings @ansicles
- 26. Competitive Insight Auction Insight- Settings @ansicles
- 27. Competitive Insight Auction Insight- Settings @ansicles
- 28. Competitive Insight Auction Insight– Big Blue Button @ansicles
- 29. Competitive Insight Auction Insight– From Impression Share @ansicles
- 30. Competitive Insight Auction Insight– To Outranking Share Report @ansicles
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- 33. AdWords Scripts Pros • Automationsmade easy • Additional insights • Custom Solutions @ansicles
- 34. AdWords Scripts Cons • Sometimescan be difficult to figure out errors • Very much a figure it out yourself tool • Time/process limit @ansicles
- 35. AdWords Script –2.0 https://developers.google.com/adwords/api/docs/guides/start @ansicles
- 36. @ansicles Not Good WithCoding???
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- 38. Summary • Paid Searchlandscape has changed massively • If you are not using a tool…you are missing out on efficiency/insight/profit • BE LAZY - Help is out there! @ansicles
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Editor's Notes
- #12 Who in here doesn’t use any of these tools??
- #13 Customise your feed according to what is needed for the ad copies Create campaigns and ad groups based around all the products in your feed – each ad group matches a products Improve relevancy by dynamic creative Increase ROI because we are
- #14 Customise your feed according to what is needed for the ad copies Create campaigns and ad groups based around all the products in your feed – each ad group matches a products Improve relevancy by dynamic creative Increase ROI because we are
- #15 Customise your feed according to what is needed for the ad copies Create campaigns and ad groups based around all the products in your feed – each ad group matches a products Improve relevancy by dynamic creative Increase ROI because we are
- #16 Customise your feed according to what is needed for the ad copies Create campaigns and ad groups based around all the products in your feed – each ad group matches a products Improve relevancy by dynamic creative Increase ROI because we are
- #17 Customise your feed according to what is needed for the ad copies Create campaigns and ad groups based around all the products in your feed – each ad group matches a products Improve relevancy by dynamic creative Increase ROI because we are