Brighton Seo PPC automation
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Going through the evolution of PPC and why we need automation solutions to make our PPC activities/optimisations go further and allow us to overtake out competitors and keep up with the Google updates.
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Brighton Seo PPC automation
- 1. Anu Adegbola Paid Media Manager @ansicles
- 4. @ansicles
- 5. Evolution of Paid Search @ansicles
- 6. Evolution of Paid Search – 2002 • Text ads Only • No competition • Simple Account Structures • Bidding towards position/traffic @ansicles
- 7. Evolution of Paid Search – 2002 @ansicles
- 8. Evolution Of Paid Search - 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 Paid Search - Now @ansicles
- 11. Solution TrackingBiddingCall Tracking Reporting AttributionFeed Mgmt Management ToolkitComp. Insights @ansicles
- 12. Feed Upload Campaign Creation Dynamic Creative Your Product Feed 2 . Inventory Management 3 . 4 . Inventory-Based Advertising 1 . @ansicles
- 13. Your Product Feed Feed Upload 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 Feed Upload 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 Feed Upload 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 Feed Upload 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 within target 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 • System is 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
- 20. Solution Bidding Reporting Tracking Feed Management Competitive Insight Management Toolkit @ansicles
- 21. @ansicles
- 22. AdWords Scripts AdWords scripts provide a way to programmatically control your AdWords data using simple JavaScript in a browser-based IDE. @ansicles
- 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
- 33. AdWords Scripts Pros​ • Automations made easy​ • Additional insights • Custom Solutions @ansicles
- 34. AdWords Scripts Cons • Sometimes can 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 With Coding???
- 38. Summary • Paid Search landscape 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
Editor's Notes
- Who in here doesn’t use any of these tools??
- 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
- 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
- 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
- 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
- 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