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

1. 9 Hacks
For Custom 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 the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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. #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. Hack #1: Scripts
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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
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What Are They and What Do They Do?

8. Hack #1: Scripts
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9. Hack #1: Scripts
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10. Hack #1: Scripts
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11. Hack #1: Scripts Resources
 FreeAdwordsScripts.com: http://www.freeadwordsscripts.com/
 Google: https://developers.google.com/adwords/scripts/
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12. Hack #2: Creative Testing Automation
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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
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Why Automate Our Creative Testing?

14. Automated Ad Platforms
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15. Automated Ad Platforms
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16. Automated Ad Platforms
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17. Hack #3: Call Tracking
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18. #thinkppc
Conversions for local players
431-985-1257
431-256-3486
431-157-9574
431-487-6117
431-278-5555

19. #thinkppc
Not all calls are equal
ALL ANIMALS ARE EQUAL
BUT SOME ANIMALS ARE
MORE EQUAL THAN OTHERS.

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. 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. #thinkppc
Call duration is also indicative of success

23. #thinkppc
Reports can include call details
Listen to calls

24. Hack #4: Experiments
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25. Hack #4: Experiments
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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
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27. Hack #4: Experiments
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28. Hack #4: Experiments
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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. Hack #5:CRM
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31. #thinkppc
Offline Sales - B2B

32. Bring in Leads, Opportunities, Revenue, etc
#thinkppc

33. #thinkppc
Long Sales Cycle

34. Marketing Scoring for immediate 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: Automated Rules
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37. Hack #6: Automated Rules
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38. Hack #6: Automated Rules
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39. Hack #6: Automated Rules
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40. Hack #7: Automated GDN
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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. #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. #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. 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. #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. 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. Hack #8: Macros
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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
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49. Hack #8: Macros
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50. Hack #8: Macros
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51. Hack #8: Macros
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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
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53. Hack #9: Automated Everything
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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 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. #thinkppc
Live Q&A Time!

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