amsterdam best practices for dynamic campaigns. presented by: amsterdam naomi hauser client success...

AMSTERDAM

Best Practices for Dynamic Campaigns

Presented By: AMSTERDAM

Naomi Hauser

Client Success Manager

Points: 14,285Rank: 10Level: Platinum

AMSTERDAM

Best Practices for Dynamic Campaigns

AMSTERDAM

Utilize the Full Potential!

adCore’s Campaign Creation AMSTERDAM

You have a tool that can make changes automatically in AdWords!?

A ‘Product Campaign’ is the first step!

The More The Merrier AMSTERDAM

adCore best practice lists 13 campaign structures that we expect to see in an AdWords account.

Let me introduce these to you by priority:

Priority A: AMSTERDAM

These campaigns should be up and running from the very beginning.

1 – Own Brand Campaign2 – Remarketing Campaign3 – Product Campaign4 – Brand + Category5 – Product Campaign Broad Match

Priority B: AMSTERDAM

After you have done Priority A, the next step is to create these.

1 - Dynamic Search Ads2 - Generic3 - Category4 – Brand5 – Product Listing Ads

Priority C: AMSTERDAM

Once you are happy with results, you have optimized Priority A, and B.. Priority C is for finding ways to expand your activity.

1 - Display Network2 - Brand + Category Broad Match3 - Brand Broad4 - Category Broad

Don’t Stop There… AMSTERDAM

Most stop after they have completed Product campaigns.

1 – Own Brand Campaign2 – Remarketing Campaign3 – Product Campaign4 – Brand + Category5 – Product Campaign Broad Match

Much More To Go AMSTERDAM

But as we just said…

There are MANY more Structures you should be implementing

Just a Few… AMSTERDAM

Product Campaigns AMSTERDAM

Why Are Product Campaigns Important?

End of Buying Cycle AMSTERDAM

Long Tail Keywords AMSTERDAM

Product Campaign Categories AMSTERDAM

Product campaign can be split into 2:

• Safe Strategy: The exact match, modified

• “Wild” strategy: The broad

Tip #1: Use Broad Keywords. AMSTERDAM

When you don’t use BROAD keywords.

YOU ARE MISSING UP TO 50% of

POTENTIAL CONVERSIONS

Don’t be afraid of the broad!

Tip #2: Use Keyword Variations AMSTERDAM

What keyword variations do I want to create for the Product Campaign?

– Product

– Product and brand

– Product and category

– Collection and product

Tip #3: Use The Right Ads AMSTERDAM

How do I use Keywords in the ad?

– Fields or DKI?

– DKI with Prefix?

– How does it work in adCore?

– Why choose to use the DKI?

What is a DKI? AMSTERDAM

DKI is short for “Dynamic Keyword Insertion”

This will look like {KeyWord: } in the ad Copy.

It will Place the Keyword that the user triggered in the ad itself.

Where to use DKI? AMSTERDAM

– When there are more than one product in an ad group

– When Keywords are specific enough (live [Sony T200] vs. [T200])

When to Use Prefix DKI? AMSTERDAM

– When there are more than one product in an ad group

– When keywords are missing from the full information you want in the ad (like T200)

When to Not to Use DKI? AMSTERDAM

When you want one product per ad

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How to deal with large numbers of products?

How can we split our campaigns?

How And When To Split Campaigns AMSTERDAM

There is no one way/ right way to do it. It’s just a matter of how you organize it for yourself.

– adCore limits to: 1000 ad groups and 40,000 keywords

Ask Yourself:– How many products am I working with?

• 100, 10,000?

– Is there a difference in the CPA or Budget for different products?– Is there a Natural Logic to your products?

• Category• Brand• Price

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• Price• Category• Brand name• Product type • Avlibality

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Overspliting = Overhead

Maximize Product Campaigns AMSTERDAM

– Use broad keywords!

– Use many keywords variations

– Use the best ad structure

– Learned how to Split campaigns so my campaigns will work for me not against me

Be Bold! AMSTERDAM

Let’s boldly go where no

adCore user has gone before

Priority B+C: AMSTERDAM

1 - Dynamic Search Ads2 - Generic3 - Category4 – Brand5 - Display Network6 - Brand + Category Broad Match7 - Brand Broad8 - Category Broad

Generic campaigns AMSTERDAM

Why are generic campaigns important?

Start of the Buying Cycle AMSTERDAM

Short Tail Keywords AMSTERDAM

Category Level Landing Page AMSTERDAM

Creating Generic Campaigns AMSTERDAM

1) Create a dedicated generic feed

2) Use your existing product feed

Dedicated Generic Feed AMSTERDAM

Use The Existing Product Feed AMSTERDAM

Generate the generic URL

• Free search URL

• URL pattern – build with dynamic fields

Use Free Search AMSTERDAM

Build the URL.

Build Using Patterns AMSTERDAM

A product URL may look like this:

http://www.domain.nl/site/item/234553

Your Category URL may look like this:

http://www.domain.nl/site/speakers

Using Product Feed for Generic Campaigns AMSTERDAM

• You may generate multiple instances of Brand and Category or Brand and Subcategory etc.

• adCore will only show each variation once.

Using Dynamic Parameters AMSTERDAM

Example of dynamic parameters to use in a generic campaign:

• Price starting from • Number of items available• Any ideas?

AMSTERDAM

Okay, so we know it’s possible to expand our AdWords activity by using feeds.

Priority B+C: AMSTERDAM

1 - Dynamic Search Ads2 - Generic3 - Category4 – Brand5 - Display Network6 - Brand + Category Broad Match7 - Brand Broad8 - Category Broad

Guiding your Generic Campaigns AMSTERDAM

More generic campaigns, may need a more guiding hand.

Solution: Hybrid mode

What is adCore Hybrid Mode? AMSTERDAM

adCore synchronizes the ad groups

You can manually alter the ad copy, and keywords in your advertising Platform

Why Use Hybrid Mode? AMSTERDAM

Examples:

When Keyword variations you want are not available from the Feed.

When you want to place full attention to the ad variations.

Activate Hybrid Mode AMSTERDAM

How to activate Hybrid mode in adCore:

Hybrid mode LOGIC AMSTERDAM

Keyword Destination URL

Parameters

Rules for Dynamic Campaigns AMSTERDAM

Synergy Effect

Harmony Between Tools AMSTERDAM

Dynamic Campaign Creation and Automation Rule optimization work together.

Which Rules Would You Add? AMSTERDAM

• To a Product campaign?

• To a Brand and Category campaign?

– Must have: Bid management & Ad optimizer

– More Traffic? Add search terms

– adCore Generated? Pause underperforming Keywords

You can and Should add: AMSTERDAM

LIVE adCore Tour AMSTERDAM

Let’s go to adCore for Tour

Highlights AMSTERDAM

• Product Campaign w/ Broad kw is a MUST

• You can do a lot more with your feed than create Product campaigns

• adCore’s new Hybrid mode makes it easier to manage your generic campaigns.

Thank You! AMSTERDAM

Utilize the Full Potential!