Transcript Create generic campaigns with adCore Amsterdam
adCore University Presents:
Amsterdam
Create generic campaigns with adCore
Presented by:
Talia Schmidt Product Manager
Points: 45,000 Rank: 4 Level: Platinum AMSTERDAM
Dynamic Campaigns AMSTERDAM
Beyond the LongTail
This Sessions Theme AMSTERDAM Maximizing Value From adCore’s Dynamic Campaigns
Agenda AMSTERDAM • Overview – dynamic campaign, feed and LongTail • Utilizing our existing product feed to create generic campaigns!
• Getting more from our existing long tail campaigns • Add even more power via adCore optimization…
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Dynamic campaigns overview
LongTail – What Does It Mean?
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Define LongTail AMSTERDAM • • • 3 Easy Ways to identify a LongTail campaign Keywords Product level Destination URLs Specific ads
What is a Dynamic Search Campaign?
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Dynamic Search Campaigns in adCore AMSTERDAM
What is a Feed?
AMSTERDAM • Generated from your client ’s website. • Hosted on a URL.
• Two feed formats: • • XML Tabs Delimited. ***Note: adCore also has an option to upload a CSV file (which is NOT dynamic)
Go Generic
The answer is in the feed!
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Utilizing our existing product feed to create generic dynamic campaigns!
“Basic” Feed – Few Feed Fields AMSTERDAM
“Robust” Feed – More Feed Fields AMSTERDAM
Generic #1
Keywords
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Go Generic
Use your feed fields to make generic keyword combinations.
AMSTERDAM • [brand] [category] Bowers and Wilkins Speakers • [brand] [subcategory] Bowers and Wilkins In-Wall Speakers
Generic #2
Destination URLs
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Great Feed – More Levels of URLs AMSTERDAM
Using a “Basic” Feed AMSTERDAM http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall speakers pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20spea kers&cp=1&lp=2
Using A “Robust” Feed AMSTERDAM http://www.bestbuy.com/site/speakers/in-wall-speakers
Cook up the URLs you want AMSTERDAM
Dynamic functions are pre-made formulas that are built to carry out a task
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Where Are Dynamic Functions?
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Example- String Clear AMSTERDAM This function will clear all data before or after a sign.
Cook up the URLs you want AMSTERDAM http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall speakers pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20spea kers&cp=1&lp=2
Cook up the URLs you want http://www.bestbuy.com/site/ AMSTERDAM
Search Bar AMSTERDAM http://www.examplesite.com/catalogsearch/results/?q=[subbrand]-[mpn]
Product Name Keyword Destination URL Original URL
Nikon Coolpix S6400 Silver Digital Camera Nikon Coolpix S6400 Digital Camera http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html
Search Bar AMSTERDAM
Product Name Keyword Destination URL Original URL
Nikon Coolpix S6400 Silver Digital Camera Nikon Coolpix S6400 Digital Camera http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html
Search Bar AMSTERDAM
Product Name Keyword adCore Destination URL Manipulated URL
Nikon Coolpix S6400 Silver Digital Camera Nikon Coolpix S6400 Digital Camera http://www.examplesite.com/catalogsearch/result/?q=[subbrand]-[mpn]
adCore Destination URL Manipulated URL - Result
http://www.examplesite.com/catalogsearch/result/?q=Coolpix-S6400
Results - Conversion Rate AMSTERDAM
The results are overwhelming.
The 70% increase in conversion rate is attributed to the new destination URLs.
Channel
Google™
Campaign Date Range
Digital Cameras API Products - Search 1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014
Avg. CPC -4.94% Avg. Pos. Conv. Rate 9.12% 70.69% Conv.
Cost/Conv.
0.00% -44.34% Cost -44.34%
Comparing the month of June, when the destination URLs were the product page, and the month of July, when the destination URLs were a query page, we can see an extraordinary increase in the conversion rate.
Results - CPA AMSTERDAM
Channel
Google™
Campaign Date Range
Digital Cameras API Products - Search 1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014
Avg. CPC -4.94% Avg. Pos. Conv. Rate 9.12% 70.69% Conv.
0.00% Cost/Conv.
-44.34% Cost -44.34%
The reduction in the cost per conversion (CPA) and in overall cost of the campaign by over 44% without sacrificing the number of conversions (delta – 0%) means that media dollars are spent more efficiently and that the campaign’s return on investment is much greater.
Exercise.
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URL Building Exercise AMSTERDAM
URL Building Exercise AMSTERDAM
Sample Product Landing pages from the Timberland website:
http://shop.timberland.com/product/index.jsp?productId=15207396 http://shop.timberland.com/product/index.jsp?productId=12885835
URL Building Exercise AMSTERDAM How would you change the Product URL's below to create category URLs?
http://shop.timberland.com/product/index.jsp?productId=15207396 http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes
URL Building Exercise - Solution AMSTERDAM How would you change the Product URL's below to create category URLs?
http://shop.timberland.com/product/index.jsp?productId=15207396 http://shop.timberland.com/product/index.jsp?productId=12885835 http ://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes
Result AMSTERDAM
Generic #3
Ads
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Focus On What Matters Language In the ad AMSTERDAM
More ad examples • Price In The Ad AMSTERDAM
Go Even Further
Go Hybrid!
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What is adCore Hybrid Mode?
adCore synchronizes the ad groups AMSTERDAM You can manually alter the ad copy, and keywords in your advertising Platform
Why Use Hybrid Mode?
Examples: AMSTERDAM 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 Keyword Destination URL Parameters AMSTERDAM
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Getting more from our existing long tail campaigns
There Is LongTail & There Is LongTail AMSTERDAM
Manage your Tail • Adjust your keywords • Less is more • Go board AMSTERDAM
Lets make keywords AMSTERDAM
Keywords AMSTERDAM [Product_Name] Insignia 19" Class (18-1/2" Diag.) - LED 720p 60Hz HDTV
StrRemoveEnclosed AMSTERDAM This function will remove text that is within parenthesis as well as the parenthesis themselves.
Keywords AMSTERDAM [Product_Name] Insignia 19" Class LED -720p 60Hz HDTV
strClear AMSTERDAM This function will clear all data before or after a sign.
Keywords [Product_Name] Insignia 19" Class LED AMSTERDAM
Exercise.
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Some Dynamic Functions: AMSTERDAM
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Clean up your keywords AMSTERDAM 1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black 2. Canon PowerShot ELPH 330 HS 12.1 Megapixel Digital Camera – Black 3. Samsung 40" Class (40" Diag.) - LED 1080p - 60Hz - Smart - HDTV
Solution 1 1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black AMSTERDAM
Solution 1 Nikon D610 24.3-Megapixel DSLR Camera (Body Only) AMSTERDAM
Solution 1 AMSTERDAM 2. Canon PowerShot ELPH 330 HS 12.1 Megapixel Digital Camera – Black 3. Samsung 40" Class (40" Diag.) LED 1080p - 60Hz - Smart - HDTV
Less is more AMSTERDAM
Try This On For Size AMSTERDAM
Don ’t Guess -Use Broad Keywords AMSTERDAM When you don ’t use BROAD keywords. YOU ARE MISSING UP TO 50% POTENTIAL CONVERSIONS of Don ’t be afraid of the broad!
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Add even more power via adCore optimization …
Launching Is Just The Beginning AMSTERDAM Use the adCore optimization algorithms to give your campaigns even more power
Choose Wisely AMSTERDAM After launching a dynamic campaign add automation rules to help grow campaigns and drive more traffic. Choose your rules wisely …
Discussion.
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Discussion AMSTERDAM What kind of rules would you add to a recently launched campaign?
Search Terms Add Search Terms rule • Search terms with converted clicks • Search terms based on CTR AMSTERDAM
Bid Management AMSTERDAM Bid management • Manage bids based on position • Manage bids based on campaign goal
A/B Testing A/B Testing • Test based on CTR • Test based on CPA AMSTERDAM
Thank AMSTERDAM