Scaling Enterprise SEM Campaigns - SMX Muenchen 2016

#SMX @ChristiJOlson @BingAds

AUTOMATING PROCESSES & LEVERAGING TECHNOLOGY

LARGE SCALE PPC CAMPAIGN MANAGEMENT

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Jungfrau-marathon.ch

8 years 7.5 months

Boy Meets Girl Happily Ever AfterOur Fur Kids: Bella the Wunderpug &

Elsa the Not-So-Mini SchnauzerComing in May 2016

8.5 years

Pro

fess

ional

Back

gro

und

Search Evangelist


o Managing 10K+ KWDs

o Automation Tools & Technology

o Excel Automation

o Bing Ads Intelligence

o AdWords Scripts

o Automated Rules

Scaling Campaigns & Automating Processes:

Image Credit: rockingirls.ch

Location: Matterhorn, CH

Photographer: Michael Meisl


Managing Large Scale (10K+ Keyword) Accounts

It’s like running a marathon, you have to plan [and train] to finish.


Everything Starts with Structured Data

Expedia

• 300K Hotels

• Global Scale (availability)

• Replicate for 20+ Languages

Bing Shopping [2008]

• 2M+ Unique Products

• 50+ Tier 1 Product Categories

• 1000+ Tier 2 Product Categories

Microsoft Store

• 100+ SKUs

• Weekly Offers & Promotions

• Available in 40+ Markets

• Replicate for 20+ Languages



Bing Shopping [2008]

The Challenge:

• 3 months to create accounts (from the ground up)

• 2M active products (10-20% net-new products weekly)

The Solution: Use Structured Data (Product Hierarchy + Taxonomy) to:

Automate Everything!

• Account structure

• Develop keyword definitions & themes

• Ad Copy Templates


Build scalable accounts by using Structured Data

Develop strategy based on KPIs

Revenue or Leads ROAS or Efficiency Conversion Value or LTV

Choose segmentation strategy:

Product Offering Demand Geo-Location

Use Structured Data

Site Taxonomy Product Feed Location Feed

#SMX @BingAds @ChristJOlson

Products

Modifiers

Attributes

Account Structure• Account

• Campaigns

• Ad Groups

Used to create Keyword Definitions (Tail Keywords)

Used in Ad Copy

Create a structure from your feed/taxonomy

Base (Head) KeywordsQualifiers


Products

Modifiers

Attributes

Descriptive words / phrases for keyword definitions

Price, # Products Available, Offers, Colors

Create a structure from your feed/taxonomy

Qualifiers

Model, Brand

Product Categorization, Model, Brand, SKUs


Example of Product Feed Structure (fake data)

AttributesQualifiers Product


Framework: Product, Qualifier, Modifier & Attributes

Product (A)

Laptops

Tablets

Qualifier (B)

Surface

Surface 3

Surface Pro 3

Surface 4

Modifiers (C)

Buy

Price

Reviews

Account Structure

Mix & Match

Campaigns A A+B B

Ad Groups B B+C C


Stop thinking of keywords think structured groupings


Structure your Keywords to Scale: Definitions not Keywords

Scalable

Easy to automate

Head Terms Long Tail

Buy <Brand+ Model >

Cheap Hotels in <Location>

Buy Surface Pro 4

Cheap Hotels in Munich


Use the attributes to create ad copy templates

OfferDiscount

% or $Reviews

# of

Models# in StockPrice

Attributes:

(ad copy)

Buy {Product or Product + Version}

Save Up To {Discount % or $}. Now {Price}.

Only {# in Stock} Remaining. Purchase Today.


Develop process to create rich granular outputs

Rich & Granular Outputs:

Campaigns Ad Groups Keywords Ad Copy

Basic Inputs (Feed /Taxonomy)

Feeds

(Product, Location)Themes

Keyword Definitions

Ad Templates


Use structured data to:

• Be scalable

• Make it easy to replicate

• Generate head terms & tail queries




o Excel Automation


o AdWords Scripts

o Automated Rules



hire an agency to do it...

The secret to automating everything is…


Should you automate something? 3 Questions to Ask:

Is this a task I do (or should do) regularly?

E.g. every day, every week, every month?

Is this a task I’m comfortable enough to know it’s running in the background without direct supervision?

Is this a very basic task that takes longer to do than decide the optimization necessary?


Bing Shopping Example

• Account structure

• Develop keyword definitions & themes

• Ad Copy Templates


Create an XLS template to help you scale out campaign builds

example built by @SamuelDJames

Tricks for Automating SEM Campaign Builds


Create an XLS template to scale out keyword definition builds

example built by @SamuelDJames

Tricks for Automating SEM Campaign Builds


You can do this in XLS or…

menswomens

boysgirls

topspantsshoes


Tip: Use Bing Keyword Planner




o Excel Automation


o AdWords Scripts

o Automated Rules



Bing Ads Intelligence is a powerful research tool

Create bulksheets

Easily build

lists

Get insights on

traffic

Get keyword

suggestions

bingads.com/BAI

Keyword Suggestions: Generate a list of suggested keywords based on a term you’ve selected

1. Choose starter term 2. Select ‘Keyword Suggestions’ 3. Review results

Get relevant keywords based on a specific webpage

Create a list of additional keywords to expand your list

Generate a list of phrases containing your keyword

Make a list of keywords other advertisers are bidding on

Find search terms that are similar to your keywords

Generate a list of business categories that apply to each keyword

Find locations that had the most searches on specified keywords

Age and gender percentages for keywords over the last 30 days

Keyword bid estimates for mainline and sidebar positions

Keyword research templates: Download templates to create charts and graphs of your research results

Create bulksheet: Creates a .CSV file containing keywords suggested by Bing Ads Intelligence which you can then import into your Bing Ads account.

Utilize the Keyword

Categories and

Webpage Keywords

tools to troubleshoot

keywords with a low

Quality Score.

Article by @mel66: bit.ly/BAI-QS

Utilize the Keyword

Categories and

Webpage Keywords

tools to troubleshoot

keywords with a low

Quality Score.

Quality

Score




o Excel Automation


o Scripts

o Automated Rules



Very Brief Intro to ScriptsIntroduction to Scripts for Non-Coders:

bit.ly/CO-Scripts

Scripts are…EASIER (THAN API)

Don’t require API

Development

SCALABLE

MCC + Account

Level

JAVASCRIPT

Similar to SQL

Easy to learn

FLEXIBLE

Run more

frequently than

automated rules


Scripts VS APIs VS Automated Rules

Scripts API

Hosting Hosted by AdWords, just like Google Docs You need a server

Skills needed Copy-and-Paste Install the code, some SDKs or libraries, …

Scheduling Set your schedule inside AdWords Maintain cron jobs on your server

Capabilities Can’t manage everything Almost everything in AW

Strengths Quick to test something out Better for large accounts

Scripts Automated Rules

Scheduling As often as hourly As often as daily

Capabilities Highly customizable Limited predefined rules

Bottom Line: With Scripts, you don’t need to be an engineer to automate AdWords

Scripts are more flexible than Automated Rules


Why use scripts?

Weather

Data …

Data

Company

DataAPI

Scripts can talk to your data and external 3rd party data


Use scripts for bid management

High Converters

In last 30 days…

Conversions:

- At least 5

Known Converters

In last 30 days…

Conversions:

- Less than 5

- More than 1

Unknown

In last 30 days…

Conversions:

- None

Impressions:

- Less than 10

Top of page bid

First Page + 50%

First Page Bid

Filter Bid Strategy


Scripts can be used to automate campaign creation


Scripts can be used to notify you of landing page issues

Resources:

• FreeAdwordsScripts.com

• Google Developers

• Optymzer.com

150 Plus Scripts Here: bit.ly/rh-scripts

46

Getting Started with Scripts

@RussellSavage

@SiliconVaelleys

@armondhammer

@danielgilbert44

@bloomarty

Who to Follow for Scripts:


SCRIPTS YOU SHOULD USE NOW:

bit.ly/ScriptRecs• Campaign & Keyword Performance Report, Written by Russ Savage

• Quality Score Tracker, Written by Martin Roettgerding

• Keyword Performance by QS & Position, Written by Google Developers

• Anomaly Detector, Written by Google Developers

• Broken URL Checker, Written by Google Developers & Russ Savage (FreeAdwordsScripts.com)

• Account Audit, Written by Russ Savage (FreeAdwordsScripts.com)

• Search Query Manager, Written by Marcela De Vivo (Gryffin.com)

• N-Gram Search Query Analysis, Written by Daniel Gilbert at Brainlabs




o Excel Automation


o Scripts

o Automated Rules



Automated Rules

CREATE ALERTS /NOTIFICATIONS

MANAGE PROMOTIONS

PAUSE INEFFECTIVE KEYWORDS

BIDDING / BUDGET CHANGES


Automated Rules – Scale Campaign Management


MANAGE PROMOTIONS



• Out of budget (before a set time)

• Campaigns aren’t spending

• Sharp drops in performance




MANAGE PROMOTIONS


BIDDING CHANGES



MANAGE PROMOTIONS

PAUSE INEFFECTIVEKEYWORDS


CREATE ALERTS / NOTIFICATIONS


Automated Rules


MANAGE PROMOTIONS

PAUSE INEFFECTIVEKEYWORDS


• Brand Campaigns (Position Caps)

• Awareness Campaigns

• Performance


Stop being tactical… start being strategic!

Quick Recap:

1. Use Structured Data (like Product Feeds or Site Taxonomy/Heirarchy) to

set account structure & create structured keyword definitions

2. Automate with Excel (or Developers if you have the resources)

3. Use Bing Ads Intelligence for keyword research & troubleshooting QS

4. Use Scripts to save time and focus on strategy not execution

5. Use Automated rules for:

1. Creating Alerts

2. Managing Promotions

3. Optimization


THANK YOU!

Marketing

Scaling Enterprise SEM Campaigns - SMX Muenchen 2016