PPC AutomationCUSTOM-MADE PPC AUTOMATION AT SCALE

HOW TO CUT ON

MANUAL WORK

AND TO FOCUS ON

STRATEGY#1

HOW TO

HANDLE LARGE

SEARCH

INVENTORIES? #2

HOW TO BE 2020 READY?

#3

ABOUT ME

Ales Sturala● iProspect Netherlands, Dentsu Aegis

● Head of Technology Development

● iActivate Product Manager

● Ales.Sturala@iprospect.com

1. INTRODUCTION

WHAT IF …

• You are retailer

• You sell 25 products

• Your brand

• Advertise on all products

• All categories

• Promotions

• Sitelinks

• You are retailer

• You sell 25.000 products

• In several markets, different languages, in multiple search engines

• Your inventory changes daily

• Your prices change daily

• Your products can get sold out at any moment

• And you still manage promotions, sitelinks while advertising on all categories and products

+

HOW TO ADVERTISE ON LARGE PORTFOLIO OR SCALE?

1) You don’t do it

2) You advertise on your top 10-20% products

3) You use tools like Excel to generate complete portfolio

4) You fully automate campaigns through specialized technology

PPC AUTOMATION PLATFORMS

• Create automated campaigns in AdWords and other search engines

• Synchronizes your inventory daily with your advertising

• Displays up-to-date custom made ads

• Wider reach by adding mid- and long tail keywords (up to 5.000.000)

• Example products: DoubleClick Search Inventory Campaigns, iActivate

HOW DOES IT WORK

Custom setup including structure and business rules

Integration and synchronization of inventory feed into the

automation tool

CLIENT’SFEED

XML,API,GDS,CSVorother

1 or more Adwords accounts fully automated. Daily synchronization with

your inventory. Integration of your dynamic information such as prices,

availability, etc.

HOW DOES IT WORK

User searches for a specific product in Google

Leica D-Lux

Compact Leica D-Lux – €995Retail.com/Leica-D-Lux

Camera 16,8 M Pixels, E BlackFree delivery, buy yours today!

Your ad stands out because it is highly relevant

for this query

Leica D-Lux

User finds the searched product on client’s site

€995

Leica D-Lux

Leads to higher conversion rates, QS and lower bounce

rate

Order confirmation

Leica D-Lux

STRATEGY FOR RETAIL

Product

🎧 Product Name

🎧 Product Name + Branded

🎧 Product Name + Manufacturer

🎧 Product Name + Manufacturer + Branded

🎧 EAN/SKU code

headphones Walmart

Philips headphones

Philips headphones Walmart

Philips Walmart

headphones

Xbox One Walmart

Microsoft Xbox One

Microsoft Xbox One Walmart

0885370702934GS

Xbox One

Higher level / aggregations

🎧 Category

🎧 Category + Branded

🎧 Category + Manufacturer

🎧 Category + Manufacturer + Branded

🎧 Manufacturer + Branded

2. ADVANCED TECHNIQUES

GEOMARKETING

• Geomarketing is integration of location into your search

• Primary goal is delivering different content to a visitor based on his location such as country, region, city, ZIP code, etc.

GEOMARKETING

1. Cheapest flight in the marketAmsterdam – Barcelona

2. Flight from the closest airport

3. Cheapest flight from a close airport

Formula = airport distance x price x search term

Flight to Barcelona

€160

€175

€150

€68

FlightToBarcelonaAirline.com/BarcelonaFlyfromAmsterdam starting€150Bookyourticketnow!

FlightToBarcelonaAirline.com/BarcelonaFlyfromEindhovenstarting€160Bookyourticketnow!

FlightToBarcelonaAirline.com/BarcelonaFlyfromAntwerpstarting€68Bookyourticketnow!

GEOMARKETING

• Airlines and OTAs

• Courses and education

• Recruitment

• Retail...

Chromecastforonly€38Retail.com/Chromecast#1Electronicsretailer.Ordertodayandgettomorrow!

Chromecastforonly€38Retail.com/ChromecastOrderonlineorpickuptodayatAlexaShoppingCenter,Rotterdam

Chromecastforonly€38Retail.com/ChromecastOrderonlineorpickuptodayatArenA Boulevard123,Amsterdam

DYNAMIC SITELINKS

Dynamic sitelinks

• Create sitelinks based on

templates, daily updated with

the information from the feed

Women’sBagsBagsinallsizes:Wallets,Satchels,ShoulderBags&more

Classicheels– redglamClassicheels– redglamfor€73.Ordernow,gettomorrow!

WomenShoesfrom€68Retail.com/Women-ShoesThelatestRetail™collection.Choosefrom68models.Freedelivery!

HugeSummerSaleOnlynowupto50%offThewholesummercollection!

LookingforHighHeels?Currently43modelsinstock.Getthenewlookfrom€58.

WomenShoes

PromoMessage

FocusCategory

CrossSell

Product Focus

2X CTRRESULTS IN

DYNAMIC SITELINKS

FEED PPC AUTOMATION ADWORDS ACCOUNT

3. SAVE COST

CASE

KLM IS THE FLAG CARRIER OF THE NETHERLANDS

OPERATES IN APPROXIMATELY 130 DESTINATIONS

IPROSPECT NETHERLANDS MANAGES ALL ITS GLOBAL SEARCH

INSIGHT

• Running over 120 accounts in different markets,

languages and search engines

• 8M+ ads, 30M+ keywords

• Updated daily on prices, availability, new routes and

promotions

95%AUTOMATED

2PEOPLE

TEAM

BE 2020 READY

BE 2020 READY

• Search goes through big changes

• Google suddenly changed the format of ads to a new format

• All ad texts across all accounts in AdWords have to be upgraded

• to the new format

• It is resource expensive

Are you ready for..

• Upgraded urls, ETAs, new extensions, ad customizers, geo targeting, computer/bid modifiers, cross device mandatory targeting, and many more..

SUMMARY

#2SAVE COSTS

#3 BE 2020 READY

#1PERFORMANCE

• Larger reach• Increase your

relevance• Lower cost per click

• ETAs and other new functionalities are coming

• Be in control of your search

• Cut on manual work• Focus on strategy• Test new strategies• Be innovative!

www.iprospect.com

Thank You.