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
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.