Tomáš Hanáček What are Product campaigns Why to use them Real results How to build them API tools API Product campai g ns in 5 steps Q amp A Overview What are Product campaigns ID: 515305
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Product campaigns made by API
Tomáš HanáčekSlide2
What are Product campaigns?
Why to use them? Real results How to build them? API tools API Product campaigns in 5 steps Q & A
OverviewSlide3
What are Product campaigns?
Very specific campaigns for your productsSpecific keywords (name of your product)Specific ads (prices, discounts, promotions, inventory, …)Relevant landing page with details about the productSlide4
Why? Because of long-tail
Washing machineWashing machine WhirlpoolWhirlpool AWE 60610Slide5
Why? Increase:
ReachConversionsRevenueROIConversion rateCTRSlide6
Results
(AdWords)http://goo.gl/wk9afNSlide7
Results (Sklik)
Sklik research:Travel agencies (using normal and product campaigns)Conversion = OrderSlide8
How? Manually
+ no extra knowledge (Excel, AdWords editor, Refine, ...)- useful if you have only few products- time consuming updatesSlide9
How? Half-automatically
+ easily create unlimited number of adgroups (XML + Excel + AdWords Editor) - time consuming updates- extra knowledge (Excel, AdWords editor, Refine, ...)Slide10
How? Automatically!
API, AdWords Scripts+ Time efficient -> reduce cost for managing campaigns+ regular updates of your campaigns (hourly, daily)+ reduce manual work -> reduce errors+ focus on creative tasks (no repetitive boring jobs)- you have to pay for using API toolsSlide11
How? Automatically!
AdWords scripts+ free of charge
+ can parse XML (nowadays)
- little robust solution (hard to debug, timeout, ...)
- you need to know JavaScript
- work only in AdWords
API tools
+ user friendly interface
+ much more robust than AW scripts
+ no extra skill needed
+ works in AW, Sklik
- you have to pay monthly feesSlide12
API toolsSlide13
AdBoost
vs. PPCBeeAdBoostPPCBeeSupport****Free trial****KW pattern generator*****Ad pattern generator*****Sklik support
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AdWords support
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User interface
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Pricing
*
*
**
*Slide14
AdBoost
pricingSlide15
PPCBee
pricingSlide16
AdBoostSlide17
PPCBeeSlide18
API
Product campaigns in 5 stepsSlide19
1.
Insert XML feed2. filter & transform productsSlide20
3
. Create campaignSlide21
4
. Add KeyWord patternsSlide22
5
. Add Ad patternsSlide23
Automatization
fails Slide24
Recommendation
Combine with automatic rules! (high spend, impressions, CTR, ...)Suitable for goods, that´s search by exact name (electronics, tires, perfumes, sports equipment) and services (travel agencies);Avoid clothing, furniture, household goods, ...
Don´t advertise products with low price or margin.
Clean-up your feed
of irrelevant expressions:
Colour of products (green, black, …)
ranking (***, 80 %, …)
Additional information ( + free case, free shipping, …)Slide25
Some
of our API clientsSlide26
Q & A
Tomáš HanáčekOnline strategistB2BGroup.cz
facebook.com/
hanacek