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9 Hacks For Custom Automation

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Presenters

• Jeff Baum– Associate Director of Paid Search at Hanapin

Marketing

– Blogger at PPC Hero

– Hero Conf Speaker

– @jeffbaum71

• Marc Poirier– EVP & Co-Founder of Acquisio

– 17 Years Experience in Digital Marketing

– Master Fisherman

– @marcpoirier

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Live Poll Question #2

How do you manage your account(s)?#thinkppc

a) I manage it myself.b) I’m part of a team that manages it.c) I outsource my account management.d) I’m rethinking how my account is managed.

Hack #1: Scripts

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Hack #1: Scripts

Lines of Java code used to automate account activities

Manage bids, create automated reports, pause ad copy and a ton of other really cool stuff

Pre-Made or Custom Created

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What Are They and What Do They Do?

Hack #1: Scripts

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Hack #1: Scripts

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Hack #1: Scripts

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Hack #1: Scripts Resources

FreeAdwordsScripts.com: http://www.freeadwordsscripts.com/

Google: https://developers.google.com/adwords/scripts/

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Hack #2: Creative Testing Automation

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Hack #2: Creative Testing Automation

Tedious: A lot of effort to pull results

Time Consuming: Time drain interpreting results and deciding what ads to keep or pause or delete

Creativity: One person in account all the time tends to lose creative perspective

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Why Automate Our Creative Testing?

Automated Ad Platforms

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Automated Ad Platforms

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Automated Ad Platforms

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Hack #3: Call Tracking

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Conversions for local players

431-985-1257

431-256-3486

431-157-9574431-487-6117

431-278-5555

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Not all calls are equal

ALL ANIMALS ARE EQUAL BUT SOME ANIMALS ARE

MORE EQUAL THAN OTHERS.

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Identify the characteristics of qualified versus unqualified leads to improve both marketing and sales performance.

Hi I would like to

place an order. My credit card number is...

Hi I would like to talk to

customer support. My

account number is…✔ ✗

Qualify calls through extensions dialed or automated voice

Dial 1 for Sales Dial 2 for Support

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Listens for user-defined keywords, giving you insight into every inbound call, like:

Special promos mentioned

Sales messaging being used

Set appointments

or sales

Competitors mentioned

And more!

Qualify a call through call analysis

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Call duration is also indicative of success

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Reports can include call details

Listen to calls

Hack #4: Experiments

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Hack #4: Experiments

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Hack #4: Experiments

Beta system for campaign level testing

Test 1 campaign element on a % of auctions

Google randomly chooses which auctions to use control or experiment

Results automatically compiled and appear in the interface

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What Are Google Experiments and Why Use Them?

Hack #4: Experiments

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Hack #4: Experiments

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#thinkppc

Live Poll Question #3

How much automation do you use in your PPC campaigns today?#thinkppc

a) I like to be in full control, I do everything manually.b) I use some automation, but only when necessary.c) I use automation as much as possible.

Hack #5:CRM

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Offline Sales - B2B

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Bring in Leads, Opportunities, Revenue, etc

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Long Sales Cycle

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Marketing Scoring for immediate optimization

Bring in scores from Marketing Automation for immediate optimization

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http://www.48hourprint.com%25252Fbusinesscards%25252F%25253Fdiscountcode%25253Dpl6ndhe2b8?trkid=V1ADW19654-7217638729-k-{keyword}-{creative}-{matchtype}-{ifsearch:s}{ifcontent:c}

Tracking Server

Call Tracking ID

Third Party:- Call Tracking Vendor- CRM

Hack #6: Automated Rules

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Hack #6: Automated Rules

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Hack #6: Automated Rules

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Hack #6: Automated Rules

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Hack #7: Automated GDN

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Keyword Selection

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page

PurchaseRegistration

PurchaseRegistration

Thank YouPage

Client

The Scope of Automated GDN

Automated

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Keyword lists are constantly (algorithmically) sampled, tested and rewarded according to live performance data and quality score feedback. This gains access to an ever-expanding number of GDN pages that convert.

Optimizing 5 Key Variables

Keyword Selection

Automated

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page

PurchaseRegistration

PurchaseRegistration

Thank YouPage

Client

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Ad-to-page placements are controlled down to the URL level, increasing a given ad’s relevance (and its CTR) by more closely fitting the ad to the content of the page. We select the managed placements based on Return.

Keyword Selection

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page

PurchaseRegistration

PurchaseRegistration

Thank YouPage

ClientAutomated

Optimizing 5 Key Variables

#thinkppc

Metrics-based analysis allows for comparative performance evaluation between ads (variation of format and messaging) This allows for an objective measurement of ad performance.

Optimizing 5 Key Variables

Keyword Selection

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page

PurchaseRegistration

PurchaseRegistration

Thank YouPage

ClientAutomated

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Dynamic Bidding - Algorithms bid in a live and dynamic process that allows for far greater control over bid pricing. This enables either suppression of CPA or, if desired, incremental bid increases to gain conversion volume

Optimizing 5 Key Variables

Keyword Selection

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page

PurchaseRegistration

Thank YouPage

ClientAutomated

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Budget Control and Optimization - by monitoring daily budgets hourly, algorithms can allocate budgets only to campaigns that warrant it. This lowers CPA by cutting off underperforming campaigns, and feeds budgets to high performance campaigns.

Optimizing 5 Key Variables

Keyword Selection

URLPlacement

Ad Selection

Bidding Budget

Ad Creative

Landing Page

PurchaseRegistration

Thank YouPage

ClientAutomated

Hack #8: Macros

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Hack #8: Macros

Automate Complex Tasks in Excel

Cheaper than purchasing software

None to minimal programming experience required as per Microsoft. Need to understand the macro and what its trying to do

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What Are Excel Macros and Why Are They Cool to Use?

Hack #8: Macros

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Hack #8: Macros

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Hack #8: Macros

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Hack #8: Macros Resources

Wikihow: http://www.wikihow.com/Write-a-Simple-Macro-in-Microsoft-Excel ExcelFunctions.net: http://www.excelfunctions.net/Writing-Excel-Macros.html

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Hack #9: Automated Everything

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#thinkppc

Automated Everything

• Retail– Product Feed– Ad templates– Rules– Bid to maximize profit

• SMBs– Taxonomies– Templates– Domain expertise– Bid to spend budget and

maximize clicks / calls

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Live Poll Question #4

Would you like help with your PPC accounts and management?

I’m interested in:

a.) FREE Solutions Blueprint from Hanapin Marketing: We look at your account and provide analysis and consultation (For accounts with $20K+ in adspend).

b.) FREE Demo of the Acquisio Platform

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint/

• Or Contact us Directly:• Webinar Feedback: marketing@hanapinmarketing.com