PANELIST:Will Lin, Partner, PPCAssociates

DigDB, an Excel Tool for SEM

Agenda

• What is DigDB?

• 3 Examples:• Find Placements to bid up by multi-condition filtering

• Reconcile conversion data with LeadGen backend by “Join”

• Find Day-Parts to bid up by timestamp “Roll-up” & join.

Example#1: Multi-condition filtering

• Find me Placements having good CPA consistently with room to bid up.

Avg. Pos > 1 (room to bid up)

Clicks> 100 (consistently)

Cost/Conv<$0.30 & Conv>0 (good CPA)

AdWords Editor Allow only 2 conditions!Can’t “Sort” your way out of this!Other Ad Networks are worse.

DigDB Multi-condition filter

DigDB Multi-condition Filter

DigDB Multi-condition Filter

Other frequently needed Filter features:

• Filter by wildcard, e.g. keyword like *contractor*

• Match keywords/placement in one AdGroup against another AdGroup to remove duplicates

• Nested conditions, e.g. (a>0 AND b<100) OR (c>10 AND d like *aaa*)

Example #2: “Join” feature for reconciling data between different systems.

Task: rank landing page effectiveness by plugging in real conversion data from LeadGen backend.

• Compile cost/click data for all URLs

• Retrieve conversions recorded in internal tracking by URLs

• “Join” 2 tables by matching URLs

Example #2: “Join” feature for reconciling data between different systems.

Example #2: “Join” feature for reconciling data between different systems.

Example #3: “Roll-up” feature for aggregating date stamps

Task: find out what hours of a day are the best conversion time. Bid up on those day parts!

Note: Google doesn’t give you this report.

Example #3: Aggregation

• Convert TimeStamp to “Hour”.

• Roll up by “Hour” to get a count of conversions by hour

Example #3: “Roll-up” feature for aggregating time stamps

• Convert TimeStamp to “Hour”.

• Roll up by “Hour” to get a count of conversions by hour

Example #3: “Roll-up” feature for aggregating date stamps

Example #3: “Roll-up” feature for aggregating time stamps

• Final step, join this table with the table for “cost by hour”, then you get “cost and conversion by hour” report.

Q & A

• Questions?

• Want a free license? Email will.lin@gmail.com

• More info at http://www.ppcAssociates.com/