automating google adwords the right way

Business DataAutomating Google AdWords the Right Way

PART 1

Table of Content

Table of Content

PART 1 - Standard Text Ads!!1. Introduction to Business Data 2. What to use Business data for 3. Creating custom advertising messages for campaigns, ad groups or keywords a. Define Your Attributes b. Define Your Target c. Upload Business Data on AdWords d. Customize yours ads 4. Countdown Customizers a. Global Countdown b. General Countdown 5. How to set up a custom CSV sheet

Table of Content

Table of Content

PART 2 - Dynamic Remarketing Ads!!1. Introduction to Business Data & Display Remarketing 2. Installing the dynamic retargeting tag for your vertical 3. Downloading and customizing your feed 4. Creating customized ads based on your feed !

1. Introduction to Business Data

1. Introduction to Business Data

The ideal way to automate some of your management work. Create one ad that automatically includes attributes based on your feed. !

Dynamic variables include but are not limited to: Model, capacity, start price and sales end date.

Group of variables to insert in your ads dynamically

Campaign, ad group or keyword trigger

2. What to use Business Data for

What to use Business Data for

1. Customize Pricing per Keyword 2. Include product features that are customized to the keyword 3. Time sensitive call to actions (you can insert countdowns in your ad) 4. Ideal for large accounts with hundreds / thousands of products

DO NOT USE BUSINESS DATA JUST FOR THE SAKE OF IT!

Would my account benefit from using Business Data Feeds?!!You should use this new function only if you see an immediate fit to your business. It is still good to know more about it but use Data Feeds only if they deliver an advantage to your business.

3. Creating custom advertising messages for campaigns, ad groups or keywords

Define Your Attributes

Creating custom advertising messages allows you to maximize the CTR and eventually the conversion rate.

a. Define Your Attributes

You need to decide which factors of your product or service need to be customized in an automated way. For instance, you might want to create 5 ads to run across 5 ad groups and change the product model and the price attribute in your ad dynamically based on the ad group they show up in.

Customize Model Name and Price

The ad group names are going to be our trigger.





You can download the standard feed from https://support.google.com/adwords/answer/6093368#types and will be able to customize all the fields to fit your needs. !Following up with our example of Model and Price customization, we would be fine with deleting all the unnecessary attributes:





Can I Use Custom Parameters in my Feed?!!Yes, you can do that. Google provides you a list of attribute types that are accepted for you to be able to create custom attributes.


Define Your Target


b. Define Your Target

Defining the target means deciding what element in your account is going to be the trigger of your feed. You can choose between campaign, ad group, target keyword, target keyword text and target keyword match type.

What Target Shall I Use?!!This depends from case to case. You need to use the target method that minimizes your manual work, maximizes results and doesn’t harm quality score.


Define Your Target


b. Define Your Target

Our Example is using ad groups as targets (triggers of our automated ads). When you work on ad groups your feed should also include the campaign name or it will be disapproved. Our sample feed file could be formatted as follows:


Upload it on AdWords


c. Upload it on AdWords

The first step is going to be accessing your shared library section on Google AdWords, which is located at the bottom left of your AdWords interface.

1

2

3

45


Upload it on AdWords


c. Upload it on AdWords

After clicking on business data you would need to click on “Ad Customizer Data” and complete the upload process.

1

2


Customize Your Ads


d. Customize Your Ads

This part of the process is the one that actually allows Google to customize ads based on Your Attributes. The process consists of inserting custom codes into your ad text that will retrieve attributes from the feed.

Mixers This is the custom name you gave to your data set

Type

This is the attribute name in the data sheet that you want to dynamically insert in the ad.


Customize Your Ads


d. Customize Your Ads

Make sure to not exceed the character limit with the content that will be inserted in the ad or your custom ad won’t show up. The final result of the custom ad should respect the character limits that are set by google.

What Happens if I Have Both Custom and Standard Ads?!!Google will deliver your ads based on the settings at the campaign level. A good best practice would be to compare the CPA of custom VS standard ads.

4. Countdown Customizers

Countdown Customizers

Countdowns are a great way to generate a sense of urgency. You can set up two types of countdowns: manual and feed based.

Manual Countdowns

You can set them up with an easy code in your ad. The code should be the following:

2014/10/20This is year, month and end day of your countdown.

09:00:00

End hour, minute and second of your countdown



Countdowns are a great way to generate a sense of urgency. You can set up two types of countdowns: manual and feed based.

Feed Based Countdowns

You can set them up with an easy code in your ad. The code should be the following:

TalksThis is the name of your uploaded data set.

Event

This is the name of the attribute including the end date.



There is a second distinction to keep in mind: Global and General countdowns.

Global Countdowns

This is useful to count a time that is Globally the same, such as an event (it will start at the same time independently from the time zone). Global countdowns are based on your account’s timezone.

General Countdowns

This is a countdown that is adjusted to the time zone of the person searching. For instance, if your campaign targets France and your countdown ends at 9am, Google will use the French time zone to calculate the time that is left!



There is a second distinction to keep in mind: Global and General countdowns.

How to use Global or General Countdowns

COUNTDOWNThis is the General Countdown

How do I use the Global Countdown?!!Simply replace the word COUNTDOWN with the word GLOBAL_COUNTDOWN. It’s that easy!

5. How to set up a custom CSV sheet

Set up custom CSV sheets

STEP 1: Download the sample sheet

You can download the standard feed from https://support.google.com/adwords/answer/6093368#types and will be able to customize all the fields to fit your needs.

1. It does not matter the name you give to the custom columns. What matters is that you use the standard column names for the pre-set fields. Google’s pre-set fields are on the next slide.

STEP 2: Set up your columns

5. How to set up a custom CSV sheet Attribute Function Accepted values

Device preference Limits a row of data to ads that appear on smartphones (not tablets or computers) mobile or all

Scheduling The days and times of the week you want your ad customizer to be shown.

Day, start time - end time. If you wanted to schedule from 9 a.m. to 5 p.m. on Mondays, for example, you would enter Monday, 09:00 AM - 05:00 PM. If you want to schedule for multiple

days, separate your days with a semicolon. For example, you could schedule for both Monday

and Tuesday using Monday, 09:00 AM - 05:00 PM; Tuesday, 09:00 AM - 05:00 PM.

Start date Starts serving the feed item on this date yyyy/mm/dd hh:mm:ss (24 hour time)

End date Stops serving the feed item on this date yyyy/mm/dd hh:mm:ss (24 hour time)

Custom IDUnique identifying value for a row of data.

AdWords gives each row a value called "Item ID," but you might like to create your own custom ID

values that AdWords can recognize.Any combination of letters and numbers



2. You can exclude the values that are not of your interest such as the custom ID and scheduling !3. Make sure to include all the targeting columns that are relevant to your business


Attribute Function Accepted values

Target keyword The keyword that should trigger this row. Keywords with match type punctuation formatting. (e.g. [flowers] for exact match). Match type formats

Target keyword textThe keyword that should trigger this row. This

keyword has a match type specified in the "Target keyword match type" column.

Keywords without match type punctuation formatting.

Target keyword match typeThe match type you want applied to the

corresponding keyword in the "Target keyword text" column.

broad or phrase or exact

Target ad group The ad group this row's data should be used for. Existing ad group names

Target campaign The campaign this row's data should be used for. Existing campaign names



4. As mentioned earlier, it is very important to set up your custom attributes to later use them in the ads. Please consider that the “Attribute Type” name can be customized as well!


Attribute type Commonly used for Characters allowed Example value

text ProductName Any letters, numbers, or symbols Hiking Shoes

number InventoryCount Any whole numbers 11

price Cost Any number (including decimals) and valid currency characters $24.99

date Timestamp yyyy/MM/dd hh:mm:ss 2014/08/14 17:01:00



Once you complete the sheet creation you will be able to update the data sheet as per our explanation in the previous slides.

STEP 3: You are ready to upload the file


YOU ARE NOW ALL SET :)!

End of Part 1

1. Introduction to Business Data & Display Remarketing

Remarketing is an effective way to generate ROI focused conversions since it shows ads to people that have visited your site. Business data allows you to customize display ads to what people have seen on your site… automatically!

John searches for flight prices: NYC

to SFO.

Google tags and tracks John’s website visit & shows a custom ad.

Introduction to Business Data

1. Introduction to Business Data & Display Remarketing


What Ads Can Use This New Feature?!!This feature can be used only on Dynamic Ads within your ad gallery. This means that this new feature applies do the display network only.

2. Installing the dynamic retargeting tag for your vertical


You will need to add a tag with some custom parameters for your dynamic ads to work. Google has a lot of preset tags to use or you can customize it based on your own needs https://support.google.com/adwords/answer/3103357?hl=en

STEP 1: Get the right code for your category

USE A DEVELOPER TO IMPLEMENT THE TAG CORRECTLY


Installing the Tag

You can get the standard remarketing code from the same page you used for your your custom parameters.

STEP 2: Get the standard remarketing tag

*this is a portion of the code. It still needs a final formatting

This is the custom part of the code. The code in blue refers to the standard remarketing tag.


Installing the Tag

This is something that might result not as straight forward for a non technical person.

STEP 3: Have your developer customize and install the tag

“You’ll want to add this snippet of code on every page of your site, just before the </body> tag. The code should use JavaScript Object Notation (JSON), a format for transmitting structured data over a network connection. If you already have a standard remarketing tag and want to start using dynamic remarketing, you can make a few changes to your existing tag. These changes will let you send additional information to AdWords through your tag.”

YOU NEED CUSTOM PARAMETERS TO CREATE DYNAMIC ADS OR IT WON’T WORK PROPERLY

3. Downloading and customizing your feed

Creating the Feed

You can pick between a custom feed or a pre-set feed if your business type fit any of Google’s preset categories (https://support.google.com/adwords/answer/6053288):

STEP 1: Get the right feed for your category


Customizing the feed

STEP 1: Get the right feed for your category

I am a retailer, what shall I do?!!You should simply upload your product feed in your Google Merchant center account. This feed is perfect for needs.

My business type is not in Google pre-defined categories!!You can create a custom feed with your own parameters! Instructions are shared on the page where you can download pre-set feeds



STEP 2: Insert the proper information in the feed

It is very important to use the proper product IDs in the feed in order to have matching values in the remarketing tag and in the feed. For instance:



STEP 2: Insert the proper information in the feed

You can now open the CSV file and work on filling the required rows of data. Some columns are mandatory, some aren’t. For instance, in case you download the travel feed, the columns to fill are (yellow= mandatory)

*Columns have been placed in 2 rows to allow for image clarity

Columns for the travel industry (partial)

Data FeedThe destination ID has to match the ID in the remarketing tag



STEP 3: Install the feed

After clicking on business data you would need to click on “Dynamic display ad feed” and complete the upload process.

1

2

4. Creating customized ads based on your feed

Creating the ads

STEP 1: Go into the right place

You need to enter the remarketing campaign you want to create the dynamic ads in and click on the following buttons:


Creating the ads

STEP 2: Select your business category

Just click on the category that you used to create the feed for:


Creating the ads

STEP 3: Customize your ad

The ads should be ready to go. However, you can customize the content of the elements of your ad by pulling feed details. For instance:

You will be able to preview results once your feed is installed.

Questions?

automating google adwords the right way

Data & Analytics

custom attributes

custom parameters

ad customizerdata

upload business data

custom csv sheet

conversion rate

business data feeds

business data for3