create generic campaigns with adcore amsterdam adcore university presents:

Create generic campaigns with adCore

AmsterdamadCore University Presents:

Presented by:

Points: 45,000Rank: 4Level: Platinum

Talia SchmidtProduct Manager

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Dynamic Campaigns

Beyond the LongTailBeyond the LongTail

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This Sessions ThemeThis Sessions Theme AMSTERDAM

Maximizing Value From adCore’s Dynamic Maximizing Value From adCore’s Dynamic CampaignsCampaigns

Agenda

• Overview – dynamic campaign, feed and LongTail

• Utilizing our existing product feed to create generic campaigns!

• Getting more from our existing long tail campaigns

• Add even more power via adCore optimization…

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Dynamic campaigns Dynamic campaigns overviewoverview

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LongTail – What Does It Mean? AMSTERDAM

Define LongTail

3 Easy Ways to identify a LongTail campaign

• Keywords

• Product level Destination URLs

• Specific ads

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What is a Dynamic Search Campaign? AMSTERDAM

Dynamic Search Campaigns in adCore AMSTERDAM

What is a Feed?

• Generated from your client’s website.

• Hosted on a URL.

• Two feed formats:• XML • Tabs Delimited.

***Note: adCore also has an option to upload a CSV file (which is NOT dynamic)

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The answer is in the feed!

Go Generic AMSTERDAM

Utilizing our existing Utilizing our existing product feed to create product feed to create generic dynamic generic dynamic campaigns!campaigns!

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“Basic” Feed – Few Feed Fields AMSTERDAM

“Robust” Feed – More Feed Fields AMSTERDAM

Generic #1

KeywordsKeywords

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Go Generic

•[brand] [category] Bowers and Wilkins Speakers

•[brand] [subcategory]Bowers and Wilkins In-Wall Speakers

Use your feed fields to make generic keyword combinations.

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Generic #2

Destination URLsDestination URLs

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Great Feed – More Levels of URLs AMSTERDAM

Using a “Basic” Feed

http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall-speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20speakers&cp=1&lp=2

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Using A “Robust” Feed

http://www.bestbuy.com/site/speakers/in-wall-speakers

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Cook up the URLs you want

Dynamic functions are pre-made formulas that are built to carry out a task.

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Where Are Dynamic Functions? AMSTERDAM

Example- String Clear

This function will clear all data before or after a sign.

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http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall-speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20speakers&cp=1&lp=2

http://www.bestbuy.com/site/

<strClear([url],site/,0,1)>

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http://www.bestbuy.com/site/

<strReplace([url], ,2,-)>

http://www.bestbuy.com/site/[category]/[sub-category]

http://www.bestbuy.com/site/speakers/in-wall-speakers

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Search Bar

http://www.examplesite.com/catalogsearch/results/?q=[subbrand]-[mpn]

Original URL

http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html

Product Name

Destination URLKeyword

Nikon Coolpix S6400 Silver Digital CameraNikon Coolpix S6400 Digital Camera

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Search Bar

Original URL

http://www.examplesite.com/nikon-coolpix-s6400-silver-digital-camera.html

Product Name

Destination URLKeyword

Nikon Coolpix S6400 Silver Digital CameraNikon Coolpix S6400 Digital Camera

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Search Bar

Keyword Nikon Coolpix S6400 Digital CameraadCore Destination URL http://www.examplesite.com/catalogsearch/result/?q=[subbrand]-[mpn]

Manipulated URLProduct Name Nikon Coolpix S6400 Silver Digital Camera

adCore Destination URL http://www.examplesite.com/catalogsearch/result/?q=Coolpix-S6400Manipulated URL - Result

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Results - Conversion Rate

The results are overwhelming.

The 70% increase in conversion rate is attributed to the new destination URLs.

Channel Campaign Date Range Avg. CPC Avg. Pos. Conv. Rate Conv. Cost/Conv. Cost

Google™ Digital Cameras APIProducts - Search

1 Jun, 2014 to 29 Jun, 2014 1 Jul, 2014 to 29 Jul, 2014 -4.94% 9.12% 70.69% 0.00% -44.34% -44.34%




Comparing the month of June, when the destination URLs were the product page, and the month of July, when the destination URLs were a query page, we can see an extraordinary increase in the conversion rate.

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Results - CPA

The reduction in the cost per conversion (CPA) and in overall cost of the campaign by over 44% without sacrificing the number of conversions (delta – 0%) means that media dollars are spent more efficiently and that the campaign’s return on investment is much greater.







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Exercise.

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URL Building Exercise AMSTERDAM

Sample Product Landing pages from the Timberland website:

http://shop.timberland.com/product/index.jsp?productId=15207396


URL Building Exercise AMSTERDAM

URL Building Exercise

How would you change the Product URL's below to create category URLs?


http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes

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How would you change the Product URL's below to create category URLs?http://shop.timberland.com/product/index.jsp?productId=15207396http://shop.timberland.com/product/index.jsp?productId=12885835

http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes

URL Building Exercise - Solution AMSTERDAM

Result

http://shop.timberland.com/product/index.jsp?c=1004131&productId=29069086http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes

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AdsAds

Generic #3 AMSTERDAM

Language In the ad

Focus On What Matters AMSTERDAM

More ad examples

• Price In The Ad

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Go Hybrid! Go Hybrid!

Go Even Further AMSTERDAM

What is adCore Hybrid Mode?

adCore synchronizes the ad groups

You can manually alter the ad copy, and keywords in your advertising Platform

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Why Use Hybrid Mode?

Examples:

When Keyword variations you want are not available from the Feed.

When you want to place full attention to the ad variations.

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Activate Hybrid Mode

How to activate Hybrid mode in adCore:

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Hybrid mode LOGIC

Keyword Destination URL

Parameters

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Getting more from our Getting more from our existing long tail existing long tail campaignscampaigns

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There Is LongTail & There Is LongTail AMSTERDAM

Manage your Tail

•Adjust your keywords

•Less is more

•Go board

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Lets make keywords AMSTERDAM

Keywords

[Product_Name]

Insignia 19" Class (18-1/2" Diag.) - LED 720p 60Hz HDTV

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StrRemoveEnclosed

This function will remove text that is within parenthesis as well as the parenthesis themselves.

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Keywords

[Product_Name]

Insignia 19" Class LED -720p 60Hz HDTV

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strClear

This function will clear all data before or after a sign.

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Keywords

[Product_Name]

Insignia 19" Class LED

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Exercise.

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Some Dynamic Functions: AMSTERDAM

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Clean up your keywords

1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black

2. Canon PowerShot ELPH 330 HS 12.1-Megapixel Digital Camera – Black

3. Samsung 40" Class (40" Diag.) - LED - 1080p - 60Hz - Smart - HDTV

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Solution 1

1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black

<strClear([product name],-,0,0>

1. Nikon D610 24.3-Megapixel DSLR Camera (Body Only)

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Solution 1

Nikon D610 24.3-Megapixel DSLR Camera (Body Only)

<strRemoveEnclosed([product name])>

Nikon D610 24.3-Megapixel DSLR Camera

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2. Canon PowerShot ELPH 330 HS 12.1 Megapixel Digital Camera – Black

3. Samsung 40" Class (40" Diag.) LED - 1080p - 60Hz - Smart - HDTV

Solution 1 AMSTERDAM

Less is more AMSTERDAM

Try This On For Size AMSTERDAM

Don’t Guess -Use Broad Keywords

When you don’t use BROAD keywords.

YOU ARE MISSING UP TO 50% of

POTENTIAL CONVERSIONS

Don’t be afraid of the broad!

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Add even more power Add even more power via adCore via adCore optimization…optimization…

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Launching Is Just The Beginning

Use the adCore optimization algorithms to give your campaigns even more power

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Choose Wisely

After launching a dynamic campaign add automation rules to help grow campaigns and drive more traffic.

Choose your rules wisely…

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Discussion.

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Discussion

What kind of rules would you add to a recently launched campaign?

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Search Terms

Add Search Terms rule

•Search terms with converted clicks

•Search terms based on CTR

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Bid Management

Bid management

•Manage bids based on position

•Manage bids based on campaign goal

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A/B Testing

A/B Testing

• Test based on CTR

•Test based on CPA

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YOU!Thank

create generic campaigns with adcore amsterdam adcore university presents:

Documents

existing product feed

feed fieldsamsterdamgeneric

feed formats

product urls

basic feed http

generic dynamic campaigns

generic campaigns

new destination urls