Product campaigns made by API

Tomáš Hanáček

• What are Product campaigns?

• Why to use them?

• Real results

• How to build them?

• API tools

• API Product campaigns in 5 steps

• Q & A

Overview

What are Product campaigns?

• Very specific campaigns for your products

• Specific keywords (name of your product)

• Specific ads (prices, discounts, promotions, inventory, …)

• Relevant landing page with details about the product

washing machine washing machine whirpool

whirlpool awe 60610

Why? Because of long-tail

Washing machine

Washing machine Whirlpool

Whirlpool AWE 60610

Why? Increase:

• Reach• Conversions• Revenue• ROI• Conversion rate• CTR

Results (AdWords)

http://goo.gl/wk9afN

Results (Sklik)• Sklik research:

• Travel agencies (using normal and product campaigns)

• Conversion = Order

How? Manually• + no extra knowledge (Excel, AdWords editor, Refine, ...)

• - useful if you have only few products

• - time consuming updates

How? Half-automatically• + easily create unlimited number of adgroups (XML + Excel + AdWords

Editor)

• - time consuming updates

• - extra knowledge (Excel, AdWords editor, Refine, ...)

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 tools

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 fees

API tools

AdBoost vs. PPCBeeAdBoost PPCBee

Support *** *

Free trial *** *

KW pattern generator ** ***

Ad pattern generator *** **

Sklik support ** ***

AdWords support *** ***

User interface *** **

Pricing ** ***

AdBoost pricing

PPCBee pricing

AdBoost

PPCBee

API Product campaigns in 5 steps

1. Insert XML feed

2. filter & transform products

3. Create campaign

4. Add KeyWord patterns

5. Add Ad patterns

Automatization fails

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, …)

Some of our API clients

Q & A

• Tomáš HanáčekOnline strategistB2BGroup.cz

facebook.com/hanacek