Adwords Automation ToolsAutomation tools for Adwords
Perform 6 AdWords automation exercises without scripts or tools.
As we think about automation in PPC, our heads are inclined to resort to costly tools like Marin, Kenshoo and Acquisio or sophisticated algorithm and Google Scripts. You shouldn't, however, be intimidated by the term "automation" to forget the easy things that make it great: performance and consistence. Today I will guide you through six general PPC jobs that you can do for free in AdWords, through the power of automation and mystery.
One of these jobs is the extraction of query information. Surely you don't want your chief or customer reviewing your general conditions of matching and discovering that your "Honda Cars" drive has spend tens of millions on Honda lawn mower searches (I've seen it). In this sense, I chose to send myself by email the information I needed by storing at least 15 min per weekly, per bank and much more important, and remembering to actually create the report I was asked to create.
In order to generate a useful and automatic keyword reporting, you must first open your keyword information on the Keys page by choosing "Details" > "Keywords" > "All". My case is that this first article looks for all those words that have doubled my costs per convert destination without convert.
As soon as you have applied this filtering (or any other filtering related to how you normally create your find request), click the Get Download icon to plan this reporting. The first of the week I do this for my small business customers and on certain dates every week for bigger bank account that need to be checked on a regular basis.
Instead of jumping through these tires each and every day, I just open Excel directly from my e-mail, choose the query that looks like they've squandered cash or not really mattered, and leave it as a negative in the AdWords editor. This is what I call my account "money squandering terms." One more SQR message I send via e-mail is "CTR-Killer" - a listing of unrelated keywords, ordered by high expressions and a small number of hits, e.g. < 2, expressions > 1000.
A lot of possibilities exist to automatize offer changes where nobody pays anything (except our good AdWords friends). They could simply use the Google Convertion Optimizer, and I've seen good results with it in major campaign. For smaller promotions or without converting traffic, however, automatic bidding policies can help you safe a lot of your precious times as long as you make sure you use them.
My customer's ad in the third place is far better than any other - it seems to be the sweat pot for rates and costs. We have created a relatively straightforward automatic quotation policy for them that uses two simultaneous policies. A first increase will increase the amount of bidding every single auction night on those words that have an avarage location of less than 3.2 (with a maximum bet adjusted to keep things in check).
If the second keyword is higher than 2.5, it will be 5% lower than 2.5, but the second keyword will be 5% lower. Plenty of possibilities for automatic quotation customization. If you have an account without converting you can try to offer all your catchwords with rebound rate far above your avarage. Many of these different quotation policies can be overlapped to create a system that is much more rugged and sophisticated than it could be done by hand without a great deal of work.
Ensure that any intersecting rule makes good business and that nothing insane happens (use minimum and maximum commandments if you are worried). In the case of advertisements that are quoted, try using "Enable advertisements when..." and "Pause advertisements when..." via the "Automate" icon on your Advertisements page. Automation can be used to stop my day of the week displays and interrupt my day of the week displays on Thursday evening and the other way round on Sunday evening.
Many of these different glimpses exist that you probably want to plan for yourself: I' m planning these reviews earlier this week for each customer. This way I can quickly go through each review and mentalize the most important areas I need to monitor for each one.
Automation is carried out here via the Downloadbox in the register card Measurements. As soon as you have done that, simply open "Email and Timetable Report" and submit on the first day of the monthly. A simple element of AdWords automation that you should establish is e-mail notifications. I' ve usually created at least 3 notifications per day for my accounts: one for conversions below my low target per day (see example below), one for cost-per-conversion peaks, and one for conversions far above my day averages.
I' ve configured my notifications to send me an e-mail at 7:00 a.m. if the dates of the preceding working days match any of these terms. That means the first thing I know when I look at my e-mails is if I have fire that I can fight. "Putting my [insert holiday] campaign on [insert unsocciable hours in the morning] live" is a sentence that doesn't have to put the mind of the accounting executive who is in harmony with his inner freedom at ease.
In AdWords, I use the " Activate campaign when... " and " Stop campaign when... " buttons on a regular basis to do just that for me. I' ve just established two rules: one to suspend all my online campaign and another to reactivate it. A good example is a customer whose distribution staff could only process a certain number of leads per diem - as soon as a campaign reached a certain number of converted ads, the automatic rule that ran every single lesson stopped for the entire diem.
All these automation hints are always aimed at the same objective - you are relieved and faults and omissions are avoided. When there are others you periodically use in your email addresses, let us know in the comment below! an international PPC and CRO consultant and a Hanapin Marketing Pay Per Search and Advertising Specialist Admin.