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Best Practices for Rule Automation

Presenter AMSTERDAM

Naomi Hauser

SaaS Client Success Manager

Points: 14,510Rank: 9Level: Platinum

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Best Practices for Rule Automation

OR…

This is How We Like Our SEM

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Let’s Get Started

With our first best practice

Goals – Set Them!!!

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Know Your Goals AMSTERDAM

And Set Them… AMSTERDAM

Moving Forward

With our second best practice

Rules - Use Them!!!

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A Campaign Without Rules… AMSTERDAM

At Least Set the Magic Button AMSTERDAM

If You Have a Just a Little Bit of Time..

Set a bundle of rules.

Let’s look at a few of the most popular bundles

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Bundles of Rules - Must Have AMSTERDAM

Bundles of Rules - Must Have Plus AMSTERDAM

Bundles are Just a Group of Rules

If you were only going to add three rules … make it these

Pause under-preforming keywords Add search terms Change keyword bid

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Loving Account Mangers are Like Loving Mothers AMSTERDAM

Congratulations! AMSTERDAM

She wants…

MORE CONVERSIONS!

Ideas?

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Rules we can add

Add Search Terms

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Rules in Action – A Case Study

• Daily Deals Site• Conversion = login to the site• 3 rules activated - Pause Ad Ads a/b testing (*)

- Change Keyword Bid Basic keyword bid mang. (*)

- Add Search Terms - [(termClicks>=5) and ((tecks/termImpr)>0.02)]

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Another Rule we can add

Pause ads

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Not quite there yet

Change keyword bids

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She’s Still Not Happy AMSTERDAM

What Now?

THE CPA IS TOO HIGH

Ideas?

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Rules we can add

Change keyword bids

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Rules we can add

Pause keywords

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Rules we can add

Pause under preforming keywords/placement

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Rules we can add

Exclude search terms

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Rules we can add

Change keyword match type

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So your on goal.. Now what? AMSTERDAM

Good Thing You Had Some help… AMSTERDAM

Let adCore build your campaign

A generic campaign.Broad keywords An ‘Add Search Terms’ ruleA ‘Pause under-preforming keywords’ rule.

What is a snowball campaign?

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For Example

Ad-group:

Flight to Netherlands Broad match Keyword in the ad-group:

flight to the Netherlands Search terms that keyword will get

exposed on: • cheap flights to Netherlands• Amsterdam flights• cheap flights to Holland

• cheapest flight to Germany• last minute flights Germany• cheap flights in Germany

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Each of your everyday SEM tasks

Has a rule you can write …

If it doesn’t exist simply build it!

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Advanced Tactics AMSTERDAM

Tactic #1

Separating ad-groups by match type

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Separating ad-groups by match type

Start by attaching a pause keyword rule. Pause all keywords the don’t fit the match type you want in the ad-group

Add an ‘exclude keyword’ rule – add all the keyword that you just pause to the negative keyword list (in exact match)

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Separating ad-groups by match type

Ad-GroupParis flight to paris

[flight to paris]"flight to paris"

Negative Keywords[flight to paris]

Keywords

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Separating ad-groups by match type

Ad-Group KeywordsParis Exact [flight to paris]

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Sounds Complicated?

• The amazing adCore team has already prepared the bundle for you!

• It’s called ‘ad-group by keyword match type’ and its waiting for you in the automation bundles

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Tactic #2

Adding search terms to ad-groups with no DKI

Find the right ad-group - You can decide where the search terms go. Add them to an ad-group without a DKI.

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An Example

Ad-Group KeywordsParis flight to paris

[flight to paris]"flight to paris"

• Add a rule – add search terms. • Make sure you don’t add the search terms to an

ad-group with a DKI

Or you might get this result… AMSTERDAM

Of course we wrote the rule for you! It’s called ‘Add Search Terms to Ad-Group W/ No DKI’

Secret backdoor

Adding search terms without the keyword bid

simply add In the requirement:

('setBidToNull' = 'setBidToNull')

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Use the Different Setting to Your Advantage

• Semi-automated - When you want to keep a lot of control/need to report to clients on changes you are making/ start with semi and move over.

• Auto- don’t want to approve changes everyday/trust adCore to make the canges for you.

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Best Practices for Rule Automation AMSTERDAM

Tailor-made Rule Automation

on a Grand Scale.