madlibs: adwords edition by steve hammer

#SMX #21B @armondhammer

Strategies for success

Madlibs: AdWords Edition Customizers and Scripts

Steve Hammer, President -

RankHammer


Great But…

Strategy Exposed

Generic Ad Copy

One Option Only


Ad Madlibs

Product Relevant

Price Changes Easy

Test and experiment value props


Who I am – really.

FAMILY What it’s all about

FOOD AND WINE

Eating as an art form?

HOCKEY Go Stars

RANKHAMMER

Dallas Based Internet Marketing Agency


Slight Obsession with Hammers


Three ways to change ad copy KW

Insertion

Matches Search

Only real option is CaSe

Pretty Easy

Customizers

More Flexible

More than one insertion per ad

possible

Takes in some user data (time zone)

Easy Countdown

Script Parameters

Full Text Changes

Incorporate hourly feeds

Parameters, Countdowns

Much more complex


Basic Unit of a customizer


Items don’t have to be items

Items

Landing Page

Intent

Category

User Group

Geography

Events


Our real customizer process

Keywords

Intent Mapping

Landing Page

Solution

Feature list

Customizer Data

Ad Copy Build

•  Expansion •  Multiple

copy ideas


City Insertion


Spinal surgery

Back surgery

Back surgery

Big Keywords or mismatched intent


Keyword Insertion for misspellings


Localize Language


Preserve Data with small changes


You can do a test like this Adgroup / Offer Product One Product Two Product Three

Baseline 3.25% 4.32% 4.72%

Deals / 10% off 3.35% 4.25% 5.34%

Deals / Free Shipping 4.13% 4.45% 4.76%


Add this to the list of reports:

Clicks, Conversions

Extensions, Dimensions

Keywords, Groups

Items


2 Column CSV

Target Attribute (Type)

Target Keyword Chooseit (text)

Target Ad Group YourVariable (number)

Target Campaign MSRPmaybe (price)

Target Keyword Text + Target Match Type

Salesover (date)

Example Headers


•  Shorten long Keywords •  Alter CTA (Buy vs Get)

Keyword Targets

•  Model Specifics that change •  Social Proof

Ad Group Targets

•  Match Geography •  Broad Tests across groups

Campaign Targets


Example

Target Keyword City (text)

+Dallas +Hotels Dallas

+Dallas +Rooms Dallas

+Houston +Motels Houston

+Downtown +Houston +Hotels Houston

Note match punctuation


Once imported, it can be modified in AdWords


Using it


Move Past Brute Force


Excel Text Manipulation

Ideas

Len>10

Modify Shopping

Feed

Substitute long

words

Find Terms


Countdowns


Date Field – Auto Trigger

Will only trigger a customizer for a selected number of days before an item’s

date

Note: No “wizard” Double commas unless including

language


Over-aggressive insertion


Can’t Customize Everything

One “standard” ad required per ad group for customizers to show.

Can’t add customizers to url, even for tracking.


Biggest Challenge The Sell

Updates: Neither scaled nor realtime


What about more than a little change?


Scripts


Simple Version Label ads for

timeframe

Schedule to run daily

Reverse labels

Schedule Counter Script


More Complicated Version Labels from Columns – Run hourly

http://bit.ly/hhscript


§  Customizers are great for expanding keyword insertion §  Multiple insertions, misspellings, wide scope

§  Customizer countdown is much easier, and even more powerful than script version §  Events/sales might be best use case

§  Data Preservation can be powerful §  Can turn your account into eBay §  Major manipulations, feed input and large scale still

better served by scripts

Bottom Line


SOCIAL NETWORKS

RankHammer Downtown Dallas TX 214-720-0044

LOCATED

[email protected]

QUESTIONS

TWITTER

WEBSITE

LINKEDIN

@armondhammer @rankhammer

rankhammer.com

linkedin.com/a/armondhammer


THANK YOU!

Join us @SMX East NEW YORK CITY

Sept. 29th – Oct. 1st 2015

madlibs: adwords edition by steve hammer

Marketing

armondhammer countdowns

armondhammer strategies

armondhammer great

armondhammer keyword

armondhammer items dont

armondhammer city insertion

armondhammer spinal

armondhammer slight