When you can promise new clients a 250% increase in PPC campaign growth in a year, you must have a pretty good idea of what you’re doing. Bryan Gaynor, a Digital Marketing Account Manager at Hanapin Marketing, does. He knows a lot about PPC and digital marketing in general, but we invited him onto The PPC Show to talk about one of the newest forms of advertising – programmatic. You can listen to the whole episode for more details on the following topics:
1. “Reach the right person at the right time with the right message.” There are many definitions of programmatic advertising, but Bryan’s simple explanation mentions piecing all available data together to create messaging that’s personal to the viewer. Other definitions include the automated aspect of programmatic, where algorithms are used to purchase ad space.
2. “There are 80-90 other sources of inventory outside Google Display Network.” Though many marketers rely solely on GDN, programmatic offers access to up to 90 other sources of inventory. Taking alternative routes not only helps diversify your strategy, it could also lower your bids and increase conversion rates.
3. “If you want to sell anything, you have to specialize in it.” While Bryan doesn’t see a need to form a new team around programmatic, he does encourage managers to start testing now to gain an understanding that’s well-developed enough to properly recommend programmatic to clients. The principles are similar to how you’d set up a search or social campaign, so getting started is self-serve, but there are nuances managers will need to become familiar with. DoubleClick, The Trade Desk, and Centro are great starter platforms.
4. “You can get results with just $500 per month.” Bryan warns smaller budgets will yield fewer data points, which makes interpreting results a bit more challenging, but the minimal price to experiment with programmatic is very reasonable.
5. “Testing programmatic starts with what you’ve already tried.” You don’t have to start at the beginning to test out programmatic. Start with where you currently are, and use more in-depth reporting to further dissect placement and audience, so you can fine-tune messaging.
6. “The level of reporting with programmatic gets very deep.” Programmatic’s deep and detailed reporting helps surface information that might not show up in the reports you’re pulling now. Bryan’s worked with clients that were able to drill all the way down to adjust creative for viewers seeing ads on older phones.
7. “If it’s too good to be true, it probably is.” Though much of programmatic is automatic, it’s still important to keep a close eye on reporting, especially exchange or network reports. Taking a look at data related to impressions, traffic, and conversions will help flag and filter instances where performance might be incorrectly affected by non-human interactions (bots). Reviewing reports on a weekly basis will ensure you’re not spending money on wasted inventory.
Want all of Bryan’s tips? Listen to the whole episode below:
Bryan will be speaking at Hero Conf April 18th to 20th in Los Angeles (with AdStage CEO, Sahil Jain), where he’ll hold a session on programmatic for PPC managers. You can follow him on Twitter to stay up to date. For even more PPC wisdom, check out Hanapin’s library of resources.
When you scale your AdWords accounts, you start to find even some of the most basic tasks start to take up huge amounts of time. I remember stepping up from managing smaller AdWords accounts with a few hundred ads (where I could easily keep track of my split tests in a few minutes per day), to some much larger ones where there were tens of thousands of ads. It would have taken me literally hours a day to review each one by hand.
But it doesn’t have to be this way. The key to keeping on top of your AdWords accounts when you scale is Automation. And, one of the most straightforward ways to automate tasks is to use AdWords Scripts.
So what are the best AdWords scripts? Here are the 10 I absolutely could not live without:
This is hands down one of the best AdWords scripts ever written. It allows you to automatically record your Quality Score once per day so you can keep track of your historical quality score without having to purchase any software.
And, not only does it help you keep track of your historical Quality Score,it also allows you to create a dashboard within Google sheets that shows you your current quality score distribution and impression weighted Quality Score.
The script provides a number of settings that you can change to add further charts to your dashboard, such as click-weighted Quality Score.
Split testing when you have a few ads is not a problem, but when you have 10,000 or even 100,000 it becomes a big problem. This automated ad creative testing tool makes it easy to keep track of all of your split tests.
It works by analyzing the ads within an ad group and making a calculation as to whether there is statistical significance. This can be set to test a range of different metrics such as CTR and conversion rate.
Once statistical significance has been reached the script labels the ads as either “Current Champion” or “Loser 95% confidence”. It can also be configured to email you to say that a split test has finished.
One of the limitations of AdWords is that you can only use 6 different bid buckets per day, but you are likely to find that your conversion rate changes hourly.
There is however a workaround for this using AdWords Scripts and the Google Sheets API. It allows you to set the different bid modifiers for each hour within Google Sheets and then import them using the API into AdWords to change bids 24 times per day.
There are a significant number of industries where AdWords performance is affected by the weather (literally!) such as automotive, travel, home improvement, retail and many more, and for maximum ROI is it essential to change bids to reflect what’s going on outside.
This script allows you to increase or decrease your bids based on the weather in the location where a user is searching.
Most merchant feeds allow you to pause your Google Shopping ads when they are out of stock but there is no similar functionality built into Google search.
This script allows you to pause ads that are linking to out-of-stock products by scanning the page for the “out-of-stock” piece of code.
Seeing trends within your search query reports is fairly straightforward when you have a small AdWords account, but this becomes a lot more complex when you have millions of different search queries to review.
The solution here is to use something called N-Gram analysis, which allows you to see the aggregate performance of individual words or phrases. So, for example, if you are selling Alloy wheels, you would be able to see the performance of all of the search queries that contain the color “silver” for example.
Keeping track of your competitors is fundamental to AdWords success, however, it can be time consuming on larger accounts. The solution here is to use this competitor tracking script that allows you to map your competitors’ impression-share over time.
There are several limitations of using AdWords experiments. For instance, not being able to test the campaign settings themselves. This AdWords script provides a workaround in that it allows you to test virtually anything.
It works using labels. The results of the tests can be reviewed within the dimensions tab and will look like this.
This AdWords Script allows you to see how your AdWords performance changes hour-by-hour in the form of a heat map so that it is easy to visualize.
This script has also been updated so that you can see the performance of each device (mobile, desktop and tablet) hour-by-hour.
Most readers will know that visible Quality Score is made up of “expected CTR,” “landing page experience,” and “ad relevance”. This script allows you to visualize how your account is doing based on these three metrics so you can see which aspect of your account needs to be improved.
If you are interested in learning more about AdWords Scripts here are some good resources: