Scaling Search Campaigns With Bulk Uploads and Ad Customizers (SMX 2023)
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The document presents strategies for scaling PPC campaigns using bulk uploads and ad customizers, highlighting hands-on use cases and the benefits of automation in 2023. It emphasizes the importance of maintaining control over inventory data while utilizing tools to optimize performance metrics such as CTR and conversion rates. Key takeaways include leveraging account-level ad customizers and learning SQL for more effective campaign management.
Scaling Search Campaigns With Bulk Uploads and Ad Customizers (SMX 2023)
- 1. Scaling Search With Bulk Uploads and Ad Customizers Christopher Gutknecht | Bergzeit | SMX 2023
- 2. 1. PPC Automation in 2023 Our Session: Scaling Search with Bulk Uploads 3. Hands-on Use Cases 2. Bulk Uploads (incl. Ad Customizers)
- 3. About Chris: Analytics & Performance at Bergzeit Performance Analytics Climber 1997 2008 2013 2023 Dad of 2
- 4. I just learned Javascript! PPCs PPC in 2023: What Should We Automate Control?
- 5. Help yourself Google kid! PPCs Your Inventory What Does Not Taking Control Mean in PPC?
- 6. Nice, 3D postcards for 4€ each! PPCs An Example of Fridge Snacks that Google Loved
- 7. One Product is not enough, Google! PPCs Example of Search Trends vs. Inventory Change
- 8. My accounts run on SKAGs and exact match! Classic! ROAS jumped to 400% with Auto-applied Recoms! Two Types of PPC Experts: Old vs New School
- 9. Who Adds More Value in PPC, Chef or Waiter? PMax CHEF WAITER
- 10. RSA Rotation Ad Copy Structure Value Optimization Smart Bidding Customizers Inventory Control Net Business Value Assets Keyword Targeting 100% Event Coverage Anomaly Detection Where Can We Add Value With Our Data?
- 11. What’s the Best Automation Stack for PPC? Ad Scripts Bulk Uploads Tools / Ads API Lightweight Scales well Full data control Very Powerful Higher cost Dependent on feature scope Runtime limits No Quality control Data preprocessing needed
- 12. 1. PPC Automation in 2023 2. Bulk Uploads & Ad Customizers 3. Hands-on Use Cases 2. Bulk Uploads (incl. Ad Customizers)
- 13. How Do Bulk Uploads Work? MS Teams Run Result Scheduled Upload Specific Input Files Email Account Data Current Inventory
- 14. Where in Our Account Do We Need Updates? PMAX DSA Search Generics Manufacturer DSA DSA Probably Here!
- 15. Know Search’s Worth via Data-driven Attribution
- 16. # Add Update 1 Campaigns 2 Adgroups 3 Keywords (no ids needed) 4 RSAs requires creative_id 5 Ad Customizers 6 DSAs not supported for automation: - website targeting - dynamic ad targets not provided 7 Assets (Extensions) only supported for automation: - sitelink assets - price assets not provided in Ads Transfer What You Can & Can’t Do With Bulk Uploads
- 17. How do Bulk Uploads work, e.g. for Campaigns? 1. MCC Campaign Template 2. Campaign Status Change via Bulk Upload
- 18. And How do Ad Customizers Work? {CUSTOMIZER.attribute:fallback} 2. Add a Customiser 3. Use it in an Ad 1. Go to Business Data (Account-level)
- 19. How to Use Multiple Customizers? Define what should be global vs account level!
- 20. 1. PPC Automation in 2023 Scaling Search with Bulk Uploads- Use Cases 3. Hands-on Use Cases 2. Bulk Uploads (incl. Ad Customizers)
- 21. Use Case I: Account-Level Ad Customizers What can we brag about in our Google Ads copy? What if we treated all our ad copy data as customizer variables?
- 22. Decompose Your Facts into Ad Customizers How is it done?
- 23. Decompose your Facts into Ad Customizers Impressive. How is it updated? Employee count Min price* Customer count Service rating Brand count NL voucher Article count* * Adgroup-level Customizers Sale Promotion
- 24. How to update Global Ad Customizers Scheduled MCC Upload Specific Input File
- 25. The Magic of Ad Customizers Level Use Case MCC Global company data Date & season data Account Country data: delivery time Weather data Promotion texts Campaign Manufacturer data Brand count (Generics) Adgroup Inventory data: price, count Keyword Headlines Global Specific
- 26. Bulk Uploads Are Made for Large-Scale Daily Upload with 114k rows
- 27. The Results: Users Loves Customizers CTR 7% higher CR 12% higher Split of clicks ⅓ vs ⅔
- 28. Our Simple & Customizer-Heavy RSA Template +15 Customizers per RSA Real time data Google Sheets source Multi-ad, -country, language
- 29. Use Case II: Inventory-based Search Campaigns
- 30. Transform from Product to Keyword-Level These ‘Products’ could also be flights, cars, apartments etc.
- 31. How Do We Find Necessary Upload Inputs? Scheduled Upload Specific Files Account Structure Current Inventory
- 32. 2. What’s Changed? What to Upload? Transform Your Inventory Data Specific Files Account Data Current Inventory Campaigns Adgroups Keywords RSAs Ad Customizers … 1. What Do We Need? 3. What’s Relevant?
- 33. How to get Account Data? Use the Ads Transfer Data Loader Source Tables Transformed Tables
- 34. Transform your data with dbt in SQL Python New! &
- 35. Our Bergzeit Inventory Campaign Repository Google Ads Accounts Product Feed Data Data Sources To Configure Ad Template github.com/ChrisGutknecht/inventory_campaigns Google Search Console
- 36. 2. What’s Changed? What to Upload? Transform Your Inventory Data Specific Files Account Data Current Inventory Campaigns Adgroups Keywords RSAs Ad Customizers … 1. What Do We Need? 3. What’s Relevant?
- 37. What Do We Need? 5 Current KW Combinations # Combination KW Example 1 Brand Patagonia 2 Brand Model (1st, 2nd) Patagonia R1 3 Brand Gender Patagonia Damen 4 Brand Category Patagonia Fleecejacke 5 Category Fleecejacke Data Model Graph
- 38. How We Define What’s Changed Active Campaigns Camp_1 Camp_2 Camp_3 Camp_4 Campaigns in Feed Camp_1 Camp_2 Camp_3 Camp_4 Camp_5 New Campaigns Camp_5 Campaign Updates Status Camp_3 Paused
- 39. How We Define What’s In Scope For Sync Sync Campaigns Camp_1 Camp_2 | Feed Camp_3 | Feed Sync Adgroups Topic 1 | Feed B Topic 2 | Feed BC Adgroup 3 Adgroup 4 Filter Macros
- 40. Let’s Define What’s Relevant via Suggest API 1. All Created KW Combinations 3. Filter by Extra Data Suggest API Result Search Console Data KeyWord Serving Status 2. Extra Data Sources Min 5 Min 50 Impr. Serving
- 41. Suggest API Call for “La Sportiva Tarantula” More Suggest Results > More Volume “… 41” (size)
- 42. Measure Ad Group Efficiency Like This (NEW!) New UI Metrics: Number of Elements Compare Clicks to Campaign Size
- 43. Want Less Adgroups? Use Headline Customisers Shout to Martin Röttgerding!
- 44. Extras: Generate Sitelink and Price Assets Top 20 Price Assets: Brand + Category by Product Count Top 20 Sitelinks by Brand
- 45. Our Process and Performance Results Process Results (2023 YOY, Same countries) 1-2 hr Monitoring / week 100€ cost / month +17% Clicks (vs -2% Account) +31% CTR +12% CPC, +1.8% CPA Inhouse data product
- 46. In The End: Do You Still Believe in Search? Or have you given up? Don’t! Use your structured data!
- 47. Your Takeaways from this Session 1. Use Account Ad Customizers to Sync Data into RSAs 3. Don’t Just be Waiter! Be a Chef & Create Products of your Own 2. Evaluate Bulk Uploads For Syncing Your Inventory Data github.com/ChrisGutknecht/inventory_campaigns 4. Learn SQL and test the campaign builder tool
- 48. Thanks for Your Time. Looking Forward To Questions! Chris Gutknecht | Teamlead Analytics & Performance github.com/ChrisGutknecht/inventory_campaigns