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Tips to Leverage your PPC Campaigns with Standard Shopping

As a PPC professional, you’d have often wondered which campaign type would best suit your goals and business objectives. While it can’t be denied that Smart Shopping is more data-driven and less time consuming, Standard Shopping campaigns can also be quite beneficial if used efficiently. Not only will you be able to have full control over your campaigns, but direct the adjustments more effectively without compromising on the target.

This means that you can run efficient and profitable campaigns with Standard Shopping if you want to! Here are some tips to structure Standard Shopping campaigns to make them profitable with insights from Optmyzr products.

1. Campaign Structure

Pro Tip: If you have an existing shopping campaign, use the Shopping Analysis Tool to see performance aggregated by different product attributes. This can help you decide on the best structure for your campaigns and ad groups. We recommend choosing attributes that have 100% coverage in the feed because it prevents products from falling into everything else in the product group. The feed analysis feature from Optmyzr can give you an overview of attribute coverage.

Using inventory filters for campaign settings can help you make sure that you’re not advertising the same products in multiple campaigns. You can define inventory filters in the Google Ads interface in the campaign settings. Also, when you create shopping campaigns using Optmyzr’s Shopping Builder 2.0, these inventory filters are set up automatically based on the structure you choose.

2. Search Query Management

Shopping campaigns do not have keywords so it is not possible to tell Google which queries you want your ads to show for. However, you can tell Google which queries you don’t want to show your ads for by using negative keywords. Negative keywords can also help sculpt traffic to direct traffic to more profitable ad groups. This makes sure that queries are more accurately matched to products that help maximize ROAS. 

Pro Tip: Use the Shopping Negatives tool from Optmyzr to send traffic to more profitable ad groups or to add unprofitable queries as negatives to save cost. You can also use the Rule Engine to automate this process. 

3. Bidding

Standard Shopping campaigns give you a lot of flexibility with bidding strategy and that is one of the reasons we prefer them over smart shopping campaigns. You can either choose to use a manual bidding strategy or put the campaigns on an automated bidding strategy like target ROAS (tROAS).

Automated Bidding (tROAS)

You can set your shopping campaigns to run on a tROAS automated bidding strategy. We recommend using standard automated bidding instead of portfolio automated bidding. This way you will have the opportunity to tweak the target ROAS at the ad group level when you use standard automated bidding. In fact, this is one of the ways to use automation layering to get better performance and benefit from Google’s automated bidding.

You can use the Optimize Target ROAS optimization that helps increase conversions and increase ROAS. This optimization was built using the Rule Engine so you can build your own version of it as well and automate it.

Manual Bidding

You can also use manual bidding which will give you more granular control over bids. Apart from making bid changes at the product group level, you can also set bid adjustments by time, geography, audiences, and devices. While it requires a higher level of monitoring than automated bidding, it can be quite rewarding. 

Optmyzr has a whole suite of tools to help you manage hours of the week, geo, audience, gender, and device bid adjustments. You can also use the Rule Engine to automate your strategy which reduces the day-to-day overhead. When you are running on manual bidding, analyze the benchmark CTR and benchmark CPC metrics to see how your products are performing against your competitors. This information can come in handy when you’re setting bids. 

4. Budgets

When you have a multi-campaign structure, make sure to allocate budgets in a way that maximizes the performance. For example, if your most profitable campaigns are losing impression share due to budget, reallocate budget from other campaigns. The Optimize Budget tool from Optmyzr can help you do this very easily.

Points to remember

Make sure to note the following points to maximize the profits and efficiency of your Standard Shopping campaign:

When you choose to go with Standard Shopping campaigns, you’d have full control over your campaigns, making every decision based on your own business choices. You can structure campaigns to have separate ad groups and product groups which will give you the flexibility to manage their bids, ROAS targets, and negative keywords. Smart shopping campaigns don’t give the user control to manage any of these things.

If you are an experienced professional, working with Standard Shopping campaigns can help you analyze and experiment with your accounts. Using predictive tools like Optmyzr can help you hone your campaign objectives and give meaningful suggestions to better optimize your PPC accounts. 

3 Ways to Take Control of Universal App Campaigns in Optmyzr

If you want to scale the growth of your Apps, then Google’s UACs (Universal App Campaigns) must be one of the focal points of your marketing strategy. An automated type of campaign, UACs are an excellent choice for driving both installations and in-app actions, like purchases. This campaign type allows targeting audiences across Google Search, Google Display, Youtube, Google Play, and Apple Store. Google has an excellent course that can help you learn more about Universal App Campaigns.

UACs were launched to make in-app advertising easier and quicker. In line with this, to set up your UACs – you only require minimal initial data like texts, images, or videos. Google’s machine learning-based algorithms then work to show your App’s ads to your target audience. Since, these are automated campaigns – unlike your search ads – you won’t need to manually test the ads to find the best performers. Google does this bit for you. 

No doubt Google does a decent job of driving high-quality traffic for UACs, but did you know that you can lend Google a hand to bring you better results? This can help you save money being spent on the wrong placements and audience and at the same time help you use your budget efficiently. 

Here are some tips to try out that will help you exert a higher level of control over your UACs using Optmyzr:

1. Manage location targeting

Google doesn’t translate your ads for specific spoken languages for locations. This makes it imperative to run ads for only those locations that align with the languages in which an App is available. Therefore, while you work on making your app available in more languages, don’t forget to target locations for your campaigns accordingly. 

You can also go granular within these locations and manage targeting based on how regions and cities perform. Some ways to optimize location targeting are:

Pro Tip: Use the Geo HeatMap or Rule Engine from Optmyzr to get a report of cities, regions and postal codes that are performing best or worst – to target or exclude them respectively.

2. Optimize for in-app goals 

How cool would it be to find campaigns which are driving registrations or in-app purchases and manage the Target CPA for them? Optmyzr’s Rule Engine can help you achieve this.

Take a look at the screenshot below of the Optmyzr Rule Engine, wherein we are pulling the in-app actions and even action values that are being tracked as conversions and conversion values. You can base optimizations on any such custom conversions which you might be tracking for your campaigns.

For example, here’s a rule that finds all the campaigns which have brought in registrations and recommends increasing the Target CPA for them by 10%. 

Check out the campaigns below, which have had the “Registrations” type of conversions, and the system is recommending tweaking target values for them. Just like this, you can optimize for any in-app action as required. Eg: If you’re driving “Registrations”, and losing impression share, increasing TCPA can help. 

3. Ensure sufficient budget for your CPA

It is recommended that these campaigns have a daily budget of at least 20-30 times of your CPA (cost-per-action). Create a rule in the Rule Engine to label campaigns on which you need to consider increasing your budgets. 

Conclusion

UACs have helped unburden advertisers from needing to try out ad combinations to find what drives good results i.e. acquisitions/conversions. While you should make use of Google’s machine learning, don’t forget to optimize and control your campaigns from time to time. 

To start setting up UACs, 
Sign in to your Google Ads account → go to the page menu → Campaigns → Universal App. 

Once you’ve accrued traffic on UACs – try out the tricks I shared above using Optmyzr (14-day free trial) and improve the performance of your campaigns. Feel free to reach out to support@optmyzr.com if you have any questions. 

Go Beyond Bid Management: 4 Common Problems & How to Solve Them

When we think about bid management of our keywords and product groups, there are key areas that every marketer concentrates on. For example, targeting the right ROAS/CPA, ensuring that impression share is not lost, not losing the top spots to your competitors, giving lower bids to expensive or non-converting keywords, and so on.

While it’s right to focus on optimizations for setting the bids correctly, marketers should not forget other areas that need their attention as well. 

Here are some areas where marketers shouldn’t be limiting themselves to bid management to tackle common problems: 

It’s important to know the right thing to do for each of the above use-cases. Let’s wrap these pain points with the right solutions. 

1. Spread out your budget throughout the day.

Keep your bids as it is and implement hourly bid adjustments. Analyze historical data and find the times in the day which spend more and which perform better as well. So, you need to apply bid adjustments for different times of the day based on your goal. 

One way to get started would be to look at the times of the day when your conversion rate is high and check the impression share during those specific times. If you have a low impression share, it means that you aren’t able to drive as much traffic as you could for high-performing hours.

To fix this, increase the bid adjustments to grab more traffic. At the same time, for the time slots which don’t convert – apply negative bid adjustments or disable those time slots to not serve ads at all. This is like load-shedding – wipe out budgets during some time slots of the day and keeping it for the times of the day when you expect better performance.  

2. Don’t overspend your daily budget.

Use a budget tracker – to have a way to not exceed a given budget amount each day even if Google allows spending 200% of your daily budget. You can use solutions like Flexible Budget script at Optmyzr. The script runs automatically every hour to check the cost you’ve spent until the hour of the day and pause the account/campaign when the target budget is spent. Learn more.

3. Analyze the lost impression share. 

Before dropping the ball, it is very important to identify if it was the budget or ad rank (bid) that limited the performance of your account/campaign. Sometime back, a Digital Marketer shared with me that they’ve been increasing bids for high performing keywords to improve their impression share to 85% from current ~60% Impression share – but with no success. 

On analyzing their account’s performance with PPC Investigator, we found that increasing the bids didn’t help because they were losing impressions due to budget constraints and not the bid. Learning from this? While you increase the bids – don’t forget to check if you’re losing impression share because of insufficient budget allotment. 

4. Go granular – manage bids for each keyword.

Don’t limit yourself to set bids only at the ad group or campaign level. While you find high-performing keywords that perform better, it’s equally important to find keywords that are bleeding money. 

If you can identify the underperforming keywords and reduce bids on them, it will allow you to provide more budget towards better-performing keywords which will last for a longer period of the day and get you better results at the same time. 

Conclusion

What advertisers forget is that each time that a new bid is set, Google takes time to test it and bring you results based on the changes. So, if you change the bids too frequently, you might very well be hampering the learning cycle and eventually the results. 

The solution? You need to give your bids room to breathe and check out the other factors which you need to be concerned about apart from just setting your bids again and again.

10 Ways Customers Use Optmyzr to Retain Control with Smart Bidding

Marketers fear automation, but Smart Bidding is a great example of how it actually helps.

Teeming with data and interactions, Smart Bidding uses machine learning to create optimal bid strategies. And because it saves both time and money, it’s quickly become an important part of PPC.

But there’s a (literally) dark side to it as well.

Smart Bidding means surrendering control to the black box of Google’s AI, with strategies that simply don’t allow you to tweak aspects of them to your specifications. Simply put, you input your goals and Google uses your account’s past behavior to produce results.

What do you do when you want the convenience of Smart Bidding but don’t want to give up control? You turn to a tool like Optmyzr.

Here are 10 ways Optmyzr customers use our platform to retain control when they use Smart Bidding.

Understanding how automated bidding works

The keystone of AI or machine learning is the data the system uses to make decisions and predictions. In the same vein, the success of automated bidding strategies depends on the quality of the performance data that system is able to collect. This in turn depends on how your account is set up.

The performance of badly structured campaigns cannot be improved by putting them on an automated bidding strategy.

A good account structure and the right attribution model are vital to the success of any automated bidding strategy. If you’re using last click attribution, either change to another attribution model or run manual bidding.

Campaigns that run on automated bidding strategies need to be optimized in order to have the right data to work with. In theory, the only thing Google takes care of is setting bids — only one aspect of managing an account.

The rest is still on you.

Automated bidding is not a ‘set it and forget it’ deal. However, with bidding out of the picture, you’ll have more time for other tasks — the kind of search queries you want to show for, or the messaging you want to use in your ads.

1. Search Query Management

Search queries are still the primary source of traffic for search campaigns, so it’s important to monitor the ones your ads show for so you can remove irrelevant ones (add them as negative keywords). It’s also a good idea to add high-performing search queries as keywords because you can write more specific ads for them.

Optmyzr Tools Used: Keyword Lasso, Search Terms n-Grams, Negative Keyword Finder

2. Quality Score Optimization

Optimizing to increase Quality Score is one way to reduce your CPA and increase ROAS. Even though Google is automatically setting your bids in the auction, a high Quality Score requires a lower bid.

In other words, you pay less for each click.

Find keywords in your account with low Quality Score and move them to their own SKAGs with the more specific ads. Or, pause them if they have an irredeemable quality score of 1.

Optmyzr Tools Used: Quality Score Tracker, Rule Engine

3. Creating Ad Schedules

This isn’t about setting bid adjustments for different times of the week; your automated bidding strategy already does that. We’re talking about allocating campaign budgets to the more lucrative times of day by turning your ads off when they’re not profitable, making it something of a budget optimization.

Optmyzr Tools Used: Hour of Week Analysis, Hour of Week Bid Adjustments

4. Non-Converting Keywords

Pause keywords that have not converted in a long time but have accrued significant cost. This optimization should only be done if you aren’t running on last click attribution. Otherwise, you’ll pause top-of-funnel keywords and eventually reduce conversions.

Optmyzr Tools Used: Non-Converting Keywords, Rule Engine

5. Budget Optimization

You did budget optimizations before automated bidding, and you should continue to do them now. Reallocating budgets across campaigns based on performance helps improve overall account ROAS.

Check if high-performing campaigns are losing impression share due to budget, and increase their budget by giving them money from underperforming campaigns.

Optmyzr Tools Used: Spend Projection, Optimize Budgets

6. Tweaking Targets

If you’re running on the standard automated bidding strategy (target CPA and target ROAS), you can tweak targets at the ad group level. There are two instances where I’d recommend doing this:

Optmyzr Tools Used: Optimize Target CPA & ROAS, Rule Engine

  1. Increase target CPA for ad groups that are converting but losing impression share due to ad rank. For campaigns running on target ROAS, reduce ROAS. This is the same as increasing bids for high-converting keywords when campaigns are on manual bidding. It enables Google to bid more to drive more conversions.

  2. Reduce target CPA or increase ROAS for ad groups whose actual CPA and ROAS are significantly better than the target and whose impression share is already more than 70%. This reduces the chances of Google buying very expensive traffic when the automated bidding system thinks there’s room to increase CPA and win more traffic.

7. A/B Testing Ads & Updating Messaging

Ad text automation is probably one of the last things that will happen in PPC — writing ads always involves subjectivity and creativity. Responsive Search Ads are a step in that direction, but they only combine headlines and description lines; you still have to write them.

This is why it’s important to continually A/B test ads — so you can remove underperforming ones and keep messaging fresh.

Optmyzr Tools Used: A/B Testing, Ad Text Optimization

8. Performance Monitoring & Alerts

Perhaps one of the most important things you can do is set up alerts to notify you of sudden changes in traffic, conversions, CPA, ROAS, or any other KPI that’s important to you.

This helps you stay on top of your campaigns, especially when something doesn’t go as expected. For example, if the CPA for a campaign suddenly shoots up, you’ll want to see why it happened and take appropriate action.

Optmyzr Tools Used: Alerts on the MCC dashboard, Rule Engine

9. Performance Audits of Automated Bid Strategies

Knowing when to pivot is critical to success, be it in PPC or any other business. It’s a good idea to regularly check on the performance of your campaigns’ bidding strategies to see if you need to pivot.

For example, if a campaign is running to maximize conversions, it might be time to move it to target CPA and ROAS. You can also see if certain campaigns on automated bidding strategies aren’t driving enough conversions and move them to manual bidding for a while.

Optmyzr Tools Used: PPC Audits, Rule Engine

10. Structural Account Audits

Regular account audits are so important for good structure. Check for things like too many keywords in an ad group, too few ads, campaigns with not enough negative keywords, or campaigns missing site links.

This ensures that campaigns in your account have a solid foundation on which automated bidding strategies can do what they’re capable of.

Optmyzr Tools Used: PPC Audits

Conclusion

We live in a world where competition is fierce and standards are demanding. PPC marketers rely on automated bidding more than ever to do more in less time. What automated bidding lacks intuition and human understanding, you can provide by optimizing your campaigns.

Help it help you.

There’s no one way to win with automated bidding, but Optmyzr offers several tools that allow you to layer your own automation over what the ad engines provide. If you don’t have Optmyzr, try our platform free for 14 days with access to all features.

Account Blueprints: Take greater control of PPC with workflow management

Step 1: Name your Blueprint

As one of the cornerstones of digital marketing, PPC has become important to all businesses.

But executing complex tactics calls for multi-taskers who are organized and quick. PPC marketers constantly need to track, optimize, and scale their work. And the first step of any strategy: understanding its scope.

At Optmyzr, we realized that PPC marketers were lacking a purpose-built workflow management tool; one that understood their pain and experiences.

Today, we’re proud to introduce Account Blueprints, a new feature designed to help you plan, standardize, and scale workflows across your accounts.

About Account Blueprints

Join Optmyzr’s CEO for an overview of Account Blueprints

Blueprints allows you to organize and track your team’s tasks as a scheduled workflow. It helps you design entire PPC plans with a high degree of customizability, from setting frequencies to task owners.

You can schedule both one-time or recurring events, and assign them to your teammates to clarify who’s responsible for what. Optmyzr alerts teammates when they get new assignments or when an existing one is nearly due.

Now you can easily standardize processes for any and all accounts, right on the same platform that helps you optimize those very accounts.

Blueprints lets you schedule and assign specific optimizations within Optmyzr, but you can also include tasks outside of the Optmyzr environment, such as client meetings or designing creative assets.

Best of all, setting up a Blueprint is a one-time process. We’ll keep track of your preferences until you change them, though depending on your goals, you’ll likely need to create separate Blueprints for different processes or accounts.

Business Impact

Step 2: Set up your first task

With Blueprints, you can architect more powerful PPC programs. Avoid overrun deadlines and missed tasks by streamlining your project management, and focusing on testing and refinement.

For accounts with multiple stakeholders, it can be tough to know where responsibilities are demarcated. Now you can help individual team members track their own group of tasks. Blueprints offers a flexible, way to keep entire teams on track without anyone feeling like their toes have been stepped on.

Additionally, Blueprints lets you create multiple templates, so you can create plans specific to an industry or vertical, a client tier or type, a specific strategy or outcome, and even for contingencies like needing to quickly onboard a new hire. 

Blueprints by Optmyzr also makes it easy to manage and re-assign tasks to help ensure all bases are covered when an employee is out sick, on vacation, leaves a team, or changes roles within your organization.

3 Blueprints Ideas to Get You Started

1. By Industry

Step 3: Apply your Blueprint to one or more accounts

If your business only covers one account or caters to a specific client vertical, there’s a chance you perform many of the same tasks on a regular basis.

An example is an in-house team that only does PPC for their own sports apparel products, or an agency that specializes in e-commerce or hospitality. In this scenario, you can build Blueprints specific to different stages or exercises, including:

But this is not an indication of any limit; even an agency that caters to clients from all walks of business can leverage Blueprints to build specific plans for industry types. You could build one Blueprint to optimize the feeds of new e-commerce clients, and another to deliver on seasonal bid adjustments for hospitality clients.

2. By Client Tier

Step 4: Assign owners for each task and account

If you have multiple clients, there’s a high chance that many of them pay at different scales. This might correlate to their spend, or it might be based on the level of service you provide. Whatever the case, no agency wants to be accused of preferential treatment that isn’t justified by billables.

Blueprints can help you prevent that. Use Blueprints to keep track of value-added tasks that your top-tier clients pay for, while also delivering a baseline level of service to those on lower billing plans.

3. For New Hires

Step 5: Apply changes immediately or set a start date

Onboarding new employees can be challenging, but it can make or break the success of your business like few other things. The whole process takes time, and the path to happy new hires is always dotted with mistakes and setbacks. In the midst of introducing your team and work culture, it’s easy to miss out on the day-to-day — or vice versa.   

With Blueprints, you can create a single plan for any new employee in a specific position (we still recommend separate plans for different positions). Your new hires can follow these tasks to quickly get accustomed to the way you conduct business, and your current team can lend support in their own areas of expertise.

Conclusion

Even in a normal business landscape, Blueprints is the answer if you need (or simply want) a workflow management tool that dovetails with the actual software you use to study PPC insights and apply optimization changes.

But given the importance of remote teams for the foreseeable future, Blueprints can be your ticket to helping your people win a very big part of the ‘work from home’ battle: staying on top of their responsibilities.

Set up your first Blueprint using our wizard to keep your team on top of things — and at the top of their game. If you don’t see or cannot access Blueprints, please write to support@optmyzr.com.

Get Better Results on Google Search & Shopping In 2 Weeks

It doesn’t matter how well your PPC accounts are performing — great marketers and agencies always want to do better.

But better takes time, right?

Not when you have a tool like Optmyzr at your disposal. Our PPC management platform enables users to get better results from their Google search and shopping ads in just two weeks.

And with a 14-day free trial that grants access to all features, you can test these strategies out for yourself at no risk.

So whether you’re just starting out with Optmyzr or want to onboard another client, here’s how we can help set your accounts up for success in just two weeks.

You can also find links at the bottom of this page to download these checklists as interactive PDFs with clickable links to the tools themselves, help articles, and video resources.

A. Search Advertising

Day 1: Set up alerts to monitor accounts and track budgets.

Pro Tip: Enhanced scripts can be installed at the MCC level. Read more about installing scripts.

Day 3: Analyze account performance and start optimizing.

Day 5: Analyze search queries to add new keywords and negatives to your account.

Pro Tip: Combine these optimizations into a single workflow using Blueprints.

Day 6: Manage bids.

i. Campaigns using manual bidding

ii. Campaigns using automated bidding

Pro Tip: Combine these optimizations into a single Workflow using Blueprints.

Day 7: Improve quality score and manage budgets.

Day 9: A/B test and create new ads.

Day 11: Set hourly bid adjustments and build custom optimizations.

Bonus: Experiment with a custom strategy in the Rule Engine.

Day 13: Set bid adjustments for locations and demographics based on performance.

Day 14: Create your own workflows and implement automation.

B. Shopping Campaigns

Day 1: Set up merchant feed and monitor budget.

Pro Tip: Enhanced scripts can be installed at the MCC level. Read more about installing scripts.

Day 2: Filter out irrelevant shopping queries by managing negatives.

Pro Tip: Combine these optimizations into a single Workflow using Blueprints.

Day 4: Analyze feed and resync campaign structure.

Day 6: Manage bids.

i. Campaigns using manual bidding

ii. Campaigns using automated bidding

Day 8: Create custom optimizations.

Pro Tip: Watch this video for ideas on how to use the Rule Engine to set up custom optimizations.

Day 10: Create your own workflows and implement automation.

See the difference for yourself.

Our mission at Optmyzr is to develop not just the tools that PPC marketers need today, but ones they can use to safeguard their true roles as digital marketing strategists.

That’s why everything in this onboarding guide has one eye on long-term results, and why we don’t gate any of our features to trial users.

What you see is what you get.

Don’t believe us? Sign up for a 14-day free trial to experience for yourself how Optmyzr makes PPC management faster and your contributions more value-oriented.

**Download the Search campaigns checklist**_ here_.

**Download the Shopping campaigns checklist**_ here_.

6 Ways Optmyzr’s Rule Engine Beats Google Ads Automated Rules For Flexibility

We all have repetitive PPC management tasks we wish we could automate and get off our daily to-do lists. Fortunately, there are several options for PPC advertisers to achieve this, like Google Ads’ Automated Rules, and Optmyzr’s Rule Engine.

In working with hundreds of customers in my two years at Optmyzr, I noticed many advertisers don’t explore our Rule Engine’s most powerful capabilities because they assume it’s just another interface to control Google’s Automated Rules.

Turns out there’s much more to it than that.

The Rule Engine actually enables our power users to do some of their most advanced optimizations that they wouldn’t have time for without this level of automation. 

I talked to Fred, one of our founders who shared that the Rule Engine was initially built as a script for a customer whose bid management strategy took a full day of his time every week!

The script was useful but limited to that advertiser’s strategy. So our company built the Rule Engine to allow every advertiser to automate their most powerful strategies.

While we’re fans of Google Ads Automated Rules for their simple setup, that simplicity is limiting when you want to take your account to the next level with a more powerful strategy. That’s the gap we’re solving with our Rule Engine.

Let me share 6 useful things you can do with the Optmyzr Rule Engine that you cannot with Google Ads Automated Rules.

1. Combine multiple rules into layered strategies.

Though in Google Ads you can add as many automated rules as you want, it’s not possible to combine them into a single optimization. In Optmyzr, this is possible with Rule Engine strategies.

In Optmyzr, a rule is a set of conditions and actions (if and then statements). Strategies let you combine multiple rules — in essence, letting you add the ‘else’ portion in an ‘if’, ‘then’, else’ rule.

For example, in just one strategy, you can consolidate all your search query management by adding one rule to add positive keywords and another rule to add negatives.

You can also have multiple actions applied to an entity. For example, you can add a label to the keywords your rule paused because they were found to be too expensive.

2. Use data from multiple date ranges.

Automated rules in Google Ads let you use a single date range for metrics. This makes it impossible to do relative comparisons, like to find ad groups that have a sudden spike in CPA for the past week compared to the last 30 days.

With our Rule Engine, you can bring in performance data from as many date ranges as you’d like, making relative comparisons very easy.

3. Use data from custom date ranges.

While using multiple date ranges is useful, it’s even better when you can customize those date ranges. Rather than just using default ones like the last 7/30/n days, you can build custom date ranges that are based on lookback windows.

For example, you can build a custom date range for 14 days ago to 8 days ago (week before last), and another for 7 days ago to 1 day ago (last week). This enables you to find search terms that have gained a lot of impressions in the past week compared to the week before, or ad groups that have seen a decline in CTR for a few weeks in a row.

4. Do relative comparisons of metrics across a hierarchical structure.

With our Rule Engine, you’re able to compare, in just one condition, the performance of the same metric at different levels. This comes in handy when you want to do a relative comparison using expressions/formulas.

For example, compare the CPA of one keyword versus the CPA of the campaign in which the keyword is located. Now you could do things like find keywords that are 50% more expensive than average for the campaign.

In Google Ads automated rules, you can compare a metric against a static value but not against other elements. So you can only do things like find keywords whose CPA is higher than $20. That’s not helpful when you know that CPAs vary greatly between brand and non-brand campaigns, and even between campaigns that sell different services in different locations.

By using a relative comparison, you don’t need to set a static target for all your comparisons, and it becomes very easy to simply look for outliers.

Note: You can also use expressions as actions to calculate new bids and targets.

4. Use external data.

What happens when you want to use data not available in Google Ads, but that is also important for your business and optimizations?

In Rule Engine, you can connect a Google Sheet to use your own data in your rules. You can get as creative as you want: use profit margins defined by your agency, analytics data, weather data, a list of holidays, etc.

For ideas and use cases, you can have a look at our series of blog posts Thinking Outside the Box & Do More with Optmyzr.

5. Set rules on autopilot or review them on demand.

While automations help you save tons of time, you may not always want to give up full control; this is why we also let you use your Rule Engine strategies manually. We give you everything necessary to create your own optimization tools and then run them on demand.

Following this idea, even when your strategies are running automatically, we still let you decide if you want to review the changes before you apply them. This is a huge advantage when you want to test your optimization before giving all the control to the automation.

6. Exclude recent changes.

You can avoid applying continuous changes to the same entity for a defined period of time to give them enough time to perform before it’s considered by the strategy again. This helps when you don’t want to stack bids or change the target CPA of an ad group that was already adjusted the day before.

This is particularly helpful in situations where you’re slowly changing things like bids until they meet your goal.

For example, if you automate bidding to set an ideal CPC based on the last 7 days’ conversion rate and your target CPA (new CPC = target CPA * conversion rate), you can run that rule as often as you want without worrying that your bids will get out of control.

However, the following is a riskier automation: new CPC = old CPC + $0.10 when last 7 days’ CPA is below CPA target.

It’s risky because if you run this rule 5 times per day, it will increase the bid 5 times even though the last 7 days’ CPA includes only a small portion of data since the last bid change.

With Optmyzr, you can remove this risk by excluding items that were already changed recently. Now every time the rule runs, it will only make suggestions for entities that were not already recently changed by the same rule.

The Rule Engine is my favorite, because you can tailor account rules to match what the individual client needs to be seeing for performance.

Larry C, Owner/Operator, 707 Marketing

Conclusion

If we have to sum up all of the above, it’s about two things: flexibility and more control. Which tool to use will depend on how much of your workflow you want to automate, and how much customization is required.

The Rule Engine definitely is a powerful tool that gives you much room to play with and is designed for both novice and advanced users.

Interested in learning more about it? Let support@optmyzr.com know, and we’ll be happy to help you!

How to Build a Profitable Google Shopping Campaign Structure

In a world where people can’t always go out to make a purchase, e-commerce is more important than ever.

We’ve been buying clothes, shoes, electronics, and many other categories of products online for several years. Now, we’re seeing surging demand for new ones — groceries, home entertainment, educational products, and office equipment to name a few.

Besides, if your business is able to fulfill orders made online, it enables you to service a larger market and potentially tap into additional sources of revenue.

So while there are several great reasons for businesses to implement Shopping Campaigns and promote all the inventory they can, it can be daunting to get started.

A major point about Google Shopping campaigns that we hear from our customers — and performance marketers in general — is setting up the right campaign structure to manage bids and (eventually) optimize them with ease.

Here are our recommendations on how to approach campaign structures for a Google Shopping campaign.

Campaign Creation Strategy

Planning a campaign creation strategy typically depends on how many products your feed contains, as well as how you’d like to segregate the traffic you’re driving to your account. For larger feeds (tens of thousands of products) and to better manage search queries, multiple campaigns are the best setup.

Here are some key strategies to build the right campaign structure:

Inventory Filters

Use this feature to direct traffic to campaigns based on criteria such as product condition, size or color. Let’s look at a real-world example to understand this better.

If you’re selling laptops, then ‘refurbished’ and ‘New’ are two possible conditions for your inventory that you’ll want to take into consideration. This ensures that you don’t advertise new laptops to potential customers who are searching for refurbished ones.

You can segregate your campaigns using this logic by implementing inventory filters for each condition type.

Campaign Priorities

If you have multiple Google Shopping campaigns that promote the same product, you can prioritize showing ads for search terms that matter — ones that are more relevant to your goal from a specific campaign.

Campaign priorities have three tiers: low, medium and high.

Priority levels outweigh the bid amount at auction time. So if a campaign on high priority has a lower bid than a campaign on medium priority, the high priority campaign’s bid will be used. When multiple campaigns have the same priority, the one with the highest bid will count during the auction.

This feature was created by Martin Röttgerding, head of search engine advertising at Bloofusion, and a panelist on episode 4 of PPC Town Hall.

You can read more on how you can leverage Campaign Priorities in our detailed blog post.

Ad Group Creation Strategy

Selecting your creation strategy at the ad group level depends on multiple factors:

Managing Negatives

Ad group creation strategy helps align the right traffic to the right ad groups.

For users searching for a Macbook Pro, it’s better to show available configurations for the same model rather than ads that promote the Macbook Air. To achieve this, you can build a campaign for each brand and ad group in both categories: Macbook Pro and Macbook Air.

This will help you add negative search terms — ‘Macbook Air’ to the Macbook Pro ad group and vice versa.

Size of your feed

If your inventory consists of more than 20,000 SKUs (or if you expect to cross this number in the near future), you won’t be able to fit all of these products into a single ad group. Instead, you’ll need to set up multiple ad groups to bypass the ad group limits established by Google.

Product Group Hierarchy

Selecting your product group hierarchy will depend on how you want to manage bids.

If you’re selling shoes and you know that the Adidas Black Alphabounce+ is your best-selling product, you’re probably going to want to bid higher on it. Going one layer deeper, you realize that just size 11 constitutes 70% of your sales for this product.

If you have a structure that also includes the size, you’ll be able to bid especially high for the size 11 Adidas Black Alphabounce +.

A high degree of granularity can help you make sure only the right products get a higher bid.

If you’d like to manage bids for each item in your feed, you can choose to build product groups at the item ID level and structure it by incorporating all the important attributes into the campaign structure.

But when choosing your hierarchy, you also need to analyze the attributes defined for products in your feed to select a split where the fewest products end up in the ‘Everything Else’ product group, so that you are able to manage bids to an optimal degree.

Real-world examples

Let’s take a look at a couple of real-world scenarios and how they translate over to Google Shopping campaigns:

Laptops

We’re revisiting this product category, this time in order to prioritize display. To do that, you’ll need to figure out which products have the highest profit margin, or which ones sell the most units. Consider the placement of your different laptops similar to the bids you’re going to place.

As store manager, you know the different factors that influence buyers who are looking to purchase a laptop like: screen size, processor, operating system, graphics card, etc.

In order to arrange your products, you need to decide the order for the product arrangement to deliver the best possible customer experience: helping people find what they want quickly and easily.

Naturally, products that sell faster and ones with higher profit margins take priority in the lineup.

Assigning degrees of importance to all of these features helps you select which products need to be most visible i.e. which ads you need to bid highest on.

Apparel

Let’s consider that a brand like H&M or Zara is running a seasonal sale.

While the storeboard at the entrance will highlight this, it’s also important for store managers to promote all the products that are being sold. The idea is that before a prospective buyer gets to the discount rack, they go through all the new arrivals and are tempted to buy something because it’s trending.

Overall, the sale value for the buyer would be higher — a combination of discount purchases and the excitement of owning something on the edge of what’s trending. For the store, it means a better profit margin.

In this case, the higher bids are placed on new arrivals that have better margins then on-sale products, which might receive lower bids or be advertised on a landing page for the new arrivals.

Conclusion

Just like deciding the order in which to present your products in a brick and mortar store, Google Shopping campaign success requires businesses to identify the right products by attributes. You’ll want to bank on this priority list to create your Google Shopping campaigns, so that you’re able to draw the right audience and receive the best profit return on ad spend.

Though each business and industry is different, there are some common parameters for choosing the right structure for your Google Shopping campaigns: what’s new, what’s selling well, what’s in demand, what’s easy to procure, and what’s easiest to ship.

Together, they can help you identify where your marketing dollars will yield the best results.

How to See the New Queries That Now Trigger Your Ad

In the past few weeks, search behavior – much like the rest of the world – has turned upside down in an unexpected and unprecedented manner. Whereas airlines might have normally seen a lot of searches related to flights for summer vacations, now they’re seeing entirely new search terms related to cancelations and COVID-19.

With the influx of never-before seen queries, we added a new Rule Engine strategy (recipe) to help you stay on top of things. It finds queries (search terms) that had no impressions 2 weeks ago, but which have had impressions in the past week. These are considered ‘new queries’ for your account. By reviewing them periodically, you can see if shifts in user behavior are impacting your account negatively with an influx of searches you’d rather not pay for.

This new strategy is also rather important given that exact match keywords can now be expanded by Google to include searches with a similar meaning. We don’t know exactly how Google defines ‘same meaning’ so it’s more important than ever to monitor search terms for your account.

It’s easy for our customers with access to Rule Engine to try this new strategy.

Step 1: Go to Rule Engine and add a new Instant Recipe

Step 2: Preview results for the ‘New Search Queries’ recipe

Step 3: Look at the new search queries for your account.

Step 4: Customize the results by setting a different impression threshold.

Google Responsive Search Ads – What You Really NEED to Know

Google throws a lot of great stuff at those of us fortunate enough to work in PPC. Much of it makes sense right out of the chute. Some others? Maybe not so much, but you might be missing some great opportunity if you’re not paying close enough attention. 

Take, for example, the often-overlooked Responsive Search Ads that hit the market a little over a year ago. Since that time, many PPC pros have struggled to figure out how best to incorporate these little gems in their PPC toolkit. Too often, RSAs are misunderstood and the opportunity remains untapped. 

RSA 101: What you need to know

The Optmyzr team sees great value in RSAs and we’ve further simplified making them part of your ongoing PPC strategy. We also realize they’re a bit confusing on the surface, so let’s get back to the starting block with RSAs.

Responsive Search Ads simplify creation of multiple ad variations, tapping advanced machine learning to show the most relevant ad to every user who may be looking for what you or your client have to offer. The PPC pro can craft 15 different headlines along with four separate descriptions. Google then serves up a combination of the various ad components to create copy designed to be most relevant to searchers for that particular auction.

We’re talking real-time ad optimization, which can be a really powerful resource. 

Why use RSAs

PPC pros can spend an inordinate amount of time crafting ad copy. It’s tedious, challenging, and often not prioritized in the PPC workflow. And let’s face it – many PPC pros are more analytically inclined and not necessarily among the F. Scott Fitzgeralds of marketing copy writers. (See my latest Search Engine Land post on Responsive Search Ads, particularly the second section.)

Even for those PPC pros gifted at writing copy, the harsh reality is that every person doing searches on the big engines responds to different value propositions, calls to action, and the other words that make up a text ad. It’s impossible to write every possible ad variation, and even if you could master that feat, there’s no way to correctly target each variation to the right user. 

Here’s where machine learning comes into play – specifically with RSAs. Google’s Quality Score (QS) pretty much drives everything, controlling when an ad is shown for a query. The ad must be relevant enough in wording and substance with a high probability of getting the click for the machines to decide to show it.

The complexity behind QS makes it virtually impossible for a person to write ads that will work equally well for all search scenarios. So much hinges on numerous factors – the device being used, time of day, location, the searcher’s demographics, previous interactions with the seller (remember…remarketing also comes into play).  Approaching this manually will lead to missed opportunities. 

Any particular ad may have a QS too low to qualify for a particular search. Doesn’t matter if the offer is great. A static ad with strict character limitations may not adequately convey relevance of your business to the user. 

Now the missed opportunities start to become a little more evident. 

With RSAs, you make it possible for the machines to “craft” a great ad on the fly (with a little upfront work from you), giving you a much better shot at capturing valuable incremental opportunities.

When to use RSAs

Okay…RSAs are not the panacea for all of your search marketing challenges, but they are an often overlooked opportunity for meaningful performance improvement. Hence the reason our team set out to make it even easier to create them. 

To co-opt an old phrase, an RSA each day will keep the PPC doctor away. You should strive to have one RSA in every ad group. Check out the video below to see a side-by-side view that shows how little time you’ll actually have to invest. 

Side-by-side comparison – RSAs Created in Google vs Optmyzr

If you want to see how the tool works in a bit more detail, check out our feature demo on YouTube or if you’re an Optmyzr subscriber, you can try the Responsive Search Ad Builder right now.

Limit yourself to the one RSA per ad group, though. You may be tempted to do a second one, but instead you can optimize what you have in the group.

When to avoid RSAs

As mentioned earlier, RSAs are not a magic PPC wand. They won’t solve all of your challenges. Also, conversion rates against RSAs may be lower than what you are accustomed to, which is why a lot of folks in our industry may have intentionally abandoned the opportunity. Lower conversion rates may be okay, particularly if you are using Smart Bidding, such as tCPA or tROAS. Smart Bidding will account for conversion rate differences and then work to meet your stated goals. 

Also keep in mind that RSAs are really about driving incremental traffic. A lower conversion rate on RSAs doesn’t necessarily mean you’re losing conversions. Google still can show your manual ads if they are performing better and they have a better QS (this is why we want to have both expanded text ads and an RSA in each ad group). 

Let the machines learn!

RSAs are right in the sweet spot of machine learning within PPC. But for the machines to learn, you need to give them a little time and space to explore. Resist the urge to pin ad components when you don’t have to. Allow time for a test. It’s essential to feed the machine good variable element ad components. The machines are not coming up with new ad text on their own. They use the creative elements YOU provide, which means the machines can only be as successful as you’ve set them up to be.  

The Optmyzr Ad Text Optimization tool helps you discover creative elements for your account that have performed well over time. Study the valuable information that Optmyzr serves up. The historic view into performance can be a powerful tool to inform your future creative and how you set up manual ads and variables for RSAs. 

It sort of goes without saying, but deploying the proven winners across your ads gives you a better chance at success. 

3 Shopping Tools & Smart Bidding Tips to CRUSH Holiday Sales

Black Friday. Cyber Monday. After-hours convenience. Price. Easy/free shipping. All are huge motivators driving people from brick-and-mortar stores to the ease and convenience of online retail. The trend lines are unmistakable. 2018 promises to be another transformational year for eCommerce at holiday time, with many experts predicting double digit increases in online holiday shopping.

Billions of dollars will be up for grabs.

PPC pros have an unprecedented opportunity to be real heroes this year by making sure their company wins more than its share of the shopping frenzy. Working in your favor, holiday shopping is always ripe with intent and immediacy.

Semantics Matter

First, let’s briefly recap the ongoing rapid evolution of the tools at our disposal. Google and Bing are both continually enhancing shopping tools to drive that high-intent searcher to conversion. They have added core automation to streamline the basics of PPC and more advanced tools such as Shopping Ads.

Focusing specifically on the Google platform (but still keeping in mind Bing is remarkably Google’esque with PPC), we all know the greater the specificity of a person’s search, the greater the intent. “Men’s black analog diving watches” tells the Google machine a lot about the � searcher’s eagerness. Google can serve up engaging Shopping Ads featuring cool black diving watches to capture eagerness to purchase, serving product-specific ads with click-to-buy ease.

The holiday shopper doing more casual digital window shopping, however, will offer less specific searches such as “Men’s watches” or more vague “gift ideas for dads.” While vague, that shopper likely WANTS to get into a funnel and may need just a little prodding to convert.

In this less-specific search, Shopping Ads and Google’s Showcase Shopping Ads can create immersive and meaningful experiences for people browsing for that perfect gift. �

If you haven’t dabbled yet with Showcase Shopping Ads, perhaps you should. They provide pre-click browsing of your products to generate purchase ideas based on more general searches. Previously, PPC pros didn’t have a lot of power to draw casual browsers into their funnel. Showcase Ads are an inexpensive option to meaningfully engage shoppers of modest intent – particularly those meandering for ideas on a mobile device.�

Build – Optimize – Automate – Control

While Google and Bing do a good job automating core aspects of search ads for everyday PPC practitioners, the PPC rockstar needs tools like Optmyzr to take their game to new levels. The goal is beating competitors in the second-by-second, search-by-search battle for holiday sales.

The Optmyzr system gives you greater control and automation beyond what Google and Bing offer – and it’s all managed from a single interface. Everything from building campaigns, syncing with inventory, and managing bids to choosing your preferred mix of automation/manual intervention.

Campaign Builder greatly simplifies and automates creation of product group and other campaign structures. Tapping data in your merchant feed, this tool helps automatically align structures by category and craft groups by brand, product type, etc. Campaign Builder’s easy-to-use interface gives you greater control and flexibility to analyze structures to refine and improve them prior to launch. It will also flag gaps in structure that could negatively impact reporting and analysis downstream. In other words, you catch the clunky, annoying misses that would otherwise create headaches or hamper insight after the fact.

Next, let’s talk inventory. Retailers have greater opportunity to serve up ads based on _actual _inventory – you know…the stuff you have on hand and want/need to sell. Whether you sell cars or speciality holiday dresses or sporting goods, accurate inventory data fed into Optmyzr allows efficient set up and management of hundreds of potential rules and parameters to serve the right ad at the right time. Through rules and automation, you can streamline processes to serve ads based on highly specific product attributes – size, color, style, tech specs. Essentially, if you have data about the products, Optmyzr drives powerful tools to serve the ads aligned with that highly specific search.

Finally, let’s cover bid management. This is where a third-party tool like Optmyzr layers exceptional power on top of the standard automations from the search engines.

The day-to-day task of managing bids can be horribly time consuming, but it’s really at the heart of taking campaigns from basic to extraordinary. For those who need to manage basic modifications in bulk – such as blanket modifications across a product group, our Shopping Bidder tool allows a PPC pro to do that in minutes.

PPC pros, however, often want/need to make decisions at a much more granular level. Shopping Attribute Bidder taps data from Google Ads and specific attributes in your merchant feed. This combination deepens the ability for PPC pros to make different bids to accommodate variations based on any number of attributes. You’ll want to read up on GrIP structures to get the most bang for your buck with Shopping Attribute Bidder.

Finally, Optmyzr Rule Engine is an extremely powerful tool in the hands of a PPC rockstar. With this proprietary tool, it’s really quite easy to adjust bids based on deep data points, such as conversion, CPA, ROAS and others. Among the most versatile tools in the PPC toolbox, you can automate bidding structures across pre-set parameters. Big snowstorm about to hit the northeast? Bids can automatically adjust to push snow blowers or skis. July heatwave predicted in the midwest? Rule Engine can push window air conditioners in Milwaukee, Madison and Minneapolis. You can set those rules up well in advance to automate against countless eventualities.

Conclusion

Holiday shopping season always puts eCommerce topics to top-of-mind, so it’s always a great opportunity to talk about Shopping Ads and powerful bidding tools. Of course, we all want to capitalize on the November-December gift buying frenzy, but these tools are 12-month necessities to allow PPC pros to beat the competition.

People are out there searching for your products/services right now. Make sure they find you before they find your competitor.

Of course, if you want a free 14-day trial or demo, just let us know.

Building Workflows in Optmyzr

Optimizing your accounts with Optmyzr is pretty simple and straightforward. You get to work with performance analysis and optimization tools, reporting features and task automation, among others, while still maintaining complete control.

We want you to make the most out of your experience with Optmyzr, and show you how you can reach your business goals through the use of our tools. And in the spirit of easing the process of getting started with your account, we’ve created a first-month checklist to guide you along all our tools and make sure you aren’t missing out on anything.

This checklist works as a referential guideline for the first five weeks from when you link your Google Ads accounts to Optmyzr. It has different tasks for each week, starting off with recommendations that cover a more general and broad aspect of your account management, and which get more specific and advanced along the way.

Week 0 and Week 1

For the first two weeks, Week 0 and Week 1, you’ll be setting up alerts, analyzing your overall account and doing some simple optimizations. This will give you a great baseline for further account management. During Week 2 we’ll cover performance on networks, and by Week 3 and 4, you’ll be analyzing performance by location, optimizing ads and analyzing search queries for new keywords and negatives.

In this checklist, the first week to be taken into consideration begins once you create your Optmyzr account, and link your existing Google Ads accounts to it. You’ll start off by setting performance alerts, to make sure you are always aware of how your money is being spent. This creates a great baseline for any further optimization, as any unwanted performance won’t go by unnoticed.

During this initial phase, we recommend setting up automation to monitor account performance and landing pages for ads, as well as budget-related monitoring. These alerts and automations only need to be set up once, and will then on continue to work in the background.

Week 2 and Week 3

Moving forward, and for the upcoming week you’ll get recommendations for account analysis, and a few simple optimizations to begin with. Tools like the PPC Investigator will help you figure out how the key performance metrics on the account have changed and based on this data you can determine the optimizations you should do first.

You can also use tools such as the Spend Projection to get insights on whether your budget is overspending or underspending, and you can then use that information through the Optimize Budgets optimizations to reallocate those budgets across campaigns.

Week 4 and Week 5

As the checklist moves forward, you’ll be getting recommendations that dive deeper into analyzing performances, such as by network and location. We’ll guide you along tools to optimize the search queries that drive traffic to campaigns, manage your keyword bids based on performance by the hour of the week, and set bid adjustments by device and location, among others.

All throughout this checklist, you’ll also see some recommendations for prebuilt Account Workouts. The Account Workouts are a series of tasks that are put together to achieve a specific goal. They combine the different tools from Optmyzr in a logical order to create the right combination for optimizing your accounts.

All in all, this 5-week checklist is a great way to get familiarized with practices you can follow with Optmyzr, and though the steps here are just our recommendations, we think it will be of great use for you and your team. If you would like a customized checklist for your team, feel free to write to support@optmyzr.com and we’ll be happy to help you.

Google Marketing Live: Automation & AI = Smarter/Easier Google Advertising

Google Marketing Live just wrapped up this week in San Jose, clearly laying out the path for search marketers and business owners alike. Now in its fifth year, Google Marketing Live has grown in size and sophistication. It’s essential that search marketers pay close attention to what happens at Live.

I had the great opportunity to spend time at the epicenter of the event, alongside friends and former colleagues from my days at Google. Reconnecting with so many amazing Googlers is always an invigorating time, professionally and personally. Google upped the game with an on-site experience on par with, or better than, major network TV events, including a slick live video stream for those attending online.

[Google Marketing Live prep][1]
Prepping with Ali for live post-keynote analysis

My main takeaways from Live 2018 – machine learning, AI and automation continue to be among the most powerful forces simplifying search marketing today. On the surface, search marketers could understandably fear being automated right into unemployment, but the advancements occurring in this space actually open new opportunities for advanced marketers IF they stay ahead of the game.

Advertising that works for everyone

Marketing Live keynoter,� Google’s SVP for Ads Sridhar Ramaswamy, cemented the theme “advertising that works for everyone” by spelling out core opportunities and challenges for businesses. Today’s reality, people want help in the moment, where they are and on their terms. Search makes it possible for them to find answers to immediate questions or needs, 1:1, no matter where they are.

But search advertising also has to work for the advertisers. Solving problems is a two-way street. People need assistance in the moment. Advertisers can remedy those problems and drive new business for themselves. During Marketing Live, it was clear that Sridhar and the rest of the Google team continue to work toward ensuring that advertising works for everyone.

Three critical things stood out to me during Marketing Live this week:

I encourage you to invest 90 minutes this week to watch the entire keynote along with post-keynote analysis featuring Google experts Matt Lawson, VP of Ads Marketing, and Ali Miller, Group Product Manager for Video Ads, and me. We dug deep into the keynote to help the livestream audience get even more value out of the event. I think you’ll find it of great interest as we move through 2018 and start seeing Google’s latest innovations come to life.

[][3]
Google Marketing Live demo hall

In the meantime, here are a few key takeaways that really stood out to me after spending 2+ days at the event. Context for PPC experts like you, continually adapting to a shifting playing field:

Automation is good

There’s no way to stop the innovation we are seeing today. Automation is not futuristic anymore. It’s here and it IS happening. Smart PPC experts (like you) see opportunity instead of threat. Automation is happening most profoundly at the solution level to eliminate tasks and process. The PPC experts who will lead in this new era are those who will invest time to stay on top of the latest innovations and learn how to put them together to create great campaigns.

We will always need people with smarts & intellect to visualize, strategize, run tests, think through the nuances, and make amazing things happen in PPC and search overall.

Final note: AdWords is dead

Okay, that subhead is the storytelling equivalent to clickbait. The statement is true, though, because we all need to purge “AdWords” from our vocabulary. Sridhar talked about it during his keynote, as did other Googlers during Marketing Live. Google AdWords is now officially known more simply as “Google Ads.”

After spending time at Google Marketing Live, it’s clear the search giant is making great strides unifying its advertising offerings as a cohesive set of channels. Google Ads becomes the umbrella for search, display, YouTube – with structure and services that allow a more integrated approach and helping advertisers become more of an assistant to the user.

Consider the theme for this week’s event, “advertising that works for everyone.” Customers, businesses, agencies alike. We all benefit when we (PPC pros and search marketers) get it right. So immerse yourself in the new innovations from Google. Doing so will help you maintain relevance for a long time to come.

Managing Negatives for Shopping Campaigns

Shopping campaigns work very differently from search campaigns. The biggest difference is that, unlike search campaigns, you can’t specify the keywords that you would like to show your ads for. However, you can decide which keywords you _don’t_ want to show for, by adding negatives at the ad group and campaign level.� Usually the purpose of adding negative keywords is to cut out irrelevant traffic which helps increase profitability. However, Google does a pretty good job of not matching irrelevant queries to shopping ads. The question then is – how can negative keywords help improve performance of AdWords shopping campaigns?

It can be done in two ways:

Direct traffic to more profitable ad groups

Negatives for shopping campaigns can be used to direct traffic to more profitable ad groups. When using a multi-campaign structure with different priorities, the same query can match to different ad groups. Comparing performance of the same search query across ad groups and adding it as an exact match negative to the ad group it is underperforming in will make sure that the query always matches to the more profitable ad group. By doing this you can sculpt the traffic to go to the ad group that you want.

Remove generic non-converting queries or queries with low ROAS

Google doesn’t match irrelevant search queries to shopping ads but it does match generic queries. For example, if you have an ad group selling ‘Adidas Running Shoes’, it can match to a query like ‘Black Shoes’ which is not irrelevant because it does refer to shoes but the search query is generic. Sometimes when campaigns have limited budget it is a good idea to concentrate on the queries that have the highest return on investment. Adding generic queries that don’t convert or have a very low ROAS as exact match negatives helps increase overall ROAS.�

The new Shopping Negatives Tool from Optmyzr supports both the above strategies of adding negative keywords. It analyzes the search terms for shopping campaigns and recommends exact match negatives based on the these strategies.

Duplicate Queries (Across ad groups)

This strategy finds queries that match to more than one ad group and recommends adding the query as an exact match negative to the under performing ad group. It is like AB Testing the search query and keeping it in the best performing ad group.

Low Performing Queries (within ad groups)

This strategy finds queries that are not performing well within an ad group. They may have a lower ROAS than the ad group average or a much higher cost/conversion. If you’re on a limited budget, these queries can be added as exact match negatives to the ad group to reduce cost.

You have the option of clicking on the query and seeing exactly why the system is recommending adding it as a negative keyword. Also, the confidence level says how confident the system is when making the recommendation.

Watch this video to find out more.� � � Try the Shopping Negatives Tool here.

Optmyzr Express: Crank Out Top Optimizations Over Your First Cup of Coffee

As marketers, we all know that running successful PPC campaigns requires agility and speed when making crucial optimizations. You’ve likely noticed a new option within the Optmyzr PPC Management System – Optmyzr Express. This is our latest automated offering that suggests� the most important optimization opportunities across your campaigns.� We created Optmyzr Express to bring one-click simplicity to help PPC pros take immediate action on top opportunities for campaign optimizations.�

Available immediately to all users of the full Optmyzr PPC Campaign Management Suite, Optmyzr Express is designed to help simplify and automate the top up-to-the-minute opportunities. The user can simply click to accept an automated optimization suggestion or they can access an intuitive dashboard to customize or modify suggested changes from a single screen.

The Express offering augments the full Optmyzr software system. Designed to allow you to crank out the top optimizations fast – perhaps over your first cup of coffee in the morning – Optmyzr Express will allow you to blast through those “quick-hit” opportunities right away. It allows you to then allocate more of your valuable time digging deep into advanced functionality within the suite to be more strategic overall.

Think about those fast opportunities we all seek for rapid optimization: from pausing� low performing ads or adding new keywords to quick fixes for Quality Score and high performing keywords and more. Optmyzr Express facilitates smart, on-the-go campaign adjustments and creates a workflow for continuous improvement.

Initial user feedback has been excellent and has validated that Optmyzr Express is a real time-saver. It delivers fast insight, agility and power, which encourages more frequent optimizations. PPC pros have told us they want a workflow that helps them make immediate changes for the most pressing opportunities, while retaining the full suite functionality for deep dives into campaign performance improvement. Through client feedback, we also know that a workflow that appears similar to a high value to-do list across multiple accounts allows for greater efficiency for in-house and agency teams alike.�

Other key features:

We have more information available in a news release� we just posted to announce Optmyzr Express. You can also see a quick overview in our new YouTube video.

Give Optmyzr Express a try and let us know your thoughts.

 

How to Bid By Weather and Other Offline Data

We hosted a webinar to show how the Rule Engine can be used to automate bid management based on external data like sales tracked in a CRM, weather conditions, and conversion types.

You can watch the replay of that webinar here:

Map AdWords Entities to External Data

A key requirement for using external data is that we must be able to map it to an AdWords entity like a campaign, ad group, keyword, or product group. We do this by looking at the ID and name fields of every row in the spreadsheet.

A spreadsheet with weather data for AdWords campaigns

For example, to be able to use campaign-level weather data, the spreadsheet must contain either the campaign name or the campaign ID on the row that has the weather data like temperature and cloud levels.

Resources to Get Started

To help you get started with the examples shown in the webinar, here are a few resources that help with the creation of the external data:

  1. A script that puts conversion type data in a spreadsheet for the Rule Engine
  2. A spreadsheet that pulls weather data from an API and refreshes it on a schedule

If you’re a customer and need help with this in your Optmyzr account, our support team is happy to assist!

How the Rule Engine Makes PPC Management Easier

We’ve recently made numerous enhancements to the Rule Engine so we organized two webinars to show how it can be used to address a variety of use cases.

 

Optmyzr Rule Engine example
Optmyzr’s Rule Engine is used in this example to automatically raise and lower bids depending on current weather conditions in the targeted locations.

You can now watch the first Rule Engine webinar where I covered:

 

 

We’re following up this introductory webinar with an advanced one.

Advanced Rule Engine Examples

In this webinar� I’ll show more advanced use cases for the Rule Engine:

Please join me� for this live 30-minute webinar and Q&A on Thursday, March 29nd at 9am PT, 12 noon ET, 18:00 CET.

Claim your spot for the second Rule Engine webinar

Finally An Easy Way To Create & Manage SKAGs

Single keyword ad groups—or SKAGs—are an AdWords strategy that puts one keyword in each of your campaign’s ad groups. SKAGs give PPC marketers more control over raising click-through rates, managing bids, and achieving high Quality Scores.

Yet many AdWords accounts are built to match a company’s website structure with as many as 20 keywords per ad group. Why aren’t SKAGs more mainstream? Google doesn’t expressly advocate them, so it’s not a strategy people encounter when they first learn AdWords. In fact, the 20 keyword per ad group guidance comes from Google itself.

That advice can point new PPC marketers in a direction that denies them the benefits of single keyword ad groups. In this post, we’ll lay out those benefits and the fastest way to build SKAGs we developed here at Optmyzr.

Main Advantages of Single Keyword Ad Groups

  1. Higher CTRs
  2. Better Quality Scores.
  3. Easier bid management.
  4. Higher rankings, lower costs.

Let’s look more closely at how SKAGs create each benefit.

1. Click-Through Rates

We know ads matching search queries are more likely to earn the clicks that drive PPC performance. Multi-keyword ad groups make that alignment less likely because one ad can show for multiple keywords. The more that happens, the more clicks you risk losing by having less relevant ads. A single-keyword ad group structure ensures you serve ads precisely matching what a searcher wants to find, especially when using SKAGs and exact match, making your ad more relevant and more likely to get clicks.

2. Quality Scores

Quality Score is Google’s way of showing how well your ad performs in the AdWords auction. Quality Scores are based on your landing page experience, how relevant your ad is, and how likely it is to earn clicks. SKAGs directly make ads more relevant to keywords, which in turn gives them a higher expected click-through rate. Both signals tell AdWords you’ve got a great ad that deserves a higher Quality Score.

3. Bid management

AdWords lets us adjust bids based on demographics and user behavior at the _ad group_ level, which is an important part of optimizing campaigns. But we can’t adjust bids for those factors at the _keyword _level. Enter single keyword ad groups. Adjusting for demographics and behavior in SKAGs become a keyword-based bid adjustment when there’s only one keyword in the ad group.

4. Rankings, Costs

Each of these advantages—higher CTRs, better Quality Scores, more granular control—combine to earn higher ad placements and lower costs. Single-keyword ad groups are the best way to achieve all three at once and give your PPC campaign a leg up on competitors running less sophisticated campaigns.

Setting Up SKAGs The Easy Way

If single-keyword ad groups are so great, why don’t more people use them? Most PPC marketers say they don’t have the time to create individual ad groups for campaigns with hundreds or thousands of keywords. The usual advice is to build them incrementally across your account. But that takes time—time that your ads aren’t reaching their max potential.

The easiest way to set up single-keyword ad groups is with the Keyword Lasso tool in Optmyzr. The Keyword Lasso automatically finds new keywords and implements them in a single-keyword ad group structure.

Step 1: Select the campaigns and date range you’d like the lasso to analyze. You can enable the Turbo Mode to remove the data threshold and see all the search terms that received traffic, even if some of them don’t have enough data for our system to identify them as statistically relevant.

Step 2: Define the strategy you’ll want to get recommendations on, and how the tool will filter the suggested keywords. You can choose to see recommendations based on search terms with the highest CTR, most conversions, or a custom metric like impression threshold or cost. You can also choose to see the top suggestions based on Optmyzr’s algorithm.

 

Step 3: Select the metrics you want to view in the Keyword Lasso report or search for specific suggestions if you have a high number of recommendations.

Step 4: Select the recommended keywords you want to create SKAGs for and pick their match type. Note that you can add the same keyword in multiple match types, and each match type will get its own ad group. You can also choose to add the suggestions as negative keywords.

Step 5: Select “Create SKAG” and choose campaign to put the SKAG in. You’ll be prompted to create an ad group name template, we suggest naming the ad groups by their keyword for simplicity. After hitting the “Apply” button, your recommended search terms are now uploaded as SKAGs!

Now that your SKAGs are live, you can run other One-Click Optimizations such as bid adjustments or A/B testing across your search, display and shopping campaigns.

Working with other structures

I’m a fan of the alpha-beta campaign structure coined by David Rodnitzky. The alpha-beta methodology uses broad match to discover top-performing keywords (the beta) and exact match campaigns to leverage them for maximum performance (the alpha). Alpha-beta and SKAG structures don’t compete with each other. In fact, SKAGs are a great strategy to implement within your alpha-beta campaigns.

Alpha-beta is a great way to gain insight on daily performance changes and optimize budget toward the alpha campaigns that generate conversions. Single-keyword ad groups work great in the alpha-beta structure because they isolate ad group and keyword performance. Often times, with multi-keyword ad groups, decisions are made at the ad group level without a clear understanding of what ads perform best with what keywords. SKAGs inject that clarity into the alpha-beta approach.

Wait…what about testing?

Testing is a vital part of AdWords success no matter how you structure your accounts. Having multiple ads to a/b test within an ad group won’t disrupt your SKAG strategy. It offers the same benefits a/b testing would offer if you had multiple keywords in one ad group.

The alignment between ads and keywords opens up other testing possibilities. We mentioned earlier that SKAGs let you make defacto keyword-level bid modifications for devices and locations. Both options can be tested with SKAGs, so you not only do the modification but test how they perform at the keyword level.

For PPC marketers starting a new paid search account, or looking to take their existing account to the next level, single-keyword ad groups offer a great path to success. They make it possible to achieve better alignment between ads and search queries, leading to higher Quality Scores and more opportunities to test and optimize.

Get Hourly Bid Adjustment Recommendations for AdWords Campaigns

The Hour of the Week tool is an incredibly helpful way of visualizing the times and days of the week where your AdWords campaigns perform better. You can manage your bids based on which time slots have the best performance, and avoid wasting budget unnecessarily on those hours of the day when the return on investment is low.

After all, information is the key to success, right?

But wouldn’t it be great if you could not only see the information displayed, but also get recommendations based on your AdWords performance, and make a greatly useful task even easier? Well, luckily, we’re all about smooth efficiency! And that’s where the New Hour of the Week Bidder comes into place.

Our latest update to the Hour of the Week Bid Adjustment includes time-based bid adjustments based on your AdWords KPIs. The tool uses intelligence to tailor bid adjustment suggestions based on your goals. The recommendations are based on historical performance and estimated potential.

With the New Hour of the Week Bidder, you can:

  • Choose a goal that works for your business. Whether its increasing conversions, reducing cost per conversions or increasing traffic, we’ve got you covered!
  • Get bid adjustment recommendations based on historical analysis and expected performance, as well as seeing estimated change in traffic and conversions.
  • Performance and opportunity analysis for individual day parts, which will also allow you to edit day parts.
  • A small step for your bids, a giant leap for your budget!

    The tool is currently in Beta and is exclusively accessible on this link. For a quick tour on how it works, watch this short video or, read this user guide.

    Restructure Google Shopping Campaigns

    Optmyzr has a new tool that will make it easy to restructure existing shopping campaigns to improve performance.

    Create GRIP Structure Tool

    In shopping campaigns, the product group is the level at which you can set bids. A product group can have any number of products. Having a granular shopping campaign structure lets you set a bid for each product individually. This is important because different products have different prices and having the same bid for all products may not result in high ROAS. For example, if you’re selling shoes and you choose to split campaigns by Category 0->Category 1->Product Type 0, you could end up with a structure where the last level has different types of shoes like running shoes, walking shoes. In this case you could end up bidding the same $2 for a pair of shoes that costs $100 and another that costs $250. To make sure you can bid relative to how each product performs, it is important to have a structure where there is one product or item in each product group. This is the GRIP (GRoup of Individual Products) structure.

    How can you achieve the GRIP structure without spending hours in your AdWords account? The Shopping Campaign Builder lets you create the GRIP structure for new campaigns. You can specify the high level split, the tool will pull the data from your feed, put it into the defined structure and you can upload it to AdWords with a single click. For existing shopping campaigns that already have performance data, you can either spend hours creating this structure in AdWords or use the new Create GRIP structure tool from Optmyzr. This lets you restructure existing shopping campaigns to have the GRIP (groups of individual products) structure.

    How does it work?

    The tool detects the last level at which an ad group is split and splits it one level further at the item id level. This enables you to have one product group per item id while preserving the historical data associated with the ad group. Once you have this structure you can use the Shopping Attribute Bidder to aggregate data by any attribute in the feed.

    Benefits of using the tool

    This tool is currently in beta and is available in the Pro subscription plan on Optmyzr.

    Use the Rule Engine to Do That Optimization You Always Dreamed About, But Never Had Time For

    Some PPC tools simply slap a different UI on existing capabilities from the engines but at Optmyzr, we try hard to build functionality that doesn’t simply repackage what’s already available for free. Our focus is on making it really easy to do some things that would take a lot of time to do in the AdWords interface or the AdWords Editor.

    Our Rule Engine is an example of a specialty tool that makes it easy to do things that would otherwise be too time-consuming. Let me give you an example of one really cool custom optimization you can set up with our Rule Engine.

    Pause keywords that are expensive relative to the campaign they are in

    Everyone wants to fix expensive keywords. But what does it mean for a keyword to be ‘expensive’? A brand keyword should probably be a lot cheaper than a non-brand keyword but does that mean that all brand keywords are cheap, and non-brand keywords are expensive? Of course not! We should determine ‘expensiveness’ based on what type of keyword it is. And one of the easiest ways to know the type of keyword is by looking at the campaign it’s in.

    So one way to find ‘expensive’ keywords is to look for ones whose average costs are much higher than for other keywords in the same campaign.

    Now try doing that quickly in AdWords…

    You could try an Automated Rule, but as you can see in the screenshot, the metrics we have access to in AdWords Automated Rules are those from the entity we’re acting on. So if we’re trying to pause expensive keywords, we can only use keyword data to make that determination and we don’t have access to campaign data for that keyword.

    Then consider that you might want to change your definition of ‘expensive’ over time. The first few times you run this analysis you might look for big outliers, say keywords that are at least twice the expected cost. But as you run the rule more frequently, you may want to include keywords that are just 30% more expensive. This means you need to be able to write an equation to do the analysis. Automated Rules have no formula builders, you can only do simple comparisons.

    Since an Automated Rule won’t work, what about just using the AdWords interface? You could certainly do it and the process would look roughly as follows:

    1. Download the keyword report
    2. Download the campaign report
    3. Combine the 2 in a spreadsheet by using VLOOKUP to bring the campaign data next to the keyword data
    4. Write a formula to find outlier keywords
    5. Write a formula to set a new bid or status for the outliers
    6. Upload the new bids back into AdWords through Editor or Bulk Uploads

    It’s doable but unless you can automate this, you probably won’t do it as often as you’d like.

    I personally once did an optimization that took 27 separate reports: a combination of different lookback windows, different levels of the account, and some extra reports to get conversions broken down by type.

    We built the Rule Engine because we never want you to have to go through the pain I went through to do this monster of an optimization. Here’s what building a rule looks like:

    What the screenshot shows is the finished rule. We’ve already prebuilt this as a recipe so anyone can copy it into their account in seconds. But if you want to modify it or write a rule from scratch, that’s easy too. Here’s what our screen for editing a condition looks like:

    Simply click on one side of the equation and pick a metric or write a custom formula. You can choose whether the metric is for the keyword, its parent ad group or campaign, or the account. You can also choose if the metrics should be for just one segment, like a particular device type.

    More Optimizations That Are Much Easier in Optmyzr

    Here are a few more optimizations that are really easy in Optmyzr compared to doing them in AdWords:

    There’s so much more you can do with the Rule Engine so hopefully I’ve given you a taste of its power and you’ll start to experiment with it for your own optimizations. I’d love to hear how you have used the Rule Engine to do an amazing optimization in a fraction of the time it would have taken in AdWords.

    And if you don’t have access to the Rule Engine (a Pro-plan feature), contact our support team so we can set you up with a free trial.

    Manage Shopping Ads More Efficiently

    Today you will see some new tools for managing Shopping Ads in Optmyzr’s One-Click Optimizations™ menu. These new and updated tools help e-commerce advertisers manage every aspect of advertising an e-commerce business on Google AdWords. Both the setup and management of shopping ads are made more efficient so that you can get better results with less effort.

     

    The following tools are part of our updated Shopping Ads management suite:

     

    Shopping Campaign Builder

    You specify how you want your products to be segmented in AdWords. Our tool automatically builds out the associated structure, handling the creation of thousands of very granular ad groups and product groups.

    This tool speeds up the creation of well-structured shopping campaigns, making it possible to conduct A/B tests and experiment with different structures. Without the Campaign Builder tool, a merchant selling ten brands, and products in ten categories and ten subcategories would have to load 1,000 pages in AdWords to create the same structure that can be set up with Optmyzr in just six clicks.

    Video Tutorial� | Try now� | Read more

    Shopping Campaign Builder.png

    Shopping Campaign Refresher

    To achieve the best return-on-ad-spend (ROAS), you have to set the right bids for all products you advertise with Google Shopping ads. This level of bid control requires that product groups in AdWords correctly reflect the range of goods you sell. Because ad groups in AdWords don’t automatically get updated based on changes in the merchant feed, Optmyzr has created this tool to make it easier for you to sync a store’s inventory with AdWords.

    In AdWords, product groups are created based on a snapshot of the data in a product feed. Because this data changes dynamically based on inventory, the AdWords structure can quickly become out of sync. Catching mismatches between what is sold and what is managed in AdWords is time-consuming, manual, and often overlooked by advertisers. Accounts whose bids are poorly managed due to the complexity of maintaining a correct structure can suffer from decreases in ROAS.

    Optmyzr’s Shopping Campaign Refresher analyzes the AdWords Shopping campaign to determine its structure and compares this with the data in the Merchant Center feed to provide an automated optimization proposal that corrects any mismatches.

    Video Tutorial� | Try Now� | Read more

    Shopping Campaign Refresher.png

    Bid Management for Shopping Ads

    Optmyzr now provides three ways to manage CPC bids for product groups.

    Bid by Rules (Rule Engine)

    Complex bidding logic can be automated with our Rule Engine. The Rule Engine can combine data from different entities, and date ranges with data maintained in Google Sheets. The data can be used to create a series of if-then-else statements, giving you the complete flexibility to create advanced bidding logic.

    We have provided default rules for managing bids based on ROAS and CPA, and you can enhance these rules with your own insights about your company and industry.

    Video tutorial� | Try now� | Read more

    Rule Engine.png

    Bid by Product Group (Shopping Bidder)

    Quickly identify product groups that meet basic profitability criteria and apply bid changes in bulk with this tool. When there isn’t enough data to make bid management decisions, the tool can help reach the required data levels by aggregating metrics based on commonalities between products. For example, advertisers who have structured product groups by brand could use brand-level metrics to make bid changes for items where data sparsity is an issue.

    Video tutorial� | Try now� | Read more

    Shopping Bidder.png

    Bid by Attribute (Shopping Attribute Bidder)

    The most powerful way to bid for Shopping Ads is with the new Shopping Attribute Bidder. Regardless of the structure in AdWords, you can view shopping performance by any attribute of your merchant center feed (even by color or size). If product groups are divided by item id, you can act on insights by updating bids from the same page where you got the insight.

    For example, a shoe retailer can get instant insights into what size shoe has the best ROI. They could further refine their analysis by analyzing a combination of multiple attributes, like shoe size and color.

    What makes Optmyzr’s tool unique is that insights can be turned into intelligent optimizations unlike in AdWords where the analysis and bid changes happen in separate places, and where they are limited by the way an account is structured.

    Video Tutorial� | Try Now� | Read more

    Shopping Attribute Bidder.png

    Bid Adjustments

    Optmyzr’s tools for optimizing bid adjustments for dayparting, device, and geography� are all compatible with Shopping Campaigns.

    Budget Pacing

    Our Enhanced Scripts™ for reaching a target budget� without exceeding it are compatible with Shopping campaigns as well as many other campaign types.

    The Lifecycle of a Shopping Ad

    We covered the three stages of managing Shopping ads� in a recent blog post. Whether you need to build, update, or optimize shopping ads, Optmyzr now makes that easier than ever.

    If you’re relatively new to managing shopping ads, you might enjoy our 3-part series on SearchEngineLand. Part 1, part 2, part 3. Many of the concepts have evolved but this series of articles lays out many of the basics you should understand before you can become proficient in managing shopping ads.

    We hope you’ll try out our new and updated tools and let us know how we can help make your shopping ads even more successful.

    Four Ways to Manage Your AdWords Search Queries

    It doesn’t matter how long you’ve been running search campaigns. One thing that never goes away is search query management. Your search query or search terms report will continue to require attention because the way people search is constantly changing.� It is important to manage search queries because it directly impacts� return on investment (ROI). When managing search queries the two basic things to keep in mind are making sure that your ads are showing up for the right search queries and conveying the right message.

    Analyze search terms to find the good, bad and ugly

    The Search Terms Report from AdWords is useful to understand what your customers are looking for, but it can take time to go through all the information and leverage the huge� amount of data available.� You need to filter the information and identify what is relevant to your ads and campaigns to separate search terms with high potential (to add them to your keyword list) from the ones that aren’t relevant to your business (to add them as negative keywords). Adding good� search terms as keywords is the best way to ensure you will be bidding on the right keywords and won’t be� spending money showing your ad to people who aren’t interested in it.

    We have a couple of tools that can help you make the task much easier.

    #1 Add relevant search terms as keywords – Keyword Lasso

    One question that comes up often is – Why should I add search terms as keywords if my� ad is already showing for them? The answer – To manage bids and to control the messaging. If you don’t want to spend time going through lots of queries, you can use the Keyword Lasso to focus specifically on converting or high performing search terms.� This One-Click Optimization™ will help you save time by suggesting only search terms that have a good conversion rate or clickthrough rate (CTR), allowing you to add them as keywords in any match type with a single click. One of the most popular features of this optimization is the ability to create SKAGs (Single Keyword Ad Groups) that helps you upload multiple keywords in new ad groups in one go. You can read more about the SKAG feature here. Also, within the same tool, you can add queries that are irrelevant or not performing well as negatives at the ad group or campaign level.

    #2 Remove irrelevant traffic by adding negatives – Negative Keyword Finder

    With this optimization, you can quickly add negative keywords across your campaigns through shared negative lists. It finds words and phrases� that may be irrelevant at the account level. It analyzes� individual words that are part of search queries and� are not performing well. It also shows you phrases that the individual� words were part of in case you want to add them as negative phrase match. It also does a relevance analysis to determine if you intended to target those words before showing them in the list.

    This analysis tool helps you find queries that are getting the most clicks or have the highest cost but with a different approach: by showing you individual words.
    You can have several long tail search terms that individually have few� clicks, but sometimes there is a word that frequently appears among them, and if you were to aggregate data� for the queries that include this word you can identify trends. That is why the search terms word cloud� displays individual words with a large aggregate volume at account or campaign level.� After evaluating the single word, you can choose to add it to your keyword list or update your current ads with it. In other cases, if you find that it is irrelevant, you might want to add it as a negative keyword. It is also a great way to find new themes for ad groups. For example, if you’re a travel agency and you start seeing 2018 appearing often in the list, it means that people have started making travel plans for next year and it is a good idea to create ad groups to capture that traffic.

    #4 Show the right ads� – Traffic Sculptor

    Sometimes, AdWords� can show your ad even if it is not the match for the query because it prefers to broad or phrase match the query to a keyword with a higher rank. To prevent this from happening, this optimization finds search terms that are already present as keywords in your account but wrongly matched to other keywords. Then it recommends adding them as negatives (in other ad groups) to force Google to show the ad that was meant to show with the search term. This will guarantee that you are matching the most relevant� ad to the query each time. You can read more about how the Traffic Sculptor works here.

    Want to try these tools? Log in to your Optmyzr account or, start a 14-day free trial 🙂

     

    Revamp your AdWords reports with these new features!

    It’s time to revamp your PPC reports with these cool new features from Optmyzr.

    #1 New Chart Types – More Visualizations

    We’ve added many new chart types that you can use in reports. These include doughnut charts, bar charts and area charts. You’ll find these options in the� chart widgets in the report designer.

    #2 New Widgets – More Data

    Optimization History Widget

    Include a summary of changes made through Optmyzr in your reports. You can include details like how many new keywords were added, how many bids were changed, and how many ad schedules were created. This widget also lets you show how much data you analyzed before applying optimizations.

    Audit Widgets

    Quickly find optimization opportunities at the ad group and campaign level. You can find campaigns with no sitelinks, few negative keywords or ad groups with too many keywords. For example: You can get a list of� ad groups that don’t have enough Expanded Text Ads.

    Ad Extensions Widget

    Now you can include performance data for ad extensions like sitelinks, call extensions, app extensions and review extensions in reports.

    #3 Report Themes, KPI Icons & More

     

     

     

     

    #4 – New Report Templates

    We have a brand new Annual Report that you can use to instantly generate a year-end review. Go ahead and customize it or share it as is with your stakeholders to show them how awesome you are at PPC 🙂 Pro Tip: Duplicate the template and change the date range to last month to create a monthly report 🙂�

    How Optmyzr Helps With Migration and Management of Expanded Text Ads

    In February 2017, AdWords will no longer allow advertisers to submit or edit legacy text ads. Optmyzr added support for� Expanded Text Ads (ETAs) when they were first announced by Google. Here’s a quick roundup of some of our tools that help manage ETAs, and for those who are still in the process of migrating to the new format, some tools that can help with that as well.

    A/B Testing for Ads

    Our A/B ad testing tool works with several ad formats, including image ads, dynamic search ads (DSAs), call-only ads, and of course text ads. During the transition from legacy ads to ETAs, both ad formats can coexist in an account and the decision of when to remove the legacy ad is an important one because it’s an irreversible decision.

    In a post on Search Engine Land about the final days before we can only create Expanded Text Ads, this sentiment is echoed by Uma Mange, search strategist for Adobe Document Cloud, who says “Don’t discard existing text ads with high quality scores, conversion rates and CTR. They are still valuable to review, gather learnings, and utilize in the expanded ads.”

    To help with the decision of when to shut off the legacy ad, we added a mode to the tool that compares legacy ads to ETAs. Only when the ETA is the winning ad based on CTR, conversion rate, or a combination of these two: conversions per impression, should the legacy ad be removed.

    In a roundup of expert tips for migrating to ETAs done by KlientBoost, Amy Bishop, Director of Digital Marketing & Marketing Technology at ZirMed says� “My favorite tip is to look at conversions per impression, versus relying solely on click through rate or conversion rate.”

    [][4]
    Optmyzr’s A/B Testing for Ads optimization can compare the performance of a wide variety of ad formats, including legacy ads and expanded text ads.

    Ad Creation in the A/B Testing Tool

    ETAs are no different from legacy ads in that they should be frequently tested in an attempt to come up with a better performing variation. The A/B testing tool for ads makes it easy to make a new ad that uses the best ad as the starting point, and it even suggests different variations of text for each of the ad text components. It makes these suggestions by analyzing frequently used text fragments and showing the ones that had the best CTR within a campaign. Making new ads this way is a simple process of clicking the text you want to try for each component of the ad and turning it live with this One-Click Optimization™.

    [][5]
    Create new expanded text ads quickly in the A/B Testing for Ads tool which shows the best performing ad text elements for each part of the ad. Simply click the variation you want to try to create a new ad.

    Ad Template Report

    For advertisers who prefer to analyze ad performance using their own methodology, we have an Enhanced Script™ that can generate the needed reports automatically. It looks for commonly used variations of each component and combinations of ad text and aggregates the metrics on a Google Spreadsheet. Armed with the data in this spreadsheet, it becomes very easy to create new ad variants that should perform well.

    This script will continue to include reports from legacy ads until Google removes legacy ads from the system. That way, you can still leverage historical data from before ETAs to help with the transition to the new format.

    [][6]
    The Ad Template Report is an AdWords Script that automatically aggregates data from when you use the same ad text across many ad groups. By combining the results, it’s easier to see trends and patterns in your account.

    In the post on KlientBoost, Brad Geddes, founder of AdAlysis says “test across ad groups with multi-ad group testing techniques. This type of pattern testing can give you great consumer insights across entire segments of your account that you can use within PPC or many other aspects of your marketing.” Our Ad Template Report is a great way to get the data for this type of analysis.

    Generate� Text Ad Bulksheets

    This script� is handy for a few use cases like ensuring you have enough ad text variations running in all your ad groups, updating ads in bulk to reflect a new promotion or a new marketing tagline, or transitioning from legacy ads to ETAs. Google made its own AdWords Script to help with the transition but they don’t give advertisers a lot of flexibility about how to construct new ads. They assume the ad with the best CTR is considered the “best ad” and they also assume that nobody has used longer headlines before and so they split a legacy ad into headline 1 and description. Headline 2 is left blank, even in cases where advertisers had written their ads with the intent to have the legacy headline combined with the legacy description 1 field to form a long headline.

    Our script lets you decide what metric to use to find the “best” current ad, and we even include some custom choices like the ad with the highest percentage of conversions within the ad group, or a custom metric that you define.� You can then take the text from the best legacy ad and copy-and-paste it� into the new fields for ETAs and upload the results to AdWords using AdWords Editor or Bulk Uploads.

    [][8]
    Create a custom bulksheet for migrating to expanded text ads with Optmyzr’s Enhanced Scripts™. The spreadsheet will be prefilled with data from the best performing legacy ads, making it quick to transition to the new format.

    Ad Group Audit Widgets in Reports

    Our report builder� has a new widget to help with audits. One of the many ways to use it is to show ad groups with fewer than 1 ETA. The widget will indicate what percentage of the account has not been upgraded and show the highest priority ones to work on based on highest cost, most clicks, or another metric of your choice. Down the line you could of course also use it to find ad groups that aren’t doing enough A/B tests by looking for those with fewer than 2 ETAs.

    [][10]
    Audit widgets in Optmyzr’s PPC reports can be used to find ad groups and campaigns with structural issues, like those that don’t have enough expanded text ad tests in progress.

    Set Geo Bid Adjustments – Improve ROI

    Optmyzr_-_Geo_HeatMap - blog

    When you set up an AdWords campaign you choose the locations you want to target based on where your prospective customers are located. However, it is not enough to just target locations� especially when campaign� targeting is set up at the country level. One way to make sure you’re optimizing campaigns for better ROI is to identify high performing and underperforming locations and setting bid adjustments for those.

    For example, if you’re targeting the United States as a country, you’ll receive traffic from different states. California and Alaska may have completely different performance metrics but under the current structure you’re probably managing them in the same manner. This is why it is important to use geo bid adjustments to manage bids or if you want more granular control over budget, you can split them out into separate campaigns as well.

    Setting bid adjustments for locations

    Performance data at the country, city and region level is available in AdWords under the dimensions tab. However, taking that data and making it actionable can take hours. This is where the Geo Bid Adjustment One-Click Optimization™ can help. This optimization lets you see data at the country, region, city and postal code � level. You can analyze performance, add locations as targets and set bid adjustments in a few minutes. This process can be done for multiple campaigns at the same time. In AdWords, it will� take 3-4 steps to do this for each campaign. When you have to do it for multiple campaigns,� you can easily spend a few hours doing it.

    Optmyzr_-_Geo_Bid_Modifier - Screenshot

    Why use the Geo Bid Adjustment One-Click Optimization™?

    **View geographic performance at any level (country, city, region).**� For example, if California is added as a target location, you can choose to view data at the city level and see how campaigns are� performing across different cities like San Francisco, Los Angeles etc.

    Automatically calculate bid adjustments based on goals. You can enter the target goal value for the account or campaign and the system will automatically recommend bid adjustments based on performance.

    Set bid adjustments for locations that are not added as targets. If you choose to add a bid adjustment for a location that you’re not targeting, the system will automatically add it as a target location and set the bid adjustment.

    Use aggregate data to set bid adjustments for campaigns that don’t have enough data. You can use the overall performance of a location to set � geo bid adjustments for campaigns that don’t have enough data to make a decision.

    Watch a demo video | Try the Geo Bid Adjustment optimization

    Pro Dashboard for Google AdWords and Analytics

    We recently launched a more powerful version of the Optmyzr MCC dashboard. What makes this dashboard so powerful is that it lets you:

    **View and compare goal data from Google Analytics along with data from AdWords
    ** You can link your Google Analytics account to Optmyzr and view goal and e-commerce data alongside AdWords data. In the favorite accounts tab, you can compare this data to a different date range and see how performance has changed.

    **Add notes and labels to accounts
    ** With the Pro dashboard you can add labels and notes at the account level and these will be visible to your team members. The search box at the top will help you filter accounts by label.

    Optmyzr-Pro Dashboard Optmyzr-Pro Dashboard

    Add more data fields like monthly budget, percentage of budget spent
    When managing multiple AdWords accounts it becomes difficult to see if all accounts are on track to spend the amount allocated for that period. With this feature you can specify a monthly budget for each account and then use the % Monthly Budget spent field to identify accounts that may not meet or may exceed the allocated budget. Even as a company if you’re managing multiple AdWords accounts, this feature will definitely come in handy.

    Optmyzr-Pro Dashboard-Segment

    **Segment data by network and device at the account level
    ** This is one of the most powerful features of the Pro dashboard. You can use the filters on the left side of the dashboard to see how much each account is spending on a particular network and device. You can see how performance for all your accounts has changed on mobile phones.

    � *This version of the dashboard is available to users on the Pro and Enterprise subscription plans

    Reduce wasted spend on AdWords with these four tools

    The two things people care most about when managing AdWords campaigns is reducing cost and increasing conversions. Therefore, it is not surprising that one of the most common questions� we� get asked at Optmyzr is “how can your tools help me reduce spend and increase conversions?” � In this blog post we want to highlight the top four tools in Optmyzr that can help you reduce wasted spend on AdWords instantly.

    Non-Converting Keywords

    This is a one-click optimization that finds keywords that have not converted in the last 30 days. It takes into account statistical significance of data and only recommends those keywords to be paused that have received enough traffic but haven’t converted yet. It lets you pause these keywords with a single click. To help you make an informed decision, the system includes assisted conversion data and data from Google Analytics like bounce rate and average time on site. � (One-Click Optimizations -> Non-Converting Keywords)

    Hour of the Week Bid Modifier

    Scheduling your ad to not show� or to run at a reduced bid during underperforming times of the week is another great way to reduce wasted spend. This methodology lets you allocate more budget to those times of the week that perform well. The Hour of the Week Bidder lets you set bid modifiers with a single click in your AdWords account. It also gives you the option to imitate a metric where you can set bid modifiers based on the trend line conversions follow during the week. (One-Click Optimization -> Hour of the Week Bid Modifier)

    Demo Video: How does the hour of the week bid modifier work?

    HourOfTheWeekBidder - Imitate a Metric

    Geo HeatMap

    One good way to optimize your campaigns is to make sure you’re reaching users in the right geographic location.� With the Geo HeatMap you can find locations that result in spend but no conversions and locations that have a low ROAS. (Data Insights -> Geo HeatMap)

    There are two ways to use this data:

    1. Exclude underperforming geographic locations
    2. Split your campaigns by location and allocate more budget to better performing locations

    Demo Video: How does the Geo HeatMap work?

    GeoHeatMap - AccountAudit

    Check Destination� URLs

    Ads leading to 404 error pages always result in wasted spend and a bad user experience. It is difficult to keep track of landing pages that stop working. This Enhanced Script for AdWords automatically check landing pages for all active ads and automatically pauses them to stop money from being spent on wasted clicks. (Enhanced Scripts -> Check� Destination URLs)
    Read more about how this script works

    New in Reporting – Report Navigator, Image Widget & More

    We recently launched a lot of new features to make Optmyzr’s reporting platform even more powerful.

    Report Navigator

    We added the Report Navigator feature to the report view. This lets you click on any section of the report and scroll to it instantly. The names of the sections are the title widgets that are used in the report. With this feature the interactive reports have become even more powerful. Try it out� and let us know what you think!

    ReportNavigator - screenshot

    Image Widget

    Now you can insert images up to 1 MB in size � in your report templates. These images can be charts or screenshots that you would like to share as part of the report. The widget accepts image file formats like jpeg and png.

    Try it out� and let us know what you think

    ImageBoxWidget- Blog Post

    Account & Template –� Report Logos

    We recently added more functionality to the logo feature in the Report Designer that makes the report templates easier to use across accounts. You can now save logos separately at the AdWords account and report template level. If there is a logo at the account level, it will override the default template logo if any. For example, as an agency you can save your company’s logo at the template level and the customer logo at the AdWords account level.

    NewLogo-BlogPost

    Read about other exciting features in Optmyzr’s Report Designer like� Interactive Reports, and report snapshots and� comments.

    Keyword Lasso: In-Line Edit, Negative Keywords, Advanced Mode & More

    The Keyword Lasso one-click optimization is one of the most used optimizations in our suite of tools. It analyzes the AdWords search terms report and makes recommendations on which search terms should be added as keywords based on performance. We’ve added a lot of new features to this optimization to make it even more powerful. Details below:

    Adding search terms as negative or positive keywords

    Now you can add search terms from the Keyword Lasso as either negative or positive keywords to your AdWords account. If you find a search term that you don’t want to show on, add it as a negative. When the match type for a keyword is set to negative, the row is highlighted in red to help you separate the negative keywords from the positive keywords visually. When you click on ‘Add Selected Keywords to Account’ the system adds both the negative and positive keywords together.

    Keyword Lasso - Negative Keywords

    Broad Match Modifier as a match type

    In AdWords, to add a keyword as a broad match modifier (BMM) you need to manually type in the ‘+’ symbol in front of each word. In the Keyword Lasso it is present as a different match type and selecting it will automaticaly insert ‘+’ symbols in the keyword. You can see and edit the keyword before adding it as well.

    Keyword Lasso - Broad Match Modifier

    In-line editing of search terms

    Sometimes you want to edit search terms before adding them to your AdWords account. This is especially true when you’re adding negative keywords. Now when you click on the search term in Keyword Lasso, it becomes an editable text box. Also, � you can see all edited keywords highlighted in Yellow in the Optmyzr interface.

    Keyword Lasso - In-line Edit

    Add search terms to different campaigns

    and ad groups

    When you’re following a specific account structure you may not want to add the suggested search terms in the ad group they were triggered in. The ‘Advanced Mode’ in Keyword Lasso lets you do this. You can switch to the advanced mode by clicking the ‘Toggle Advanced Mode’ button at the top right corner in Keyword Lasso. This will show you additional options to pick the campaign and ad group you want to add the search terms to and clicking ‘Move’ will show you the search term under the new campaign and ad group in the interface. When you click ‘Add selected keywords to account’ it will add them to your AdWords account.

    Keyword Lasso - Advanced Mode

    Keyword Notes

    The search terms report also gives you ideas for new ad group themes and negative keywords. Now you can make a note of search terms that can be themes for new ad groups or negative keywords by clicking on the icon displayed when you hover over the search term. After you’re done, export the list as a csv.

    Keyword Lasso - Keyword Notes

    Create New Ads With Text From Your Best Performing Ads

    Removing underperforming ads is one part of testing ad text in an AdWords account. The other part of the process is to create new ads so you can continue testing new ad copy. Optmyzr’s AB Testing For Ads optimization already lets you remove underperforming ads with one click. Creating ads in this optimization� was a long standing request from our users and we’re happy to announce that this feature is now available!

    You can now instantly create ads in ad groups from which you remove underperforming ads. What takes this feature to the next level is that the system automatically recommends high performing headlines, description lines and display URLs to choose from. This makes creating new ads efficient and easy.

    How to use this feature?

    1. In the AB Testing for ads optimization, all ad goups that have underperforming ads are displayed. There is a button above the results to create ads in each ad group.
    Create Ads in AB Testing - Blog Post
    2. Clicking on ‘Create Ad’ will open up an easy-to-use interface that will let you create ads in the ad group. When you click on each component (headline, description lines) of the ad, the system automatically shows you the best performing options. You can either choose from the options displayed or write your own text.
    AB Testing - Create Ads - BlogPost
    3. Clicking on ‘Create Ad’ in the ad creation window will upload the ad instantly to your AdWords account. You’ll see a message that it has been successfully uploaded at the bottom of the window. In case there is an error and AdWords rejects the ad, the system will let you know that the ad was not uploaded. You can continue to create additional ad variations in the same window and upload the ads in your AdWords account.
    Optmyzr AB Testing - Create Ad - Blogpost
    Try out this feature in the AB Testing for Ads Optimization� here.

    Still using static AdWords reports?

    Static AdWords reports limit the amount of information you can include or, you run the risk of including so much data that the reports become overwhelming. We recently launched a new way to share reports that makes them interactive.� You can now generate a link to the report and share it with users.

    The report is no longer static as in a PDF and you can hover over charts and graphs to see data points. � For example, if you notice a sudden drop in clicks on a particular day you can hover over that particular point and see the exact number without having to log in to your AdWords account.

    Instant data gratification: Hover over charts to see actual data at different points without having to log in to your AdWords account
    Get more granular data:� Zoom in to widgets to go a level deeper. For example, if the Geo HeatMap in your report is at the country level, this format will let you zoom in and see data at the city level without having to generate another report.

    Interactive Reports - Blog Post

    Steps to generate a link for the report:

    1. Click on the report you want to generate a link for on� this page� in your Optmyzr account.
    2. In the report, select Create Link from the Report Actions drop down.
    3. Copy and share the link.

    InteractiveReportsBlogPost

    Tip: You can use the Share a Link option with the new commenting feature we launched. Using the two features together will let you share a link to the report with your comments.

    Customize AdWords Reports With Comments

    After creating AdWords reports, account managers spend a lot of time adding observations that help their customers make sense of the data. We understand that the commentary that goes with the reports is as important as the reports themselves. To make this easy for our users, we’ve added a comment feature to reports. You can now add comments to reports after they have been generated and then download the report as a PDF, email it or share a link with the comments intact.

    How is this feature different from the text widget in the report designer?

    The text widget lets you add text while creating the report in the report designer. This works when you want to include text that will remain consistent each time the report is generated. To record observations that are specific to a particular month or week, the comments feature is more useful because the comments don’t become part of the report template. They are specific to that report and you don’t have to edit the template each time.

    To use this feature, follow these steps:

    1. Click on the report you want to add comments to on this page� in your Optmyzr account
    2. In the report, hover on top of any widget and it’ll show you a highlighted box to add comments
    3. After adding comments, download the report as a PDF, email it as a PDF or, share a link to the report

    We’re adding a feature that will let you save the reports with comments in your Optmyzr account. You can edit the comments later or, maintain a history of your observations for future reference.

    Blog-Comments in Reports

     

    This feature is available in the Pro and Enterprise plans. Also, available on the old Gold plan.

     

     

    Time Interval Options in Graphs – Daily, Weekly, Monthly

    One of the highlights of Optmyzr’s report designer is that you have the option to include multiple date ranges in the same report. For example, when creating a monthly performance report you can include a graph to show how account performance has changed over the last six months. In the same report, you can include data broken down by day for the month.

    To make it easier to show data for long periods of time, we updated the Time-wise trends chart (earlier daily trends chart) to include an option to specify the time interval. Now you can choose the level at which you want to show the data in the chart – daily, monthly, weekly.

    Sometimes data at the daily level can be too noisy to show trends or performance over a longer period of time like three or six months. In this case choosing the option to show data at weekly or monthly level helps.

    Time-Wise Trends Chart - Blog

    This is how the different intervals will show up on the chart

    Time-Wise Trends Chart - Data - Blog

    Try Optmyzr’s Custom Report Designer

    Advanced Features For AdWords Reports in Optmyzr

    In this blog post we’ll cover some advanced features in Optmyzr’s Custom Report Designer that are unique and can help make your life easier when creating AdWords reports. Discover them below:

    Automatic Date Range Insertion

    Just like keyword insertion in AdWords, you can automatically insert dates in the text fields from the date range selectors. To insert the date from Date Range Selector 1, � insert {DR1} in the text field and it will automatically insert the exact date. For more advanced and customized date range insertion,� read this article.

    Demo Video: How date range insertion works DateRangeInsertion-BlogPost

    Campaign and Label Level Reporting

    This is a feature that we really like for the data insights it can give. Optmyzr makes it easy to create AdWords reports for individual campaigns as well as a group of campaigns or labels. What makes it even better is that you can segment this data by device and network. For example, you can see how non-branded campaigns perform on the search network vs. branded campaigns.� You can use labels from your AdWords account or, create new labels in Optmyzr. � In the example below, the label ‘Search Campaigns’ is selected in the pie-chart widget. The widget in the report shows how the label (all the campaigns under it) performs on different devices.

    Demo Video: How campaign selctors work

    Campaign Level Reporting - BlogPost

     

     

    Favorite Report Templates

    We understand that users build different templates for different accounts. To make it easier for you to get to the templates that are important for an account we have the Favorite Templates feature. You can mark a template as favorite at the AdWords account level in Optmyzr and it wil start showing at the top. The advantage is when you’re managing a lot of accounts, you don’t have to go through a big list to pick a template each time.Favorites -Advanced features-BlogPost Want to try out Optmyzr’s Custom Report Designer? Get started with a free trial here.

    AdWords Reports in Other Languages

    When we started Optmyzr we didn’t imagine that in less than a year we would have customers in more than 50 countries using our tools 🙂 To better service our non-English speaking customers, we recently launched the option to translate reports in other languages. This is the first step we’ve taken towards localizing our tools for non-English speaking markets. This feature is still in beta and we would love to get feedback! Currently, the reports are available in the following languages:

    1. English
    2. Deutsch
    3. French
    4. Nederlands
    5. Italiano
    6. Espanol
    7. Brazilian Portuguese
    8. Hungarian
    9. Polish

    You can request support for a new language here.

    How does this work?

    1. When you load a report, you’ll see an option to select a language from the drop down at the top.
    2. Expand this, and you’ll see a list of languages that are currently available from which you can pick one.
    3. If your language is not there in the list, click on ‘Request support for another language’ and let us know your requirements.
    4. The option to change the language is also available in the preview mode.

     

    Optmyzr-OtherLanguages-Reports

    Example: If you select Polish as a language, the report will look like this:

    Internationalization of ReportsPolish - BlogPost

    Regular Pages

    Tips to Leverage your PPC Campaigns with Standard Shopping

    As a PPC professional, you’d have often wondered which campaign type would best suit your goals and business objectives. While it can’t be denied that Smart Shopping is more data-driven and less time consuming, Standard Shopping campaigns can also be quite beneficial if used efficiently. Not only will you be able to have full control over your campaigns, but direct the adjustments more effectively without compromising on the target.

    This means that you can run efficient and profitable campaigns with Standard Shopping if you want to! Here are some tips to structure Standard Shopping campaigns to make them profitable with insights from Optmyzr products.

    1. Campaign Structure

    Pro Tip: If you have an existing shopping campaign, use the Shopping Analysis Tool to see performance aggregated by different product attributes. This can help you decide on the best structure for your campaigns and ad groups. We recommend choosing attributes that have 100% coverage in the feed because it prevents products from falling into everything else in the product group. The feed analysis feature from Optmyzr can give you an overview of attribute coverage.

    Using inventory filters for campaign settings can help you make sure that you’re not advertising the same products in multiple campaigns. You can define inventory filters in the Google Ads interface in the campaign settings. Also, when you create shopping campaigns using Optmyzr’s Shopping Builder 2.0, these inventory filters are set up automatically based on the structure you choose.

    2. Search Query Management

    Shopping campaigns do not have keywords so it is not possible to tell Google which queries you want your ads to show for. However, you can tell Google which queries you don’t want to show your ads for by using negative keywords. Negative keywords can also help sculpt traffic to direct traffic to more profitable ad groups. This makes sure that queries are more accurately matched to products that help maximize ROAS. 

    Pro Tip: Use the Shopping Negatives tool from Optmyzr to send traffic to more profitable ad groups or to add unprofitable queries as negatives to save cost. You can also use the Rule Engine to automate this process. 

    3. Bidding

    Standard Shopping campaigns give you a lot of flexibility with bidding strategy and that is one of the reasons we prefer them over smart shopping campaigns. You can either choose to use a manual bidding strategy or put the campaigns on an automated bidding strategy like target ROAS (tROAS).

    Automated Bidding (tROAS)

    You can set your shopping campaigns to run on a tROAS automated bidding strategy. We recommend using standard automated bidding instead of portfolio automated bidding. This way you will have the opportunity to tweak the target ROAS at the ad group level when you use standard automated bidding. In fact, this is one of the ways to use automation layering to get better performance and benefit from Google’s automated bidding.

    You can use the Optimize Target ROAS optimization that helps increase conversions and increase ROAS. This optimization was built using the Rule Engine so you can build your own version of it as well and automate it.

    Manual Bidding

    You can also use manual bidding which will give you more granular control over bids. Apart from making bid changes at the product group level, you can also set bid adjustments by time, geography, audiences, and devices. While it requires a higher level of monitoring than automated bidding, it can be quite rewarding. 

    Optmyzr has a whole suite of tools to help you manage hours of the week, geo, audience, gender, and device bid adjustments. You can also use the Rule Engine to automate your strategy which reduces the day-to-day overhead. When you are running on manual bidding, analyze the benchmark CTR and benchmark CPC metrics to see how your products are performing against your competitors. This information can come in handy when you’re setting bids. 

    4. Budgets

    When you have a multi-campaign structure, make sure to allocate budgets in a way that maximizes the performance. For example, if your most profitable campaigns are losing impression share due to budget, reallocate budget from other campaigns. The Optimize Budget tool from Optmyzr can help you do this very easily.

    Points to remember

    Make sure to note the following points to maximize the profits and efficiency of your Standard Shopping campaign:

    When you choose to go with Standard Shopping campaigns, you’d have full control over your campaigns, making every decision based on your own business choices. You can structure campaigns to have separate ad groups and product groups which will give you the flexibility to manage their bids, ROAS targets, and negative keywords. Smart shopping campaigns don’t give the user control to manage any of these things.

    If you are an experienced professional, working with Standard Shopping campaigns can help you analyze and experiment with your accounts. Using predictive tools like Optmyzr can help you hone your campaign objectives and give meaningful suggestions to better optimize your PPC accounts. 

    3 Ways to Take Control of Universal App Campaigns in Optmyzr

    If you want to scale the growth of your Apps, then Google’s UACs (Universal App Campaigns) must be one of the focal points of your marketing strategy. An automated type of campaign, UACs are an excellent choice for driving both installations and in-app actions, like purchases. This campaign type allows targeting audiences across Google Search, Google Display, Youtube, Google Play, and Apple Store. Google has an excellent course that can help you learn more about Universal App Campaigns.

    UACs were launched to make in-app advertising easier and quicker. In line with this, to set up your UACs – you only require minimal initial data like texts, images, or videos. Google’s machine learning-based algorithms then work to show your App’s ads to your target audience. Since, these are automated campaigns – unlike your search ads – you won’t need to manually test the ads to find the best performers. Google does this bit for you. 

    No doubt Google does a decent job of driving high-quality traffic for UACs, but did you know that you can lend Google a hand to bring you better results? This can help you save money being spent on the wrong placements and audience and at the same time help you use your budget efficiently. 

    Here are some tips to try out that will help you exert a higher level of control over your UACs using Optmyzr:

    1. Manage location targeting

    Google doesn’t translate your ads for specific spoken languages for locations. This makes it imperative to run ads for only those locations that align with the languages in which an App is available. Therefore, while you work on making your app available in more languages, don’t forget to target locations for your campaigns accordingly. 

    You can also go granular within these locations and manage targeting based on how regions and cities perform. Some ways to optimize location targeting are:

    Pro Tip: Use the Geo HeatMap or Rule Engine from Optmyzr to get a report of cities, regions and postal codes that are performing best or worst – to target or exclude them respectively.

    2. Optimize for in-app goals 

    How cool would it be to find campaigns which are driving registrations or in-app purchases and manage the Target CPA for them? Optmyzr’s Rule Engine can help you achieve this.

    Take a look at the screenshot below of the Optmyzr Rule Engine, wherein we are pulling the in-app actions and even action values that are being tracked as conversions and conversion values. You can base optimizations on any such custom conversions which you might be tracking for your campaigns.

    For example, here’s a rule that finds all the campaigns which have brought in registrations and recommends increasing the Target CPA for them by 10%. 

    Check out the campaigns below, which have had the “Registrations” type of conversions, and the system is recommending tweaking target values for them. Just like this, you can optimize for any in-app action as required. Eg: If you’re driving “Registrations”, and losing impression share, increasing TCPA can help. 

    3. Ensure sufficient budget for your CPA

    It is recommended that these campaigns have a daily budget of at least 20-30 times of your CPA (cost-per-action). Create a rule in the Rule Engine to label campaigns on which you need to consider increasing your budgets. 

    Conclusion

    UACs have helped unburden advertisers from needing to try out ad combinations to find what drives good results i.e. acquisitions/conversions. While you should make use of Google’s machine learning, don’t forget to optimize and control your campaigns from time to time. 

    To start setting up UACs, 
    Sign in to your Google Ads account → go to the page menu → Campaigns → Universal App. 

    Once you’ve accrued traffic on UACs – try out the tricks I shared above using Optmyzr (14-day free trial) and improve the performance of your campaigns. Feel free to reach out to support@optmyzr.com if you have any questions. 

    Go Beyond Bid Management: 4 Common Problems & How to Solve Them

    When we think about bid management of our keywords and product groups, there are key areas that every marketer concentrates on. For example, targeting the right ROAS/CPA, ensuring that impression share is not lost, not losing the top spots to your competitors, giving lower bids to expensive or non-converting keywords, and so on.

    While it’s right to focus on optimizations for setting the bids correctly, marketers should not forget other areas that need their attention as well. 

    Here are some areas where marketers shouldn’t be limiting themselves to bid management to tackle common problems: 

    It’s important to know the right thing to do for each of the above use-cases. Let’s wrap these pain points with the right solutions. 

    1. Spread out your budget throughout the day.

    Keep your bids as it is and implement hourly bid adjustments. Analyze historical data and find the times in the day which spend more and which perform better as well. So, you need to apply bid adjustments for different times of the day based on your goal. 

    One way to get started would be to look at the times of the day when your conversion rate is high and check the impression share during those specific times. If you have a low impression share, it means that you aren’t able to drive as much traffic as you could for high-performing hours.

    To fix this, increase the bid adjustments to grab more traffic. At the same time, for the time slots which don’t convert – apply negative bid adjustments or disable those time slots to not serve ads at all. This is like load-shedding – wipe out budgets during some time slots of the day and keeping it for the times of the day when you expect better performance.  

    2. Don’t overspend your daily budget.

    Use a budget tracker – to have a way to not exceed a given budget amount each day even if Google allows spending 200% of your daily budget. You can use solutions like Flexible Budget script at Optmyzr. The script runs automatically every hour to check the cost you’ve spent until the hour of the day and pause the account/campaign when the target budget is spent. Learn more.

    3. Analyze the lost impression share. 

    Before dropping the ball, it is very important to identify if it was the budget or ad rank (bid) that limited the performance of your account/campaign. Sometime back, a Digital Marketer shared with me that they’ve been increasing bids for high performing keywords to improve their impression share to 85% from current ~60% Impression share – but with no success. 

    On analyzing their account’s performance with PPC Investigator, we found that increasing the bids didn’t help because they were losing impressions due to budget constraints and not the bid. Learning from this? While you increase the bids – don’t forget to check if you’re losing impression share because of insufficient budget allotment. 

    4. Go granular – manage bids for each keyword.

    Don’t limit yourself to set bids only at the ad group or campaign level. While you find high-performing keywords that perform better, it’s equally important to find keywords that are bleeding money. 

    If you can identify the underperforming keywords and reduce bids on them, it will allow you to provide more budget towards better-performing keywords which will last for a longer period of the day and get you better results at the same time. 

    Conclusion

    What advertisers forget is that each time that a new bid is set, Google takes time to test it and bring you results based on the changes. So, if you change the bids too frequently, you might very well be hampering the learning cycle and eventually the results. 

    The solution? You need to give your bids room to breathe and check out the other factors which you need to be concerned about apart from just setting your bids again and again.

    10 Ways Customers Use Optmyzr to Retain Control with Smart Bidding

    Marketers fear automation, but Smart Bidding is a great example of how it actually helps.

    Teeming with data and interactions, Smart Bidding uses machine learning to create optimal bid strategies. And because it saves both time and money, it’s quickly become an important part of PPC.

    But there’s a (literally) dark side to it as well.

    Smart Bidding means surrendering control to the black box of Google’s AI, with strategies that simply don’t allow you to tweak aspects of them to your specifications. Simply put, you input your goals and Google uses your account’s past behavior to produce results.

    What do you do when you want the convenience of Smart Bidding but don’t want to give up control? You turn to a tool like Optmyzr.

    Here are 10 ways Optmyzr customers use our platform to retain control when they use Smart Bidding.

    Understanding how automated bidding works

    The keystone of AI or machine learning is the data the system uses to make decisions and predictions. In the same vein, the success of automated bidding strategies depends on the quality of the performance data that system is able to collect. This in turn depends on how your account is set up.

    The performance of badly structured campaigns cannot be improved by putting them on an automated bidding strategy.

    A good account structure and the right attribution model are vital to the success of any automated bidding strategy. If you’re using last click attribution, either change to another attribution model or run manual bidding.

    Campaigns that run on automated bidding strategies need to be optimized in order to have the right data to work with. In theory, the only thing Google takes care of is setting bids — only one aspect of managing an account.

    The rest is still on you.

    Automated bidding is not a ‘set it and forget it’ deal. However, with bidding out of the picture, you’ll have more time for other tasks — the kind of search queries you want to show for, or the messaging you want to use in your ads.

    1. Search Query Management

    Search queries are still the primary source of traffic for search campaigns, so it’s important to monitor the ones your ads show for so you can remove irrelevant ones (add them as negative keywords). It’s also a good idea to add high-performing search queries as keywords because you can write more specific ads for them.

    Optmyzr Tools Used: Keyword Lasso, Search Terms n-Grams, Negative Keyword Finder

    2. Quality Score Optimization

    Optimizing to increase Quality Score is one way to reduce your CPA and increase ROAS. Even though Google is automatically setting your bids in the auction, a high Quality Score requires a lower bid.

    In other words, you pay less for each click.

    Find keywords in your account with low Quality Score and move them to their own SKAGs with the more specific ads. Or, pause them if they have an irredeemable quality score of 1.

    Optmyzr Tools Used: Quality Score Tracker, Rule Engine

    3. Creating Ad Schedules

    This isn’t about setting bid adjustments for different times of the week; your automated bidding strategy already does that. We’re talking about allocating campaign budgets to the more lucrative times of day by turning your ads off when they’re not profitable, making it something of a budget optimization.

    Optmyzr Tools Used: Hour of Week Analysis, Hour of Week Bid Adjustments

    4. Non-Converting Keywords

    Pause keywords that have not converted in a long time but have accrued significant cost. This optimization should only be done if you aren’t running on last click attribution. Otherwise, you’ll pause top-of-funnel keywords and eventually reduce conversions.

    Optmyzr Tools Used: Non-Converting Keywords, Rule Engine

    5. Budget Optimization

    You did budget optimizations before automated bidding, and you should continue to do them now. Reallocating budgets across campaigns based on performance helps improve overall account ROAS.

    Check if high-performing campaigns are losing impression share due to budget, and increase their budget by giving them money from underperforming campaigns.

    Optmyzr Tools Used: Spend Projection, Optimize Budgets

    6. Tweaking Targets

    If you’re running on the standard automated bidding strategy (target CPA and target ROAS), you can tweak targets at the ad group level. There are two instances where I’d recommend doing this:

    Optmyzr Tools Used: Optimize Target CPA & ROAS, Rule Engine

    1. Increase target CPA for ad groups that are converting but losing impression share due to ad rank. For campaigns running on target ROAS, reduce ROAS. This is the same as increasing bids for high-converting keywords when campaigns are on manual bidding. It enables Google to bid more to drive more conversions.

    2. Reduce target CPA or increase ROAS for ad groups whose actual CPA and ROAS are significantly better than the target and whose impression share is already more than 70%. This reduces the chances of Google buying very expensive traffic when the automated bidding system thinks there’s room to increase CPA and win more traffic.

    7. A/B Testing Ads & Updating Messaging

    Ad text automation is probably one of the last things that will happen in PPC — writing ads always involves subjectivity and creativity. Responsive Search Ads are a step in that direction, but they only combine headlines and description lines; you still have to write them.

    This is why it’s important to continually A/B test ads — so you can remove underperforming ones and keep messaging fresh.

    Optmyzr Tools Used: A/B Testing, Ad Text Optimization

    8. Performance Monitoring & Alerts

    Perhaps one of the most important things you can do is set up alerts to notify you of sudden changes in traffic, conversions, CPA, ROAS, or any other KPI that’s important to you.

    This helps you stay on top of your campaigns, especially when something doesn’t go as expected. For example, if the CPA for a campaign suddenly shoots up, you’ll want to see why it happened and take appropriate action.

    Optmyzr Tools Used: Alerts on the MCC dashboard, Rule Engine

    9. Performance Audits of Automated Bid Strategies

    Knowing when to pivot is critical to success, be it in PPC or any other business. It’s a good idea to regularly check on the performance of your campaigns’ bidding strategies to see if you need to pivot.

    For example, if a campaign is running to maximize conversions, it might be time to move it to target CPA and ROAS. You can also see if certain campaigns on automated bidding strategies aren’t driving enough conversions and move them to manual bidding for a while.

    Optmyzr Tools Used: PPC Audits, Rule Engine

    10. Structural Account Audits

    Regular account audits are so important for good structure. Check for things like too many keywords in an ad group, too few ads, campaigns with not enough negative keywords, or campaigns missing site links.

    This ensures that campaigns in your account have a solid foundation on which automated bidding strategies can do what they’re capable of.

    Optmyzr Tools Used: PPC Audits

    Conclusion

    We live in a world where competition is fierce and standards are demanding. PPC marketers rely on automated bidding more than ever to do more in less time. What automated bidding lacks intuition and human understanding, you can provide by optimizing your campaigns.

    Help it help you.

    There’s no one way to win with automated bidding, but Optmyzr offers several tools that allow you to layer your own automation over what the ad engines provide. If you don’t have Optmyzr, try our platform free for 14 days with access to all features.

    Account Blueprints: Take greater control of PPC with workflow management

    Step 1: Name your Blueprint

    As one of the cornerstones of digital marketing, PPC has become important to all businesses.

    But executing complex tactics calls for multi-taskers who are organized and quick. PPC marketers constantly need to track, optimize, and scale their work. And the first step of any strategy: understanding its scope.

    At Optmyzr, we realized that PPC marketers were lacking a purpose-built workflow management tool; one that understood their pain and experiences.

    Today, we’re proud to introduce Account Blueprints, a new feature designed to help you plan, standardize, and scale workflows across your accounts.

    About Account Blueprints

    Join Optmyzr’s CEO for an overview of Account Blueprints

    Blueprints allows you to organize and track your team’s tasks as a scheduled workflow. It helps you design entire PPC plans with a high degree of customizability, from setting frequencies to task owners.

    You can schedule both one-time or recurring events, and assign them to your teammates to clarify who’s responsible for what. Optmyzr alerts teammates when they get new assignments or when an existing one is nearly due.

    Now you can easily standardize processes for any and all accounts, right on the same platform that helps you optimize those very accounts.

    Blueprints lets you schedule and assign specific optimizations within Optmyzr, but you can also include tasks outside of the Optmyzr environment, such as client meetings or designing creative assets.

    Best of all, setting up a Blueprint is a one-time process. We’ll keep track of your preferences until you change them, though depending on your goals, you’ll likely need to create separate Blueprints for different processes or accounts.

    Business Impact

    Step 2: Set up your first task

    With Blueprints, you can architect more powerful PPC programs. Avoid overrun deadlines and missed tasks by streamlining your project management, and focusing on testing and refinement.

    For accounts with multiple stakeholders, it can be tough to know where responsibilities are demarcated. Now you can help individual team members track their own group of tasks. Blueprints offers a flexible, way to keep entire teams on track without anyone feeling like their toes have been stepped on.

    Additionally, Blueprints lets you create multiple templates, so you can create plans specific to an industry or vertical, a client tier or type, a specific strategy or outcome, and even for contingencies like needing to quickly onboard a new hire. 

    Blueprints by Optmyzr also makes it easy to manage and re-assign tasks to help ensure all bases are covered when an employee is out sick, on vacation, leaves a team, or changes roles within your organization.

    3 Blueprints Ideas to Get You Started

    1. By Industry

    Step 3: Apply your Blueprint to one or more accounts

    If your business only covers one account or caters to a specific client vertical, there’s a chance you perform many of the same tasks on a regular basis.

    An example is an in-house team that only does PPC for their own sports apparel products, or an agency that specializes in e-commerce or hospitality. In this scenario, you can build Blueprints specific to different stages or exercises, including:

    But this is not an indication of any limit; even an agency that caters to clients from all walks of business can leverage Blueprints to build specific plans for industry types. You could build one Blueprint to optimize the feeds of new e-commerce clients, and another to deliver on seasonal bid adjustments for hospitality clients.

    2. By Client Tier

    Step 4: Assign owners for each task and account

    If you have multiple clients, there’s a high chance that many of them pay at different scales. This might correlate to their spend, or it might be based on the level of service you provide. Whatever the case, no agency wants to be accused of preferential treatment that isn’t justified by billables.

    Blueprints can help you prevent that. Use Blueprints to keep track of value-added tasks that your top-tier clients pay for, while also delivering a baseline level of service to those on lower billing plans.

    3. For New Hires

    Step 5: Apply changes immediately or set a start date

    Onboarding new employees can be challenging, but it can make or break the success of your business like few other things. The whole process takes time, and the path to happy new hires is always dotted with mistakes and setbacks. In the midst of introducing your team and work culture, it’s easy to miss out on the day-to-day — or vice versa.   

    With Blueprints, you can create a single plan for any new employee in a specific position (we still recommend separate plans for different positions). Your new hires can follow these tasks to quickly get accustomed to the way you conduct business, and your current team can lend support in their own areas of expertise.

    Conclusion

    Even in a normal business landscape, Blueprints is the answer if you need (or simply want) a workflow management tool that dovetails with the actual software you use to study PPC insights and apply optimization changes.

    But given the importance of remote teams for the foreseeable future, Blueprints can be your ticket to helping your people win a very big part of the ‘work from home’ battle: staying on top of their responsibilities.

    Set up your first Blueprint using our wizard to keep your team on top of things — and at the top of their game. If you don’t see or cannot access Blueprints, please write to support@optmyzr.com.

    Get Better Results on Google Search & Shopping In 2 Weeks

    It doesn’t matter how well your PPC accounts are performing — great marketers and agencies always want to do better.

    But better takes time, right?

    Not when you have a tool like Optmyzr at your disposal. Our PPC management platform enables users to get better results from their Google search and shopping ads in just two weeks.

    And with a 14-day free trial that grants access to all features, you can test these strategies out for yourself at no risk.

    So whether you’re just starting out with Optmyzr or want to onboard another client, here’s how we can help set your accounts up for success in just two weeks.

    You can also find links at the bottom of this page to download these checklists as interactive PDFs with clickable links to the tools themselves, help articles, and video resources.

    A. Search Advertising

    Day 1: Set up alerts to monitor accounts and track budgets.

    Pro Tip: Enhanced scripts can be installed at the MCC level. Read more about installing scripts.

    Day 3: Analyze account performance and start optimizing.

    Day 5: Analyze search queries to add new keywords and negatives to your account.

    Pro Tip: Combine these optimizations into a single workflow using Blueprints.

    Day 6: Manage bids.

    i. Campaigns using manual bidding

    ii. Campaigns using automated bidding

    Pro Tip: Combine these optimizations into a single Workflow using Blueprints.

    Day 7: Improve quality score and manage budgets.

    Day 9: A/B test and create new ads.

    Day 11: Set hourly bid adjustments and build custom optimizations.

    Bonus: Experiment with a custom strategy in the Rule Engine.

    Day 13: Set bid adjustments for locations and demographics based on performance.

    Day 14: Create your own workflows and implement automation.

    B. Shopping Campaigns

    Day 1: Set up merchant feed and monitor budget.

    Pro Tip: Enhanced scripts can be installed at the MCC level. Read more about installing scripts.

    Day 2: Filter out irrelevant shopping queries by managing negatives.

    Pro Tip: Combine these optimizations into a single Workflow using Blueprints.

    Day 4: Analyze feed and resync campaign structure.

    Day 6: Manage bids.

    i. Campaigns using manual bidding

    ii. Campaigns using automated bidding

    Day 8: Create custom optimizations.

    Pro Tip: Watch this video for ideas on how to use the Rule Engine to set up custom optimizations.

    Day 10: Create your own workflows and implement automation.

    See the difference for yourself.

    Our mission at Optmyzr is to develop not just the tools that PPC marketers need today, but ones they can use to safeguard their true roles as digital marketing strategists.

    That’s why everything in this onboarding guide has one eye on long-term results, and why we don’t gate any of our features to trial users.

    What you see is what you get.

    Don’t believe us? Sign up for a 14-day free trial to experience for yourself how Optmyzr makes PPC management faster and your contributions more value-oriented.

    **Download the Search campaigns checklist**_ here_.

    **Download the Shopping campaigns checklist**_ here_.

    6 Ways Optmyzr’s Rule Engine Beats Google Ads Automated Rules For Flexibility

    We all have repetitive PPC management tasks we wish we could automate and get off our daily to-do lists. Fortunately, there are several options for PPC advertisers to achieve this, like Google Ads’ Automated Rules, and Optmyzr’s Rule Engine.

    In working with hundreds of customers in my two years at Optmyzr, I noticed many advertisers don’t explore our Rule Engine’s most powerful capabilities because they assume it’s just another interface to control Google’s Automated Rules.

    Turns out there’s much more to it than that.

    The Rule Engine actually enables our power users to do some of their most advanced optimizations that they wouldn’t have time for without this level of automation. 

    I talked to Fred, one of our founders who shared that the Rule Engine was initially built as a script for a customer whose bid management strategy took a full day of his time every week!

    The script was useful but limited to that advertiser’s strategy. So our company built the Rule Engine to allow every advertiser to automate their most powerful strategies.

    While we’re fans of Google Ads Automated Rules for their simple setup, that simplicity is limiting when you want to take your account to the next level with a more powerful strategy. That’s the gap we’re solving with our Rule Engine.

    Let me share 6 useful things you can do with the Optmyzr Rule Engine that you cannot with Google Ads Automated Rules.

    1. Combine multiple rules into layered strategies.

    Though in Google Ads you can add as many automated rules as you want, it’s not possible to combine them into a single optimization. In Optmyzr, this is possible with Rule Engine strategies.

    In Optmyzr, a rule is a set of conditions and actions (if and then statements). Strategies let you combine multiple rules — in essence, letting you add the ‘else’ portion in an ‘if’, ‘then’, else’ rule.

    For example, in just one strategy, you can consolidate all your search query management by adding one rule to add positive keywords and another rule to add negatives.

    You can also have multiple actions applied to an entity. For example, you can add a label to the keywords your rule paused because they were found to be too expensive.

    2. Use data from multiple date ranges.

    Automated rules in Google Ads let you use a single date range for metrics. This makes it impossible to do relative comparisons, like to find ad groups that have a sudden spike in CPA for the past week compared to the last 30 days.

    With our Rule Engine, you can bring in performance data from as many date ranges as you’d like, making relative comparisons very easy.

    3. Use data from custom date ranges.

    While using multiple date ranges is useful, it’s even better when you can customize those date ranges. Rather than just using default ones like the last 7/30/n days, you can build custom date ranges that are based on lookback windows.

    For example, you can build a custom date range for 14 days ago to 8 days ago (week before last), and another for 7 days ago to 1 day ago (last week). This enables you to find search terms that have gained a lot of impressions in the past week compared to the week before, or ad groups that have seen a decline in CTR for a few weeks in a row.

    4. Do relative comparisons of metrics across a hierarchical structure.

    With our Rule Engine, you’re able to compare, in just one condition, the performance of the same metric at different levels. This comes in handy when you want to do a relative comparison using expressions/formulas.

    For example, compare the CPA of one keyword versus the CPA of the campaign in which the keyword is located. Now you could do things like find keywords that are 50% more expensive than average for the campaign.

    In Google Ads automated rules, you can compare a metric against a static value but not against other elements. So you can only do things like find keywords whose CPA is higher than $20. That’s not helpful when you know that CPAs vary greatly between brand and non-brand campaigns, and even between campaigns that sell different services in different locations.

    By using a relative comparison, you don’t need to set a static target for all your comparisons, and it becomes very easy to simply look for outliers.

    Note: You can also use expressions as actions to calculate new bids and targets.

    4. Use external data.

    What happens when you want to use data not available in Google Ads, but that is also important for your business and optimizations?

    In Rule Engine, you can connect a Google Sheet to use your own data in your rules. You can get as creative as you want: use profit margins defined by your agency, analytics data, weather data, a list of holidays, etc.

    For ideas and use cases, you can have a look at our series of blog posts Thinking Outside the Box & Do More with Optmyzr.

    5. Set rules on autopilot or review them on demand.

    While automations help you save tons of time, you may not always want to give up full control; this is why we also let you use your Rule Engine strategies manually. We give you everything necessary to create your own optimization tools and then run them on demand.

    Following this idea, even when your strategies are running automatically, we still let you decide if you want to review the changes before you apply them. This is a huge advantage when you want to test your optimization before giving all the control to the automation.

    6. Exclude recent changes.

    You can avoid applying continuous changes to the same entity for a defined period of time to give them enough time to perform before it’s considered by the strategy again. This helps when you don’t want to stack bids or change the target CPA of an ad group that was already adjusted the day before.

    This is particularly helpful in situations where you’re slowly changing things like bids until they meet your goal.

    For example, if you automate bidding to set an ideal CPC based on the last 7 days’ conversion rate and your target CPA (new CPC = target CPA * conversion rate), you can run that rule as often as you want without worrying that your bids will get out of control.

    However, the following is a riskier automation: new CPC = old CPC + $0.10 when last 7 days’ CPA is below CPA target.

    It’s risky because if you run this rule 5 times per day, it will increase the bid 5 times even though the last 7 days’ CPA includes only a small portion of data since the last bid change.

    With Optmyzr, you can remove this risk by excluding items that were already changed recently. Now every time the rule runs, it will only make suggestions for entities that were not already recently changed by the same rule.

    The Rule Engine is my favorite, because you can tailor account rules to match what the individual client needs to be seeing for performance.

    Larry C, Owner/Operator, 707 Marketing

    Conclusion

    If we have to sum up all of the above, it’s about two things: flexibility and more control. Which tool to use will depend on how much of your workflow you want to automate, and how much customization is required.

    The Rule Engine definitely is a powerful tool that gives you much room to play with and is designed for both novice and advanced users.

    Interested in learning more about it? Let support@optmyzr.com know, and we’ll be happy to help you!

    How to Build a Profitable Google Shopping Campaign Structure

    In a world where people can’t always go out to make a purchase, e-commerce is more important than ever.

    We’ve been buying clothes, shoes, electronics, and many other categories of products online for several years. Now, we’re seeing surging demand for new ones — groceries, home entertainment, educational products, and office equipment to name a few.

    Besides, if your business is able to fulfill orders made online, it enables you to service a larger market and potentially tap into additional sources of revenue.

    So while there are several great reasons for businesses to implement Shopping Campaigns and promote all the inventory they can, it can be daunting to get started.

    A major point about Google Shopping campaigns that we hear from our customers — and performance marketers in general — is setting up the right campaign structure to manage bids and (eventually) optimize them with ease.

    Here are our recommendations on how to approach campaign structures for a Google Shopping campaign.

    Campaign Creation Strategy

    Planning a campaign creation strategy typically depends on how many products your feed contains, as well as how you’d like to segregate the traffic you’re driving to your account. For larger feeds (tens of thousands of products) and to better manage search queries, multiple campaigns are the best setup.

    Here are some key strategies to build the right campaign structure:

    Inventory Filters

    Use this feature to direct traffic to campaigns based on criteria such as product condition, size or color. Let’s look at a real-world example to understand this better.

    If you’re selling laptops, then ‘refurbished’ and ‘New’ are two possible conditions for your inventory that you’ll want to take into consideration. This ensures that you don’t advertise new laptops to potential customers who are searching for refurbished ones.

    You can segregate your campaigns using this logic by implementing inventory filters for each condition type.

    Campaign Priorities

    If you have multiple Google Shopping campaigns that promote the same product, you can prioritize showing ads for search terms that matter — ones that are more relevant to your goal from a specific campaign.

    Campaign priorities have three tiers: low, medium and high.

    Priority levels outweigh the bid amount at auction time. So if a campaign on high priority has a lower bid than a campaign on medium priority, the high priority campaign’s bid will be used. When multiple campaigns have the same priority, the one with the highest bid will count during the auction.

    This feature was created by Martin Röttgerding, head of search engine advertising at Bloofusion, and a panelist on episode 4 of PPC Town Hall.

    You can read more on how you can leverage Campaign Priorities in our detailed blog post.

    Ad Group Creation Strategy

    Selecting your creation strategy at the ad group level depends on multiple factors:

    Managing Negatives

    Ad group creation strategy helps align the right traffic to the right ad groups.

    For users searching for a Macbook Pro, it’s better to show available configurations for the same model rather than ads that promote the Macbook Air. To achieve this, you can build a campaign for each brand and ad group in both categories: Macbook Pro and Macbook Air.

    This will help you add negative search terms — ‘Macbook Air’ to the Macbook Pro ad group and vice versa.

    Size of your feed

    If your inventory consists of more than 20,000 SKUs (or if you expect to cross this number in the near future), you won’t be able to fit all of these products into a single ad group. Instead, you’ll need to set up multiple ad groups to bypass the ad group limits established by Google.

    Product Group Hierarchy

    Selecting your product group hierarchy will depend on how you want to manage bids.

    If you’re selling shoes and you know that the Adidas Black Alphabounce+ is your best-selling product, you’re probably going to want to bid higher on it. Going one layer deeper, you realize that just size 11 constitutes 70% of your sales for this product.

    If you have a structure that also includes the size, you’ll be able to bid especially high for the size 11 Adidas Black Alphabounce +.

    A high degree of granularity can help you make sure only the right products get a higher bid.

    If you’d like to manage bids for each item in your feed, you can choose to build product groups at the item ID level and structure it by incorporating all the important attributes into the campaign structure.

    But when choosing your hierarchy, you also need to analyze the attributes defined for products in your feed to select a split where the fewest products end up in the ‘Everything Else’ product group, so that you are able to manage bids to an optimal degree.

    Real-world examples

    Let’s take a look at a couple of real-world scenarios and how they translate over to Google Shopping campaigns:

    Laptops

    We’re revisiting this product category, this time in order to prioritize display. To do that, you’ll need to figure out which products have the highest profit margin, or which ones sell the most units. Consider the placement of your different laptops similar to the bids you’re going to place.

    As store manager, you know the different factors that influence buyers who are looking to purchase a laptop like: screen size, processor, operating system, graphics card, etc.

    In order to arrange your products, you need to decide the order for the product arrangement to deliver the best possible customer experience: helping people find what they want quickly and easily.

    Naturally, products that sell faster and ones with higher profit margins take priority in the lineup.

    Assigning degrees of importance to all of these features helps you select which products need to be most visible i.e. which ads you need to bid highest on.

    Apparel

    Let’s consider that a brand like H&M or Zara is running a seasonal sale.

    While the storeboard at the entrance will highlight this, it’s also important for store managers to promote all the products that are being sold. The idea is that before a prospective buyer gets to the discount rack, they go through all the new arrivals and are tempted to buy something because it’s trending.

    Overall, the sale value for the buyer would be higher — a combination of discount purchases and the excitement of owning something on the edge of what’s trending. For the store, it means a better profit margin.

    In this case, the higher bids are placed on new arrivals that have better margins then on-sale products, which might receive lower bids or be advertised on a landing page for the new arrivals.

    Conclusion

    Just like deciding the order in which to present your products in a brick and mortar store, Google Shopping campaign success requires businesses to identify the right products by attributes. You’ll want to bank on this priority list to create your Google Shopping campaigns, so that you’re able to draw the right audience and receive the best profit return on ad spend.

    Though each business and industry is different, there are some common parameters for choosing the right structure for your Google Shopping campaigns: what’s new, what’s selling well, what’s in demand, what’s easy to procure, and what’s easiest to ship.

    Together, they can help you identify where your marketing dollars will yield the best results.

    How to See the New Queries That Now Trigger Your Ad

    In the past few weeks, search behavior – much like the rest of the world – has turned upside down in an unexpected and unprecedented manner. Whereas airlines might have normally seen a lot of searches related to flights for summer vacations, now they’re seeing entirely new search terms related to cancelations and COVID-19.

    With the influx of never-before seen queries, we added a new Rule Engine strategy (recipe) to help you stay on top of things. It finds queries (search terms) that had no impressions 2 weeks ago, but which have had impressions in the past week. These are considered ‘new queries’ for your account. By reviewing them periodically, you can see if shifts in user behavior are impacting your account negatively with an influx of searches you’d rather not pay for.

    This new strategy is also rather important given that exact match keywords can now be expanded by Google to include searches with a similar meaning. We don’t know exactly how Google defines ‘same meaning’ so it’s more important than ever to monitor search terms for your account.

    It’s easy for our customers with access to Rule Engine to try this new strategy.

    Step 1: Go to Rule Engine and add a new Instant Recipe

    Step 2: Preview results for the ‘New Search Queries’ recipe

    Step 3: Look at the new search queries for your account.

    Step 4: Customize the results by setting a different impression threshold.

    Google Responsive Search Ads – What You Really NEED to Know

    Google throws a lot of great stuff at those of us fortunate enough to work in PPC. Much of it makes sense right out of the chute. Some others? Maybe not so much, but you might be missing some great opportunity if you’re not paying close enough attention. 

    Take, for example, the often-overlooked Responsive Search Ads that hit the market a little over a year ago. Since that time, many PPC pros have struggled to figure out how best to incorporate these little gems in their PPC toolkit. Too often, RSAs are misunderstood and the opportunity remains untapped. 

    RSA 101: What you need to know

    The Optmyzr team sees great value in RSAs and we’ve further simplified making them part of your ongoing PPC strategy. We also realize they’re a bit confusing on the surface, so let’s get back to the starting block with RSAs.

    Responsive Search Ads simplify creation of multiple ad variations, tapping advanced machine learning to show the most relevant ad to every user who may be looking for what you or your client have to offer. The PPC pro can craft 15 different headlines along with four separate descriptions. Google then serves up a combination of the various ad components to create copy designed to be most relevant to searchers for that particular auction.

    We’re talking real-time ad optimization, which can be a really powerful resource. 

    Why use RSAs

    PPC pros can spend an inordinate amount of time crafting ad copy. It’s tedious, challenging, and often not prioritized in the PPC workflow. And let’s face it – many PPC pros are more analytically inclined and not necessarily among the F. Scott Fitzgeralds of marketing copy writers. (See my latest Search Engine Land post on Responsive Search Ads, particularly the second section.)

    Even for those PPC pros gifted at writing copy, the harsh reality is that every person doing searches on the big engines responds to different value propositions, calls to action, and the other words that make up a text ad. It’s impossible to write every possible ad variation, and even if you could master that feat, there’s no way to correctly target each variation to the right user. 

    Here’s where machine learning comes into play – specifically with RSAs. Google’s Quality Score (QS) pretty much drives everything, controlling when an ad is shown for a query. The ad must be relevant enough in wording and substance with a high probability of getting the click for the machines to decide to show it.

    The complexity behind QS makes it virtually impossible for a person to write ads that will work equally well for all search scenarios. So much hinges on numerous factors – the device being used, time of day, location, the searcher’s demographics, previous interactions with the seller (remember…remarketing also comes into play).  Approaching this manually will lead to missed opportunities. 

    Any particular ad may have a QS too low to qualify for a particular search. Doesn’t matter if the offer is great. A static ad with strict character limitations may not adequately convey relevance of your business to the user. 

    Now the missed opportunities start to become a little more evident. 

    With RSAs, you make it possible for the machines to “craft” a great ad on the fly (with a little upfront work from you), giving you a much better shot at capturing valuable incremental opportunities.

    When to use RSAs

    Okay…RSAs are not the panacea for all of your search marketing challenges, but they are an often overlooked opportunity for meaningful performance improvement. Hence the reason our team set out to make it even easier to create them. 

    To co-opt an old phrase, an RSA each day will keep the PPC doctor away. You should strive to have one RSA in every ad group. Check out the video below to see a side-by-side view that shows how little time you’ll actually have to invest. 

    Side-by-side comparison – RSAs Created in Google vs Optmyzr

    If you want to see how the tool works in a bit more detail, check out our feature demo on YouTube or if you’re an Optmyzr subscriber, you can try the Responsive Search Ad Builder right now.

    Limit yourself to the one RSA per ad group, though. You may be tempted to do a second one, but instead you can optimize what you have in the group.

    When to avoid RSAs

    As mentioned earlier, RSAs are not a magic PPC wand. They won’t solve all of your challenges. Also, conversion rates against RSAs may be lower than what you are accustomed to, which is why a lot of folks in our industry may have intentionally abandoned the opportunity. Lower conversion rates may be okay, particularly if you are using Smart Bidding, such as tCPA or tROAS. Smart Bidding will account for conversion rate differences and then work to meet your stated goals. 

    Also keep in mind that RSAs are really about driving incremental traffic. A lower conversion rate on RSAs doesn’t necessarily mean you’re losing conversions. Google still can show your manual ads if they are performing better and they have a better QS (this is why we want to have both expanded text ads and an RSA in each ad group). 

    Let the machines learn!

    RSAs are right in the sweet spot of machine learning within PPC. But for the machines to learn, you need to give them a little time and space to explore. Resist the urge to pin ad components when you don’t have to. Allow time for a test. It’s essential to feed the machine good variable element ad components. The machines are not coming up with new ad text on their own. They use the creative elements YOU provide, which means the machines can only be as successful as you’ve set them up to be.  

    The Optmyzr Ad Text Optimization tool helps you discover creative elements for your account that have performed well over time. Study the valuable information that Optmyzr serves up. The historic view into performance can be a powerful tool to inform your future creative and how you set up manual ads and variables for RSAs. 

    It sort of goes without saying, but deploying the proven winners across your ads gives you a better chance at success. 

    3 Shopping Tools & Smart Bidding Tips to CRUSH Holiday Sales

    Black Friday. Cyber Monday. After-hours convenience. Price. Easy/free shipping. All are huge motivators driving people from brick-and-mortar stores to the ease and convenience of online retail. The trend lines are unmistakable. 2018 promises to be another transformational year for eCommerce at holiday time, with many experts predicting double digit increases in online holiday shopping.

    Billions of dollars will be up for grabs.

    PPC pros have an unprecedented opportunity to be real heroes this year by making sure their company wins more than its share of the shopping frenzy. Working in your favor, holiday shopping is always ripe with intent and immediacy.

    Semantics Matter

    First, let’s briefly recap the ongoing rapid evolution of the tools at our disposal. Google and Bing are both continually enhancing shopping tools to drive that high-intent searcher to conversion. They have added core automation to streamline the basics of PPC and more advanced tools such as Shopping Ads.

    Focusing specifically on the Google platform (but still keeping in mind Bing is remarkably Google’esque with PPC), we all know the greater the specificity of a person’s search, the greater the intent. “Men’s black analog diving watches” tells the Google machine a lot about the � searcher’s eagerness. Google can serve up engaging Shopping Ads featuring cool black diving watches to capture eagerness to purchase, serving product-specific ads with click-to-buy ease.

    The holiday shopper doing more casual digital window shopping, however, will offer less specific searches such as “Men’s watches” or more vague “gift ideas for dads.” While vague, that shopper likely WANTS to get into a funnel and may need just a little prodding to convert.

    In this less-specific search, Shopping Ads and Google’s Showcase Shopping Ads can create immersive and meaningful experiences for people browsing for that perfect gift. �

    If you haven’t dabbled yet with Showcase Shopping Ads, perhaps you should. They provide pre-click browsing of your products to generate purchase ideas based on more general searches. Previously, PPC pros didn’t have a lot of power to draw casual browsers into their funnel. Showcase Ads are an inexpensive option to meaningfully engage shoppers of modest intent – particularly those meandering for ideas on a mobile device.�

    Build – Optimize – Automate – Control

    While Google and Bing do a good job automating core aspects of search ads for everyday PPC practitioners, the PPC rockstar needs tools like Optmyzr to take their game to new levels. The goal is beating competitors in the second-by-second, search-by-search battle for holiday sales.

    The Optmyzr system gives you greater control and automation beyond what Google and Bing offer – and it’s all managed from a single interface. Everything from building campaigns, syncing with inventory, and managing bids to choosing your preferred mix of automation/manual intervention.

    Campaign Builder greatly simplifies and automates creation of product group and other campaign structures. Tapping data in your merchant feed, this tool helps automatically align structures by category and craft groups by brand, product type, etc. Campaign Builder’s easy-to-use interface gives you greater control and flexibility to analyze structures to refine and improve them prior to launch. It will also flag gaps in structure that could negatively impact reporting and analysis downstream. In other words, you catch the clunky, annoying misses that would otherwise create headaches or hamper insight after the fact.

    Next, let’s talk inventory. Retailers have greater opportunity to serve up ads based on _actual _inventory – you know…the stuff you have on hand and want/need to sell. Whether you sell cars or speciality holiday dresses or sporting goods, accurate inventory data fed into Optmyzr allows efficient set up and management of hundreds of potential rules and parameters to serve the right ad at the right time. Through rules and automation, you can streamline processes to serve ads based on highly specific product attributes – size, color, style, tech specs. Essentially, if you have data about the products, Optmyzr drives powerful tools to serve the ads aligned with that highly specific search.

    Finally, let’s cover bid management. This is where a third-party tool like Optmyzr layers exceptional power on top of the standard automations from the search engines.

    The day-to-day task of managing bids can be horribly time consuming, but it’s really at the heart of taking campaigns from basic to extraordinary. For those who need to manage basic modifications in bulk – such as blanket modifications across a product group, our Shopping Bidder tool allows a PPC pro to do that in minutes.

    PPC pros, however, often want/need to make decisions at a much more granular level. Shopping Attribute Bidder taps data from Google Ads and specific attributes in your merchant feed. This combination deepens the ability for PPC pros to make different bids to accommodate variations based on any number of attributes. You’ll want to read up on GrIP structures to get the most bang for your buck with Shopping Attribute Bidder.

    Finally, Optmyzr Rule Engine is an extremely powerful tool in the hands of a PPC rockstar. With this proprietary tool, it’s really quite easy to adjust bids based on deep data points, such as conversion, CPA, ROAS and others. Among the most versatile tools in the PPC toolbox, you can automate bidding structures across pre-set parameters. Big snowstorm about to hit the northeast? Bids can automatically adjust to push snow blowers or skis. July heatwave predicted in the midwest? Rule Engine can push window air conditioners in Milwaukee, Madison and Minneapolis. You can set those rules up well in advance to automate against countless eventualities.

    Conclusion

    Holiday shopping season always puts eCommerce topics to top-of-mind, so it’s always a great opportunity to talk about Shopping Ads and powerful bidding tools. Of course, we all want to capitalize on the November-December gift buying frenzy, but these tools are 12-month necessities to allow PPC pros to beat the competition.

    People are out there searching for your products/services right now. Make sure they find you before they find your competitor.

    Of course, if you want a free 14-day trial or demo, just let us know.

    Building Workflows in Optmyzr

    Optimizing your accounts with Optmyzr is pretty simple and straightforward. You get to work with performance analysis and optimization tools, reporting features and task automation, among others, while still maintaining complete control.

    We want you to make the most out of your experience with Optmyzr, and show you how you can reach your business goals through the use of our tools. And in the spirit of easing the process of getting started with your account, we’ve created a first-month checklist to guide you along all our tools and make sure you aren’t missing out on anything.

    This checklist works as a referential guideline for the first five weeks from when you link your Google Ads accounts to Optmyzr. It has different tasks for each week, starting off with recommendations that cover a more general and broad aspect of your account management, and which get more specific and advanced along the way.

    Week 0 and Week 1

    For the first two weeks, Week 0 and Week 1, you’ll be setting up alerts, analyzing your overall account and doing some simple optimizations. This will give you a great baseline for further account management. During Week 2 we’ll cover performance on networks, and by Week 3 and 4, you’ll be analyzing performance by location, optimizing ads and analyzing search queries for new keywords and negatives.

    In this checklist, the first week to be taken into consideration begins once you create your Optmyzr account, and link your existing Google Ads accounts to it. You’ll start off by setting performance alerts, to make sure you are always aware of how your money is being spent. This creates a great baseline for any further optimization, as any unwanted performance won’t go by unnoticed.

    During this initial phase, we recommend setting up automation to monitor account performance and landing pages for ads, as well as budget-related monitoring. These alerts and automations only need to be set up once, and will then on continue to work in the background.

    Week 2 and Week 3

    Moving forward, and for the upcoming week you’ll get recommendations for account analysis, and a few simple optimizations to begin with. Tools like the PPC Investigator will help you figure out how the key performance metrics on the account have changed and based on this data you can determine the optimizations you should do first.

    You can also use tools such as the Spend Projection to get insights on whether your budget is overspending or underspending, and you can then use that information through the Optimize Budgets optimizations to reallocate those budgets across campaigns.

    Week 4 and Week 5

    As the checklist moves forward, you’ll be getting recommendations that dive deeper into analyzing performances, such as by network and location. We’ll guide you along tools to optimize the search queries that drive traffic to campaigns, manage your keyword bids based on performance by the hour of the week, and set bid adjustments by device and location, among others.

    All throughout this checklist, you’ll also see some recommendations for prebuilt Account Workouts. The Account Workouts are a series of tasks that are put together to achieve a specific goal. They combine the different tools from Optmyzr in a logical order to create the right combination for optimizing your accounts.

    All in all, this 5-week checklist is a great way to get familiarized with practices you can follow with Optmyzr, and though the steps here are just our recommendations, we think it will be of great use for you and your team. If you would like a customized checklist for your team, feel free to write to support@optmyzr.com and we’ll be happy to help you.

    Google Marketing Live: Automation & AI = Smarter/Easier Google Advertising

    Google Marketing Live just wrapped up this week in San Jose, clearly laying out the path for search marketers and business owners alike. Now in its fifth year, Google Marketing Live has grown in size and sophistication. It’s essential that search marketers pay close attention to what happens at Live.

    I had the great opportunity to spend time at the epicenter of the event, alongside friends and former colleagues from my days at Google. Reconnecting with so many amazing Googlers is always an invigorating time, professionally and personally. Google upped the game with an on-site experience on par with, or better than, major network TV events, including a slick live video stream for those attending online.

    [Google Marketing Live prep][1]
    Prepping with Ali for live post-keynote analysis

    My main takeaways from Live 2018 – machine learning, AI and automation continue to be among the most powerful forces simplifying search marketing today. On the surface, search marketers could understandably fear being automated right into unemployment, but the advancements occurring in this space actually open new opportunities for advanced marketers IF they stay ahead of the game.

    Advertising that works for everyone

    Marketing Live keynoter,� Google’s SVP for Ads Sridhar Ramaswamy, cemented the theme “advertising that works for everyone” by spelling out core opportunities and challenges for businesses. Today’s reality, people want help in the moment, where they are and on their terms. Search makes it possible for them to find answers to immediate questions or needs, 1:1, no matter where they are.

    But search advertising also has to work for the advertisers. Solving problems is a two-way street. People need assistance in the moment. Advertisers can remedy those problems and drive new business for themselves. During Marketing Live, it was clear that Sridhar and the rest of the Google team continue to work toward ensuring that advertising works for everyone.

    Three critical things stood out to me during Marketing Live this week:

    I encourage you to invest 90 minutes this week to watch the entire keynote along with post-keynote analysis featuring Google experts Matt Lawson, VP of Ads Marketing, and Ali Miller, Group Product Manager for Video Ads, and me. We dug deep into the keynote to help the livestream audience get even more value out of the event. I think you’ll find it of great interest as we move through 2018 and start seeing Google’s latest innovations come to life.

    [][3]
    Google Marketing Live demo hall

    In the meantime, here are a few key takeaways that really stood out to me after spending 2+ days at the event. Context for PPC experts like you, continually adapting to a shifting playing field:

    Automation is good

    There’s no way to stop the innovation we are seeing today. Automation is not futuristic anymore. It’s here and it IS happening. Smart PPC experts (like you) see opportunity instead of threat. Automation is happening most profoundly at the solution level to eliminate tasks and process. The PPC experts who will lead in this new era are those who will invest time to stay on top of the latest innovations and learn how to put them together to create great campaigns.

    We will always need people with smarts & intellect to visualize, strategize, run tests, think through the nuances, and make amazing things happen in PPC and search overall.

    Final note: AdWords is dead

    Okay, that subhead is the storytelling equivalent to clickbait. The statement is true, though, because we all need to purge “AdWords” from our vocabulary. Sridhar talked about it during his keynote, as did other Googlers during Marketing Live. Google AdWords is now officially known more simply as “Google Ads.”

    After spending time at Google Marketing Live, it’s clear the search giant is making great strides unifying its advertising offerings as a cohesive set of channels. Google Ads becomes the umbrella for search, display, YouTube – with structure and services that allow a more integrated approach and helping advertisers become more of an assistant to the user.

    Consider the theme for this week’s event, “advertising that works for everyone.” Customers, businesses, agencies alike. We all benefit when we (PPC pros and search marketers) get it right. So immerse yourself in the new innovations from Google. Doing so will help you maintain relevance for a long time to come.

    Managing Negatives for Shopping Campaigns

    Shopping campaigns work very differently from search campaigns. The biggest difference is that, unlike search campaigns, you can’t specify the keywords that you would like to show your ads for. However, you can decide which keywords you _don’t_ want to show for, by adding negatives at the ad group and campaign level.� Usually the purpose of adding negative keywords is to cut out irrelevant traffic which helps increase profitability. However, Google does a pretty good job of not matching irrelevant queries to shopping ads. The question then is – how can negative keywords help improve performance of AdWords shopping campaigns?

    It can be done in two ways:

    Direct traffic to more profitable ad groups

    Negatives for shopping campaigns can be used to direct traffic to more profitable ad groups. When using a multi-campaign structure with different priorities, the same query can match to different ad groups. Comparing performance of the same search query across ad groups and adding it as an exact match negative to the ad group it is underperforming in will make sure that the query always matches to the more profitable ad group. By doing this you can sculpt the traffic to go to the ad group that you want.

    Remove generic non-converting queries or queries with low ROAS

    Google doesn’t match irrelevant search queries to shopping ads but it does match generic queries. For example, if you have an ad group selling ‘Adidas Running Shoes’, it can match to a query like ‘Black Shoes’ which is not irrelevant because it does refer to shoes but the search query is generic. Sometimes when campaigns have limited budget it is a good idea to concentrate on the queries that have the highest return on investment. Adding generic queries that don’t convert or have a very low ROAS as exact match negatives helps increase overall ROAS.�

    The new Shopping Negatives Tool from Optmyzr supports both the above strategies of adding negative keywords. It analyzes the search terms for shopping campaigns and recommends exact match negatives based on the these strategies.

    Duplicate Queries (Across ad groups)

    This strategy finds queries that match to more than one ad group and recommends adding the query as an exact match negative to the under performing ad group. It is like AB Testing the search query and keeping it in the best performing ad group.

    Low Performing Queries (within ad groups)

    This strategy finds queries that are not performing well within an ad group. They may have a lower ROAS than the ad group average or a much higher cost/conversion. If you’re on a limited budget, these queries can be added as exact match negatives to the ad group to reduce cost.

    You have the option of clicking on the query and seeing exactly why the system is recommending adding it as a negative keyword. Also, the confidence level says how confident the system is when making the recommendation.

    Watch this video to find out more.� � � Try the Shopping Negatives Tool here.

    Optmyzr Express: Crank Out Top Optimizations Over Your First Cup of Coffee

    As marketers, we all know that running successful PPC campaigns requires agility and speed when making crucial optimizations. You’ve likely noticed a new option within the Optmyzr PPC Management System – Optmyzr Express. This is our latest automated offering that suggests� the most important optimization opportunities across your campaigns.� We created Optmyzr Express to bring one-click simplicity to help PPC pros take immediate action on top opportunities for campaign optimizations.�

    Available immediately to all users of the full Optmyzr PPC Campaign Management Suite, Optmyzr Express is designed to help simplify and automate the top up-to-the-minute opportunities. The user can simply click to accept an automated optimization suggestion or they can access an intuitive dashboard to customize or modify suggested changes from a single screen.

    The Express offering augments the full Optmyzr software system. Designed to allow you to crank out the top optimizations fast – perhaps over your first cup of coffee in the morning – Optmyzr Express will allow you to blast through those “quick-hit” opportunities right away. It allows you to then allocate more of your valuable time digging deep into advanced functionality within the suite to be more strategic overall.

    Think about those fast opportunities we all seek for rapid optimization: from pausing� low performing ads or adding new keywords to quick fixes for Quality Score and high performing keywords and more. Optmyzr Express facilitates smart, on-the-go campaign adjustments and creates a workflow for continuous improvement.

    Initial user feedback has been excellent and has validated that Optmyzr Express is a real time-saver. It delivers fast insight, agility and power, which encourages more frequent optimizations. PPC pros have told us they want a workflow that helps them make immediate changes for the most pressing opportunities, while retaining the full suite functionality for deep dives into campaign performance improvement. Through client feedback, we also know that a workflow that appears similar to a high value to-do list across multiple accounts allows for greater efficiency for in-house and agency teams alike.�

    Other key features:

    We have more information available in a news release� we just posted to announce Optmyzr Express. You can also see a quick overview in our new YouTube video.

    Give Optmyzr Express a try and let us know your thoughts.

     

    How to Bid By Weather and Other Offline Data

    We hosted a webinar to show how the Rule Engine can be used to automate bid management based on external data like sales tracked in a CRM, weather conditions, and conversion types.

    You can watch the replay of that webinar here:

    Map AdWords Entities to External Data

    A key requirement for using external data is that we must be able to map it to an AdWords entity like a campaign, ad group, keyword, or product group. We do this by looking at the ID and name fields of every row in the spreadsheet.

    A spreadsheet with weather data for AdWords campaigns

    For example, to be able to use campaign-level weather data, the spreadsheet must contain either the campaign name or the campaign ID on the row that has the weather data like temperature and cloud levels.

    Resources to Get Started

    To help you get started with the examples shown in the webinar, here are a few resources that help with the creation of the external data:

    1. A script that puts conversion type data in a spreadsheet for the Rule Engine
    2. A spreadsheet that pulls weather data from an API and refreshes it on a schedule

    If you’re a customer and need help with this in your Optmyzr account, our support team is happy to assist!

    How the Rule Engine Makes PPC Management Easier

    We’ve recently made numerous enhancements to the Rule Engine so we organized two webinars to show how it can be used to address a variety of use cases.

     

    Optmyzr Rule Engine example
    Optmyzr’s Rule Engine is used in this example to automatically raise and lower bids depending on current weather conditions in the targeted locations.

    You can now watch the first Rule Engine webinar where I covered:

     

     

    We’re following up this introductory webinar with an advanced one.

    Advanced Rule Engine Examples

    In this webinar� I’ll show more advanced use cases for the Rule Engine:

    Please join me� for this live 30-minute webinar and Q&A on Thursday, March 29nd at 9am PT, 12 noon ET, 18:00 CET.

    Claim your spot for the second Rule Engine webinar

    Finally An Easy Way To Create & Manage SKAGs

    Single keyword ad groups—or SKAGs—are an AdWords strategy that puts one keyword in each of your campaign’s ad groups. SKAGs give PPC marketers more control over raising click-through rates, managing bids, and achieving high Quality Scores.

    Yet many AdWords accounts are built to match a company’s website structure with as many as 20 keywords per ad group. Why aren’t SKAGs more mainstream? Google doesn’t expressly advocate them, so it’s not a strategy people encounter when they first learn AdWords. In fact, the 20 keyword per ad group guidance comes from Google itself.

    That advice can point new PPC marketers in a direction that denies them the benefits of single keyword ad groups. In this post, we’ll lay out those benefits and the fastest way to build SKAGs we developed here at Optmyzr.

    Main Advantages of Single Keyword Ad Groups

    1. Higher CTRs
    2. Better Quality Scores.
    3. Easier bid management.
    4. Higher rankings, lower costs.

    Let’s look more closely at how SKAGs create each benefit.

    1. Click-Through Rates

    We know ads matching search queries are more likely to earn the clicks that drive PPC performance. Multi-keyword ad groups make that alignment less likely because one ad can show for multiple keywords. The more that happens, the more clicks you risk losing by having less relevant ads. A single-keyword ad group structure ensures you serve ads precisely matching what a searcher wants to find, especially when using SKAGs and exact match, making your ad more relevant and more likely to get clicks.

    2. Quality Scores

    Quality Score is Google’s way of showing how well your ad performs in the AdWords auction. Quality Scores are based on your landing page experience, how relevant your ad is, and how likely it is to earn clicks. SKAGs directly make ads more relevant to keywords, which in turn gives them a higher expected click-through rate. Both signals tell AdWords you’ve got a great ad that deserves a higher Quality Score.

    3. Bid management

    AdWords lets us adjust bids based on demographics and user behavior at the _ad group_ level, which is an important part of optimizing campaigns. But we can’t adjust bids for those factors at the _keyword _level. Enter single keyword ad groups. Adjusting for demographics and behavior in SKAGs become a keyword-based bid adjustment when there’s only one keyword in the ad group.

    4. Rankings, Costs

    Each of these advantages—higher CTRs, better Quality Scores, more granular control—combine to earn higher ad placements and lower costs. Single-keyword ad groups are the best way to achieve all three at once and give your PPC campaign a leg up on competitors running less sophisticated campaigns.

    Setting Up SKAGs The Easy Way

    If single-keyword ad groups are so great, why don’t more people use them? Most PPC marketers say they don’t have the time to create individual ad groups for campaigns with hundreds or thousands of keywords. The usual advice is to build them incrementally across your account. But that takes time—time that your ads aren’t reaching their max potential.

    The easiest way to set up single-keyword ad groups is with the Keyword Lasso tool in Optmyzr. The Keyword Lasso automatically finds new keywords and implements them in a single-keyword ad group structure.

    Step 1: Select the campaigns and date range you’d like the lasso to analyze. You can enable the Turbo Mode to remove the data threshold and see all the search terms that received traffic, even if some of them don’t have enough data for our system to identify them as statistically relevant.

    Step 2: Define the strategy you’ll want to get recommendations on, and how the tool will filter the suggested keywords. You can choose to see recommendations based on search terms with the highest CTR, most conversions, or a custom metric like impression threshold or cost. You can also choose to see the top suggestions based on Optmyzr’s algorithm.

     

    Step 3: Select the metrics you want to view in the Keyword Lasso report or search for specific suggestions if you have a high number of recommendations.

    Step 4: Select the recommended keywords you want to create SKAGs for and pick their match type. Note that you can add the same keyword in multiple match types, and each match type will get its own ad group. You can also choose to add the suggestions as negative keywords.

    Step 5: Select “Create SKAG” and choose campaign to put the SKAG in. You’ll be prompted to create an ad group name template, we suggest naming the ad groups by their keyword for simplicity. After hitting the “Apply” button, your recommended search terms are now uploaded as SKAGs!

    Now that your SKAGs are live, you can run other One-Click Optimizations such as bid adjustments or A/B testing across your search, display and shopping campaigns.

    Working with other structures

    I’m a fan of the alpha-beta campaign structure coined by David Rodnitzky. The alpha-beta methodology uses broad match to discover top-performing keywords (the beta) and exact match campaigns to leverage them for maximum performance (the alpha). Alpha-beta and SKAG structures don’t compete with each other. In fact, SKAGs are a great strategy to implement within your alpha-beta campaigns.

    Alpha-beta is a great way to gain insight on daily performance changes and optimize budget toward the alpha campaigns that generate conversions. Single-keyword ad groups work great in the alpha-beta structure because they isolate ad group and keyword performance. Often times, with multi-keyword ad groups, decisions are made at the ad group level without a clear understanding of what ads perform best with what keywords. SKAGs inject that clarity into the alpha-beta approach.

    Wait…what about testing?

    Testing is a vital part of AdWords success no matter how you structure your accounts. Having multiple ads to a/b test within an ad group won’t disrupt your SKAG strategy. It offers the same benefits a/b testing would offer if you had multiple keywords in one ad group.

    The alignment between ads and keywords opens up other testing possibilities. We mentioned earlier that SKAGs let you make defacto keyword-level bid modifications for devices and locations. Both options can be tested with SKAGs, so you not only do the modification but test how they perform at the keyword level.

    For PPC marketers starting a new paid search account, or looking to take their existing account to the next level, single-keyword ad groups offer a great path to success. They make it possible to achieve better alignment between ads and search queries, leading to higher Quality Scores and more opportunities to test and optimize.

    Get Hourly Bid Adjustment Recommendations for AdWords Campaigns

    The Hour of the Week tool is an incredibly helpful way of visualizing the times and days of the week where your AdWords campaigns perform better. You can manage your bids based on which time slots have the best performance, and avoid wasting budget unnecessarily on those hours of the day when the return on investment is low.

    After all, information is the key to success, right?

    But wouldn’t it be great if you could not only see the information displayed, but also get recommendations based on your AdWords performance, and make a greatly useful task even easier? Well, luckily, we’re all about smooth efficiency! And that’s where the New Hour of the Week Bidder comes into place.

    Our latest update to the Hour of the Week Bid Adjustment includes time-based bid adjustments based on your AdWords KPIs. The tool uses intelligence to tailor bid adjustment suggestions based on your goals. The recommendations are based on historical performance and estimated potential.

    With the New Hour of the Week Bidder, you can:

  • Choose a goal that works for your business. Whether its increasing conversions, reducing cost per conversions or increasing traffic, we’ve got you covered!
  • Get bid adjustment recommendations based on historical analysis and expected performance, as well as seeing estimated change in traffic and conversions.
  • Performance and opportunity analysis for individual day parts, which will also allow you to edit day parts.
  • A small step for your bids, a giant leap for your budget!

    The tool is currently in Beta and is exclusively accessible on this link. For a quick tour on how it works, watch this short video or, read this user guide.

    Restructure Google Shopping Campaigns

    Optmyzr has a new tool that will make it easy to restructure existing shopping campaigns to improve performance.

    Create GRIP Structure Tool

    In shopping campaigns, the product group is the level at which you can set bids. A product group can have any number of products. Having a granular shopping campaign structure lets you set a bid for each product individually. This is important because different products have different prices and having the same bid for all products may not result in high ROAS. For example, if you’re selling shoes and you choose to split campaigns by Category 0->Category 1->Product Type 0, you could end up with a structure where the last level has different types of shoes like running shoes, walking shoes. In this case you could end up bidding the same $2 for a pair of shoes that costs $100 and another that costs $250. To make sure you can bid relative to how each product performs, it is important to have a structure where there is one product or item in each product group. This is the GRIP (GRoup of Individual Products) structure.

    How can you achieve the GRIP structure without spending hours in your AdWords account? The Shopping Campaign Builder lets you create the GRIP structure for new campaigns. You can specify the high level split, the tool will pull the data from your feed, put it into the defined structure and you can upload it to AdWords with a single click. For existing shopping campaigns that already have performance data, you can either spend hours creating this structure in AdWords or use the new Create GRIP structure tool from Optmyzr. This lets you restructure existing shopping campaigns to have the GRIP (groups of individual products) structure.

    How does it work?

    The tool detects the last level at which an ad group is split and splits it one level further at the item id level. This enables you to have one product group per item id while preserving the historical data associated with the ad group. Once you have this structure you can use the Shopping Attribute Bidder to aggregate data by any attribute in the feed.

    Benefits of using the tool

    This tool is currently in beta and is available in the Pro subscription plan on Optmyzr.

    Use the Rule Engine to Do That Optimization You Always Dreamed About, But Never Had Time For

    Some PPC tools simply slap a different UI on existing capabilities from the engines but at Optmyzr, we try hard to build functionality that doesn’t simply repackage what’s already available for free. Our focus is on making it really easy to do some things that would take a lot of time to do in the AdWords interface or the AdWords Editor.

    Our Rule Engine is an example of a specialty tool that makes it easy to do things that would otherwise be too time-consuming. Let me give you an example of one really cool custom optimization you can set up with our Rule Engine.

    Pause keywords that are expensive relative to the campaign they are in

    Everyone wants to fix expensive keywords. But what does it mean for a keyword to be ‘expensive’? A brand keyword should probably be a lot cheaper than a non-brand keyword but does that mean that all brand keywords are cheap, and non-brand keywords are expensive? Of course not! We should determine ‘expensiveness’ based on what type of keyword it is. And one of the easiest ways to know the type of keyword is by looking at the campaign it’s in.

    So one way to find ‘expensive’ keywords is to look for ones whose average costs are much higher than for other keywords in the same campaign.

    Now try doing that quickly in AdWords…

    You could try an Automated Rule, but as you can see in the screenshot, the metrics we have access to in AdWords Automated Rules are those from the entity we’re acting on. So if we’re trying to pause expensive keywords, we can only use keyword data to make that determination and we don’t have access to campaign data for that keyword.

    Then consider that you might want to change your definition of ‘expensive’ over time. The first few times you run this analysis you might look for big outliers, say keywords that are at least twice the expected cost. But as you run the rule more frequently, you may want to include keywords that are just 30% more expensive. This means you need to be able to write an equation to do the analysis. Automated Rules have no formula builders, you can only do simple comparisons.

    Since an Automated Rule won’t work, what about just using the AdWords interface? You could certainly do it and the process would look roughly as follows:

    1. Download the keyword report
    2. Download the campaign report
    3. Combine the 2 in a spreadsheet by using VLOOKUP to bring the campaign data next to the keyword data
    4. Write a formula to find outlier keywords
    5. Write a formula to set a new bid or status for the outliers
    6. Upload the new bids back into AdWords through Editor or Bulk Uploads

    It’s doable but unless you can automate this, you probably won’t do it as often as you’d like.

    I personally once did an optimization that took 27 separate reports: a combination of different lookback windows, different levels of the account, and some extra reports to get conversions broken down by type.

    We built the Rule Engine because we never want you to have to go through the pain I went through to do this monster of an optimization. Here’s what building a rule looks like:

    What the screenshot shows is the finished rule. We’ve already prebuilt this as a recipe so anyone can copy it into their account in seconds. But if you want to modify it or write a rule from scratch, that’s easy too. Here’s what our screen for editing a condition looks like:

    Simply click on one side of the equation and pick a metric or write a custom formula. You can choose whether the metric is for the keyword, its parent ad group or campaign, or the account. You can also choose if the metrics should be for just one segment, like a particular device type.

    More Optimizations That Are Much Easier in Optmyzr

    Here are a few more optimizations that are really easy in Optmyzr compared to doing them in AdWords:

    There’s so much more you can do with the Rule Engine so hopefully I’ve given you a taste of its power and you’ll start to experiment with it for your own optimizations. I’d love to hear how you have used the Rule Engine to do an amazing optimization in a fraction of the time it would have taken in AdWords.

    And if you don’t have access to the Rule Engine (a Pro-plan feature), contact our support team so we can set you up with a free trial.

    Manage Shopping Ads More Efficiently

    Today you will see some new tools for managing Shopping Ads in Optmyzr’s One-Click Optimizations™ menu. These new and updated tools help e-commerce advertisers manage every aspect of advertising an e-commerce business on Google AdWords. Both the setup and management of shopping ads are made more efficient so that you can get better results with less effort.

     

    The following tools are part of our updated Shopping Ads management suite:

     

    Shopping Campaign Builder

    You specify how you want your products to be segmented in AdWords. Our tool automatically builds out the associated structure, handling the creation of thousands of very granular ad groups and product groups.

    This tool speeds up the creation of well-structured shopping campaigns, making it possible to conduct A/B tests and experiment with different structures. Without the Campaign Builder tool, a merchant selling ten brands, and products in ten categories and ten subcategories would have to load 1,000 pages in AdWords to create the same structure that can be set up with Optmyzr in just six clicks.

    Video Tutorial� | Try now� | Read more

    Shopping Campaign Builder.png

    Shopping Campaign Refresher

    To achieve the best return-on-ad-spend (ROAS), you have to set the right bids for all products you advertise with Google Shopping ads. This level of bid control requires that product groups in AdWords correctly reflect the range of goods you sell. Because ad groups in AdWords don’t automatically get updated based on changes in the merchant feed, Optmyzr has created this tool to make it easier for you to sync a store’s inventory with AdWords.

    In AdWords, product groups are created based on a snapshot of the data in a product feed. Because this data changes dynamically based on inventory, the AdWords structure can quickly become out of sync. Catching mismatches between what is sold and what is managed in AdWords is time-consuming, manual, and often overlooked by advertisers. Accounts whose bids are poorly managed due to the complexity of maintaining a correct structure can suffer from decreases in ROAS.

    Optmyzr’s Shopping Campaign Refresher analyzes the AdWords Shopping campaign to determine its structure and compares this with the data in the Merchant Center feed to provide an automated optimization proposal that corrects any mismatches.

    Video Tutorial� | Try Now� | Read more

    Shopping Campaign Refresher.png

    Bid Management for Shopping Ads

    Optmyzr now provides three ways to manage CPC bids for product groups.

    Bid by Rules (Rule Engine)

    Complex bidding logic can be automated with our Rule Engine. The Rule Engine can combine data from different entities, and date ranges with data maintained in Google Sheets. The data can be used to create a series of if-then-else statements, giving you the complete flexibility to create advanced bidding logic.

    We have provided default rules for managing bids based on ROAS and CPA, and you can enhance these rules with your own insights about your company and industry.

    Video tutorial� | Try now� | Read more

    Rule Engine.png

    Bid by Product Group (Shopping Bidder)

    Quickly identify product groups that meet basic profitability criteria and apply bid changes in bulk with this tool. When there isn’t enough data to make bid management decisions, the tool can help reach the required data levels by aggregating metrics based on commonalities between products. For example, advertisers who have structured product groups by brand could use brand-level metrics to make bid changes for items where data sparsity is an issue.

    Video tutorial� | Try now� | Read more

    Shopping Bidder.png

    Bid by Attribute (Shopping Attribute Bidder)

    The most powerful way to bid for Shopping Ads is with the new Shopping Attribute Bidder. Regardless of the structure in AdWords, you can view shopping performance by any attribute of your merchant center feed (even by color or size). If product groups are divided by item id, you can act on insights by updating bids from the same page where you got the insight.

    For example, a shoe retailer can get instant insights into what size shoe has the best ROI. They could further refine their analysis by analyzing a combination of multiple attributes, like shoe size and color.

    What makes Optmyzr’s tool unique is that insights can be turned into intelligent optimizations unlike in AdWords where the analysis and bid changes happen in separate places, and where they are limited by the way an account is structured.

    Video Tutorial� | Try Now� | Read more

    Shopping Attribute Bidder.png

    Bid Adjustments

    Optmyzr’s tools for optimizing bid adjustments for dayparting, device, and geography� are all compatible with Shopping Campaigns.

    Budget Pacing

    Our Enhanced Scripts™ for reaching a target budget� without exceeding it are compatible with Shopping campaigns as well as many other campaign types.

    The Lifecycle of a Shopping Ad

    We covered the three stages of managing Shopping ads� in a recent blog post. Whether you need to build, update, or optimize shopping ads, Optmyzr now makes that easier than ever.

    If you’re relatively new to managing shopping ads, you might enjoy our 3-part series on SearchEngineLand. Part 1, part 2, part 3. Many of the concepts have evolved but this series of articles lays out many of the basics you should understand before you can become proficient in managing shopping ads.

    We hope you’ll try out our new and updated tools and let us know how we can help make your shopping ads even more successful.

    Four Ways to Manage Your AdWords Search Queries

    It doesn’t matter how long you’ve been running search campaigns. One thing that never goes away is search query management. Your search query or search terms report will continue to require attention because the way people search is constantly changing.� It is important to manage search queries because it directly impacts� return on investment (ROI). When managing search queries the two basic things to keep in mind are making sure that your ads are showing up for the right search queries and conveying the right message.

    Analyze search terms to find the good, bad and ugly

    The Search Terms Report from AdWords is useful to understand what your customers are looking for, but it can take time to go through all the information and leverage the huge� amount of data available.� You need to filter the information and identify what is relevant to your ads and campaigns to separate search terms with high potential (to add them to your keyword list) from the ones that aren’t relevant to your business (to add them as negative keywords). Adding good� search terms as keywords is the best way to ensure you will be bidding on the right keywords and won’t be� spending money showing your ad to people who aren’t interested in it.

    We have a couple of tools that can help you make the task much easier.

    #1 Add relevant search terms as keywords – Keyword Lasso

    One question that comes up often is – Why should I add search terms as keywords if my� ad is already showing for them? The answer – To manage bids and to control the messaging. If you don’t want to spend time going through lots of queries, you can use the Keyword Lasso to focus specifically on converting or high performing search terms.� This One-Click Optimization™ will help you save time by suggesting only search terms that have a good conversion rate or clickthrough rate (CTR), allowing you to add them as keywords in any match type with a single click. One of the most popular features of this optimization is the ability to create SKAGs (Single Keyword Ad Groups) that helps you upload multiple keywords in new ad groups in one go. You can read more about the SKAG feature here. Also, within the same tool, you can add queries that are irrelevant or not performing well as negatives at the ad group or campaign level.

    #2 Remove irrelevant traffic by adding negatives – Negative Keyword Finder

    With this optimization, you can quickly add negative keywords across your campaigns through shared negative lists. It finds words and phrases� that may be irrelevant at the account level. It analyzes� individual words that are part of search queries and� are not performing well. It also shows you phrases that the individual� words were part of in case you want to add them as negative phrase match. It also does a relevance analysis to determine if you intended to target those words before showing them in the list.

    This analysis tool helps you find queries that are getting the most clicks or have the highest cost but with a different approach: by showing you individual words.
    You can have several long tail search terms that individually have few� clicks, but sometimes there is a word that frequently appears among them, and if you were to aggregate data� for the queries that include this word you can identify trends. That is why the search terms word cloud� displays individual words with a large aggregate volume at account or campaign level.� After evaluating the single word, you can choose to add it to your keyword list or update your current ads with it. In other cases, if you find that it is irrelevant, you might want to add it as a negative keyword. It is also a great way to find new themes for ad groups. For example, if you’re a travel agency and you start seeing 2018 appearing often in the list, it means that people have started making travel plans for next year and it is a good idea to create ad groups to capture that traffic.

    #4 Show the right ads� – Traffic Sculptor

    Sometimes, AdWords� can show your ad even if it is not the match for the query because it prefers to broad or phrase match the query to a keyword with a higher rank. To prevent this from happening, this optimization finds search terms that are already present as keywords in your account but wrongly matched to other keywords. Then it recommends adding them as negatives (in other ad groups) to force Google to show the ad that was meant to show with the search term. This will guarantee that you are matching the most relevant� ad to the query each time. You can read more about how the Traffic Sculptor works here.

    Want to try these tools? Log in to your Optmyzr account or, start a 14-day free trial 🙂

     

    Revamp your AdWords reports with these new features!

    It’s time to revamp your PPC reports with these cool new features from Optmyzr.

    #1 New Chart Types – More Visualizations

    We’ve added many new chart types that you can use in reports. These include doughnut charts, bar charts and area charts. You’ll find these options in the� chart widgets in the report designer.

    #2 New Widgets – More Data

    Optimization History Widget

    Include a summary of changes made through Optmyzr in your reports. You can include details like how many new keywords were added, how many bids were changed, and how many ad schedules were created. This widget also lets you show how much data you analyzed before applying optimizations.

    Audit Widgets

    Quickly find optimization opportunities at the ad group and campaign level. You can find campaigns with no sitelinks, few negative keywords or ad groups with too many keywords. For example: You can get a list of� ad groups that don’t have enough Expanded Text Ads.

    Ad Extensions Widget

    Now you can include performance data for ad extensions like sitelinks, call extensions, app extensions and review extensions in reports.

    #3 Report Themes, KPI Icons & More

     

     

     

     

    #4 – New Report Templates

    We have a brand new Annual Report that you can use to instantly generate a year-end review. Go ahead and customize it or share it as is with your stakeholders to show them how awesome you are at PPC 🙂 Pro Tip: Duplicate the template and change the date range to last month to create a monthly report 🙂�

    How Optmyzr Helps With Migration and Management of Expanded Text Ads

    In February 2017, AdWords will no longer allow advertisers to submit or edit legacy text ads. Optmyzr added support for� Expanded Text Ads (ETAs) when they were first announced by Google. Here’s a quick roundup of some of our tools that help manage ETAs, and for those who are still in the process of migrating to the new format, some tools that can help with that as well.

    A/B Testing for Ads

    Our A/B ad testing tool works with several ad formats, including image ads, dynamic search ads (DSAs), call-only ads, and of course text ads. During the transition from legacy ads to ETAs, both ad formats can coexist in an account and the decision of when to remove the legacy ad is an important one because it’s an irreversible decision.

    In a post on Search Engine Land about the final days before we can only create Expanded Text Ads, this sentiment is echoed by Uma Mange, search strategist for Adobe Document Cloud, who says “Don’t discard existing text ads with high quality scores, conversion rates and CTR. They are still valuable to review, gather learnings, and utilize in the expanded ads.”

    To help with the decision of when to shut off the legacy ad, we added a mode to the tool that compares legacy ads to ETAs. Only when the ETA is the winning ad based on CTR, conversion rate, or a combination of these two: conversions per impression, should the legacy ad be removed.

    In a roundup of expert tips for migrating to ETAs done by KlientBoost, Amy Bishop, Director of Digital Marketing & Marketing Technology at ZirMed says� “My favorite tip is to look at conversions per impression, versus relying solely on click through rate or conversion rate.”

    [][4]
    Optmyzr’s A/B Testing for Ads optimization can compare the performance of a wide variety of ad formats, including legacy ads and expanded text ads.

    Ad Creation in the A/B Testing Tool

    ETAs are no different from legacy ads in that they should be frequently tested in an attempt to come up with a better performing variation. The A/B testing tool for ads makes it easy to make a new ad that uses the best ad as the starting point, and it even suggests different variations of text for each of the ad text components. It makes these suggestions by analyzing frequently used text fragments and showing the ones that had the best CTR within a campaign. Making new ads this way is a simple process of clicking the text you want to try for each component of the ad and turning it live with this One-Click Optimization™.

    [][5]
    Create new expanded text ads quickly in the A/B Testing for Ads tool which shows the best performing ad text elements for each part of the ad. Simply click the variation you want to try to create a new ad.

    Ad Template Report

    For advertisers who prefer to analyze ad performance using their own methodology, we have an Enhanced Script™ that can generate the needed reports automatically. It looks for commonly used variations of each component and combinations of ad text and aggregates the metrics on a Google Spreadsheet. Armed with the data in this spreadsheet, it becomes very easy to create new ad variants that should perform well.

    This script will continue to include reports from legacy ads until Google removes legacy ads from the system. That way, you can still leverage historical data from before ETAs to help with the transition to the new format.

    [][6]
    The Ad Template Report is an AdWords Script that automatically aggregates data from when you use the same ad text across many ad groups. By combining the results, it’s easier to see trends and patterns in your account.

    In the post on KlientBoost, Brad Geddes, founder of AdAlysis says “test across ad groups with multi-ad group testing techniques. This type of pattern testing can give you great consumer insights across entire segments of your account that you can use within PPC or many other aspects of your marketing.” Our Ad Template Report is a great way to get the data for this type of analysis.

    Generate� Text Ad Bulksheets

    This script� is handy for a few use cases like ensuring you have enough ad text variations running in all your ad groups, updating ads in bulk to reflect a new promotion or a new marketing tagline, or transitioning from legacy ads to ETAs. Google made its own AdWords Script to help with the transition but they don’t give advertisers a lot of flexibility about how to construct new ads. They assume the ad with the best CTR is considered the “best ad” and they also assume that nobody has used longer headlines before and so they split a legacy ad into headline 1 and description. Headline 2 is left blank, even in cases where advertisers had written their ads with the intent to have the legacy headline combined with the legacy description 1 field to form a long headline.

    Our script lets you decide what metric to use to find the “best” current ad, and we even include some custom choices like the ad with the highest percentage of conversions within the ad group, or a custom metric that you define.� You can then take the text from the best legacy ad and copy-and-paste it� into the new fields for ETAs and upload the results to AdWords using AdWords Editor or Bulk Uploads.

    [][8]
    Create a custom bulksheet for migrating to expanded text ads with Optmyzr’s Enhanced Scripts™. The spreadsheet will be prefilled with data from the best performing legacy ads, making it quick to transition to the new format.

    Ad Group Audit Widgets in Reports

    Our report builder� has a new widget to help with audits. One of the many ways to use it is to show ad groups with fewer than 1 ETA. The widget will indicate what percentage of the account has not been upgraded and show the highest priority ones to work on based on highest cost, most clicks, or another metric of your choice. Down the line you could of course also use it to find ad groups that aren’t doing enough A/B tests by looking for those with fewer than 2 ETAs.

    [][10]
    Audit widgets in Optmyzr’s PPC reports can be used to find ad groups and campaigns with structural issues, like those that don’t have enough expanded text ad tests in progress.

    Set Geo Bid Adjustments – Improve ROI

    Optmyzr_-_Geo_HeatMap - blog

    When you set up an AdWords campaign you choose the locations you want to target based on where your prospective customers are located. However, it is not enough to just target locations� especially when campaign� targeting is set up at the country level. One way to make sure you’re optimizing campaigns for better ROI is to identify high performing and underperforming locations and setting bid adjustments for those.

    For example, if you’re targeting the United States as a country, you’ll receive traffic from different states. California and Alaska may have completely different performance metrics but under the current structure you’re probably managing them in the same manner. This is why it is important to use geo bid adjustments to manage bids or if you want more granular control over budget, you can split them out into separate campaigns as well.

    Setting bid adjustments for locations

    Performance data at the country, city and region level is available in AdWords under the dimensions tab. However, taking that data and making it actionable can take hours. This is where the Geo Bid Adjustment One-Click Optimization™ can help. This optimization lets you see data at the country, region, city and postal code � level. You can analyze performance, add locations as targets and set bid adjustments in a few minutes. This process can be done for multiple campaigns at the same time. In AdWords, it will� take 3-4 steps to do this for each campaign. When you have to do it for multiple campaigns,� you can easily spend a few hours doing it.

    Optmyzr_-_Geo_Bid_Modifier - Screenshot

    Why use the Geo Bid Adjustment One-Click Optimization™?

    **View geographic performance at any level (country, city, region).**� For example, if California is added as a target location, you can choose to view data at the city level and see how campaigns are� performing across different cities like San Francisco, Los Angeles etc.

    Automatically calculate bid adjustments based on goals. You can enter the target goal value for the account or campaign and the system will automatically recommend bid adjustments based on performance.

    Set bid adjustments for locations that are not added as targets. If you choose to add a bid adjustment for a location that you’re not targeting, the system will automatically add it as a target location and set the bid adjustment.

    Use aggregate data to set bid adjustments for campaigns that don’t have enough data. You can use the overall performance of a location to set � geo bid adjustments for campaigns that don’t have enough data to make a decision.

    Watch a demo video | Try the Geo Bid Adjustment optimization

    Pro Dashboard for Google AdWords and Analytics

    We recently launched a more powerful version of the Optmyzr MCC dashboard. What makes this dashboard so powerful is that it lets you:

    **View and compare goal data from Google Analytics along with data from AdWords
    ** You can link your Google Analytics account to Optmyzr and view goal and e-commerce data alongside AdWords data. In the favorite accounts tab, you can compare this data to a different date range and see how performance has changed.

    **Add notes and labels to accounts
    ** With the Pro dashboard you can add labels and notes at the account level and these will be visible to your team members. The search box at the top will help you filter accounts by label.

    Optmyzr-Pro Dashboard Optmyzr-Pro Dashboard

    Add more data fields like monthly budget, percentage of budget spent
    When managing multiple AdWords accounts it becomes difficult to see if all accounts are on track to spend the amount allocated for that period. With this feature you can specify a monthly budget for each account and then use the % Monthly Budget spent field to identify accounts that may not meet or may exceed the allocated budget. Even as a company if you’re managing multiple AdWords accounts, this feature will definitely come in handy.

    Optmyzr-Pro Dashboard-Segment

    **Segment data by network and device at the account level
    ** This is one of the most powerful features of the Pro dashboard. You can use the filters on the left side of the dashboard to see how much each account is spending on a particular network and device. You can see how performance for all your accounts has changed on mobile phones.

    � *This version of the dashboard is available to users on the Pro and Enterprise subscription plans

    Reduce wasted spend on AdWords with these four tools

    The two things people care most about when managing AdWords campaigns is reducing cost and increasing conversions. Therefore, it is not surprising that one of the most common questions� we� get asked at Optmyzr is “how can your tools help me reduce spend and increase conversions?” � In this blog post we want to highlight the top four tools in Optmyzr that can help you reduce wasted spend on AdWords instantly.

    Non-Converting Keywords

    This is a one-click optimization that finds keywords that have not converted in the last 30 days. It takes into account statistical significance of data and only recommends those keywords to be paused that have received enough traffic but haven’t converted yet. It lets you pause these keywords with a single click. To help you make an informed decision, the system includes assisted conversion data and data from Google Analytics like bounce rate and average time on site. � (One-Click Optimizations -> Non-Converting Keywords)

    Hour of the Week Bid Modifier

    Scheduling your ad to not show� or to run at a reduced bid during underperforming times of the week is another great way to reduce wasted spend. This methodology lets you allocate more budget to those times of the week that perform well. The Hour of the Week Bidder lets you set bid modifiers with a single click in your AdWords account. It also gives you the option to imitate a metric where you can set bid modifiers based on the trend line conversions follow during the week. (One-Click Optimization -> Hour of the Week Bid Modifier)

    Demo Video: How does the hour of the week bid modifier work?

    HourOfTheWeekBidder - Imitate a Metric

    Geo HeatMap

    One good way to optimize your campaigns is to make sure you’re reaching users in the right geographic location.� With the Geo HeatMap you can find locations that result in spend but no conversions and locations that have a low ROAS. (Data Insights -> Geo HeatMap)

    There are two ways to use this data:

    1. Exclude underperforming geographic locations
    2. Split your campaigns by location and allocate more budget to better performing locations

    Demo Video: How does the Geo HeatMap work?

    GeoHeatMap - AccountAudit

    Check Destination� URLs

    Ads leading to 404 error pages always result in wasted spend and a bad user experience. It is difficult to keep track of landing pages that stop working. This Enhanced Script for AdWords automatically check landing pages for all active ads and automatically pauses them to stop money from being spent on wasted clicks. (Enhanced Scripts -> Check� Destination URLs)
    Read more about how this script works

    New in Reporting – Report Navigator, Image Widget & More

    We recently launched a lot of new features to make Optmyzr’s reporting platform even more powerful.

    Report Navigator

    We added the Report Navigator feature to the report view. This lets you click on any section of the report and scroll to it instantly. The names of the sections are the title widgets that are used in the report. With this feature the interactive reports have become even more powerful. Try it out� and let us know what you think!

    ReportNavigator - screenshot

    Image Widget

    Now you can insert images up to 1 MB in size � in your report templates. These images can be charts or screenshots that you would like to share as part of the report. The widget accepts image file formats like jpeg and png.

    Try it out� and let us know what you think

    ImageBoxWidget- Blog Post

    Account & Template –� Report Logos

    We recently added more functionality to the logo feature in the Report Designer that makes the report templates easier to use across accounts. You can now save logos separately at the AdWords account and report template level. If there is a logo at the account level, it will override the default template logo if any. For example, as an agency you can save your company’s logo at the template level and the customer logo at the AdWords account level.

    NewLogo-BlogPost

    Read about other exciting features in Optmyzr’s Report Designer like� Interactive Reports, and report snapshots and� comments.

    Keyword Lasso: In-Line Edit, Negative Keywords, Advanced Mode & More

    The Keyword Lasso one-click optimization is one of the most used optimizations in our suite of tools. It analyzes the AdWords search terms report and makes recommendations on which search terms should be added as keywords based on performance. We’ve added a lot of new features to this optimization to make it even more powerful. Details below:

    Adding search terms as negative or positive keywords

    Now you can add search terms from the Keyword Lasso as either negative or positive keywords to your AdWords account. If you find a search term that you don’t want to show on, add it as a negative. When the match type for a keyword is set to negative, the row is highlighted in red to help you separate the negative keywords from the positive keywords visually. When you click on ‘Add Selected Keywords to Account’ the system adds both the negative and positive keywords together.

    Keyword Lasso - Negative Keywords

    Broad Match Modifier as a match type

    In AdWords, to add a keyword as a broad match modifier (BMM) you need to manually type in the ‘+’ symbol in front of each word. In the Keyword Lasso it is present as a different match type and selecting it will automaticaly insert ‘+’ symbols in the keyword. You can see and edit the keyword before adding it as well.

    Keyword Lasso - Broad Match Modifier

    In-line editing of search terms

    Sometimes you want to edit search terms before adding them to your AdWords account. This is especially true when you’re adding negative keywords. Now when you click on the search term in Keyword Lasso, it becomes an editable text box. Also, � you can see all edited keywords highlighted in Yellow in the Optmyzr interface.

    Keyword Lasso - In-line Edit

    Add search terms to different campaigns

    and ad groups

    When you’re following a specific account structure you may not want to add the suggested search terms in the ad group they were triggered in. The ‘Advanced Mode’ in Keyword Lasso lets you do this. You can switch to the advanced mode by clicking the ‘Toggle Advanced Mode’ button at the top right corner in Keyword Lasso. This will show you additional options to pick the campaign and ad group you want to add the search terms to and clicking ‘Move’ will show you the search term under the new campaign and ad group in the interface. When you click ‘Add selected keywords to account’ it will add them to your AdWords account.

    Keyword Lasso - Advanced Mode

    Keyword Notes

    The search terms report also gives you ideas for new ad group themes and negative keywords. Now you can make a note of search terms that can be themes for new ad groups or negative keywords by clicking on the icon displayed when you hover over the search term. After you’re done, export the list as a csv.

    Keyword Lasso - Keyword Notes

    Create New Ads With Text From Your Best Performing Ads

    Removing underperforming ads is one part of testing ad text in an AdWords account. The other part of the process is to create new ads so you can continue testing new ad copy. Optmyzr’s AB Testing For Ads optimization already lets you remove underperforming ads with one click. Creating ads in this optimization� was a long standing request from our users and we’re happy to announce that this feature is now available!

    You can now instantly create ads in ad groups from which you remove underperforming ads. What takes this feature to the next level is that the system automatically recommends high performing headlines, description lines and display URLs to choose from. This makes creating new ads efficient and easy.

    How to use this feature?

    1. In the AB Testing for ads optimization, all ad goups that have underperforming ads are displayed. There is a button above the results to create ads in each ad group.
    Create Ads in AB Testing - Blog Post
    2. Clicking on ‘Create Ad’ will open up an easy-to-use interface that will let you create ads in the ad group. When you click on each component (headline, description lines) of the ad, the system automatically shows you the best performing options. You can either choose from the options displayed or write your own text.
    AB Testing - Create Ads - BlogPost
    3. Clicking on ‘Create Ad’ in the ad creation window will upload the ad instantly to your AdWords account. You’ll see a message that it has been successfully uploaded at the bottom of the window. In case there is an error and AdWords rejects the ad, the system will let you know that the ad was not uploaded. You can continue to create additional ad variations in the same window and upload the ads in your AdWords account.
    Optmyzr AB Testing - Create Ad - Blogpost
    Try out this feature in the AB Testing for Ads Optimization� here.

    Still using static AdWords reports?

    Static AdWords reports limit the amount of information you can include or, you run the risk of including so much data that the reports become overwhelming. We recently launched a new way to share reports that makes them interactive.� You can now generate a link to the report and share it with users.

    The report is no longer static as in a PDF and you can hover over charts and graphs to see data points. � For example, if you notice a sudden drop in clicks on a particular day you can hover over that particular point and see the exact number without having to log in to your AdWords account.

    Instant data gratification: Hover over charts to see actual data at different points without having to log in to your AdWords account
    Get more granular data:� Zoom in to widgets to go a level deeper. For example, if the Geo HeatMap in your report is at the country level, this format will let you zoom in and see data at the city level without having to generate another report.

    Interactive Reports - Blog Post

    Steps to generate a link for the report:

    1. Click on the report you want to generate a link for on� this page� in your Optmyzr account.
    2. In the report, select Create Link from the Report Actions drop down.
    3. Copy and share the link.

    InteractiveReportsBlogPost

    Tip: You can use the Share a Link option with the new commenting feature we launched. Using the two features together will let you share a link to the report with your comments.

    Customize AdWords Reports With Comments

    After creating AdWords reports, account managers spend a lot of time adding observations that help their customers make sense of the data. We understand that the commentary that goes with the reports is as important as the reports themselves. To make this easy for our users, we’ve added a comment feature to reports. You can now add comments to reports after they have been generated and then download the report as a PDF, email it or share a link with the comments intact.

    How is this feature different from the text widget in the report designer?

    The text widget lets you add text while creating the report in the report designer. This works when you want to include text that will remain consistent each time the report is generated. To record observations that are specific to a particular month or week, the comments feature is more useful because the comments don’t become part of the report template. They are specific to that report and you don’t have to edit the template each time.

    To use this feature, follow these steps:

    1. Click on the report you want to add comments to on this page� in your Optmyzr account
    2. In the report, hover on top of any widget and it’ll show you a highlighted box to add comments
    3. After adding comments, download the report as a PDF, email it as a PDF or, share a link to the report

    We’re adding a feature that will let you save the reports with comments in your Optmyzr account. You can edit the comments later or, maintain a history of your observations for future reference.

    Blog-Comments in Reports

     

    This feature is available in the Pro and Enterprise plans. Also, available on the old Gold plan.

     

     

    Time Interval Options in Graphs – Daily, Weekly, Monthly

    One of the highlights of Optmyzr’s report designer is that you have the option to include multiple date ranges in the same report. For example, when creating a monthly performance report you can include a graph to show how account performance has changed over the last six months. In the same report, you can include data broken down by day for the month.

    To make it easier to show data for long periods of time, we updated the Time-wise trends chart (earlier daily trends chart) to include an option to specify the time interval. Now you can choose the level at which you want to show the data in the chart – daily, monthly, weekly.

    Sometimes data at the daily level can be too noisy to show trends or performance over a longer period of time like three or six months. In this case choosing the option to show data at weekly or monthly level helps.

    Time-Wise Trends Chart - Blog

    This is how the different intervals will show up on the chart

    Time-Wise Trends Chart - Data - Blog

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    Advanced Features For AdWords Reports in Optmyzr

    In this blog post we’ll cover some advanced features in Optmyzr’s Custom Report Designer that are unique and can help make your life easier when creating AdWords reports. Discover them below:

    Automatic Date Range Insertion

    Just like keyword insertion in AdWords, you can automatically insert dates in the text fields from the date range selectors. To insert the date from Date Range Selector 1, � insert {DR1} in the text field and it will automatically insert the exact date. For more advanced and customized date range insertion,� read this article.

    Demo Video: How date range insertion works DateRangeInsertion-BlogPost

    Campaign and Label Level Reporting

    This is a feature that we really like for the data insights it can give. Optmyzr makes it easy to create AdWords reports for individual campaigns as well as a group of campaigns or labels. What makes it even better is that you can segment this data by device and network. For example, you can see how non-branded campaigns perform on the search network vs. branded campaigns.� You can use labels from your AdWords account or, create new labels in Optmyzr. � In the example below, the label ‘Search Campaigns’ is selected in the pie-chart widget. The widget in the report shows how the label (all the campaigns under it) performs on different devices.

    Demo Video: How campaign selctors work

    Campaign Level Reporting - BlogPost

     

     

    Favorite Report Templates

    We understand that users build different templates for different accounts. To make it easier for you to get to the templates that are important for an account we have the Favorite Templates feature. You can mark a template as favorite at the AdWords account level in Optmyzr and it wil start showing at the top. The advantage is when you’re managing a lot of accounts, you don’t have to go through a big list to pick a template each time.Favorites -Advanced features-BlogPost Want to try out Optmyzr’s Custom Report Designer? Get started with a free trial here.

    AdWords Reports in Other Languages

    When we started Optmyzr we didn’t imagine that in less than a year we would have customers in more than 50 countries using our tools 🙂 To better service our non-English speaking customers, we recently launched the option to translate reports in other languages. This is the first step we’ve taken towards localizing our tools for non-English speaking markets. This feature is still in beta and we would love to get feedback! Currently, the reports are available in the following languages:

    1. English
    2. Deutsch
    3. French
    4. Nederlands
    5. Italiano
    6. Espanol
    7. Brazilian Portuguese
    8. Hungarian
    9. Polish

    You can request support for a new language here.

    How does this work?

    1. When you load a report, you’ll see an option to select a language from the drop down at the top.
    2. Expand this, and you’ll see a list of languages that are currently available from which you can pick one.
    3. If your language is not there in the list, click on ‘Request support for another language’ and let us know your requirements.
    4. The option to change the language is also available in the preview mode.

     

    Optmyzr-OtherLanguages-Reports

    Example: If you select Polish as a language, the report will look like this:

    Internationalization of ReportsPolish - BlogPost