How to create suitable product campaign Introduction “Main tabs” - explanation

Process of creation, if it is product or product-group campaign, it is divided to categories. Source file - we set up URL link of XML feed products of eshop and name of the campaign Tag assignment and filters - we mark, which tag in XML present attributes and we define size of campaign, we segment the campaign on certain category of products and manufactures Campaign details - we set up localization and language for advertisement Keywords creation - here we create templates, from which BlueWinston create keywords for campaign Ads creation - here we create templates, from which BlueWinston system create advertisement for campaign(every product) Campaign settings - here we choose bidding strategy, max CPC and max CPA Conversion settings - here we define, how bluewiston should count conversions A.I. Bid settings - If we used BlueWinston PPC bidding strategy, it is possible to use interfacial intelligence, which will dynamically edit maxCPC of every keyword according to statistics and prediction into the future to achieve the lowest price for conversion Automated scripts - file of automated scripts, which helps to manage and optimize campaigns without human resources Finish - finish of campaign

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Tab n.1 “Source file” - Name of the campaign + xml feed

How we mention before. In this step we define name of the campaign, which you are going to create and insert URL of XML feed products from your eshop - you can read it here.... * You can change name of the campaign any time, you just need to click on tab “Source file” and after change of the name click on “Save and continue”

Tab n.2 “Tag assignment and filters” - segmentation of products In this part we define, which tag represent value, so the system could work with the data from XML feed products of specific eshop.

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Product - the name of the product, to system we must set, which from the tags in xml feed represent the item with name product. After click on item we will see listed all tags in XML feed, from which we choosed tag with name “PRODUCT”, because he define name of the product, possibly there can be names like “PRODUCT_NAME”, “ITEM”, “NAME”. * important item for tagging, which represents name of the product. Because our system works specifically with names of products.

Product Url address a Product price - Both of the items must be selected and we need to set them tags from the XML feed, so the system could create target_url in advertisements and works with the price of products, if showing price item in advertisements or calculation maxCPA and for script optimization, which are avaible in BlueWinston

Product size - Attribute, mainly used for size of the products. For example parfums is the size in mililitres “100ml”.

Its very useful while creating advertising texts.

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Custom tag 1, 2 - optional tag, which loads values from xml feed which leads to products, most of the time is it model of products like wheels. Custom tag 1 can be The width of the wheels (235), and custom tag 2 can be the height of the wheels (35).

* v blízkej budúcnosti je naplánované doplňenie ďalších minimálne Custom Tag 1, 2, 3, 4, 5 pre využívanie viacero produktových atribútov

Category - We recommend to define this tag! Thanks to it, every product category will load which are listed in XML feed, after that we can manage it more effectively.. In example we are showing segmentation of products for creation products campaign from category bicycles. In categories we can use function fulltext search, perfect function which will locate the important category we are looking for. * You can select many categories at once. We recommend to create campaigns which will focus mainly on specific categories of products. For example “bicycles” where will be mentioned “for man, for women, for kids”.

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Manufacturer - in this part we define TAG, in which are mentioned manufacturers/brands After clicking on “edit”, we can filter only products, which belongs to some brands. For example, if we would want to do campaign on bicycles with brands merida. TAG manufacturer potential is used for creating keywords and advertisement texts, therefore we RECOMMEND this tag.

Forbidden words in Product name - this function is used when we dont have manufacturer tag in XML feed, and some products we dont want to mention in creation campaign. This service works when we write a word or phrase, and when this phrase/word is mentioned in product title, it wont be shown as advertisement.

Words must be in Product name - with this function we set up the system for creating some words for products, which we define.

Extended filters - supplementary features, which you can use when you are segmenting products in one campaign. The most used feature is “Add only product with minimum price”, which will create advertisements only for those products, which price is equal or higher than you define.

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Tab č.3 “Campaign details” - nastavenie krajiny a jazyka kampane Its really simple, in first paragraph we define the country, in which you put advertisements on your products. And in the second one you choose the language for your campaign, mostly people choose their native language.

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Tab č.4 “Keywords creation” - tvorba kľúčových slov pre kampaň In product campaign you have 2 choices, how to create keywords for your products, respectively for advertising group in product campaign. You can use both or just one.
 
 A) Create keywords by tag combination B) Create keywords by truncating (unique BlueWinston function)

A) Create keywords by tag combination - kombinácie tagov With function drag and drop you can shift from left column into the modular template.

* in this example we can see, that we modeled 4 templates for keywords. Each one of them can have independently settings on match type of the keyword. We can see in the left(Broadmodifier,Broad,Exact,Phrase). Thats why they are repeating similar templates with used tags, so we could create keywords in different match types. 2 templates have Broadmodifier and another 2 templates have Exact match type.

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Keywords creation is useful for products, to which we defined specific tag like: MODEL, TYPE of product or something similar and potential customers search these products like, that they define manufacturer + model, also they can write only model. Its useful for electronic products. Used tag

Result Keywords



Samsung UE40J5100



UE40J5100

television

television UE40J5100

* you can also add your own words (prefixes, suffixes)

On the top right you can constantly monitor the current status of the products incorporated in the product campaign, even obtain additional information about the products that are not included and why it happened. A particular example refers to the total number of products in the XML feed items about number of 3773 copies, of which 646 units will be in product campaigns and the remaining 3127 will therefore be ignored because the campaign had set certain restrictions on manufacturers “not in manufacturer”.

After clicking on the blue button “show preview product list”retrieve the first 200 products, respectively ad groups where you will see their names and each system, which are the keywords for specific ad group and their own shapes. In the last column you will find URL link, where advertisement will be directed.

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B) Create keywords by truncating A unique feature of PPC winston Bros. Ltd., which also developed the tool itself www.BlueWinston.com. The vast majority of products, respectively. Product names are made up in the form: “Manufacturer” “Model” “attribute” “descriptive terms” E.g. stroller: Danny Dorjan 5 Twin Sport stroller Common applications are similar keywords as explicitly as long-tails (long shapes keyword taken from the name of the product) as: E.g. BroadModifier with keyword match type +Dorjan +Danny +Sport +5 +Twin +stroller = These keywords usually receive so-called status Low search volume. So to say, advertisement on these kind of product will not show. PROBLEM: we do not know how to advertise our products! SOLUTION: use the truncation for the creation of UNIQUE keywords through BlueWinston.com

First, we define to system until he can truncate! By defined string - for a certain word or phrase By defined tag - after a word from the tag

The ideal situation is when we can use the functionality defined tag, which is the default preset when you select the function of shortening. The picture shows the selected tag “brand”, respectively. “Manufacturer” because as we described above, when the name of the product. Is designed so that at the beginning of the product name is always the name/ manufacturer. The system knows, that he must always shorten up by the manufacturer and not more!

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Example - a sample of shortening: Product name: Dorjan Danny Sport 5 Twin 2016
 1. Keyword: +dorjan +danny +sport +5 +twin +2016
 2. Keyword that occurs after cutting the last word: +dorjan +danny +sport +5 +twin
 3. Keyword, -//-: +dorjan +danny +sport +5
 Etc. + we have checked “creating keywords with exact match type” and therefore we see the variatons

When product campaigns are using the power of contraction for the keywords creation, then Per Partes method works. This is unique feature when created keywords are in ad groups and they are venturing gradually from the longest form (long-tail) until the shortest. This method guarantees tracking keywords and if the long-tail shape keyword is Low search volume and embarks on its shorter form, and gradually until it finds a suitable keyword to trigger ads in that ad group, where a keyword is in a state of “ELIGIBLE” appropriate.

Product inaccurate keywords (not used) This is a notification within the quick preview mode-in which system randomly select a products and displays their appropriate keywords and on the bottom an inappropriate keywords. These inappropriate keywords incurred shortening process, which reduces the system after certain conditions A. is reduced to a certain phrase / word
 B. after the tag
 C. for a certain number of words
 
 In the process of shortening can come duplication. Bluewinston.com system compares each short form and looks, if the shape is not at the root of the name of some other products.If this happens, then there is so-called duplication, and if we do not know precisely aligned client to the right product, for the keyword would be appropriate more than one

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unique product=one unique product name. Inaccurate/ inappropriate keywords, which incurred shortening we can use beautifully in product-group campaign.

Truncate by word counts The main “brake” of shortening! If there is an example in the name of the product, from which the shortening, that this product is not defined by the , respectively. Trunked the word (any particular word), then the system would shorten in normal situation until 0. This situation is unacceptable, and because of that this secured rule is existing. The Column in the left symbolizes the length of product name in the number of words and the right column represents the number of words in which the system will suspend the truncate. By default it is set to 2 keywords. Of course the number of words you can define manually. The “Do not create lower word count” is perfect for that if you accidentally hide away or any other tag or a specific word in keywords and it would create for you a shorter form of the keyword then is defined in the table as such the keyword will not be incorporated into the campaign, respectively ad group that presents product name.

Example of using “Do not create lower word count” We have a product called: Merida One-Twenty 2016
 Manufacturer is: Merida
 The system is set to “truncate by defined tag” 
 The system is set to “truncate +1 word” ( + 1 word)
 Keyword match type is set to: BroadModifier (broad match modifier) Keywords that would arise (provided that there is Merida One-Twenty 2015 or other similar model) +merida +one +twenty +2016
 +merida +one +twenty
 +merida +one Now in the section Extended settings we set up to make no mention of brand / manufacturer keywords. *** This is something ideal to do in separate new campaign called "BW Bicycles non-brand" for example. Where we have the keywords without manufacturers / brands.

Now we have the keywords in the form: +one +twenty +2016
 +one +twenty
 +one = One can see that the keyword does not consist of two words, but to remove the We provide 1 = verbal expression keyword. In case we have ticked "Do not create lower word count" so such a situation will not occur!

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Keywords match type You can choose to match all known types - keyword matching, which can be used in the Google AdWords Editor. By default the system uses BroadModifier when the keywords are added "+". +merida +one +twenty means that your ad in Google search will show that potential customers are looking for that phrase or word order in flipping, but the search demand / expression must contain all the words right. However, it may also contain added prefixes / suffixes such as: Search term in Google: bike merida one twenty
 Display advertising that is associated with the keyword: +merida +one +twenty

“Create also keywords with EXACT match type” - This function works only when BroadModifier match types. It is a fact that when we use BroadModifier type key matches, so we created the unique search terms = search queries, as we mentioned above! However, if someone enters a search query to an exact match to the keyword, it is appropriate that this statistic pointing to the exact keyword = exact shape. Therefore, by checking this box, the system can automatically generate exact keywords with match type! (Brackets)

“Words to remove” - When in the product name are any adverse words, using this feature we can define them and system will delete it from eventual shape keywords. For example a product called: Kombinovaný kočík Dorjan Danny Sport
 should have keyword: +kombinovaný +kočík +dorjan +danny +sport
 - after adding these words like “kočík”, “kombinovaný” our system generates keyword (s) without these words
 The final shape of the Keyword will be: +dorjan +danny +sport

However, if the function uses shortening and undesirable words can be found to the name of its product, We dont need to use this function! E.g. product name: Dorjan Danny Sport + doprava zdarma
 In the process of shortening arise keywords as well as with words free shipping but without them!

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“Keyword prefixes” - inserting the desired word / phrase in this box system will ensure that we have created keywords WITHOUT but also WITH prefixes. E.g. insert the word "stroller".

The resulting keywords prefixed with and without prefix:
 +stroller +dorjan +danny +sport
 +dorjan +danny +sport If we want the system to create explicit keywords only prefixed. Tick the checkbox named 


“Do not insert original keywords, only with prefix”.

“Always use prefix for 2 words keywords…” - This function makes it that if in the system are defined prefixes and then keyword is created which is 2 or less words, then prefix will be always used. Ideal for books, respectively. shapes, which has two verbal expression can be interchangeable with another product. Example: product = Stroller Benny S6 plus Keyword “+S6 +plus” it is interchangeable with the Samsung mobile phones. In this case, it would be better to use a prefix to give the keyword “+stroller +S6 +plus”.

“Hide words found in tag” 
 Function is used to hide the words of the keywords, which are contained in the tag and are mentioned in keyword. On average, it is used to create so-called product campaigns, we dont want the keyword to show the manufacturer/brand. In the picture we can see that the is incorporated in the resulting forms of keywords. It is the word “DORJAN”.

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Tab č.5 “Ads creation” - ads creating, which are visible in google search

This tab is about modeling templates on text advertisements for each products. Advantage of this system is, that its interactive with using drag and drop function and system is signalizing for how many products will be template created!

We create ideal advertisement template, which consists of product name in headline. The prize of product we integrate into the Description 1 and Description 2 – we put call to action text. We can see that its good only for 60% products of campaign. The problem is that we have really long product name., which we can see in orange numbers in „headline part“. We must create alternative, which would be useful for remaining products clicking on „add new alternative“

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In Headline-u again, we have added the name of the product and to desc1 we added Manufacturer. It's an example of course, your texts, you can modify according to your needs. Now we move into more substantial things and that is "Options" tab. This time we are in the "Options" checked the option "Hide from Manufacturer Product name". It caused a shortening of the name of the product itself, which is located in Headline and so we fit such a template for a further 23% of the products that we can see in the picture before. The manufacturer is not so significant in the ad, as client displays such advertising until you looking for exactly what you need!

But it still remains about 15% of products that would still not be in any advertising. Therefore, to create an alternative No.2 with the same text and the tags in the template, as was the No. 1 alternative. In the "Options" again we mark the "Hide from Manufacturer Product name" = it does not make any changes in the alternative No.1. So we add the possibility DALI and "Cut

headline if text length

is longer that allowed length." The governance system that will be hacking away the product name to whole words! And thus we ensure that the remaining products will have all of their advertising.

A very interesting feature is the "Words

to remove from any tag value". Causes the words that will define

the look of any tag used in an ad template and it will delete it. It may be a condition where the product label includes words like:
 - Free Shipping
 - 5 years warranty
 - buggy, carriage, stroller, combi (in our case…) Then such words are not incorporated in the product name in the ad and therefore be higher % of the products that will have a max. Permissible length commercials.

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Create new ad pattern The system can create XY Ad patterns. Unlimited number of ad units for your products. After saving one "Ad pattern," you can click on "Create new ad pattern" and go through the process again with the other texts.

Ad rotation When you successfully create one or more ad-ownership pattern You can set ad rotation for advertising. If you have only one ad pattern, so this setting is for you does not play any role. However, if you have at least 2 ad patterns, you may choose how google AdWords should show your ads.

- Optimize for clicks - will display ads, which are expected larger number of clicks - Optimize for conversions - will also show ads that perform better conversions - Rotate evenly - the first 90 days will equally serve ads, and then optimize them (recommended) - Rotate indefinitely - advertising with poorer outcomes are preferred over better ads

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Tab č.6 “Campaign settings” - nastavenie bidding stratégie 
 In the introductory part we set our bidding strategy type (Type bid strategies). We have a choice of three main areas:
 A) Focus on clicks - focusing on clicks
 B) Focus on conversions - focus on conversions - (default is preselected Enhanced BlueWinston PPC) 
 C) Focus on positions - aiming to achieve a certain position

A1) Focus on clicks - Manual CPC

When the bidding strategy you are setting yourself manually rates of clicks for each ad group, respectively. keywords directly in the environment of AdWords Editor (www.google.com/adwords). Of course when creating a campaign, you set lower so. Default maxCPC. Default maxCPC the set of so-called. starting reasons. Accumulating surplus of the price for all your keywords, you can then manually change through AdWords.

Default maxCPC can overstaffing as: A) Constant value (exact value), B) Dynamically calculated value from maxCPA (dynamically vyrátavaná maxCPC value for each keyword based on maxCPA for the product. 
 Dynamically calculated value is generated dynamically based on the thus maxCPA for a specific product. Default is 2% of the value maxCPA (but minimum € 0.30 / click).

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maxCPA is the maximum conversion price that we are willing to invest, respectively. to pay. maxCPA represents BlueWinston.com so. Variable divine! Using this value system calculates both maxCPC (cost per clickthrough) but mostly artificial intelligence is used by various calculations of expected or achieved prices for conversion of clicks, impressions and subsequent optimization of the campaign itself. maxCPA also use automated scripts through which know themselves more easily manage campaigns created via BlueWinston.com. * Artificial intelligence can only be used if you choose Enhanced unique BlueWinston PPC bidding strategy!

maxCPA can be defined as:
 A) Constant value = exact amount you're willing to invest in conversion
 B) Dynamically calculated = gives the% margin that we have the products in the campaign (average value)
 C) Dynamically calculated from tag value = value where our shop system precisely defined what we margins for each product, so I enter the tag, the system retrieves the exact% margin compared to the purchase price of the product from the supplier. Difference between the retail and cost of the product.

In order for us to move to the next step, we need to define a daily budget for this campaign, which we are willing to invest. And of course, define how ads. Whether it is standard when the AdWords system will try to distribute your ads evenly over time. Alternatively accelerated when AdWords will show every time our ads as much as possible and ignores the fact that the day has 24 hours.

Unless we have defined the rules, how to calculated maxCPC, maxCPA and size of the daily value-at, so we can use the so-we called. Preview mode, which shows us the product name at random, its retail price, as well as a calculated maxCPC maxCPA.

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A2) Focus on clicks - Maximize Clicks

Pri tejto bidding strategy AdWords sám sa snaží maximalizovať počty kliknutí na vaše reklamy na základe stanoveného denného budget-u na kampaň. Môžete definovať tzv. Maximum CPC bid limit, kedy AdWords-u poviete, že môže upravovať cenové ponuky za kliknutie, ale nesmie presiahnuť 1 kliknutie stanovenú cenu v tejto kolónke. V tejto bidding strategy už nastavujete iba spôsob vyrátavania maxCPA a teda už spomenutý daily budget.

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B1) Focus on conversions - Max CPA - Enhanced unique BlueWinston PPC

This is a unique bidding strategy, which was developed by Winston Bros. Ltd. using artificial intelligence (A.I Artificial Intelligence), which is responsible for dynamically changing prices for click-through to achieve lowest price for the conversion of the keywords in their historical development and the expected predictions for the future. At the same time it monitors the behavior of visitors who see your ad and defines different rules. With this bidding strategy therefore you can use artificial intelligence that you set in the next step. Regarding the setting maxCPC and maxCPA we remembered everything already in step A1 and A2, so that nothing changes.

It is necessary to mention that in an environment of AdWords Editor, this strategy seems to be bidding Manual CPC, that is bidding strategy described in Step A1. Each keyword has not called. Label "BWBID" which, when associated to a keyword-by (keywords) indicates artificial intelligence that can edit cost per click-through. Therefore, if you want to manually change the price per clickthrough on selected keywords, so it needs to label "BWBID" first remove the keyword, otherwise you will artificial intelligence parameters edited maxCPC a calculated transcribed on his!

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B2) Focus on conversions - Target CPA - bidding strategy by Google AdWords

This bidding strategy is taken directly from the AdWords. This is a bidding strategy where you try to change your AdWords click-through rates for keywords based on historical development, so that the campaign reached the lowest conversion, respectively. Target CPA! Target CPA but you can run over a certain number (15-30) conversions in the last 30 days within the campaign. BlueWinston.com advantage is that you will follow for the current state of the campaign and at the moment you start AdWords allows the bidding strategy, then you will automatically switch to another mode. The initial state is melted in the background as Manual CPC bidding strategy type.

In this bidding strategy must therefore understandably place maxCPC define TargetCPU! We define TargetCPU again either as constant as the average CPA by the historical development of the whole campaign or as a dynamically computed from maxCPA.

C) Focus on positions If you want to explicitly ads appear at the top of the first page of search results on Google search or anywhere on the first page, so this bidding strategy is for you. In the future, we will add the option to choose the exact position of ad serving, respectively. starting position!

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Tab č.7 “Conversion settings” - what is a conversion?

Winston Bros. Company Ltd. has included unique evaluating the conversion into its system. It is a fact that today it is a very small percentage of customers after the first click on your ad will purchase immediately. It is essential to follow the so-called. Assisted Conversions, and that's just what we focus! Depending on whether assisted conversions represent the majority of conversions from AdWords campaigns or smaller, according to them we assign specific weight, which can be found directly in formulas. Variables and the weights you can of course edit.

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Tab č.8 “A.I. Bid Settings” - setting artificial intelligence We cant say to you, how AI works, but we can guarantee that today already compares and monitors more than 150 factors and variables in the process calculated the new price for each click-through single keyword. The first section defines when to trigger artificial intelligence of your keywords. You define conversions, how many campaigns has achieved over the past 90 days, while the minimum number of clicks your keyword to be above it launched artificial intelligence.

Keywords without conversions

We can define the start and end range optimization keywords that have not yet reached any conversion. Default values say that keyword optimization starts as soon as it reaches (the spending) 0.40 times maxCPA. Then the first 60 days will be optimized to spend 1.2 times maxCPA. If it exceeds 1.2 times the keyword pauses the marked and negative keywords. After a period of 60 days will optimize the upper limit 1.1 times of maxCPA.

Keywords with conversions

For keywords that are already performing some conversion it is lenient artificial intelligence and optimization itself is triggered only at higher spending, respectively. prices for Conversion! In this formula, we have not broken the rules are applied differently according to whether the entire campaign has less than 3.00% or greater conversion rate.

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Tab č.9 “Automated scripts” - optimization scripts BlueWinston.com currently offers four groups of optimization scripts for your campaign. These automated scripts to ensure the reduction of time spent managing campaigns and routine process your application will do for you. A. Excluding keywords from campaign - exclusion scripts for keywords that have poor performance
 B. Bounce rate script for classic keywords - exclusion scripts for keywords that have a bad bounce rate
 C. Import search terms from search query - automatic generation of keywords from search queries
 D. Exclude search terms from search query - exclusion scripts for search queries that have poor performance

A. Excluding keywords from campaign

1. If a keyword is spending, spent more than 1.00 times the maxCPA and has no conversion, keyword will be removed / Pause and set as a negative keyword of the ad group.

2. If a keyword spent more than 1.3 times maxCPA and has some conversions, it will be removed / Pause the.

3. If a keyword has more than 30 clicks, CTR less than 2.00% and no conversion, it will be removed.

4. If a keyword has a worse position than fifth place, spent more than 0.40 times the maxCPA and no conversion , it will be removed. Of course all the values in each script, you can edit yourself as needed. In each group, there are several scripts that you may or may not all be used. Just mark checkbox. If you would like to give value script in the default state defined BlueWinston.com system, so all you have in the upper right corner click on the "gear" and give "Set default values".

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B. Bounce rate script for classic keywords If we want to use scripts bounce rate, so first we need to understand and define the variables with which these scripts later work, respectively. out of them. LimitClicks - variable = we calculate it using the formula as Average Clicks (average number of clicks of the campaign) x 0.80. However, the system anticipates a minimum of 10 times a click, if the result of the formula for LimitClicks is