STARTING WITH ADSCALE

INTRODUCTION

AdScale is a goal-based scientific tool combining big data, statistics and machine learning to autonomously optimise PPC accounts and increase their profitability. 

On average it provides 15-25% result improvement, equal to an ROI of 10-20 and it will increase productivity of an account manager around 4-5 times. Freeing time for more strategic work and improving the bottom line.

Unlike most systems optimisations is the mean instead of the end. In AdScale you enter the goal of an account and the machine does the rest. Exceptions can be set but that’s all – no testing, scripting or manual optimisations are needed or even wanted. 

AdScale has been tested on small and large accounts by world leading online agencies and end users showing a notable, positive result on accounts after 2-4 weeks in 90% of all cases. Already then the return on investment is positive. Theoretical optimums are reached within 6-12 weeks.

Recommendations, founded on hard calculations, are given on a continuous basis. Advice to add, pauze or spin out keywords etc are improving the account structure with a single-click. Missing landing pages and other critical issues are alerted immediately. 

On top, nifty dashboards enable you to keep a birds eye view on the MCC and account level, providing deep insights if needed. Automatic reporting are provided to keep internal and external communications easy. Smart tools like IP-blocking and bid modifiers will allow you to also do the little extras.

This manual is written to help making the shift from manual management to goal-based optimisation. You will spend the most time on understanding how to translate the accounts goals into goal-settings. We will help you making that shift by providing various tools:

Setup manual and Performance Analysis (this document) 

Set up sheet (Google sheet)

FAQ list (integrated in this manual)

Feedback and up votes

Mail support

Hangouts support

CONNECTING

Starting with AdScale by connecting your AdWords account. There are two options: if you manage or just want to connect one account it can be connected directly.  In general, MCCs are connected and then the accounts to use in the system are chosen. 

Connecting an account

Connecting a single account is simple and fast:

  • send us your AdWords account ID
  • will send a request to connect that you need to approve
  • we will create an account and send you the login details
  • after about 5 minutes all the data is synchronized 
  • then you are all set to start.

Alternatively (and faster) you can sign up for a free trial via this link: https://tools.adscale.com/free_trial_wizard/intro.jsp?domain=eu

 

Connecting an MCC

Connecting an MCC is quite similar:

  • we will send you a link to connect
  • you’ll need to grant access
  • we will create an account and send you the login details
  • add accounts to the MCC using the + sign 
  • after about ½ hour all the data is synchronized and it will synchronize every 30 minutes 

All account data will now be synchronized and on top there around 20 metrics that will be calculated by AdScale. These metrics are needed to optimise but are not available or only with a latency from the AdWords API. We assume an Analytics connection is made otherwise we will need access there too.

After your account or MCC is connected the system will receive performance data from AdWords with some delay; it may take up to 24 hrs to display all relevant information in the dashboards because of this delay.

Optimizing can be set up immediately; either via the Quick Setup (next page) or go to Advanced Setup

QUICK SETUP 

1 minute start

The fast route to starting is by going to the Bid & Budget section and;

  • fill in the Budget and Period 
  • On the blue GOAL bar click the gear wheel and choose the desired goal 
    • Type
    • KPI 
    • choose the right conversion via the pencil sign 
    • Strategy
  • switch on Budget Optimisation
  • switch on Bid Optimisation 
  • Press Run Now

This quick setup can be used provided a few conditions are met:

  • you optimise on clicks or conversions with equal value in all campaigns
  • or you want to optimise on Total Conversion Value, CPA target or ROAS
  • there are no campaign(group)s that require special budgets or positions
  • the campaign has a history of at least 2 weeks and is on manual bidding for at least 1 week

Nb. Stop automated bidding and all other rules, scripts or tools that managed the account before.

Recommendations

The recommendations are pre-set and will give you a good number of recommendations without additional need to set up. Applying the recommendations can be done as soon as they are generated.

Long tail optimisation

Long tail optimisation is a standard part and requires no additional set up. 

Reporting

There are a few standard reporting options that require no additional set up.

For advanced settings follow the guide from the Advanced Setup.

 

QUICK CHECK

Managing a high number of accounts

When you have a high number of accounts connected there are a few quick checks to make life easy:

  • to optimise on conversions you need at least 30 conversions/month, otherwise optimise on clicks
  • keep an eye on accounts with large monthly budget increases (like 2x or more)
  • on (brand) campaigns that are set to accelerate you must set a daily budget  as a precaution
  • if you used automated bidding before switch to manually for 1 week or consult us for a quick fix
  • use optimal budget to start 
  • budget ranges: keep min/max on 66/150 or smaller if you want a more equal distribution
  • bid ranges: keep min/max within 20/1000 and do not change if account is working well

THE INTERFACE

Throughout the interface there are a few recurring terms and items in the top bar to quickly select a new view and see what data you are looking at:

  • Client:  a connected account 
  • Campaign: campaign or group of campaigns
  • Label:  AdWords labels
  • Date: pick a range to display data and one to compare too

The menu bar on the left leads to 8 major screens, all with different purposes:

TOP or MCC level (AdScale logo)

  • select an account, campaign or group
  • set the time frame 

Dashboard

  • select an account, campaign or group
  • set the time frame 

Bid & Budget

  • set budget optimisation goals 
  • attach platform campaigns and 
  • set bid optimisation, position, adjustments and exceptions

Recommendations

  • set recommendation criteria
  • display and apply the recommendations 

Reports

  • select report layouts or create your own
  • set distribution and scheduling

Click Fraud

  • Setup script and tag manager 
  • View fraudulent clicks 

Campaign Builder

  • Setup new accounts and campaigns
  • View and use templates 

Alerts

  • Setup and apply  

Settings

  • Setup reports 
  • Manage users
  • Add platforms 

Finally there or small icons on the bottom, from left to right:

  • logout
  • ? = help
  • gearwheel: choose widgets, mailsettings, change password, users, client overview

MCC level view

The top level view (via the logo) will show accumulated data in two ways that can be selected on the top left side (View by – switch):

Dashboard

Showing the total numbers of alerts and recommendations and the top 5 accounts. Clicking here will bring up the recommendations of the3 particular account. 

On the right side are the various widgets that can be selected under the gear wheel on the top right. Clicking on any of the accounts will bring you to that account. + See More will lead to an overview of all accounts for that particular metric.

Table

Selecting the Table view enables you to filter on various settings and will show the budgets, utilisation and some top metrics in a table form including whether or not they are  active and under bid or budget management.

From this table you can select account directly or us the topbar to go to a particular client or account manager. If multiple platforms are available there will be an option to show all platforms or a particular one.

Clicking on an account will bring you to the account level.

Account level

This next level will show accounts in two ways:

Multi platform

If multiple platforms are connected to the account there will be the option to see the aggregated overview of all the platforms.

Clicking a platform here will show the data for the chosen platform and date. On the top bar here will also be the option to switch between:

  • all accounts of the platform (managed and unmanaged)
  • only the managed campaigns (= all campaign groups) 
  • the unmanaged campaigns only
  • or a single campaign

The data will be presented in a one page design with widgets on top that can be selected and moved around in the order of your choice.

ADVANCED SETUP

More advanced settings may be required for complex accounts or for further optimisation. Virtually everything can be set to comply with the goals of your account. 

Multiple goals can be set from on budget to hard split budget over e.g. a brand goal 25%,  a shopping goal 70% and a traffic goal for the remaining 5%. 

But more is possible: as we support multiple platforms within these goals. It is possible to connect campaigns of ad sets to different goals. For example all click campaigns from Google Search, Facebook and Instagram can be attached to the traffic goal. 

Within this goal the various campaigns will be optimised in between each other and according to time slots, location and devices.

In this chapter you will learn all about the settings, options and possibilities.

SETTING THE BUDGET POLICY

AdScale is self managing; it’s your task to set the right goals and then the only thing you need to do is to monitor if they are reached. If you want exceptions to that fully automated set up this is the section to find out how. 

A few examples for exceptions you can make are for special campaigns:

  • brand campaigns that need to be always on with high or number 1 positions
  • time restrictions (daily or short running, supporting offline communication 
  • dedicated budgets per group 
  • unequal values of conversions (it’s also possible to optimise on revenue)

AdScale system is not a black box; and as you have to get use to goal setting we advice to monitor the system closely for the first few weeks. KPI’s to look at are for example:

  • budget not being spent or too quickly
  • are the goals set up correctly 
  • are the results improving

It’s very easy to connect and set up an account. However, you will need to make a shift from managing the input (bids & budgets) to defining goals. An easy tool to do that is filling in the Google sheet (link). Copy and store it and add all information; expand if needed. It will help to get the goals clear and if you want support from us this sheet is a simple way to share that.

New clients and new accounts we will support during set up and start with weekly calls to check progress. Depending on the amount of data AdScale needs to run for one or more weeks to allow the model to find and adjust the best optimisation settings, therefore it’s important to spend some time getting the goals clear.

Important is the understanding that any exception to managing all campaigns automatically means a less efficient account. The exceptions should therefore be considered carefully – less is more!

BUDGET OPTIMISATION

AdScale has several unique features and one of them is budget optimisation. It is fully automated and needs no configuration nevertheless it will find, on campaign level, the optimal moments to reach the goals set for the account. As an account specialist you are experienced in manipulating settings to get the optimal results. 

On larger accounts you might have been using scripts or other tools that use historical information to modify bids. With AdScale you do not need to do that anymore, busy and slow periods will get their optimised budgets optimised by Machine Learning.

Instead you need to set one or more goals of the account. If you want to get as much as possible clicks you will set the budget, the period and clicks as the goal. The system will then do the rest. If its conversions you want, you set the system to conversions etc. 

As shown above there is the possibility to add as many goals as you want and you can fix the budget between these goals and platforms. Add a goal by clicking on the blue button or click one of the gear wheels in any goal. This will bring up the goal pop up:

GOAL SETTINGS:

Options here will define the following:

    • Goal Name: enter a name for the goal 
  • Budget: either a percentage or amount  – check if the Total % adds up to max 100%
  • Type: choose between Traffic or Performance 
  • KPI: choice between Clicks, Conversions and Total Conversion Value. Click the pencil to choose conversions*
  • Strategy: will define how the goals will be met, the choice is Optimal Budget Utilisation (OBU), Full Budget Utilisations (FBU) or various CPA targets.
  • CPA Target: a target can be entered when applicable 
  • ROAS Target: set Total Conversion as KPI and CPA Target as strategy and enter the target in the column   
  • Run: once the target is set click run and the system will adjust and start
Conversions

*Here you can adjust the goals, the budgets and the settings which speaks for them self.

Adding a conversion point can be done by clicking the yellow pencil next to the KPI and the conversions pop up appears  (picture right).

If multiple platforms are attached you will find all the relevant conversions here automatically. Check the right conversion type, origin and considerations and you are done.

 

Set monthly budget 

Setting up the budget is the first step to auto-optimisation. Most likely you are used to the situation where the daily budget equals the monthly budget divided by the number of days. 

However, AdScale manages the budget in blocks of 6 hours. Per block the optimal budget is defined and continuously optimised. This supports the account goals, as budget is allocated to times were the goals can be achieved best. So you only need to set the monthly budget. 

From there the 6 hour blocks will be budgeted. The granular budget of these 128 time slots can be viewed at the account level and the campaign group level by clicking the calendar sign on the appropriate level (monthly and daily).

Set monthly budget on partial optimisation 

In case AdScale is not managing the complete account, only the actual amount under management of the module should be entered. The campaigns that are not managed are under Campaign Groups/Excluded.

Choose Optimise performance type

There are 3 different performance types:

  • Optimal Budget Utilisation is the standard performance type. This is where the theoretical optimum will be pursued given the budget and settings of the account. 
  • Full Budget Utilisation. In some cases optimal is not good enough; if you require the full budget to be used you need to select this option. It will strive to reach 100% use but might do so by giving less optimal campaign budget and increase bid ranges overall. This will most likely give more clicks or conversions (depending of the goal) but at the cost of an increased CPA.
  • CPA target per account, group or campaign level. Incase a CPA target is needed to steer on this is the place to set it. 
    • Setting a CPA target on account level will override group and campaign CPA settings.
    • a CPA target on campaign group will open a CPA target place to put in the group target. 
    • By using it at the campaign level you will be given the option to add it there after you opened the campaign group it belongs to.

These are the basic setting that can be used and often will be used to start with. Exceptions can be made on certain campaigns. That can be done on one or more campaigns by using campaign groups. SO they need to be set first if you want to make changes.

Set up Campaign groups

In AdScale you can set campaign groups. They do not exist in or influence AdWords but are an easy way to apply exceptions. If you have exceptions to make you will most likely do that on campaign group level. 

Groups are to help you as there are always campaigns with similar goals and often there are campaigns that can share budget. Depending on these goals you can add campaigns to different groups and give them the same goals or apply budgets and limitations to them. 

Standard groups will contain one campaign per group, you can move campaigns around or delete all and start over. The groups will be used by AdScale to make calculations and steer the machine learning process. Also you can make bid settings a.o. on group level.

Go to Budget Optimisation/Campaign Groups. The standard view is by Groups.  Create a group by clicking the green button. A new group will appear below. You can edit the group name by clicking the pencil on the right side and then change the name. Add campaigns to the group by dragging a campaign and dropping it into the appropriate group.

Budget optimisations

Calculations and predictions to optimise are made for all AdWords objects in very granular slots of 6 hours instead of monthly budgets. For each 6 hour slot we predict, assign and update a budget that is then assigned to the best campaigns for the given goal. 

However, might the module detect that conversions can be brought in at lower than expected cost it can quickly adapt to this new situation and re-assign budget. On the other hand: no budget will be spent if there are no realistic targets.

The budget module will predict the theoretical optimal spread and it will never exceed the monthly budget. It is however possible to adjust spend differently if that would be needed by setting period exceptions.

Manage campaign groups and campaigns

Once you have groups and consequently campaigns in them you can set exceptions and restrictions to them.

Settings to make on the group level are:

  • the mode switch auto/managed; 
    • if set to auto the module will manage this group with other groups; optimizing according to the goals and moving groups budget across the account as it sees fit 
    • when set to managed you can set (either by percentage or amount):
      • the minimal daily budget: by choosing any number above 0 you force this group to at least to stay in the optimisation pool
      • maximal budget and thus control this group’s spend
    • use statistics (graph icon) to get a good impression of the historical spend and to check if the settings are realistic (see below)
    • use the budget (calendar icon)  to view the distribution per month or day (see below). 

Settings to make on the campaign level are:

  • the mode switch auto/managed; 
    • if set to auto the module will manage this campaign with other campaigns; optimizing according to the goals and moving campaign budget across the groups as it sees fit 
    • when set to managed you can set 
      • the minimal and maximal budget (either by percentage or amount) and thus control this group’s spend. 
      • you can set the priority:
        • Optimised: optimisation and settings is according to the goal
        • Priority: the campaign has the liberty to spend up to the daily level
        • Accelerated: the campaign spend up to the monthly level*
    • use statistics (graph icon) to get a good impression of the historical spend and to check if the settings are realistic 
    • use the budget (calendar icon)  to view the distribution per month or day.

Typical characteristics you should take into account:

  • no budget will be spent on campaigns that do not bring any conversions (by default)
  • setup according to customers business rules, so that the proper campaigns get their right budget
  • improperly managing the accelerated mode is most often the cause of high or irregular spend. 
  • via the gearwheel you can make machine learning settings too, see that part for details
Machine learning settings

Budget Advanced Settings – BUDGETS

There extra option on this top level you can reach by clicking the gear wheel: this will open the budget advance settings on account level. The changes here are default and normally do not need adjustments but can be changed if needed. The ranges and maximums are to influence the machine learning process and do not replace the budget settings. If you want to limit certain spend you need to set that on group level per month or daily spend on campaign level.

  • Use Historical Data of Last # days > longer period will have more date but may be less relevant
  • Ignore the Following Periods # > certain periods that should be ignored as they are nor relevant
  • Limit Maximum Daily Budget to % of Average Daily Budget > limit the upward range 
  • Ensure Minimum Daily Budget of % of Average Daily Budget > limit the downward range 
  • Don’t Spend More than # Per Day
  • Limit the Number of Action to # Actions Per Day 
  • Next Month Budget €  
  • Monthly Fee OFF ON

BUDGET Advanced Settings – BIDS

Also for the bids there these options and also, the changes here are default and normally do not need adjustments but can be changed if you want. The ranges and maximums are to influence the machine learning process and do not replace the budget settings. 

Most options speak for itself:

  • Use Historical Data of Last # Days
  • Change Range from Initial bid:   Minimum % Maximum %
  • Increase/Decrease the Final Bid by %
  • Set Final Bids by Day
  • Don’t Change Mobile Bid Adjustment
  • Never Be Below First Page Bid
  • Never Be Below First Page Bid For Keywords With Clicks
  • Never Be Below Top Page Bid For Keywords With Clicks
  • Never Be Below First Position Bid For Keywords With Clicks

Keep in mind that changing the bid range (min and max) is there to ensure the machine learning process to learn without excessive bids during the start and to enable more liberty over time. The adaption will currently (april 2017) not be automatically changed; we are in beta testing for it to automatically adapt overtime.

The Increase/Decrease final bid is quite a heroic remedy to change your final result: it will simply change the final bid with the percentage stated.

FAQs

How should I set my budget when starting to run an account on AdScale in the middle of the month?

If the account had a cost history in the month, AdScale will subtract your previous spend that was used earlier in the month and will utilize the remaining budget until the end of the month. This means you can set your budget as your usual monthly budget.

If the account has no prior cost history in the month the algorithm will allocate all your monthly budget until the end of the month. So please take this into consideration and set your budget proportionately to the remaining days of the month.

How does AdScale distribute my budget when I set in AdWords an “End Date” and/or “Ads Scheduling” for a campaign?

AdScale runs on top of AdWords, meaning any settings you have in AdWords, AdScale will not override them. AdSclae will allocate ad spend from the budget up until the End Date of the campaign and according to the active days and hours of the campaign that were set in AdWords.

Can I change the monthly budget and/or period once I’ve activated the Bid & Budget modules?

Yes, you can change your budget and budget period once you have activated the Bid & Budget modules. The algorithm will take in to account the new budget and will adjust the budget distribution.

Can I change the optimization parameter and/or optimization method once I’ve activated the Bid & Budget modules?

Yes, you can change your optimization parameter and method once you have activated the Bid & Budget modules. The algorithm will take in to account the new settings and will adjust the budget distribution and bids.

Best practices for setting up budgets

A lot of accounts will do fine without additional settings and that’s fine. But in some cases it turnout that adjustments need to be made as described before.

With those settings you need to understand exactly how your goals are applied in the settings and over time you might find a few tweaks needed to optimise completely. Therefore we have some best practices to do so.

Keep in mind that the less settings are applied the better the self-management will be.

budget settings Rules of thumb

Still the best option is AUTO, so use it whenever possible. This is the case when for example:

  • the source of the conversion is not important
  • all conversions are equal in value
  • when conversions come from one source

Every managed setting effectively limits the optimisation – so use with care.

Budget is not used completely

If campaigns are not using their full budget there are often a few quick wins to make:

  • us the Full Budget Utilisation option under Budget Settings, this will ensure optimisation and using more budget – nevertheless your settings may be blocking a proper use
  • check statistics for actual spending and see if you have budgets assigned limiting spend. You can dive in deep to find the group/campaign that is/are the cause
  • managed campaigns or groups may contain min and max settings
    • min settings reserve budget that will not be used by other campaigns or groups
    • max settings may limit the spend on this campaign or group
  • MIN settings on managed groups/campaigns may add up to the monthly budget, the lower, the more room you leave for the module to optimise
  • check the Lost Impression Share on budget (LIS(budget). 
    • If this metric is not close to zero you might be losing auctions because to little budget is assigned to a particular group or campaign
    • if LIS(b) is zero then there is no point in assigning more budget: it will not be spent on the current settings and strategy
  • too low bids will result in not winning auctions and not showing and consequently not getting clicks, this is indicated by the Lost Impression Share on Rank (LIS(rank))

In any case give changes some time, do not micromanage yourself and check weekly who it evolves. In case of doubt fill out a copy of the google sheet (expand were needed), drop us a mail via support@adscale.net and describe the problem and include the link to the sheet.

budget on campaign level 

Setting a budget on campaign level should be on AUTO whenever possible, leaving the optimisation to the budget module. If you need to manage it manually there are two options:

  • Fit the exact budget by entering a minimal and maximum value, to take exact control 
  • Use a minimal value only; this will reduce List Impression share (budget)

The options you change by setting the priority:

  • Optimised: optimisation and settings is according to the goal
  • Priority: the campaign has the liberty to spend up to the daily level, this means it will get priority over other campaigns within the group
  • Accelerated: the campaign spend up to the monthly level, so its will get priority over other modules as it has an unlimited budget – this also means there is always enough budget so basically no optimisation is done. Therefor a maximum should be set to the budget it can use!

optimisations parameters

The optimisation types available are:

  • clicks
  • conversions
  • conversion value
  • click assisted conversions
  • revenue (ROAS)
  • phone calls
  • external values

In general all options available in Google AdWords and Analytics can be used. In case of external data a check upfront is advisable to check the granularity of the available data.

To have an effective optimisation there needs to be at least 30 conversions per month. The more the faster results can be expected. If the account is below 30 the first step is to optimise on clicks. If the number improves switching to conversions is perhaps possible.

Next Month Budget

This allows you to set next month’s budget in advance before the current month ends. The new budget will be updated automatically on the 1st of every month.

SETTING THE BID POLICY

Bid optimisation is a major part of the advantage of AdScale but also one that hardly needs any setting up. Keep in mind that the bid module depends on the budget module; without it the bid module can not work.

Bid optimisation

Under bid settings there are a few options you can change, below are the ones on group level. 

  • On/Off: you can switch bid management on or off
  • In AUTO mode all management is done – no configuration needed
  • In MANAGED you can change the following options:
    • Position: change range from 1-7 (first page position)
    • Bid range: in absolute figures
    • Bid Adjustment: are of the device-type: change between desktop and mobile as in AdWords
      (other bid adjustments are steered via the module)

If you need more detailed settings, they can be made by choosing the appropriate level on the right side. Might you want to control keywords without impressions too then you should mark that option on the top left.

Advanced Bid Optimizer

This feature grants you more control over the module and allows you to apply specific schedule logic for increasing/decreasing bids by specific criteria for keywords/products (for situations unknown by the module as flash sales etc.).

For Example – You may have a sale during the upcoming week and would like to tell the module to increase bids by 35% for all keywords and products that brought in a conversion in the last 30 days and are at a position worse than 2 in the past 3 days.

Bid Modifier Tools
  • Scheduling – Choose when you would the bid optimizer to start and end. *This is not a must (it can be activated indefinitely).
  • Preview – Preview the keyword(s) or product(s) currently affected by the modifier
  • Results Analysis – Allows you to evaluate the performance of those affected

keywords/product since the modifier was executed.

 

RECOMMENDATIONS

 

Set up

If there are no recommendations set or you want to change them click the gearwheel to make the right settings per item.

The General setting enables you to set the period that will be taken into account for the initial and the secondary recommendations processes. This second field is important to set right for your market. If you have search terms that are relevant and should be added as a keyword or as a negative but appear unequal pay attention to this.  

For example, if you are in the fashion industry and sell summer dresses setting the period too short (like the standard 90 days) may result in missing new keywords or getting the advice to add negatives during the spring as search is starting to increase. So you better view them over a longer period, so you will get more recommendations and decide whether or not you want to add them. Setting the period too long will result in too much recommendations.

The first option you will see is the Keywords option. Here the various options can be set where you want to get recommendations on that you will find later on under the Recommendations page.  

The other settings are for criteria to be set for adding and moving keywords, adding and removing negative keywords and pausing duplicate keywords. Normally all should be kept on to get the optimal account structure. If you have a certain strategy set up in the account you may find some recommendations not to be applicable and they can be turned off. Turning recommendations on of off can be found on the top right side of the screen under the second gearwheel.

Below are the various recommendations types and an explanation of the links inside. If you clik on apply all changes are done automatically in Google.

Adding a New Keyword

About “Add keyword” recommendation

In this recommendation the module suggests adding new search terms as keywords due to search terms which were assigned to less accurate keywords in the account. By adding new keywords with significant traffic, the keyword may get a higher quality score compared to current less accurate keywords and future traffic will be routed to this new keyword, resulting a lower CPC and better position.

“Learn Why” link

This link will open a popup containing all the statistics the search terms received and they are the actual searches and the reason for the tweak. The statistics data can be filtered by 30/60/90/180 days/1 year or all time.

“View advanced options” link

This popup contains various possibilities to apply when adding a new keyword.

Forexample –addingmorekeywords,changingmatchtype,addingtoanewadgroupor existing ad group. When adding to a new ad group to select and edit new ads and add negatives to the new ad group or to other campaigns/ad groups etc.

Adding a New Keyword FAQs

What does the module do?

The module goes over the search terms report looking for either single search terms that bringing good results, in this case it will suggest adding the keyword in EXACT match type, or a combination of words that are repeated within the search terms and aggregated the results of all these search terms which have a positive impact, in this case module will suggest to add new keyword as a PHRASE or BMM match keyword.

How does the module know which search terms perform well?

The criteria defined in the Settings section and can be edited.

The default setting for adding a new keyword are keyword which brought more than 5% of conversions at the past 60 days.

How does the module know to which ad group allocate the new keyword?

By default, new keywords are added to a new ad group with new ads (this can be changed in settings, so the new keyword is added to an existing ad group with ads) and added negatives to existing ad groups. Keyword can be created in more than one campaign in case campaigns targeting different locations and/or devices.

How does the module know which ads to copy to the new ad group?

By default, setting for adding a new keyword to a new ad group the ads which will be selected are the four ads with the best CTR (The criteria to select the best ads can be changed in the settings).

How does the module know which Max CPC to bid on the new keyword?

By default, the Max CPC for new keyword will be the average bid of all the keyword that activated the searches.

Adding a new long tail keyword

About “Add long tail keyword” recommendation

In this recommendation the module suggests adding a new long tail keywords (keywords which bring conversions in a low number clicks with low cost per conversion). Long tail keywords are a sure way to improve your account performance.

“Learn Why” link

This link will open a popup containing all the statistics the search terms received and they are the actual searches and the reason for the tweak. The statistical data can be filtered by 30/60/90/180 days/1 year or all time.

“View advanced options” link

This popup contains various possibilities to apply when adding a new keyword.

For example – adding more keywords, changing match type, adding to a new ad group or existing ad group. When adding to a new ad group to select and edit new ads and add negatives to the new ad group or to other campaigns/ad groups etc.

FAQs

What does the module do?

The module goes over the search terms report looking for either single search terms that bringing good results, in this case it will suggest adding the keyword in EXACT match type, or a combination of words that are repeated within the search terms and aggregated the results of all these search terms which have a positive impact, in this case module will suggest to add new keyword as a PHRASE or BMM match keyword.

How does the module know which search terms perform well?

The criteria defined in the Settings section and can be edited.

The default setting for adding a new LTKW are search terms which brought conversions and had a CTR above 25% and it conversion rate above 40% in the past 60 days.

How does the module know to which ad group allocate the new keyword?

By default, new long tail keywords are added to an existing ad group ad group with ads (this can be changed in settings, so the new long tail keyword will be added to a new ad group with new ads). The module will choose the best ad group by CTR and match type. Long tail keyword can be created in more than one campaign in case campaigns targeting different locations and/or devices.

Which ad group and campaign are choosen to add new LTKW?

The module will choose the best ad group by CTR and match type. Long tail keyword can be created in more than one campaign in case campaigns targeting different locations and/or devices.

How does the module know which Max CPC to bid on the new keyword?

By default, the Max CPC for new keyword will be the average bid of all the keyword that activated the searches.

How does the module know which match type for long tail keywords?

By default, the module will choose the most common match type in the account. this can be changed in settings.

Adding a New Negative Keyword

About “Add a negative keyword”

In this tweak the module suggests adding new search terms or keywords in the account as negative keywords which generating negative results, didn’t brought conversions and its cost greater than a certain cost of cost per conversion. The module also suggests adding keywords in the ad group level as negative in case it was clicked more than it was needed to bring one

 conversion as compared to other keywords in same ad group, or if traffic was assigned to it and there is more accurate keyword in the account.

Adding negative keywords will surely block future searches that are costing a significant amount of wasted spend.

“Learn Why” link

This link will open a popup containing all the statistics the search terms received and they are the actual searches and the reason for the tweak. The statistics data can be filtered by 30/60/90/180 days/1 year or all time.

About “View advanced options” link

This popup contains various possibilities to apply when adding a negative keyword.

For example, adding more keywords as negative, changing match type, adding to more campaigns and ad groups etc.

Adding a new negative keyword FAQs

What does the module do?

The module goes over the search terms report looking for either single search terms that bringing negative results, in this case it will suggest adding Exact match keyword and Phrase or BMMmatchtype ifthemoduleidentifiedasequenceofwordsthattheiraggregatedresultsare negative.

How does the module know which search terms bring negative results?

The criteria defined in the Settings section and can be edited.

The default setting for adding search term as a negative keyword are if its cost is greater than 1.5 cost of cost per conversion on client level and keyword didn’t bring conversions or it was clicked twice as much it was needed to bring one conversion in account level and keyword didn’t bring conversions.

The default setting for adding keyword as a negative keyword are if was clicked twice as much it was needed to bring one conversion in ad group level.

How does the module know to which campaign/ad group to add negative keyword?

By default, negative keywords are added to the locations which the search terms generated negative results. Keyword can be added as negative to more than one campaign/ad group in case campaigns targeting different locations and/or devices.

Can a negative keyword be added to general list?

Negative keyword can be added in ad group or campaign level.

Pausing a Duplicate Keyword

About “Pause a duplicate keyword”

In this recommendation the module identifies duplicate keywords that can both potentially be shown to the same searches and suggests leaving a single occurrence to each keyword.

Duplicating keywords can negatively affect account performance and keyword quality score. It recommended to leave a single occurrence of the keyword.

“Learn Why” link

This link will open a popup containing all the statistics of the duplicate keyword per location of the keyword and they are the actual reason for the tweak. The statistics data can be filtered by 30/60/90/180 days/1 year or all time.

“View advanced options” link

This popup contains the possibilities to apply when pausing a duplicate keyword and statistics of the past 60 days.

Pause a Duplicate Keyword FAQs

What does the module do?

The module goes over all keywords in the account and looking for duplicate keywords that can both potentially be shown to the same search (meaning they target the same device/region/audience etc.).

keyword and Phrase or BMM match type if the module identified a sequence of words that their aggregated results are negative.

How does the module know which keywords to pause?

The module will choose to pause keyword due to its performance, meaning, it will prioritize one keyword on the other due to its conversion rate or clicks through rate.

Moving a Keyword

In this recommendation the module identifies keywords that have good performances but have low quality score.

The quality score is a major factor regarding how often ad will be show, at what positions and how much will be the cost per click. The main influence on the quality score is the click-through rate. Moving a keyword that is relevant to a specific ad text within ad group and that has more potential to get more impressions can rise its quality score through improved its click-through rate.

Removing Negative Keyword

In this recommendation the module identifies keywords that were blocked by negative keywords, so potential traffic will not be missed. This option is working automatically and needs no configuration.

Google Search Partners

The google search network is a group of search-related websites where your ads can appear.

Websites include google search sites and non-google search sites (like AOL) that are called search partners. They partner with google to show search ads. When you advertise on the search network, your ad can show up next to search results when someone searches with terms related to one of your keywords.

“Add google search partners”

In this recommendation the module identifies campaigns that not include search partners and suggests including them. Including google search partners can increase traffic by 20%- 30%.

In this tweak the module also identifies campaigns which google search partners were included in the past and at that time the total cost per conversion of them was reasonable compared to the current cost per conversion in google search only this time. Adding google search partners can increase the traffic without increasing the cost per conversion.

“Exclude google search partners”

In this recommendation the module identifies campaigns that include search and currently the total cost per conversion of them is not reasonable compared to the current cost per conversion in google search only this time. Excluding google search partners can decries the total cost per conversion.

CLICK FRAUD PROTECTION  

If you suspect fraudulent clicks on an account you can automatically add IP’s to the Google Blocked IP list and they will be blocked.

This list is limited to 500 addresses so it should be updated to reflect the most optimal set.

Setup

Setting up the IP Blocking is done in two steps:

1) by copying the required script to your site on the required pages between the 

(find the exact script in the application)

2) changing the settings in Adwords (see below)

Use adwords tracking template for better monitoring of clicks on your ads:

  1. Login into adwords account and click on campaigns tab
  2. In Shared library section click URL options
  3. Click Edit next to tracking template and paste the following: 

{lpurl}?keyword={keyword}&campaignID={campaignid}&matchtype={matchtype}&adgroupID={adgroupid}

  1. Press save and make sure Auto-tagging is set to Yes
Settings

The criteria for blocking IP’s can be set here by entering the number of clicks with a time frame. Flushing the address from the list can be done when the list is full or after a number of days. If can set notifications here and get a status.

Exclude Additional IP’s

Exclude IP’s that might reach the threshold but you do not wish to block

Exclude IP’s from Blocked List

Include IP’s that might not reach the threshold but you do wish to block anyhow

Click Fraud FAQs

How do you know that click fraud is running?

Once the module is running the light indicator on the “Set Up” will turn green.

The click fraud is enabled but clicks are not being monitored. Why not?

In case the light indicator on the “Set Up” is red, make sure both setup steps were implemented; integrating the script in the landing page as well as defining a tracking template and the click fraud was switched to “On”.

In case the light indicator on the “Set Up” is green, you may want to decrease the threshold for the number of clicks in a certain time frame, requiring less clicks in a longer time frame.

You are already using a tracking template for other purposes. What should you do?

This is perfectly OK, all you need to do is add the parameters to the end of the current template. So, if this is the case you should add the following string to the end of your current tracking template:

&keyword={keyword}&campaignID={campaignid}&matchtype={matchtype}&adgroupID={adgrou pid}.

You are using a tracking template in Campaign/Ad Group/Ad/Keyword level. What should you do?

This is perfectly OK, all you need to do is add the parameters to the end of the current template in the different levels. So, if this is the case you should add the following string to the end of your current tracking template:

&keyword={keyword}&campaignID={campaignid}&matchtype={matchtype}&adgroupID={adgrou pid}.

I am worried real customers will be blocked as well. What should I do?

You should increase the threshold, requiring more clicks in a shorter time frame to block an IP, this can help reduce it from happening. You should consider the possibility that if a real customer is constantly clicking on your ads, they already know who you are. Why should you continue to show the ads in this case? If they did not get a paid search ad, they will surely enter your site via the organic search results not charging you for the click.

When the module rests the Google’s excluded IP list?

As was configured on “Set Up”, after a certain amount of days or when the list is full in Google then the IP to be removed is the one that was added first to the excluded list.

“Skip” on an entry in the click fraud main screen. What does it do?

“Skip” on an entry of blocked IPs means that the record is deleted only from screen and the blocked IPs are not removed from the excluded IP list. You can always click on “View” in the “Set Up” tub anther clicks fraud settings to open the list of all monitored clicks and excluded IPs.

“Remove IP” on an entry in the click fraud main screen. What does it do?

This will exclude an IP which was blocked and was entered to Google’s excluded IP list.

Switching the process to “Off”. What does it do?

This will stop the process of blocking IPs. It will not reset the Google’s excluded IP list.

Does an entry in the click fraud main screen need to be “Applied”?

No, the process automatically adds the IPs that were exceeded the threshold for the number of clicks in a certain time frame which was set.

Receive a credit for Invalid clicks

Clicks on ads that Google considers to be illegitimate, such as unintentional clicks or clicks resulting from malicious software.

When Google determines that clicks are invalid, you may be eligible to receive a credit for those clicks. These credits are called “invalid activity” adjustments.

REPORTS

Everyone has to report and it always takes too much time. With AdScale you can automate this task too. Use all the items from the dashboard to set up a document template and send it out  automatically.

Setup
  • Click + NewTemplate (green button). 
  • Add all the items you want to add from the left column and they ill appear on the template.
  • The items market with a pencil can be changed to match you company and you can add the text you want to use.
  • When finished the template is saved and it can be scheduled to be sent out.
  • Choose on variables as interval and reporting period and who to send it to.
Reports Module

Report tool reduces workload and saves significant amount of time in preparing weekly or monthly reports via scheduled, generic, pre-defined and white labeled report templates. The report can be downloaded in PDF or Word format and for several clients at once.

Creating a new report template

Setting up a new report template done by clicking on “New Template” and selecting on the editing screen the sections in the left panel of the screen to include in the report. The sections can be reordered by drag and drop. The right side is a general sketch of the report and not containing real data (this will be populated when a report is generated).

The section titles in the sketch of the report are open for editing.

Data period or specific client don’t need to be assigned to a template, these are dictated when downloading the report (according to the selection in the top parameter bar).

Adding / Deleting sections from the template

Adding is done by checking the section / subsections in the left menu bar. Deleting a section can either be done by unchecking the section from the left panel or by clicking on the delete section icon on the right side.

Uploading agency’s or client’s logos

You can always upload your logo to the report, but it is best to do so once you are in the settings for either your report or the client report. After doing so once, future reports will use the same logos.

For your own logo – upload it via the settings icon in the bottom of the left toolbar. For individual client logo – these are set in the client settings – via the client or label list – settings icon:

Uploading agency’s logo to be used in the report is done through the system settings window (located in the left menu, down).

Uploading client’s logo to be used in the report is done through the client settings window (client settings located in the right side of each client in the clients list).

Generating a report

Download report is done by first selecting the data period for report and then pressing on download report template on the selected customers.

Selecting the time periods is done in the date selection box (top right side). Selecting a client is done from the clients list (top left side). If no client was selected you will need to select the clients upon pressing on the PDF or Word icon – in this case a popup with the clients selection will open up and you can select several clients on who to generate the report– each client will get its own report file (with own logos and data).

Generating the report can be done in either Word or PDF formats.

According to the report level you selected you may need to select the population of the reports:

  • Account or All Campaign groups level – Only selecting the clients is required (if a client was selected in the client list 0 no other selection is needed)
  • Campaign / Campaign Group – you will need to select the specific campaigns or campaign groups – an individual report will be created for every selected object.
  • Selected Campaigns – you will need to select the campaigns that will be included in the report – only one report will be generated containing the data of all selected campaigns.
Report data period (compare on/off)

containing real data (this will be populated when a report is generated). On the top right side of the screen select the report period data, while selecting the data period you may also select to generate report with or without the compare option by turn On and Off this mode.

Editing an existing report template (duplicate template)

Predefined reports templates are editable via clicking on “Edit”. Predefined report template can be also duplicated and then can be edited.

Scheduling reports

The finished templates can be set automatically to send to clients starting at a certain date and repeated according to the defined frequency.

Scheduling is activated by entering the scheduling screen and checking the scheduling check box, then setting the start date, frequency and data period to use and which clients should get the report as well to which emails. Also, you can set conditions to generate the report.

Recipients and senders of scheduled report

This white labeled report can be scheduled and sent to your clients automatically from your own email box.

Note: you don’t have to send the report to the clients. By unchecking the bottom checkbox “send report to the clients” – the report will not be sent out to clients.

Add your email to “Send reports to additional emails” or in the “Send me a copy” option.

Configure the emails being sent with the scheduled report done in the general settings screen (settings icon in the bottom left panel).

You may decide the email the report will be sent from (and so it may look like the report is being sent by an internal email address), the email subject and email text. The report will be included as an attachment to this email.

Report generate level

In the report settings (Gear Icon in the report template) you may select level to generate the report template on the account. It can be a report on the whole account, a report per campaign group or per campaign or a report on selected campaign.

PERFORMANCE ANALYSIS

Sometimes an account is not performing as you might expect. The reason can be manyfold, ie. performance or expectations are influenced by seasonality, comparing it with a previous year can while the market CPC’s increased and so on. But it might also be due to the settings in AdScale, a shift from more expensive campaigns to cheaper ones etc.

In any case; analysing with the help of AdScale is easy if you follow a few steps:

  • Define the problem
      • Look at the platform level (like Google)
      • Make sure that you select managed All Campaign Groups
      • What is the problem you see?
      • What is the metric to look for: clicks, conversions etc.?
      • Is this in line with the Goal that is set for this account/group/campaign?
      • Is there a start date you can easily pinpoint? 
      • Is it consistent in time, or is it improving or getting worse?
      • How is the budget use and LISb, do they make sense together?
  • Isolate problem campaigns  
      • Overview at Campaign Level
      • Look at the widget with the right metric (e.g. conversion)
      • Click See More
      • Click link Enabled
      • (If needed filter on Worsened or Changed to adapt view)
      • Identify  the campaign(s) that have the biggest impact
      • Check budgets of this campaign, is there enough budget left, are changes made that reduce impressions etc
      • By hovering over the diagram sign you can see the relevant KPI’s
      • Check for anomalies like increased clicks at a better position but with less conversions, this might be due to:
        • Increased competition
        • Bad performance of ads and landing page
      • Check for CPA’s that are higher than average or higher than the target CPA, which would be in line with the goal anyhow
      • Select the problem campaign by clicking it, it will then show the ad groups inside
  • Check ad groups
      • Same drill: are there ad groups that have a specific bad performance
      • Look at ad-level to see if there are bad performing ads, check the metrics
  • Check Keywords
    • Most likely there are keywords that have a particular bad performance 
    • Look for patterns: 
      • e.g. check Exact vs BMM, is one growing while the other is declining
      • Check them by comparing a certain period to an average (via the top bar)
      • Check various metrics, like clicks, even if you are looking for conversion
    • If a certain word is performing bad in many variations check there are some options:
      • CPA’ are higher than a set target
      • A negative is applied at the wrong level
      • Competition is growing: check in AdWords 
      • Also check quality score for anomalies

By now you should have a good picture of the cause. In case you need help get in touch by mailing to support@adscale.net.