adCore’s fully automated reporting process lets users track and report on campaign performance across all major search engines, including Google and Bing/Yahoo!.

Learn about the new reporting options and best practices for creating different reports in this presentation and then complete the exercise to practice your skills.

• Introduction to report building
• Report building (exercise)

Include keywords in your ad text (for keyword-targeted ads)
It is important to include your keywords in your ad text (especially the title) to show users that your ad relates to their search. If your ad shows when a user searches on a keyword in your ad group, the keyword will appear in bold in your ad text, and raise the quality score of both the ad and the keyword. Also, users tend to search for products and services, so avoid using your company name in the ad title unless your goal is brand/company name recognition.

Create simple, enticing ads
What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.

Use a strong call-to-action
Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some examples of call-to-action phrases are Buy, Sell, Order, Browse, Sign up, and Get a Quote.

Test multiple ads in each ad group
Experiment with different offers and call-to-action phrases to see what’s most effective for your advertising goals.

Choose your keywords carefully
Include specific keywords that directly relate to the specific theme of your ad group and landing page. For optimal ad visibility, include relevant keyword variations, along with singular and plural versions. If applicable, consider using colloquial terms, alternate spellings, synonyms, and product or serial numbers. A keyword generation tool can help generate lists of possible keywords.

Take advantage of keyword matching options
With some keywords, you’ll get more ad impressions; with others, you’ll get fewer impressions but potentially more clicks. By strategically using keyword matching options, you can reach the most appropriate prospects, potentially reduce your actual CPC or CPM, and increase your ROI. Use broad match to capture relevant traffic on variations of your keyword, such as longer queries, plurals, synonyms, or different spellings.

Use placement-targeted campaigns
Placements are locations on the Display Network where your ad can appear. With placement-targeting, you can choose individual spots on the Display Network to show your ads (called managed placements) or simply let your media channel’s ad targeting display your ads on the website pages most relevant to your products and services (automatic placements).

When using managed placements, you can do the following to make sure your ads are relevantly targeted to the right content on the right sites:

- Exclude placements if you don’t want your ads to appear on them at all.

- Manage individual or default bids to adjust how competitive you want to be on certain placements.

- Add keywords and negative keywords to refine where your ads run.

- See URL-level details on the placements where your ads appear and quickly make data-driven decisions to improve your ad group’s performance.

Choose your placements carefully
Include websites and other placements that are relevant to your products or services, and be sure to choose enough of them. The more relevant the placements you target, the better the chances your ad will show.

When using the Placement Tool to find and select websites, pay attention to the Ad Formats column in the list of available placements. If you run only certain kinds of formats — for instance, image ads only, or text and video ads only — make sure you select placements that run the kinds of formats you have to offer.

What would you like to do next? Pause ads? Change bids? All the options are clearly listed in the drop down menu.  Choose one, click on it, and then click + New Rule.

Click on the blue link ‘r # reference’ to see the language you’ll need in order to write your rules.

The programming language is made up of constants, functions and variables.

Constants are fixed values.

Variables refer to characteristics, numbers, or quantities that are taken from AdWords. The terms that open up in each rule are related to the attribute you wish to change, as well as the parent attribute.

Functions are preset routines that perform certain tasks. You can use these functions to take certain actions on your requested parameters. Click on the question marks for  detailed descriptions on what each function does.

You are now ready to start writing your rule.

• Give your rule a meaningful name
• Set your rule as Public or Private: Private rules can only be seen or used by other users in your AGENCY plan account.  Public rules can be used, and copied by all adCore users. Once a rule is public, it cannot be edited.
• Write a detailed description (in words) of what the rule does. Bear in mind that others will use your rule so make sure the description is as clear as possible. Example: This rule will pause all ad groups that have a cost greater than 2 euros.
• Set the value for the new bid.
• Set the requirements in which the rule will make the requested changes.
• Choose the periods of time the rule should apply to. If you click more than one period, adCore will pull reports for all selected periods.
• Set the frequency you want the rule to run.

The best way to learn the Rule Engine’s programming language is through examples. Please take the time to study the examples below, click on the help icons throughout the Engine, try the sample questions below and feel free to send us a ticket if you need more help.

Example 1: 

In the example below adCore will change the keyword bids so keywords will convert at the campaign goal. The requirement asks adCore to only change bids if the keyword triggered at least 20 impressions.

Additionally, request that adCore check these requirements for the last 30 days and the last 90 days. If adCore finds keywords that match the requirement in the last 30 days, it will change the bids for those keywords. Then check keywords in the last 90 days, for any keyword that matches the requirement and change those as well. If adCore finds a keywords that meets the requirement for both time periods it will only change the bid once.

This rule will run every day.

Example 2:

Change your ad group bids to make your ad groups appear in a certain average position by using the function named “NumTarget” and let adCore change your bids accordingly. As you can see in the r# reference, this function takes a few arguments:

To use it you’ll need to fill in:

1. a number (the current position you appear in now)
2. a target number (the position you’d like to be in)
3. a factor (a numerical percentage that will make the bid changes more gradual)
4. a maximum range (a numerical percentage that puts a cap on the calculation).

This function can be used to create many different rules, but in this example we are using it to change the ad group level bid so that the ad group can be in 3^rd position. To do so, we will use the function and fill in the information required:

fnNumTarget(agPos, 3,0.5,1)

1. “num” in the above example is the ad group Position (agPos) which will take the current position of each ad group from the AdWords campaign.
2. num_target of 3 means we are attempting to make all the ad groups be in position 3.
3. A factor of 0.5 (referring to 50%), will make sure the calculation gives a result that is 50% smaller.

Given a situation in which the function above didn’t have a factor and would return a result of 2.0 the bid for that adGroup will be multiplied by 2, doubling the bid. *Note that in the function below 1 = 100% thus no factor)*

fnNumTarget(agPos, 3,1,1) = 2

Given the function below, that does have a factor of 0.5, instead of a result of 2.0 you would get a result of 1.5 because the factor multiplies the increase. (Instead of increasing the bid to double what it was, you are increasing it by half that… one and a half)

fnNumTarget(agPos, 3,0.5,1) = 1.5

4.  The max_range- also needs to be referred to in percentages, and represents the maximum increase that can happen. If the difference in position is so great that the bid needs to change drastically, capping the change might be wise. In the example above, there is no cap. 1 represents 100%.

Now that the rule is written, I can put it in to the engine and watch it work its magic.

If you feel it’s necessary, you could add a requirement and ask adCore to only change the ad-group bid if they have enough statistics, say 10 clicks.

We recommend that you try to answer the following examples to practice with the Rule Engine:

1) Change ad-group bid to meet 3^rd position, make sure you have at least 5 clicks

2) Pause ad-groups where we had no conversions in the last 30d and the campaign was active for at least 28d

3) Pause ads where the ad CTR is lower than the ad-group CTR and we had at least 5 calculated goal count

4) Change keyword bid to meet our goal + add quality score factor. Only for keywords with at least 2 calculated goal count

5) Exclude managed placements where goal expected goal is equal to or greater than 5 and we had no actual goal count

6) Add auto placements where we had at least 2 clicks in last 30d

The solutions can be found below:

1) Change ad-group bid to meet 3^rd position, make sure you have at least 5 clicks

2) Pause ad-groups where we had no conversions in the last 30d and the campaign was active for at least 28d

3) Pause ads where the ad CTR is lower than the ad-group CTR and we had at least 5 calculated goal count

4) Change keyword bid to meet our goal + add quality score factor. Only for keywords with at least 2 calculated goal count

5) Exclude managed placements where goal expected goal is equal to or greater than 5 and we had no actual goal count

6) Add auto placements where we had at least 2 clicks in last 30d

1. XML

(This is a browser URL with an .XML format)

For more information on XML Feed Specifications please click HERE.

2. Tabs Delimited Text File

(For example an Excel .CSV file that has information separated into columns, saved as a “Text (Tab delimited)”)

3. Text

Please note: The first line MUST include the titles. Each item should be separated by a “tab” and each line by and “enter”

Example: