The Optimize feature of the Sellics PPC manager you can manage your campaigns, ad groups and keywords. It is also where you can start a new campaign.
To get to the Optimization Interface, select the PPC manager from the menu and click on ‘Optimize’ in the PPC menu.
This is what you see:
There are two main parts to the optimization interface: the trend overview on top, and the broken-down data at the bottom.
The Trend Overview
The trend overview shows all your important KPIs at a glance:
In the top left corner, you can choose and adjust the time frame that is included in calculating the KPIs -- 7, 14, 30, 60 days or a custom range. This is great for comparing performance over time.
Alternatively, you can also click on the blue ‘set optimization time-frame’ button to look at a 2-week time window, not including the past 7 days.
To see an individual graph for each KPI, you can expand the left widget by clicking on the ‘show graph arrow’:
The right-hand widget lets you compare two KPIs with each other and shows the results in a graph. You can select between daily, weekly and monthly values, and choose the two KPIs you’d like to study:
Individual Campaign Optimization
The second part of the optimization interface is the data table that shows individual data per campaign/ad group/target/searchterm/product.
Most of the table is very self-explanatory.
You can choose between Campaigns, Ad Groups, Targets, Searchterms and Products in the tabs on top of the table. The data in the table will change accordingly.
The symbols at the start of each row indicate the type of campaign (automatic, manual, automated) and the target (K - Keyword, P - Product).
At the end of each row, you can see the type of bidding that is assigned to the campaign. The three options are Fixed bit, Dynamic bids - up and down, Dynamic bids - down only:
Clicking on the green dot at the start of the row a lets you either enable, pause or archive the campaign. The same can be achieved by clicking on the orange ‘Action’ drop-down menu on top of the table.
These are the most important actions you can do in the optimization interface:
- Filter campaigns either according to specific KPIs, or with a Smart Filter (unprofitable, no conversions) on top of the table
- Upload your target ACoS for your campaign, and also start a new campaign by clicking on the green button in the top right-hand corner
- At the end of each row, you can assign each campaign your daily budget straight from the interface. You can also bulk edit daily budgets by selecting multiple campaigns at once.
- You can change the campaign status in bulk by selecting multiple campaigns and choosing the relevant status from the drop-down menu.
Finally, you can use Ad Scheduling for selected campaigns as detailed here, in order to more effectively use your marketing budgets.
Optimize Ad Groups
Additional symbols and functionalities pop up when you select Ad Groups on top of the page. You can add your target ACoS straight into each row, adjust your starting bid, and get notified by the tool if a campaign needs some optimization work (the little green doctor at the end of each row).
You can now also change default bits in bulk by selecting multiple Ad Groups and pick the relevant action from the drop-down menu:
Clicking on one of the Ad Groups in the list brings you to the following overview:
In this tab, you can research and add new keywords to your Ad Groups, track the historical performance of each keyword, and optimize keyword bids manually.
As you can see, for each Ad Group you can adjust Targets (Keywords in snapshot), Searchterms, Products, and Negative Keywords.
For example, how to add negative keywords is shown below:
There are loads of optimization functions in the PPC manager. In the next post, we will show you the workflow for optimizing your own campaigns.