PPC Bee manual

CONTENTS


What is PPC Bee

PPC Bee is a tool for managing product PPC campaigns, which allows besides others to

   increase the return of your advertising investment
    reduce the cost of managing campaigns
   increase sales through more precise targeting and advanced settings
    increase CTR
    reduce manual adjustment
    handle any data source
   integration with AdWords and Sklik
   monitor campaign performance by reports
   try everything for free for one month
    and much more..

We believe that you will discover many functions and settings by yourself. In addition, we have a manual for you that can help you to do that. Don't expect a recipe from a cookbook "How to cook PPC Bee in a thousand ways," but practical tips on how to set it. Even though you hit on some hitch or if you have a question or want to send us a compliment, we are available:
Mon-Fri 8-15 pm at +420 773 646 692, info@ppcbee.com or online chat directly in the application.

How to link advertising systems

By linking with advertising systems you allow PPC Bee to create, manage and report on campaigns, ad groups, keywords and advertisements.
Click to Linked accounts and select from the list which one you want to interconnect

AdWords

We're using a method called OAUTH technology, PPC Bee doesn't know your password. You just allow access into your account and PPC Bee gets token from Adwords (text composed of many randomly generated characters). Then the token is used to access your account and it works even if when you change your password. You can revoke access at https://security.google.com/settings/security/permissions?pli=1

clicking on "link account by OAUTH" gets you to a google page:


1.    select the account you want to connect with PPC Bee
2.    click on 'Accept', 'Enable' or any other blue button


It redirects you back to the PPC Bee where you can see a list of all accounts to which you have access. If you have only one, it automatically allows that one, if you have more than one, in that case you need to allow at least one. In brackets there is displayed the currency set in your account.

Sklik

It's a little different with Sklik. Enter the same email and password that you log into Sklik.


After saving you will see a list of all accounts to which you have access. If you have only one, it automatically allows that one, if you have more than one, in that case you need to allow at least one. In brackets there is displayed the currency set in your account.

Data source

It's mostly an XML or CSV document generated directly by e-commerce business, which includes data on all products.

Creating your first data source

Click Data Sources in the top menu.
If you have not created a source yet, you will be directed straight to creating a new source.


1.    name source
2.    insert URL source
3.    create data source

First importing

It automatically starts after creating a data source.


Click on browse products and check whether the data are correctly recorded. If the data aren't recorded properly, check the XML source, whether it is valid. If so, please contact us and together we will find a solution.

Browsing products

It allows you to preview a complete list of all products. You can search there.

Column names

After downloading the source to the PPC Bee you will see the columns and list of them. You can switch off variables that you don't need with one click. They won't show up in next steps while setting up a product groups.

Refresh schedule

You have to say when and how often you want your data source to update. Usually it is good to set the update according to the time when administrators are finalizing e-shop arrangements of products and their prices.
Pick from the menu days and times that suit you. 


If you have already created and configured product groups, after updating the data source will automatically trigger off updating of product groups.

Custom variables

Sometimes it may happen that imported variables for the products aren't suitable. They usually contain text that you don't need.
Here we use Custom variables that let you edit text.

Custom string variables

Custom variable consists of a name and the input text. Always choose a short appropriate name under which anyone can anyone imagine what values it returns.
On the right side you have variables, using drag & drop insert into different fields (fields into which you can insert variables turn yellow after you grab variable).
Input text is field in which we write normal text and insert other variables (including other custom variables).

For example, let's create a custom string variable 'Name without brand'. Put a product tname to input text that contains the product name and brand.


To remove the brand we use Find and Replace. We can insert both variables and custom text.
1.    insert variable 'brand' and substitute for a blank text (removal)
2.    we don't like the word Barbie, so we replace it with word Doll
3.    on the right side you can see immediately a preview of the input and output text. So you can easily check if all changes are convenient.

The second option for a custom variables is using regexp. By creating regular expressions, you can achieve automatic removal of certain groups of words (words in brackets, words after the dash, colors etc.).

When using regular expressions don't forget to switch text to regexp.

Custom number variables

Another option is a numeric variable.
Custom number variable allows you to calculate mathematical operations.
Let's create a variable that calculates how much a customer can save

( price * discount ) / 100


1.    insert the equation
2.    completed equation
3.    result of the equation

First product group

Creating product group


1.    click on Product groups
2.    insert name
3.    choose Data source

Conditions

Let's create conditions for our product group. We want only products from Mattel and more expensive than 10 €.


1.    number of all products in Data source
2.    number of filtered products that fulfill all the conditions
3.    selection of variable to which the condition will be applied
4.    selection of function for checking conditions
5.    text / number for the condition
6.    number of products from Data source that fulfill this one condition (informative)

Keywords


1.    name is only informative description
2.    choose match type that will be used for keywords
3.    base of keyword
4.    prefixes/suffixes - added to the base word create new keyword
5.    preview of generated keywords

Match type

You can choose from Broad, [Exact], "Phrase" and their combinations. New feature is the possibility of setting +Broad +modifier.


There are possible other settings in the generator:

Transliterating

It keeps the original keyword and creates new without diacritical marks. 

Remove duplicity words

This setting controls the duplicity of words in one Keyword:
For example we have the keyword "Mattel a blonde doll from Mattel," no matter where this word came from (from the data source or we managed to add brand twice-like a prefix or suffix), but important is that this setting removes any other appearance of the same word. The result will be keyword: "Mattel a blonde doll from"

Remove stop-words

This setting removes interjections, conjunctions etc. from the keyword. For example the keyword "Barbie doll with horse" will be "Barbie doll horse".

Reduce the number of words

This allows you to reduce number of words in your keyword (distributed over gaps).

Find and replace

Use Find and Replace to make variations of your keywords such as "barbie" replace with "doll". Find and Replace will always leave the original keyword and add another one with changes.

Conditions

It may happen that you want to use generator only for products of any group. For example we use generator only for products more expensive than 20€.

Limiting keywords

The generator creates a lot of keywords, but some of them are not needed. They are too short/long or have too many words.
We can generate only appropriate keywords by setting limits.


Min words - at least 1 word (separated by spaces)
Max words - no more than 10 words (separated by spaces)
Min length - only words that have at least 3 characters
Max length - only words that have maximum of 70 characters

Ad texts



1.    enter name of ad text generator (description)
2.    enter ad headline
3.    enter the first line of ad (description 1)
4.    enter the second line of ad (description 2)
5.    enter the display URL
6.    enter the destination URL
7.    preview of generated ad texts

Min. amount of characters shows you minimal number of characters in ad line. The calculation is as follows: All text characters (without variables) + shortest possible text of all variables (looking for a product which has the shortest text).
Max. count of characters shows you maximal number of characters in ad line. The calculation is as follows: All text characters (without variables) + longest possible text of all variables (looking for a product which has the longest text).
Text without variables shows the number of characters in the line advertising. The calculation is as follows:
All text characters (without variables).
The possibility of shortening your ad text: ad line is filled with text without variables and the remaining number of characters to the limit is used for variables. If variable is too long and wouldn't fit in the limit, it will be shortened (separated by spaces, wouldn't split the word).

What is modified automatically

  • Checking and adjusting size of letters to comply with the rules of both AdWords and Sklik
  • Format numbers inserted into ads
    • Numbers less than 10 are rounded to 2 decimal places
    • Numbers less than 100 are rounded to 1 decimal place
    • Numbers higher than 100 are rounded to whole numbers
    • Numbers higher than 9999 have added space as the thousands separator
  • Format display URL
    • Spaces exchanged for "-"
    • Remove http:// and https://
    • Format words with first capital letter

Conditions

For example your store has free shipping on orders 20€ and over. Therefore you would like to create an ad text for all the products over 20€ with text such as "Free Shipping!" But if you create this ad text for all products, AdWords/Sklik would ban them. Because it's not true. By using conditions you can create those ad texts only for products that cost 20€ and more. 


1.    add condition that price must be higher than 20
2.    number of products that fulfill this condition
3.    exclamation point means that product didn't fulfill conditions, ad text won't be generated
4.    percentage of ad texts that fulfilled conditons and will be generated
5.    generating ad texts for all systems or just Adwords or Sklik

AdWords settings


1.    choose account for synchronization
2.    set daily budget
3.    set maximal CPC or set CPC from source (see Setting CPC depending on the source)
4.    set languages for which to display advertising
5.    set location in which to display advertising

Ad parameters – dynamic variables in ad texts


In AdWords you can use a special feature where your ad text doesn't contain for example price as text, but instead of prices to the text inserts {param1} as a variable. For each word in the ad group we store the value as this parameter. With this approach to changing prices ad text won't be deleted and new ad text created, but only the parameter will be changed. Thanks to that quality score of your ad text remains the same.



1.    select a thousands delimiter (gap can't be selected because AdWords doesn't allow this option)
2.    select a separator between the fractional and integer digits
3.    select first Ad param
4.    select second Ad param

If you don't select any parameter this setting won't be used at all and ad texts will contain price as text. Then while you change the price, ad text will be deleted and re-created with new price.

Options for synchronization


1. sets the budget by synchronization, if turned off you can set budget manually in AdWords
2. sets the CPC by synchronization, if turned off you can set CPC manually in AdWords
3. remove custom created keywords from system
4. if AdWords detects an issue that may violate AdWords advertising policies, you may request exception for your trademarks
5. if your ad texts contain pharma products, you may request exception for your pharma products because AdWords may reject them

UTM Parameters



1.    select tagging option
2.    fill tag name
3.    fill tag value
4.    you can use variables that will fill in the name of the campaign / ad group / ad text after generating
5.    preview

Tagging options
  • Auto-tagging
    • This option is only for AdWords
    • Doesn't allow to add any parameters
  • PPC Bee
    • Adds UTM parameters that should be standard for proper connection with Analytics
  • Custom
    • You can add any parameters you want

Sklik settings


1.    
choose account for synchronization
2.    set daily budget
3.    set maximal CPC or set CPC from source (see Setting CPC depending on the source)
4.    add ID from Firmy.cz if you have one
5.    choose if you want to include Content network
6.    select a search service in which you want to show your ad texts

Setting CPC depending on the source

How it works:

  • minimal CPC is the lowest border
  • maximal CPC is the highest border
  • setting CPC from variable is selection from number variables from source or custom
if the variable is less than the minimum, the minimum is set
if the variable is higher than the maximum, the maximum is set
if  the variable is between , the variable from a data source is set

Duplicate keywords

If you generate the same keywords to multiple products, you can keep all of them, keep only one or delete them.

1.    choose the strategy of what to do with duplicate keywords
2.    if you choose the option to add only to one product, choose according what it will be selected
3.    choose the method of selection

CPC rules

Using CPC rules you can set different CPC for selected product groups.


1.    turn on/off CPC rule
2.    applying CPC rule for all systems or just Adwords or Sklik
3.    name your CPC rule
4.    set CPC value
5.    set conditions to select group of products
6.    number of products for which the CPC rule sets

Hierarchy


1.    name of campaign that will appear in advertising systems (AdWords, Sklik)
2.    ad group name (it should always contain _product_id_ to maintain the uniqueness of products, you can insert anywhere in the title)
3.    character that will be inserted before serial number in case that generated campaign is too large and needs to be split into multiple campaigns
4.    preview of generated campaign name
5.    preview of generated ad group name

Monitoring

Monitoring shows clearly and in one place statistics on the levels of your account, campaigns, ad groups, ad texts and keywords from both, Sklik and AdWords.
You can access the monitoring easily via the main menu.


A well organized dashboard, which can be divided into three sections, appears before you:

1.    filter settings, basis for the required statistical data to be displayed. In addition, you can choose to have displayed PPC Bee campaigns only or select the desired currency (we will recalculate prices to the single currency at the exchange rate of the day - EUR, CZK or USD).


You can view the information by days, weeks, months, years or your required period.


2.    clear line chart in which you can see the click count, average position, impression count, cost, CTR, CPC, conversion count, transaction count, their value and price per transaction, as well as PNO.


3.    statistics can be viewed at the level of user’s account, campaign, ad group, keyword and advertising texts as well as advertising texts – templates.

Trademarks

Trademarks are automatically created during synchronization of Adwords ad texts. If there's a trademark error message during ad text generation, that particular keyword gets saved. You can later choose what happens during the next synchronization – the trademark can get replaced by an empty string (the text gets removed completely) or you can replace it with something else using the "Find and replace" field. 


1.    click on Trademarks
2.    trademarks can be added manually
3.    turn on/off all trademarks for Sklik/Adwords
4.    original word
5.    word to be replaced by
6.    switching trademark for Sklik or Adwords

Wizard

Wizard automatically appears before creating your first product campaign right below the main menu.

The PPC Bee Wizard guides you step by step through the basic setup of PPC Bee, so that you don’t forget anything important. At the end of the process you have created your first product campaign.

The first step is adding a data source. From there PPC Bee takes data about all the products and updates them regularly.

After the products are loaded, name this new product group and define conditions to select products for creating ads.
Set up a key to generate keywords. Add prefixes and suffixes as you like, insert any words or variables that will be used by your potential clients to search for your products.
Create an eye-catching ad that attracts attention. PPC Bee itself will insert individual product names and current prices into it. 
Select the level of your budget, CPC, location and other settings within the PPC Bee. It then takes care of setting the advertising systems (AdWords, Sklik).
Try to generate the entire product group and see how the result looks like. You will then better understand what keywords and ads will be produced by your set generators.
Dont´t forget to connect PPC Bee with the advertising system!
Now, just start synchronization with the advertising system and you’re done!

Information about provided data

Your data is downloading from these servers. If you want to set up IP filtering, so please add all these IP addresses into your whitelist:


178.77.214.143
178.77.214.144
178.77.214.145
178.77.214.146
178.77.214.147
178.77.214.148
178.77.214.149
178.77.214.150
178.77.214.151
178.77.214.152
178.77.214.200
178.77.214.203
178.77.214.210
178.77.214.211
178.77.214.212
178.77.214.227
Comments