1. Create generic campaigns with adCore Amsterdam adCore University Presents:

2. Presented by: Points: 45,000 Rank: 4 Level: Platinum Talia Schmidt Product Manager AMSTERDAM

3. Dynamic Campaigns Beyond the LongTail AMSTERDAM

4. This Sessions Theme AMSTERDAM Maximizing Value From adCore’s Dynamic Campaigns

5. Agenda Overview – dynamic campaign, feed and LongTail Utilizing our existing product feed to create generic campaigns! Getting more from our existing long tail campaigns Add even more power via adCore optimization… AMSTERDAM

6. Dynamic campaigns overview AMSTERDAM

7. LongTail – What Does It Mean? AMSTERDAM

8. Define LongTail 3 Easy Ways to identify a LongTail campaign Keywords Product level Destination URLs Specific ads AMSTERDAM

9. What is a Dynamic Search Campaign? AMSTERDAM

10. Dynamic Search Campaigns in adCore AMSTERDAM

11. What is a Feed? Generated from your client’s website. Hosted on a URL. Two feed formats: XML Tabs Delimited. ***Note: adCore also has an option to upload a CSV file (which is NOT dynamic) AMSTERDAM

12. The answer is in the feed! Go Generic AMSTERDAM

13. Utilizing our existing product feed to create generic dynamic campaigns! AMSTERDAM

14. “Basic” Feed – Few Feed Fields AMSTERDAM

15. “Robust” Feed – More Feed Fields AMSTERDAM

16. Generic #1 Keywords AMSTERDAM

17. Go Generic [brand] [category]  Bowers and Wilkins Speakers [brand] [subcategory]  Bowers and Wilkins In-Wall Speakers Use your feed fields to make generic keyword combinations. AMSTERDAM

18. Generic #2 Destination URLs AMSTERDAM

19. Great Feed – More Levels of URLs AMSTERDAM

20. Using a “Basic” Feed http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall- speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20spea kers&cp=1&lp=2 AMSTERDAM

21. Using A “Robust” Feed http://www.bestbuy.com/site/speakers/in-wall-speakers AMSTERDAM

22. Cook up the URLs you want Dynamic functions are pre-made formulas that are built to carry out a task. AMSTERDAM

23. Where Are Dynamic Functions? AMSTERDAM

24. Example- String Clear This function will clear all data before or after a sign. AMSTERDAM

25. Cook up the URLs you want http://www.bestbuy.com/site/bowers-and-wilkins-6-2-way-in-wall- speakers- pair/2165054.p?id=1218312456826&skuId=2165054&st=wall%20spea kers&cp=1&lp=2 http://www.bestbuy.com/site/ AMSTERDAM

26. Cook up the URLs you want http://www.bestbuy.com/site/ http://www.bestbuy.com/site/[category]/[sub-category] http://www.bestbuy.com/site/speakers/in-wall-speakers AMSTERDAM

27. Search Bar http://www.examplesite.com/catalogsearch/results/?q=[subbrand]-[mpn] AMSTERDAM

28. Search Bar AMSTERDAM

29. Search Bar AMSTERDAM

30. Results - Conversion Rate The results are overwhelming. The 70% increase in conversion rate is attributed to the new destination URLs. Comparing the month of June, when the destination URLs were the product page, and the month of July, when the destination URLs were a query page, we can see an extraordinary increase in the conversion rate. AMSTERDAM

31. Results - CPA The reduction in the cost per conversion (CPA) and in overall cost of the campaign by over 44% without sacrificing the number of conversions (delta – 0%) means that media dollars are spent more efficiently and that the campaign’s return on investment is much greater. AMSTERDAM

32. Exercise. AMSTERDAM

33. URL Building Exercise AMSTERDAM

34. Sample Product Landing pages from the Timberland website: http://shop.timberland.com/product/index.jsp?productId=15207396 http://shop.timberland.com/product/index.jsp?productId=12885835 URL Building Exercise AMSTERDAM

35. URL Building Exercise How would you change the Product URL's below to create category URLs? http://shop.timberland.com/product/index.jsp?productId=15207396 http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes AMSTERDAM

36. How would you change the Product URL's below to create category URLs? http://shop.timberland.com/product/index.jsp?productId=15207396 http://shop.timberland.com/product/index.jsp?productId=12885835 http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes URL Building Exercise - Solution AMSTERDAM

37. Result http://shop.timberland.com/product/index.jsp?c=1004131&productId=29069086http://shop.timberland.com/search/index.jsp?keywords=Hiking+shoes AMSTERDAM

38. Ads Generic #3 AMSTERDAM

39. Language In the ad Focus On What Matters AMSTERDAM

40. More ad examples Price In The Ad AMSTERDAM

41. Go Hybrid! Go Even Further AMSTERDAM

42. What is adCore Hybrid Mode? adCore synchronizes the ad groups You can manually alter the ad copy, and keywords in your advertising Platform AMSTERDAM

43. Why Use Hybrid Mode? Examples: When Keyword variations you want are not available from the Feed. When you want to place full attention to the ad variations. AMSTERDAM

44. Activate Hybrid Mode How to activate Hybrid mode in adCore: AMSTERDAM

45. Hybrid mode LOGIC Keyword Destination URL Parameters AMSTERDAM

46. Getting more from our existing long tail campaigns AMSTERDAM

47. There Is LongTail & There Is LongTail AMSTERDAM

48. Manage your Tail Adjust your keywords Less is more Go board AMSTERDAM

49. Lets make keywords AMSTERDAM

50. Keywords [Product_Name] Insignia 19" Class (18-1/2" Diag.) - LED 720p 60Hz HDTV AMSTERDAM

51. StrRemoveEnclosed This function will remove text that is within parenthesis as well as the parenthesis themselves. AMSTERDAM

52. Keywords [Product_Name] Insignia 19" Class LED -720p 60Hz HDTV AMSTERDAM

53. strClear This function will clear all data before or after a sign. AMSTERDAM

54. Keywords [Product_Name] Insignia 19" Class LED AMSTERDAM

55. Exercise. AMSTERDAM

56. Some Dynamic Functions: AMSTERDAM

58. Clean up your keywords 1.Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black 2.Canon PowerShot ELPH 330 HS 12.1- Megapixel Digital Camera – Black 3.Samsung 40" Class (40" Diag.) - LED - 1080p - 60Hz - Smart - HDTV AMSTERDAM

59. Solution 1 1.Nikon D610 24.3-Megapixel DSLR Camera (Body Only) – Black 1.Nikon D610 24.3-Megapixel DSLR Camera (Body Only) AMSTERDAM

60. Solution 1 Nikon D610 24.3-Megapixel DSLR Camera (Body Only) Nikon D610 24.3-Megapixel DSLR Camera AMSTERDAM

61. 2. Canon PowerShot ELPH 330 HS 12.1 Megapixel Digital Camera – Black 3. Samsung 40" Class (40" Diag.) LED - 1080p - 60Hz - Smart - HDTV Solution 1 AMSTERDAM

62. Less is more AMSTERDAM

63. Try This On For Size AMSTERDAM

64. Don’t Guess -Use Broad Keywords When you don’t use BROAD keywords. YOU ARE MISSING UP TO 50% of POTENTIAL CONVERSIONS Don’t be afraid of the broad! AMSTERDAM

65. Add even more power via adCore optimization… AMSTERDAM

66. Launching Is Just The Beginning Use the adCore optimization algorithms to give your campaigns even more power AMSTERDAM

67. Choose Wisely After launching a dynamic campaign add automation rules to help grow campaigns and drive more traffic. Choose your rules wisely… AMSTERDAM

68. Discussion. AMSTERDAM

69. Discussion What kind of rules would you add to a recently launched campaign? AMSTERDAM

70. Search Terms Add Search Terms rule Search terms with converted clicks Search terms based on CTR AMSTERDAM

71. Bid Management Bid management Manage bids based on position Manage bids based on campaign goal AMSTERDAM

72. A/B Testing Test based on CTR Test based on CPA AMSTERDAM

73. YOU! Thank