Most advertisers are not able to fully take advantage of the real time dynamic nature of Paid Search because of a lack of resources. Despite the added efficiency and revenue of being able to react to conditions such as product inventory, pricing, weather conditions, and financial market changes, most advertisers cannot because of a lack of man hours. Luckily, there is a solution. Search can be optimized to many external factors and solve business needs automatically. Interactive H2O’s automation solution provides a way to programmatically access search data and make dynamic changes based on specific conditions. This can be as simple as automatically changing bids on keywords driving revenue or as complicated as making changes based on weather conditions in a particular region.
By strategically using automation, paid search can quickly can be customized to respond to business conditions and dynamically adapt unlike any other advertising channel.
Advanced Examples of Paid Search Automation
Many eCommerce companies feature thousands of products and this makes managing search campaigns at even a basic level difficult and at times even unwieldy. One area that often gets neglected that can cause major losses in revenue and wasted advertising spend is inventory. Since inventory is always fluctuating, it is very difficult for SEM managers to respond to inventory changes such as pausing keywords driving to out of stock products or increasing bids on keywords driving to products that are overstocked. Fortunately, there is a solution. Interactive H2O’s automation technology can be set up to use inventory data from an advertisers product feed or simply to read the inventory levels featured on a site landing page. Here are some example of the technology in action:
- Product Surplus: If a specific product reaches a certain level (ex. 1,000 in stock), bids can be raised on keywords related to this product to increase the clicks driving to this page and help sell more.
- Low Inventory: When inventory is low on a product, bids can be lowered to decrease the clicks driven to the page. Also, dynamic ads can be set up so the copy adjusts to inventory levels. For instance, an ad could say “Only 10 Left in Stock!” and automatically adjust that number based on the actual inventory left.
- Out of Stock: If an item is out of stock, all related keywords can be paused so that no clicks are wastefully driven to this page.
2. Automated Promotions and Pricing Updates
Similar to inventory, Search advertisers often neglect pricing. Because pricing and promotions can change often on a website, it can be unwieldy to adapt search copy to pricing fluctuations. Interactive H2O’s search automation allows ad messaging to be adjusted based on the current price featured on the landing page.
For example, an auto advertiser will have many different trims of a specific model featured on their website and the prices for all models fluctuate often. Instead of periodically updating the copy, the technology can dynamically pull the lowest price of a model on the page and insert that pricing into the ad copy – ex. “Starting from $XXXX”. This makes for a much smoother user experience.
This can be applied to discounts and promotions as well. The simplest version of this would be to pull “% Off” messaging from the landing page and insert into the copy. However, Promo codes can also be dynamically updated. For instance, if an advertiser often wants to continually update Promo codes on a daily basis to ensure that they are not being taken by coupon sites, a rule could be applied that pulls the Promo code of the day from an offline feed and updates messaging with the accurate code.
Automation can even be used to enhance messaging using timing to apply urgency to potential shoppers. For a Promotion that has a specific end date, copy can be written that automatically the ad copy on an hourly basis. Ex. “Only 2 Hours Left for 20% Off!” This makes it much easier to manage short promotions and holidays such as Black Friday.
3. Real-Time Marketing by Weather
Weather conditions are always changing and many businesses and product sales are affected by (if not dependent on) what the weather currently is. However, weather is unpredictable and this makes it challenging to adapt marketing efforts to these fluctuations. Here are two examples of using automation to optimize against weather conditions:
- Bidding Changes – A clothing eCommerce advertiser sells bathing suits and knows that sales for bathing suits tend to spike on the first warm day for regions around the US. A rule can be set up to pull the current weather in specific areas and adjust Geo bids against the weather criteria. So on the day that it is an unseasonable 70 degrees and sunny in Chicago, bidding for this location can be adjusted so that this advertiser is serving in top position on bathing suit related terms.
- Ad Messaging Automation – A Ski Resort knows that visitors in nearby states will come to ski on a weekend if there is fresh snow. Since weather rules can be set up to run against temperature, precipitation, and wind, a script could automatically adjust the Google Adwords ad messaging to “Over 6 Inches of Fresh Powder This Weekend!” to encourage visitors to ski.
4. Real-Time Marketing by Market Trends
Automation can be used to respond to social trending in real time as well. Using social listening tools. Interactive H2O’s technology could automatically use this data to build out keywords related to trending topics with a specific category. This allows a search campaign to get ahead of the competition by quickly adapting to trends. Also, an advertiser could run a brand campaign that pulls the number of Twitter followers that the advertiser’s page has and insert that number into the message to establish credibility.
Data from Financial Markets could also be used for automated search to help advertisers keep on top of changing demands driven by stock market trends or currency fluctuations. For instance, a stock brokerage firm could run a specific message if the market is booming to pitch the potential profits that a potential client could make and then change the messaging if the market is dropping to focus on risk mitigation. This type of strategy could be adapted in many different ways and could use data as granular as a specific stock price or be applied using more macro trends such as the current DOW Jones industrial average.