Recently we added several new features to the BlueWinston PPC tool and the user interface was also slightly updated. Our goal with this UI and feature update was to make campaign creation easier and faster for you. The new features should help you create even better and more effective campaigns and the new UI should help with effortless navigation through the tool.
Changing the user interface (UI)
We changed & unified some steps in the creation process. This should help with cleaner and faster campaign creation because not everyone needs all features active and running. If you need advanced options you can roll down the window and activate them. If not they will stay inactive and you can always progress further with campaign creation.
All mandatory steps are always open for editing.
All hidden options are not mandatory and are rather advanced functions.
Source file and campaign targeting
When creating text ads BlueWinston functions via product XML feed. In the new UI, we included location and language selection in this step.
You can also select if you want to advertise only on Google Search or also on the Search partner network.
Tag assignment and filtering
We moved all filtering options into Advanced filters. If you want to advertise all products that you have in the XML feed you don’t need any filters. On the other hand, if you want to select specific products you can open up the Advanced filters panel and use the filters that you need.
In the advanced filters, you can find all tags that have on the left side written filterable.
After clicking on Advanced filters you can filter the products in the campaign. According to the attributes assigned from the XML feed, you can set up product filtering as needed, for example, filter products by category, manufacturer, price, custom labels, and so on.
We have slightly changed the explanation of how keyword creation works by shortening from the product name.
Using the function in the purple button, you can set the shortest keywords to be created according to the length of the product name. For example, if a product name has 8 words, it can create keywords that are 3 words or more. In that case, after clicking, there will be 8 in the left column and 3 in the right column.
In the blue box, you can also see the function for the minimum number of words in the created keywords. You can set it to create keywords that have, for example, at least 3 words. Alternatively, you can set it to generate longer keywords.
In the green box, you can see the function to run only the longest approved keywords for the given product (ad group). You can thus advertise the most accurate keyword for the given product. This way you will get the most accurate clicks for the given product.
If you want to Create keywords by tag combination just scroll down and open the window.
You can manually remove inappropriate words (via the Words to remove function), then the keywords will be created without them.
Keyword details work for both truncation and tag combination methods and here you can select auto exemption for Trademark and Pharmacy policy, check the diacritics options if your language has them, but also input noise words and negative keywords.
Duplicates finder is a feature we’ve wanted to add to BlueWinston as soon as possible. Thanks to the duplicate search, you can create more accurate and therefore better keywords. You can easily remove generic words, descriptive product names, or conjunctions and prepositions.
First, you choose where to search for duplicates – i.e. the most frequently repeated words, for example in the Product name.
Subsequently, BlueWinston detects the most frequently repeated words – 1-word, 2-word and multi-word. You can then choose which words you want to remove from the created keywords. Those words and phrases will be added to the Duplicate Phrases to remove.
This way you can refine your keywords – the result is more suitable keywords and therefore you can advertise more products in Google search.
Creation of Ad patterns
We also made the creation of ads more transparent. RSA ad templates, ad extensions, and URL suffixes, now these settings are below each other.
We recommend creating several RSA templates. You can use up to 15 headlines and a maximum of 4 descriptions in each RSA template. You can also turn on the automatic request for exceptions, for example, due to trademarks.
If you also send image links to products in your feed, you can turn on Image Extension. BlueWinston will automatically create images for your products and Google will then display the images with Product text ads. You can read more about how Image Extension works in BlueWinston campaigns on our website.
You can also set Sitelink and Callout Extensions directly in BlueWinston. If you already have them in Google Ads BlueWinston will recognize that and you can use those as well or you can create new ones.
Once saved, BlueWinston creates ads for each product in the campaign, images for each product, as well as Sitelink and Callout Extensions. The advertisement will be more interesting for the user and we can expect a higher CTR.
Choosing a bidding strategy
In this section, we tried to simplify the choice of the right strategy by filling in:
- daily campaign budget – we recommend at least €10 / day (or equivalent in local currency)
- average margin on your products in the campaign (as % of product prices) – usually around 20%
- bidding strategy – we recommend starting with the Manual bidding strategy because you have full control over the maximum price per click
Under advanced settings, you can find the maxCPC setting for a manual bid strategy.
We haven’t changed anything in this part yet, we recommend first setting the calculation of the maximum cost per acquisition (maxCPA), usually, it is % of the price of the products, for example, 20%.
Subsequently, you can select scripts that will automatically pause ineffective keywords, import effective search terms, or exclude ineffective search terms as needed.
The most common setting of scripts looks as follows – calculation of the maximum price for obtaining one order as 20% of the product price (orange box below) and then a script that pauses keywords that were ineffective (when obtaining an order was more than 20% of the product price) – blue box below.
Conclusion of the campaign and recommendation for creating a DSA campaign
In the last step, you can see that we added a recommendation to create a product DSA campaign. This allows us to cover advertising even for products that have a low search volume and therefore cannot be advertised in a normal product text campaign.
You only need to fill in the daily budget for the DSA campaign, the domain name, and the domain language.
A DSA campaign will then be created, and it will be linked to the Product Text campaign we just created. A pop-up window will inform you about the successful creation of both campaigns.
Only those products that cannot be advertised in the Product text campaign are advertised in the connected DSA campaign. These are products that do not have a single suitable (advertisable) keyword.
Subsequently, you can also create a Product – Group text campaign for keywords, which are suitable for advertising 2 or more products. In this type of campaign, we send the user to the search result on the e-shop so that he can choose from several products.