FeedLab: PPC campaign automation for large product inventories

FeedLab™ is Search Laboratory's proprietary software that automatically builds and updates PPC ads and keywords for large product inventories. 

Delivering highly-relevant PPC ad texts for specific, long-tail keywords is a necessity for a top-performing account – it helps with user experience, conversion rates and quality scores. However, with a constantly-changing product inventory and pricing structure, it can be impossible to stay on top of all of these changes.

This experience led us to develop FeedLab.

feed-lab

FeedLab provides a time-efficient, accurate and granular solution to managing large-scale PPC campaigns. With FeedLab, we can customise and automate the process of updating ads and keywords for large product catalogues, ensuring that our clients' PPC campaigns reflect the latest stock levels, price changes, or special offers.

Managing PPC advert scale and complexity

FeedLab allows us to manage PPC ad complexity by automating the process of updating our clients’ PPC ad content based on product feeds.

We can customise FeedLab based on our clients’ specific needs, allowing us to deploy changes at scale, quickly and accurately, and to schedule them to run on a daily – or even hourly – basis.

This allows us to respond quickly to opportunities to drive revenues or avoid wasted spend, including:

  • Stopping ads for items which are out of stock (or low on stock)
  • Reenabling ads when products come back into stock
  • Automating the creation of new ads and keywords
  • Ensuring that ads reflect the latest prices
  • Advertising the best discounts
  • Rolling out promotional campaigns
  • Only including ‘Free Delivery’ messages when they’re relevant

FeedLab ensures we are delivering high quality ads to maximise quality score (and therefore minimise cost per click), and providing a great user experience to drive conversions. The time efficiencies we gain from FeedLab also means that our account managers can focus their time and expertise on optimising our clients’ campaigns, driving the return on advertising spend they get from PPC. 

How it works

Step 1: Set up and importing product feeds

FeedLab allows us to customise the automation process based on the specific needs of each client and each campaign:

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Feeds can be imported from different sources, or by a custom code, and allows us to preview the elements it finds in the feed:

FeedLab import

Step 2: Setting up Ad Groups

The next step is to identify standard fields from the feed which will be used in creating the ads and keywords, and add in custom “Calculated Attribute” fields to allow for additional parameters such as:

  • Discount
  • Number of items in category
  • Max Price
  • Price

We then specify the combinations of attributes which define Ad Groups:

FeedLab ad groups

FeedLab doesn’t just create ads for each product. It can target any combination of attributes. This attracts more generic searches (‘Red Hats’) and allows us to highlight specific features on that group.

On a large client, there are thousands of combinations, which are impossible to be managed manually.

Step 3: Generating Ads and keywords

The next step is to generate the ads and keywords. We can create multiple templates per Ad Group, allowing us to generate all combinations of “best fit”, to ensure that the keyword coverage is highly specific, and the ads are written in a way that sounds completely natural whilst including key selling points and taking advantage of the full character limit that is available.

Feedlab ad generation

Ads aren’t just at product level: they can target any attributes in the feed e.g.

  • Brand
  • Category
  • Colour
  • Style
  • and any combinations of those

This allows us to capture non-product specific traffic and shows detailed ads e.g.:

FeedLab advert eg

We then generate keywords and synonyms for each product.:

FeedLab key word generation

Step 4: Scheduling synchronisation

The final step is to schedule the timing and frequency of the update:

FeedLab scheduler

Summary – and how we can help you

FeedLab is a flexible ad and keyword tool that generate combinations of ads from large product inventories that would not be possible to do manually.

Campaigns can be updated daily, or several times a day, allowing fast and accurate changes to be made before revenue-generating or cost-saving opportunities are missed.

This allows us to deliver more targeted campaigns covering more combinations of keywords, and allows our PPC experts to focus on optimising our clients’ campaigns and generating the highest returns on their Adword spend.

If you would like to discuss how FeedLab might help your PPC campaign, please contact us for a confidential discussion.