Stephen Noch’s Post

Transcript

Adlabs makes it quick and efficient to harvest keywords or product targets from your search reports and add them into your campaigns, while also getting the starting bids right and accounting for all of the placement adjustments in those campaigns that those keywords are being harvested into. And I'm going to show you how to do that. So first thing we need to do is we need to set up a keyword harvesting map. And this is essentially telling Adlabs what are these source campaigns? Those are usually going to be your auto campaigns or research campaigns. And then what are the destination campaigns? Where are you trying to add? Those keywords. So let's first just find a campaign. We'll go with this citrus product, we'll select the ad group and then the destination campaign is usually going to be some manual targeting, perhaps keyword exact, product targeting exact, anything like that. And then you'll have the option to select the starting bid. Now, if you go with the Adlabs method, that's going to tap into the Adlabs bidding algorithm, which will factor in all of the placement settings that are going on in that destination campaign, as well as the search terms actual performance so far. So if that search term already has a high a cost, you should still be harvesting it, but adlibs will calculate what that bid should be so that when we harvest it, it's actually hitting the target it costs. You can also enter your own custom bid here, or you can use a the the search terms. CPC plus or minus a certain amount or multiply it by a certain amount. But if you wanna do a custom value, you would just enter that in there, select your match type, and then you can also choose whether or not you want to negate this harvested term from the ad group or the campaign. So you'll just hit create new mapping, give it a second, and then it will populate right within here. And now we have a row showing our one map item from this source campaign into this destination campaign. And then we can see. Exactly what match types were harvesting in here. And then if you ever make a mistake or you want to undo something, you can always just delete these items. And then because this account has quite a few campaigns, I'm going to show you how you can bulk upload your entire map in one Excel file. So we'll do that right now. So the first thing you're going to do is download a template, which I already have here. And as you can see, it's hopefully pretty straightforward, but you're going to select your source campaign, your destination, what you want. That starting bid to be what you want the harvested match type to be. And then of course, if you want to negate from that source campaign or source ad group O in order to enter your campaign name and ad group names, I recommend just downloading a sheet of all of your campaigns and adgroups. Hopefully you already have this from when you were setting up your campaigns, but it's easy to download either from the from Adlabs itself or from the bulk operations. And I'm just going to copy over all of these. Auto campaigns. So these will be our source campaigns and we plan on harvesting these into our broad and phrase O we'll enter those here as the destination. And then we're also going to be harvesting into our exact match campaigns. So we'll bring these and I like to add little breaks, line breaks for myself just to. Differentiate between the different sections going on. And now my bidding method is for everything's going to be add labs and you'll see that Grays out these areas when you are using Adlabs because Atlas will be calculating the the bids. So you only need to fill these in if you are planning on entering a custom CPC or trying to modify the converting search terms CPC. So for these first sections, these are all going to be broad and phrase. So we can come in here and mark with an X which is signaling. That these are going to be the match types that we want to use, that we want to be harvesting into these campaigns. And then for my exact match, we are going to be harvesting with exact match. And so you'll just bring that all the way down. And then of course, you can do the exact same thing for your product targeting. And now that search terms are actually appearing in product targeting ad groups, you can actually also harvest from product targeting campaigns or ad groups and you can harvest those into your search terms. As well. So you would just continue filling this sheet out and then we're going to upload it into AD Labs and that will put our map in there? So I just finished putting my map together and it's pretty straightforward. We have six different sections of harvesting rules. We're harvesting from auto into our broad and phrase match campaigns and then from auto into exact. And then in this section, we harvest from broaden phrase into exact. And then down here we harvest from auto into our individual product targeting. And then down here we harvest from auto into expanded product targeting. And then finally we harvest from expanded product targeting. Into individual product targeting. I'm using AD labs for everything so I can save this and then navigate back to Adlabs and then just find that same file I was just working on. Let me make myself smaller. And then we can drag and drop it here and that will now give you an opportunity to come through and preview the map that you're setting U. If you have any errors, it's not a problem. You can edit items in here to clean up those errors or just go back to the template and start over. But I'll hit create new mapping. And so now Adlabs knows exactly what the source and destination campaigns are going to be as well as the match types and how much we should be bidding for any of those harvested terms. So. The final step is to just come over to the search terms tab and then select the date range for which you want to be optimizing. You could be last 60 days, last 90 days, and then you'll set your filtered criteria. I like to take anything that has earned at least one sale. And then you'll also see here we'll start showing in your search term reports the harvested column, which is saying whether or not those terms if if this is a search term that currently is living in a source campaign, such as an auto campaign. That you have mapped to another destination campaign. If that search term hasn't yet been added, we will flag it as not yet harvested. Now you can harvest everything. It doesn't make a difference if you if you try to harvest things have been harvested. Adlabs are just going to ignore it. We're not going to have it again. But for everything else that's unharvested, you'll just click this harvest button and here you'll get an opportunity to enter your target ACOs for those harvested terms. If you are using optimization groups, then we will basically use the targeted. Us for the destination campaigns, whatever optimization groups they're in, if they have a a set targeted cost, then we will just be using those. And then there may be times, there may at times be a few campaigns like these are a bunch of legacy campaigns that we didn't bother to map because those aren't the campaigns that we created. And we're also starting to phase them out. And then we have a few other unique campaigns that don't require mapping. So if there is something that needs to be mapped to or you can, otherwise if you just move on, we'll ignore those other terms, those won't be harvested. But it's all fine. So we'll hit preview and now we can see we've got 60 search terms that are all being harvested over from those source campaigns into the destination campaigns. We also have the search term stats data here along with the bids that are being calculated based on the performance of those destination campaigns, based on the performance of these keywords and also being taken into account the placement performance for and the placement settings on those destination campaigns. So the final step is just to select all and then hit. I confirm and send those changes over to Amazon and that's all there is to it.