Scalability and Effectiveness of Search Ads in Diverse Market Landscapes

Having an effective PPC automation strategy if you are active in multiple markets is challenging. Even more so, if you are in the B2B business. But worry not, Rene is here to help. Let’s dissect the strategic use of Merchant Center feeds and data in search ads. Learn how to leverage the KNIME Analytics Platform for seamless data orchestration and gain real-life insights from a retailer operating across 20 countries.

Transcript

1. 25/10/2024 SMX London 2025 Scalability and Effectiveness of Search Ads in Diverse Market Landscapes
2. Responsibilities At Peak Ace since Experience Languages Personal Fact 2 peakace.agency Rene Wielenga Head of Performance Advertising Rene leads the Peak Ace Performance Advertising team, which consists of PPC, Paid Social and Programmatic. 2016 During my operative years, I focused mostly on large-scale, Pan-European accounts; Master in Psychology German, English, Dutch, Spanish I finished Netflix r.wielenga@pa.ag renewielenga +49 30 832 117 490
3. 3 peakace.agency What you will be taking away from today‘s session A more structured way to approach large scale e-commerce accounts where pricing policies are updated often and dynamically. Two automations that can help you scale accounts in a more sustainable way.
4. 4 peakace.agency eo ames i rosoft en la es en treet a om om owered by ing Background to the project ▪ For a large retailer in the B2B-market, we were operating ad accounts across 21 countries and 18 languages ▪ Roughly 10,000 SKUs per market ▪ Project complicated by: ▪ 18 languages across 21 accounts ▪ Back-to-back promotions ▪ 10 different currencies ▪ Daily (unannounced) price changes ▪ Dynamic pricing policies ▪ HQ in the USA with little expertise about Europe
5. 5 peakace.agency At Peak Ace, we can cover a lot of languages in-house We were able to hire native speakers in more than 25 languages – however, there is process in which you can (semi-) automate that process as well though ChatGTP German US-English UK-English Dutch Finnish French Danish Italian Japanese Norwegian Hungarian Polish Portuguese Russian Spanish Swedish Turkish Czech Romanian Arabic Croatian Chinese Thai with more to come
6. 6 peakace.agency Disclaimer: The following automations rely heavily on ad customizers If you are actively optimising for Ad Strength as a main KPI in your accounts, you might need to rethink that strategy ☺
7. 7 peakace.agency What are ad customizers? ▪ Ad customizers are dynamic elements in your ads that allow you to automatically tailor your ad copy to match the user’s ontext in real time. ▪ This can include dynamically inserting details like product names, prices, promotions, or countdowns, making your ads more relevant and personalized to each user. ▪ Ad customizers pull data from a feed or structured data file and inject this information directly into your ad based on predefined rules. Key Takeaway: Ad customizers enable dynamic, personalized advertising at scale, allowing you to create more relevant and engaging ads with less effort - driving better results while efficiently managing complexity
8. 8 peakace.agency Problem: Back-to-back promotions What the process looked like before automation Write an ad for the promotion Label the promotional ad Create a rule for each timezone to enable the promotional ads based on labels Create a rule that pauses the old promotional ads based on labels Rinse and repeat Very manual process
9. 9 peakace.agency Solution: Automate the marketing calendar Fairly simple automation you could be doing today
10. 10 peakace.agency Pro-Tip: Use Google Sheet Settings Play around with the timezones in case you would need to start your promotions at another time than midnight
11. 11 peakace.agency Problem 2: Dynamic Pricing Policies/Price changes Include request into the ad copy Go on the website and check the pricing per country per category Update the pricing in the ads Repeat on a weekly basis Very frustrating, manual process “We have seen great results in the USA by including bulk pricing and lowest price into our ads. Could you just...?” x21 accounts
12. 12 peakace.agency That process was less than ideal So, we got to thinking how we could optimise that process Update Shopping Feed to include granular categories Aggregate Shopping Feed data with KNIME Export to Google Sheets Link Google Sheets to Google Ads Account Update ads to include relevant ad customizers Automated Workflow Manual Manual
13. 13 peakace.agency KNIME Workflow Fetch Shopping feed Cluster products Clean up products Sorting, filtering, removing Prepare Gsheets for upload Unique values in AG Match category to AGs Calculate category prices Import from Google Ads API
14. 14 peakace.agency Output: Google Sheets that can be linked to Google Ads KNIME will output a file detailing the minimum order value, minimum order quatity, and the lowest price for each of the categories.
15. 15 peakace.agency Ad Copy Results
16. I hope this has given you some ideas for your accounts!
17. Care for the slides? Any questions? hi@pa.ag peakace.agency twitter.com/peakaceag facebook.com/peakaceag peakace.agency Ready for the next step in your career? jobs.peakace.agency SMX will share them afterwards Rene Wielenga hi@pa.ag Head of Performance Advertising