For good product advertising, the key is to create ads that are the most tailored for each product. And so we are extracting the so-called variables from your feed and playing with them: supplementing, cutting shorter, sometimes adding a regular expression. Variables are one of the charms that make the resulting campaigns more powerful and working with PPC Bee more efficient. Variables in PPC Bee are of two types: text and numeric.
are product information downloaded from a data feed. They are specific to each product and updated daily in PPC Bee. Product names in the feed are not always in a form which can be used in an ad or keyword. Therefore, in PPC Bee there are “custom text variables” which you can define yourself and build just like playing with Lego.
An example of one of the predefined variables from the data feed
What functions does PPC Bee offer to modify the feed and what can be defined by your own variable?
You can remove:
Duplicate words in the name
Stop-words (conjunctions, prepositions, etc.)
Another option is cutting down
The number of words [recommend 3–5 words. Specific product names tend to be longer, but no more than five words (only rarely).];
The number of characters (we recommend a maximum of 35–40 characters.)
You can also play around with resizing fonts
Using Prefix and Suffix
If the above adjustments to feed are still not enough for you, we have something extra! You can enrich your custom variable and add your own words or variable from the feed. With no limits to quantity. Just choose if you wish to add a word before (prefix) or after (suffix) your custom variable or at both positions at once.
You can use the prefix and suffix together
Find and Replace
You can replace:
A text with another text
A text with nothing (the selected text is deleted)
Select and delete unwanted text using RegExp (regular expressions — see our article on the blog)
Let’s look at a specific example. Imagine a “product name” in the feed in the following form:
But we don’t like the form of the product name which should be inserted into the advertisement. We want to remove the numbers, dashes and replace the English “dolls” with Czech “panenky”. What can we do about it?
Using the \d RegExp remove the numbers from the feed
Insert a dash in the first box and leave the second box blank (dash is replaced with nothing)
In the first line, insert the word Dolls that we want to replace. In the second line insert the word panenky which will be inserted instead of dolls.
This bit of magic is enough to get a product name usable for adverts.
In the top line you see your result. The bottom line is a preview of the original product name.
This way you can also remove the brand from the name.
Working with the product name free of the brand will then be pleasant without having to worry about problems with trademarks.
In the preview, you can see how the brands were removed from the name.
Be careful not to become so enthusiastic about modifying that your product name remains too general.
Custom Numeric Variables
are used primarily to modify the unsatisfactory appearance of numbers in the feed:
You can round off, increase and decrease the price or “delivery_date”, or even add the missing VAT, see example:
Insert the _pricemin_ variable into the “custom variable” box, multiply it by the sum of VAT (21%) and 100% divided by 100: _pricemin_*(21+100/100). You get the following formula: _pricemin_*1,21
Besides the original values (bottom line in light gray), you see a preview of your final variables plus VAT (top row) in the right column.
Nevertheless, you can create much more using numeric variables:
Do you find “price for the product and delivery time” in your feed a little dull? Would you like to highlight in the advertisement (for some products) how many % of the price your client will save? Simply use a numeric variable.
Enter a formula and a variable to subtract % of the price (100%) in the “Input text” box: _pricemin_ / (100-discount) *100 — _pricemin_
For example, if you have a 20 % discount, specify:
_pricemin_ / (100–20) * 100 — _pricemin_
The result then differs depending on the value of pricemin.
There are many examples of how to use variables. Every client has different needs. Are you confused? Contact us and we will advise you specifically for your situation.
In the past, PPC Bee automatically changed your capitalized words. Because of them your ads can be rejected (primarily by AdWords). There are, however, several clients whose brand name is comprised of uppercase letters, and there was no way for them to keep this in their ads. Thus we have decided to meet their needs and now we have enabled capitalized words in ads.
With PPC Bee, every information your data feed contains can be automated. Either you want to make sure that only ads for products in stock are running, or create keywords or ad texts. And since we are very curious about your approach to automation, and to what extent you make use of it, we decided to organize a competition!