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Rakuten Marketing Blog

Scripts: A Step Back to Go the Quickest Way Forward

Posted on Tue, Mar 21, 2017 @ 16:03 PM by Fernanda De Castro

For some, scripts may seem intimidating, but for those who utilize the tool, it is a blessing in disguise. If you have yet to encounter scripts, they are programmed formulas and codes that automate tasks for you. Whether you are looking to forecast monthly budgets or add negative keywords to help direct the right traffic in campaigns, there is a script out there to help, guaranteed. It is just a matter of taking the time to find the right script and implementing it. Not only do scripts help minimize frustrations in performing tedious tasks, but they also increase productivity overall in a shorter period of time. If search marketers can navigate through platforms used to perform daily functions, a script can certainly be piloted.

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Scripts Save Time & Improve Performance

One helpful script we use at Rakuten Marketing is the shopping script. Shopping campaigns can bring in a great deal of data. Figuring out how to sort through the information and apply our learnings to your campaigns can be difficult. A powerful optimization tactic is to separate your brand and non-brand traffic as they often perform at very different levels of efficiency. But where do we start? Fear not, we have a solution. With plenty of practice, the team learned how to best manage shopping campaigns with a script.

Step 1: Duplicate your shopping campaigns
Step 2: Name one variation Brand Shopping and the other variation NonBrand Shopping
Step 3: Apply your Branded term as negatives to the NonBrand shopping campaign.
                •  This will help any Branded terms from mapping to your NonBrand campaign

Now the next big question is how do you find all the NonBrand search queries mapping to the Brand shopping campaign without taking quite a bit of time sifting through, and negative matching? Our team has the perfect script solution to save time finding those search queries as well as directing the right traffic to the right campaign. In return, the script helps you better manage and optimize these campaigns for performance improvement.

Here’s How The Script Works:

1. The user provides Branded terms in a google doc for the script to identify and delete in the search query reports so the remaining queries are NonBrand queries.

2. The script runs a regular search query report for your Brand shopping campaign.

3. The script then identifies your provided Branded terms from the google doc and deletes any queries that contains those Branded terms in the searches.

4. The script adds the final results in your shared library → Negative Keywords tab.

5. The user examines the negative keywords the script added and verifies the script did not miss deleting any Branded terms (it takes five minutes).

If the script did miss a branded term such as misspelling, make sure to manually take out the branded term and include it in the Google Doc. This way, the script will catch it on the next run.

6. The user then applies the negative list to their Brand shopping campaign.

7. All done! This whole process takes no longer than five minutes each week as opposed to 30 minutes of manual work each week. This adds to up to saving 1,300 minutes a year!

8. The next step is to schedule how many times a week the script should run.

As a result, you have the right traffic mapping to the right campaign, helping your overall shopping performance. It is also a good way to understand what products are needed for optimization. The below chart shows how this approach has improved with a Rakuten Marketing retail client.

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In the initial results, we saw a decrease in spend and an increase in return on ad spend. The trend was quickly apparent, and only improved throughout time.

Take The Leap of Forwardness

Remember even though you may think you are taking a few steps back to learn and test the script, once it is executed correctly, it will be the quickest way forward for improvement.

Talk to your account manager or contact us today to learn more!

Tags: paid search, keyword, google shopping, brand terms, scripts

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