Efficient PPC: A Must Have Tool

Building out a pay-per-click advertising campaign can be a tedious and, dare I say it, slightly boring process. The strategy that takes place leading up to the build-out, and the optimization that takes place post build-out, is challenging and enjoyable. However, the build-out itself is just good old fashioned grunt work. Well, Trace recently discovered a program called Efficient PPC that has changed our PPC build-out lives forever. We used Efficient PPC in the past to build-out a massive campaign; but until recently we hadn't tapped into the full potential of this angelic app. Yesterday, when building out a large PPC campaign, I dug in a bit and discovered the power of Efficient PPC. Basically, creates multiple campaigns, ad-groups, keyword lists and text-ads in one fell swoop. Here's how it works (For the sake of this example, I'll ignore the campaign level and geo-targeting and pretend all these ad-groups are part of one big, messy campaign--which would be incorrect; but I don't want to write all day): Let's say I'm advertising a chain snowboarding shop in the DC Metro Area and I only want to target people in the specific cities in which these shops reside. With Efficient PPC, I simply create a list containing the specific cities (Arlington, Washington, Bethesda etc.) and call it "City-words." I create another list containing all the keywords in the snowboardingvertical (gnar gnar, radical, sick, etc.) and call it "Snowboarding-words." These lists have now become tokens and are implemented by using braces ( {city-words} ). Here's where the genius of Efficient PPC kicks in. Rather than manually creating multiple ad-groups with separate keyword lists and text-ads; Efficient PPC automatically populates my ad-groups, keyword lists, and text-ads based on the lists I've created. That's probably still a bit confusing, so check this out: Old way

  • Ad-group names: "Arlington," "Bethesda," "Washington DC" all need to be manually created.
  • Keyword lists: If I want city names in my keyword lists such as "Arlington snowboard shop," I have to manually create each list for every city I am targeting.
  • Text-ads: Again, if I want non-generic ads that contain city names in the ad copy, I have to manually create each ad for every city I am targeting.

Efficient PPC way

  • Ad-group names: {City-words}
    • Result: "Arlington," "Bethesda," "Washington DC," etc.
  • Keyword lists: {City-words} {Snowboarding-words}
    • Result: "Arlington snowboards," "Bethesda snowboards," "Washington DC snowboards," etc. These lists match each ad-group accordingly.
  • Text-ads: I create my text-ads and insert the token {City-words} wherever I would like the city name to appear. For example, "Buy Snowboards in {City-words}."
    • Result: "Buy Snowboards in Arlington," "Buy Snowboards in Bethesda," "Buy Snowboards in Washington DC" etc. These ads match each keyword list and ad-group accordingly.

Efficient PPC also has other great features like creating negative keyword lists, creating keyword lists with multiple match types, creating separate campaigns and creating multiple text-ads. If you're interested in checking out the program, they have a very generous demo download. However, I will warn you; their video tutorial is pretty bad. Let me know if you have any questions. In summary, go and try Efficient PPC.

Sign up for The Viget Newsletter

Nobody likes popups, so we waited until now to recommend our newsletter, a curated periodical featuring thoughts, opinions, and tools for building a better digital world. Read the current issue.