Guides for customers
Manuals
Step by step through your PPC-Butler: from creating your account to rule sets, conditions and bid management at target level.
1. First steps
01Create account
02Connect Seller Central with PPC Butler
03Create & manage user profiles
04Connect accounts to interface & define settings
05Get performance data (NOW)
2. Create automations at target level
01Create rule sets and rules for targets
02Groups for maximum flexibility
03Drag & drop rules - understanding hierarchies
04Execute and check the rule set, step 1 (manual execution)
05Supplement to step 1, delete individual actions from the update report*
coming soon…
06Assigning schedules to a rule set, step 2 (switch on automation)
07Assigning schedules to a rule set, step 2 (switch on test mode - semi-automation)
08Create reporting at target level*
coming soon…
2.1 Define conditions at target level
01Understanding conditions (Basics - worth reading)
02Targets, campaigns and targeting
2.2 Conditions at target level - formula-based (expert mode)
01The KPI Change in detail*
coming soon…
02Operators in detail*
coming soon…
03AND / OR Create conditions*
coming soon…
04If, Then, Else*
coming soon…
05Use product variables to control each product individually (expert mode)*
coming soon…
06Formula based work (expert mode)*
coming soon…
2.3 Transfer rules & rule sets
01Transfer individual rules to an existing rule set
02Transfer rule sets to other marketplaces or advertising accounts
2.3 Bid management at target level explained in detail
01Increase / decrease bid
You can gradually increase or decrease your bids based on the current bid price. Depending on which option you choose, you can also determine the maximum or minimum bid. You also have the option of increasing/decreasing the bids in euros or in percentages.
Summary:
- Increase / decrease bids step by step
- Define max. and min. bids
- Control in euros and per cent
02Target Acos control - Step-by-step control of the bid towards the target Acos
We use the formula (CPC period / ACOS period * TARGET ACOS) for bid control by target ACOS. As there are countless formulas for calculating the target Acos, we have also created a function for you where you can store your own formula (see Bid control via formula). In this section, however, we would like to take a step-by-step approach to the “Target Acos Bid” using the predefined formula. Here is a small example to illustrate this:
- the CPC of the last 7 days corresponds to 0.35 cents
- the ACOS of the last 7 days corresponds to 3%
- the TARGET ACOS is 10%
The Butler would now perform the following calculation for you in the background.
0.35 / 3 * 10 = New bid (1.16 euros). We strongly advise you not to make such bid jumps, even though some tools on the market do just that. Such bid jumps are usually accompanied by a higher Acos than desired. We therefore recommend that you gradually steer the bid towards the target Acos. In this example (see screenshot), your butler would know that the calculated bid is 1.16 euros, but your butler would only increase the current bid by a maximum of 20 cents. The first bid change would therefore be 0.35 cents + 0.20 cents = new bid of 0.55 cents. The same applies to the maximum decrease by. If you leave this value at 0 as in the screenshot, the bid would be lowered directly to the lowest calculated value and not step by step.
Hint: Each time the rule set is run, this bid would be increased by a further 20 cents. This is important to note if you want to control the rule set several times via a schedule. You will find out at a later stage exactly how you can deal with this circumstance so that this rule is only executed every 2 days, for example, even though the rule set is executed several times a day via a schedule.
Summary:
- Approach the calculated target acos step by step
- Define max. bids
- Control in euros and per cent
03Target acos control - Set fixed bid to the calculated target acos
Increase selection in/to “Target ACOS”
The logic is identical to the section “Target Acos Control – Incrementally control the bid towards the target Acos”, but here the bid is set directly to the calculated bid.
For more information, please refer to the section “Target Acos Control – Controlling the bid step by step towards the target Acos”, where you will find a very detailed description.
Summary:
- Set fixed bid to the calculated target Acos
- Define max. bids
- Control in euros and per cent
04Bid control via formula (expert mode)*
3. Create automations at budget level
01coming soon...
coming soon…
4. Schedules
01coming soon...
coming soon…
5. KW-Harvesting (transfer search terms)
01Initial setup for bid adjustments based on organic and sponsored placement
02Create a rule set for position-based optimization
6. Best Practices
01coming soon...
coming soon…
More help
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