The Top 5 APIs that PPC Advertisers Use to Rapidly Scale Online Ad Campaigns

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With various advertising channels available to PPC advertisers these days, it becomes extremely time-consuming to manage and maintain ad campaigns across multiple ad networks and accounts. Growing online ads has become a real challenge in such a fiercely competitive industry. That’s why APIs are becoming more prevalent as the next big trend that allow advertisers to save time and rapidly scale campaigns. API stands for Application Programming Interface, but what does that even mean? More importantly, how can it help you rapidly scale your online campaigns?

As it turns out, more and more sophisticated advertisers are turning to automated bid management tools, whether it be proprietary or from third-party vendors, like Marin Software or AdStage. With automated bidding in place, this allows advertisers to spend more time optimizing campaigns, and taking action on the data to scale faster. To do this with ease, advertisers access the top APIs to manage and scale their ad campaigns side by side, without having to export reports from each platform and data mine. Let’s take a look at the top 5 APIs that PPC advertisers leverage to rapidly scale their online ad campaigns:

1.  AdWords API: Google has dominated the revolutionary paid search advertising market since it launched AdWords in 2000. It’s also created several innovative tools that offers marketers a more convenient work-flow for managing and scaling profitable campaigns, such as The Conversion Optimizer, AdWords Editor, and Google’s Keyword Tool. However, while there are thousands of advertisers that only invest their digital marketing budgets on Google, there are still third-party tools, like WordStream, that cater to these advertisers because of AdWords’ intimidating and difficult to use platform. The AdWords API has proven to be quite useful for those marketers who don’t find the AdWords interface user-friendly.

2.  Bing Ads API: While Google is the top dog for paid search traffic, the top advertisers are savvy enough to realize that scaling ads beyond AdWords increases reach and overall returns from ad spend. A recent report shows that there are 153 million unique searchers on the Yahoo Bing Network and that these searchers spend 8% more than Google searchers. This means that 153 million people can only be reached through Bing Ads and will never be reached if only advertising through AdWords. This is one of the most compelling reasons why advertisers sync the two search channels up with the Bing Ads API.

3.  Facebook Ads API: Since the release of the Facebook Advertising API in 2011, Facebook has opened their API up to partner with over 260 vendors in over 45 countries. With all of the Facebook updates and lack of simplicity within the Facebook Ads self-serve platform, social advertisers have been turning to third-party solutions like AdParlor and Qwaya to successfully manage and scale their Facebook ad campaigns. Facebook’s innovation with ad formats, and their access to such valuable inventory has certainly been quite valuable to advertisers, but without the Facebook API available in user-friendly partner tools, the top advertisers would not be able to grow their campaigns and ad spend as quickly as they have.

4.  Twitter Ads API: Although still in private beta, the Twitter Ads API was released earlier this year with a few select partners. Twitter Advertising is taking off with its “pay-per-engagement” pricing model and ability to reach any industry and audience. Advertisers who are actively managing social profiles and looking for more brand awareness can do so with Twitter Advertising, which lends more followers and more syndication for tweets at scale. Online advertisers have been patiently waiting for this API to open up so they can easily measure and compare campaign performance with similar digital ad channels and automate bids accordingly.

5.  MixRank API: MixRank’s leading competitive intelligence tool allows advertisers to quickly spot their competitors’ top performing ads, keywords and placements. With the unveiling of MixRank’s API last year, we’ve seen an incredible amount of interest from advertisers who are looking to leverage competitive data to profitably scale their own campaigns. MixRank’s API can be easily integrated with your home-grown bidding solution or third-party online advertising management platforms, acting as a recommendation engine to influence bids, ad copy, keywords, and/or even placements to buy traffic on. These recommendations provide significant time savings when scaling profitable campaigns, as it eliminates over 50% in research and testing time. With the world’s largest database of online ads, MixRank’s API is versatile for all industries and markets. If you’d like to gain access to the MixRank API to leverage competitive insights with your bidding solution, sign up here.

If you’re one of the top online advertisers, you’ve probably used at least one, if not all of these APIs to manage and scale your campaigns. What makes an API highly adaptable for all of the top advertisers is when it can be leveraged in any industry for any market. These five APIs will certainly help you scale your online presence faster. And with the recommendation insights provided by MixRank’s API, you’ll be able to scale more intelligently and profitably. If you’re already leveraging a PPC bid management tool and want to scale your campaigns more intelligently by outperforming the competition, learn how with the MixRank API.  Sign up today.

Which Super Hero Would Your Online Marketing Strategy Be? The PPC Optimization Edition

Pay per click (PPC) ads aren’t successful over night, and as you know from our last post in this series, a few online advertising strategies or super heroic powers can be used to quickly optimize your campaigns to profitability. If you thought optimization strategies for PPC campaigns were boring and menial tasks think again, because you might be using these extraordinary powers in your daily routine.

The PPC Optimization Edition

Here are a few of our favorite X-Men characters and their powers that can be used for optimizing PPC campaigns. Tell us in the comments section below which character’s powers has given you the most performance lift when optimizing campaigns.

Wolverine: Campaign Segmentation

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The Super Power: Wolverine possesses retractable claws within each forearm. They can cut through practically any known solid material, segmenting metals, woods, and even stone into pieces. His abilities are similar to campaign segmentation, which is the process of breaking up your campaigns by network, location, or device. Wolverine’s ability to heal from any wound, disease or toxin at an accelerated rate is just another signal of proof that sharpening Wolverine’s powers of campaign segmentation can rapidly bring your poorly performing campaigns back from the dead.

How to Own It: Segmenting campaigns by network is the easiest way to exercise your inner Wolverine. Search and Display are two very different types of advertising channels, and should be measured and accounted for differently. To segment an existing campaign, you can visit the AdWords campaign settings and edit the “Type” of campaign. In Bing Ads, it’s a bit trickier to segment by network, but it absolutely can be done at the Ad group level under Advanced Settings in the “Ad distribution” field. If you’re already segmenting by network, wield your Wolverine claws with a more advanced strategy: segment by location or device. When segmenting by location or device, this allows you to create more relevant ad copy for the location or ad extensions for the particular device and gives you the control to set bids higher for strategic markets or devices with smaller screens.

Storm: Dayparting

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The Super Power: Storm is one of the most influential mutants on the planet, with the power to manipulate the weather. Her precise control over the atmosphere allows her to create special weather effects such has whirlwinds, humidity, precipitation, lighting, and atmospheric pressure. Just like the weather, your ads’ performance changes throughout the day. In order to control that performance in your favor, create a Storm moment with dayparting.

How to Own It: In order for this power to work in your favor, you’ll need to have some data from your existing ads or keywords so you can see what hours of the days are getting the most clicks or acquiring the most conversions. To analyze the hour by hour trends in AdWords, go to the Dimensions tab at the Ad group level and make sure to open the View: Hour of day report. In Bing Ads, you can view the same report by visiting the Reports tab, and selecting the Show: Hour of day report. Now that you’re equipped with the right data to control the weather of your ads, create a Storm by adjusting the Schedule settings at the Ad group level.

Morph: Dynamic Creative

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The Super Power: Morph, as his name suggests, is a shape shifter and can morph his physical appearance and voice to resemble any person or object he chooses. His ability to alter his form is similar to the way advertisers can use dynamic creatives to instantly change the ad copy for more relevancy to the audience. Morph also has limited telepathic abilities, allowing him the ability to read minds, similar to the way dynamic keyword insertion can automatically insert the keyword that’s on a person’s mind.

How to Own It: In order to perfect the powers of Morph, you’ll need to use dynamic creatives. You can either use dynamic text or dynamic keyword insertion for your ads. The way dynamic text works if you want to make changes to many of your ads without having to edit them all of them manually. Dynamic keyword insertion is when your ad automatically uses the keyword that was queried in your ad. There are many types of dynamic insertion tags you can use in your headlines, description lines, and display URLs, such as {Keyword:text}, {param1:text}, and {param2:text}. If you’re not already Morph-ing your ads and want to find out how powerful and efficient this strategy can be for your business, Morph your ads and use dynamic creatives in AdWords or Bing Ads.

Have you used these super powers when running your online ad campaigns? Let me know in the comments which character’s powers you’ve used in the past, and how you were able to own it to optimize your campaigns.