How we saved our client hundreds of hours of work and achieved maximum relevance in PPC campaigns
In today’s dynamic world of online advertising, personalisation is the key to success. Every PPC specialist knows that the more relevant the ad and landing page is to the user, the higher the likelihood of conversion and the more effective the spend. Read how we managed to save our client not only time, but also to personalize his PPC ads to the maximum.
The challenge of personalisation on a massive scale
What happens when you meet a client who has built their business on a huge number of keywords – in the order of hundreds of thousands? How do you ensure maximum relevancy for every single keyword without endless hours of manual work? At MAIRA, we recently faced this challenge and we want to share with you how we not only overcame it, but also saved our client hundreds of hours of work and achieved an unprecedented level of personalization in their PPC campaigns.
Problem: Huge volumes of keywords and the need for relevance
Our client’s business model is heavily dependent on search and operates with an incredible volume of keywords. Specifically, there were almost 950,000 keywords in the Czech Republic and another 480,000 or so in Slovakia. Imagine the challenge of managing such a portfolio while ensuring that every search leads the user to the most relevant landing page.
Our solution: An innovative approach to Custom URLs and AI
The client’s vision was clear: maximum personalization. To achieve this goal, he decided to harness the power of artificial intelligence. The goal was to have this high level of personalization reflected in the search ads themselves. This meant creating over a million unique URLs that matched every keyword. Traditional campaign management methods would fail or require astronomical amounts of time and human resources.
AI SOLUTION
The AI therefore generated not only a unique URL with its own content for each individual keyword , but also customized subtitles a short paragraphs. These were tailored to the specific keyword and its business.
That in itself is a huge step forward in relevance. Our task was to ensure that these newly created, highly personalised URLs were adequately reflected in the structure of the PPC campaigns. With over a million unique keywords and an equal number of unique URLs, it was obvious that standard practices would be extremely time consuming and error prone.
The original idea that we could use tools like MANUS or ChatGPT for automation turned out to be a dead end – the tools hit credit limits, got stuck and crashed. It was clear that we needed to find a more robust and efficient solution that could handle such a huge volume of data while ensuring accuracy and consistency.
Additionally, we wanted to have full control and see the exact final URL we would be targeting at the level of each keyword, while also finding a solution that would be easily exportable to other ad systems like Sklik or Bing Ads.
The key role of Google Ads Editor and dynamic variables
After a few hours of intensive thinking and searching for the optimal approach, we came to the conclusion that the key to the solution lies in the advanced use of Google Ads Editor. This tool is the daily bread and butter for PPC specialists and also hides features that are invaluable on such a massive scale.
What features are they and what specific approach did we ultimately choose for the client? Find out in the second half of the article, which you can find HERE after connecting to our new MAIRA GYM platform. You’ll also find lots of other tips and tricks from other performance specialists.
Jan Křelina
PPC Specialist
At Proficio I handle PPC and META advertising for our clients across Europe. I love it when I see positive results of my work and when I manage to take my client’s online marketing one step further. I love learning new things and platforms and I’m really enjoying the combination of PPC advertising and AI agents. In my spare time I like to travel, watch soap operas or hole up in the spa.
