Fresh off of the Thanks­giv­ing hol­i­day, with my belt some­how fit­ting a bit more snugly than it did a week ago, the thought of “bulk­ing up” is cer­tainly on my mind. But with the Hol­i­day sea­son now in full swing, waist­lines aren’t the only thing bulk­ing up. For many of the mar­keters I work with, these thirty-eight days between Thanks­giv­ing and New Years are far and away the most crit­i­cal five-and-a-half weeks all year for their busi­nesses, and bulk­ing up their paid search mar­ket­ing is vital to their Hol­i­day suc­cess. This includes bulk­ing up their over­all search spend, bulk­ing up the num­ber of key­words they are tar­get­ing for greater reach, and bulk­ing up the sheer vol­ume of man-hours and active man­age­ment they put into their PPC campaigns.

In an effort to make this height­ened level of cam­paign man­age­ment even eas­ier than in years past, we here at the Omni­ture Busi­ness Unit of Adobe released ver­sion 3.7 of Search­Cen­ter+ sev­eral weeks ago, and the pri­mary focus of that release was an over­haul of our exist­ing bulk man­age­ment sys­tem. From a high level, the pri­mary enhance­ments pro­vided in the new sys­tem include:

  • New file for­mats… no more “kitchen sink” – export just the infor­ma­tion you want
    • Smaller file sizes, eas­ier to man­age, quicker to import and export
    • Sim­pli­fied ad edit­ing work­flow (no more copy, paste, edit the new ad, mark the old ad as “deleted”… blah!)
    • No harm in remov­ing or adding in addi­tional columns (this is made pos­si­ble by the inclu­sion of the new [Search­Cen­ter] “ID” field in the first col­umn of all bulk files, which clients should sim­ply leave untouched)
  • Abil­ity to re-download pre­vi­ous exports – no need to recre­ate com­mon file requests from scratch each time you need to make changes
  • Interface-based import­ing – no more FTP inter­ac­tions required for users
  • Import/Export Man­age­ment log detail­ing all inter­ac­tions with the bulk man­age­ment sys­tem, includ­ing the abil­ity for one user to make and upload changes and another user to review and approve the upload
  • Auto­matic error check­ing and file val­i­da­tion – be informed imme­di­ately if there are any edi­to­r­ial or other com­mon errors in your bulk files
    • Detailed import sum­mary out­lin­ing how much was uploaded, which ele­ments were suc­cess­fully uploaded, and which ele­ments encoun­tered errors
    • Auto­matic re-export of a file with any uploaded account ele­ments that have errors asso­ci­ated with them so you can imme­di­ately address errors and get your cam­paign changes live on the search engines faster than ever before
  • Upload sched­ul­ing – giv­ing mar­keters unprece­dented flex­i­bil­ity as to when queued cam­paign changes will be pushed to the search engines, mean­ing no more stay­ing up and log­ging into your account at 11:55pm or step­ping away from a Sun­day fam­ily gath­er­ing to sim­ply push “go” on queued up cam­paign cre­ative changes.

We’re very excited about all that this new sys­tem enables our users to do in man­ag­ing their large PPC cam­paigns, espe­cially at this busy time of the year. But even with as great as the new func­tion­al­ity is, we real­ize there are still times when cer­tain of your team mem­bers or your search engine reps them­selves choose to go in and make cam­paign man­age­ment changes directly in the AdWords or adCen­ter inter­faces – and that’s okay. Search­Cen­ter+ con­tin­ues to allow you to make changes wher­ever you deem appro­pri­ate, sup­ply­ing bi-directional syn­chro­niza­tion func­tion­al­ity that gives you the flex­i­bil­ity to man­age your SEM ini­tia­tives the way you want to.

If you haven’t given this newest ver­sion of Search­Cen­ter+ a test drive, ‘tis the season!

Like what you see in the new ver­sion? Have ideas for future prod­uct enhance­ments? Would love to hear your feed­back. Please leave com­ments below or tell us about your ideas at ideas​.omni​ture​.com.