SpeedPPC (Cloud Edition) – What’s changed?

After more than 12 months of redevelopment, SpeedPPC (Cloud Edition) launched on the 2nd of July. There was cake, and joy, and bleary eyes shedding a single poetic tear. But mostly there was excitement.

This is essentially SpeedPPC: The Next Generation. We had to strip SpeedPPC back to the foundations and build it all over again to add in the new features and functionality. (Drinks on the Holodeck, anyone?)

Here are some of the main differences between old SpeedPPC (V4) and new SpeedPPC (Cloud Edition). I promise absolutely no more Star Trek references.

CLOUD BENEFITS

The most obvious difference is that SpeedPPC is now a cloud-based app (hence the “Cloud Edition”), as opposed to the standalone software that was SpeedPPC V4.

There are a number of benefits to this: Firstly it means that you can use SpeedPPC from as many computers as you like, without having to pay additional licensing fees. While we gave you two licenses with your V4 purchase (maybe one for Mr Lappy and one for Mr Desktop), if you wanted to really go crazy you had to purchase additional licenses. With SpeedPPC CE you can computer-hop as much as you like. Your account isn’t tied to a particular computer.

Which leads to the second benefit of having our heads in the cloud… all your data is now instantly available wherever you’re accessing SpeedPPC. With V4 you would have had to export your campaign data onto a thumb drive or similar in order to have it accessible on multiple machines. That’s way too 2005 for us, so now you just log in, and bam! It’s all there.

A third benefit is a particular boon to team operators. You can now share your campaigns with a little campaign sharing code. Because it’s all stored in the cloud there’s no need to package everything up and email it (or stick it on your 2005 drive), it’s all instant.

SLICKER, FASTER, EASIER

Down to the nitty gritty, the first thing you’ll notice once you get into SpeedPPC CE is that everything has been freshened up, streamlined, and made more intuitive.

For instance there’s now a Dashboard screen when you first load the software which has various pertinent information about your campaigns front and center, so you can quickly access your campaigns, your keyword lists and your ads.

The new SpeedPPC Dashboard

 

 

CUNNING NEW RESEARCH TOOLS

We’ve added a whole new section full of research tools to help you get your PPC campaigns profitable much faster. This is completely new to SpeedPPC CE — there were no research tools at all in V4.

There’s a lot more to keyword research than just search volumes and estimated bid costs, and there are ways to get a heads up on potentially profitable keywords without going through that initial cash burn while you test, tweak and refine.

If you’re just using Google’s keyword tool… these tools will give you a whole new world of insight. But if you’ve already got your own favorite research tools that you like to use, hopefully these will give you some additional things to chew on too.

For instance… get an idea of which keywords your competitors consider to be most profitable. How much traffic do they get from it? How much do they spend? By keeping an eye on their bidding activity you can essentially let them test the market for you.

New research tools

You can also easily find sites that rank well organically for the keywords you’re currently bidding on. (Or that your competitor is currently bidding on, if you’ve already sussed that out.) This is a great way of spotting sites that are really relevant and likely to deliver good results for content network placements.

Just two of the new research tools in Cloud Edition.

NESTED TOKENS = EVEN BETTER AD RELEVANCY

Being able to mass-produce super-targeted ads (that actually read like a human wrote them) has always been one of the biggest benefits of SpeedPPC.

Tiny bit of background for those who aren’t familiar: To get that hand-crafted feel we use own on brand of dynamic keyword insertion (DKI). Depending on how you’ve structured your campaign, you could use a variety of different tokens in your ad copy, which SpeedPPC then swaps out with the appropriate value when you build your campaign.

SpeedPPC’s DKI gives you the relevancy (and quality score boost) that you’re after, with a hang of a lot more flexibility than the built-in DKI the search engines give you.

So what’s new in Cloud Edition? Did you read the sub-heading? Nested tokens!

Previously (and currently) you can insert a token into your ad copy, and manually specify a fallback value in case the resulting text is too long for the space available.

Buy great {Seed:stuff} online!

“Seed” is the token, and “stuff” is the fallback text in case the seed keyword is too long. This ad would give you “Buy great bowls online!” if your seed keyword happened to be “bowls”. But if your seed keyword happened to be the much longer “model penny farthing cycle” (for ridiculous example), your ad text would end up being “Buy great stuff online”, using the fallback.

In Cloud Edition you can go a step further and use your other tokens as fallbacks. For instance, our “bowls” and “model penny farthing cycle” examples might sit in an ad group called “antiques”. You could write your ad like this:

Buy great {Seed:{Adgroup:stuff}} online!

If your seed keyword was too long, the fallback is now the ad group name. If THAT is too long, the second fallback will be used. This is really powerful for larger campaigns with a lot of ad groups. It allows you to dramatically reduce the number of ads using general, campaign-wide fallback values, and gives you a further nudge in the relevance stakes.

TARGETED IMAGES FOR CONTENT NETWORK

Ads on the display network are often very good value, but it has always been difficult to easily get the same level of targeting in these ads that you could with text ads on the content network.

No longer.

SpeedPPC can now take your image ad templates and dynamically create perfectly message matched ads to your keywords. Build tens of thousands of image ads automatically within tightly matched thematic ad groups for higher click through rates and lower costs.

NEW TEAM FUNCTIONS

One big change from V4 is a distinct new friendliness for teams. We know there are a lot of PPC agencies out there using SpeedPPC. To get everyone on your team using SpeedPPC V4 you would have had to buy a great many licenses. That’s music to our accountant’s ears, but bad news for the agencies.

So we’ve added two new ways to get your team on board without breaking the bank. The first is the new concept of a “sub-account”, which is essentially an independent SpeedPPC account that piggybacks on your original account.

You can create and manage additional “sub account” users on the fly from inside the administration area of SpeedPPC (another new addition in Cloud Edition). Each sub-user costs $1 per day, but you can add and remove users whenever you like. You could give someone access for just one day if you felt like it, and you’d only be charged $1.

This is a great option for smaller teams, and it works out a lot cheaper than everybody having their own standard SpeedPPC account.

If you’re a larger team, you probably want our new Team account. This gives you 20 free sub-users right off the bat. If you’ve got anything more than 5 teams members using SpeedPPC on a full-time basis, this is the more economical option.

TWO DIFFERENT FLAVORS: BROWSER AND DESKTOP

The SpeedPPC app can be accessed in two different ways: Through your browser by visiting app.speedppc.com, and through software which you can download to your computer.

The benefit of the browser version is accessibility: You can use it anywhere with internet access.

The benefit of the desktop version is power: For larger campaigns, you’re only limited by your own computer’s grunt.

SpeedPPC browser version

Both tie into your account, and campaigns created in one are available in the other. The desktop version gives you a few additional features that aren’t possible in the browser app, but they’re largely the same.

We recommend that if you’re sitting down for some serious keyword crunching on a large campaign, it’s better to use the desktop version. You can download and install it on as many computers as you like.

MACS ARE FRIENDS TOO

SpeedPPC - Now on a Mac

For years we’ve been wrestling with the irony that while most of our team are working on Macs, SpeedPPC was only ever available for Windows. We had to use Parallels to use our own software. Our own software!

That’s all changed now. SpeedPPC CE now has desktop versions for both Windows and Mac OSX. And the browser-based app is accessible to anyone with an internet connection and Silverlight installed.

A PLATFORM FOR THE FUTURE

It’s a little “gee, gosh” but we’ve got big plans for SpeedPPC. We’ve got all sorts of cunning functionality we want to put into SpeedPPC and this new version is going to let us do that. It’s a much easier platform for us to build on, and it’s much faster and easier to get updates out to our customers.

In short, it’s great now, but it’s going to get even better. We’re pretty excited about that.

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