0
ENHANCED
CAMPAIGNS:
QUALITY SCORE &
AD TESTING TIPS
#
Brad Geddes
Certified Knowledge
@bgTheory
#SMX #12D
October 1, 2013
#
Copyright Certified Knowledge@bgTheory
Enhanced Campaign QS & Ad Testing
Brad Geddes
Founder, Certified Knowledge
Author, ...
Copyright Certified Knowledge@bgTheory
QUALITY SCORE PROBLEMS
Copyright Certified Knowledge@bgTheory
Quality Scores
Keyword Legacy: Mobile QS Legacy: Desktop QS Enhanced
1 9 5 6
2 10 6...
Copyright Certified Knowledge@bgTheory
The New Analysis: CTR by Device
5
Copyright Certified Knowledge@bgTheory
Use Mobile Preferred Ads
6
Copyright Certified Knowledge@bgTheory
Examine Bounce Rates by Device For
Landing Page Issues
7
Copyright Certified Knowledge@bgTheory
Note: Too Many Ads can be a Problem
8
Copyright Certified Knowledge@bgTheory
Remove Excessive Poor Ads by Device
9
Copyright Certified Knowledge@bgTheory
QS Optimization is Still…
1. Create tightly themed ad groups
2. Test ads
3. If poor...
Copyright Certified Knowledge@bgTheory
Post ‘Optimization’
Keyword Enhanced: Original Enhanced: Optimized
1 6 6
2 6 7
3 6 ...
Copyright Certified Knowledge@bgTheory
ENHANCED CAMPAIGN AD TESTING
Copyright Certified Knowledge@bgTheory
Which Ad Is Best?
Answer: Technically 1, but you don’t have enough data!
13
Copyright Certified Knowledge@bgTheory
Real Answer: It depends by Device
The Real Answer:
• Ad 1 is Best for Mobile
• Ad 2...
Copyright Certified Knowledge@bgTheory
Make Sure You Use Mobile Preferred
15
Copyright Certified Knowledge@bgTheory
Do You Have Mobile Preferred Ads?
16
Copyright Certified Knowledge@bgTheory
The ‘Cheater’ Method
• Create multiple ads per ad group
• Analyze the data by devic...
Copyright Certified Knowledge@bgTheory
Learn More About AdWords
PPC training, tools, and community
CertifiedKnowledge.org
...
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
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Google Enhanced Campaigns Quality Score & Ad Testing Tips by Brad Geddes

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From SMX East 2013 / SearchMarketingExpo.com - Google Enhanced Campaigns: What We Know So Far: Quality Score & Ad Testing Tips by @bgTheory #smx #12.

Slide deck from Brad Geddes of Certified Knowledge presents best practices for improving quality score and testing ads in the new Google Adwords enhanced campaigns.

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Transcript of "Google Enhanced Campaigns Quality Score & Ad Testing Tips by Brad Geddes"

  1. 1. ENHANCED CAMPAIGNS: QUALITY SCORE & AD TESTING TIPS # Brad Geddes Certified Knowledge @bgTheory #SMX #12D October 1, 2013 #
  2. 2. Copyright Certified Knowledge@bgTheory Enhanced Campaign QS & Ad Testing Brad Geddes Founder, Certified Knowledge Author, Advanced Google AdWords @bgTheory 2
  3. 3. Copyright Certified Knowledge@bgTheory QUALITY SCORE PROBLEMS
  4. 4. Copyright Certified Knowledge@bgTheory Quality Scores Keyword Legacy: Mobile QS Legacy: Desktop QS Enhanced 1 9 5 6 2 10 6 6 3 6 10 6 4 6 7 4 5 4 9 7 Note: ‘6’ Is the new ‘7 (Good non-branded QS)’ 4
  5. 5. Copyright Certified Knowledge@bgTheory The New Analysis: CTR by Device 5
  6. 6. Copyright Certified Knowledge@bgTheory Use Mobile Preferred Ads 6
  7. 7. Copyright Certified Knowledge@bgTheory Examine Bounce Rates by Device For Landing Page Issues 7
  8. 8. Copyright Certified Knowledge@bgTheory Note: Too Many Ads can be a Problem 8
  9. 9. Copyright Certified Knowledge@bgTheory Remove Excessive Poor Ads by Device 9
  10. 10. Copyright Certified Knowledge@bgTheory QS Optimization is Still… 1. Create tightly themed ad groups 2. Test ads 3. If poor landing pages, work on landing pages 4. Examine search queries 5. Add new queries or negative keywords 6. Examine organization, fix if necessary 7. Test ads 8. Test landing pages 10
  11. 11. Copyright Certified Knowledge@bgTheory Post ‘Optimization’ Keyword Enhanced: Original Enhanced: Optimized 1 6 6 2 6 7 3 6 9 4 4 6 5 6 7 11
  12. 12. Copyright Certified Knowledge@bgTheory ENHANCED CAMPAIGN AD TESTING
  13. 13. Copyright Certified Knowledge@bgTheory Which Ad Is Best? Answer: Technically 1, but you don’t have enough data! 13
  14. 14. Copyright Certified Knowledge@bgTheory Real Answer: It depends by Device The Real Answer: • Ad 1 is Best for Mobile • Ad 2 Is Best for Desktops 14
  15. 15. Copyright Certified Knowledge@bgTheory Make Sure You Use Mobile Preferred 15
  16. 16. Copyright Certified Knowledge@bgTheory Do You Have Mobile Preferred Ads? 16
  17. 17. Copyright Certified Knowledge@bgTheory The ‘Cheater’ Method • Create multiple ads per ad group • Analyze the data by device • Make the mobile winner mobile preferred • Leave the desktop winner as is Note: 1-5% of our mobile clicks come from the non-mobile preferred ads. 17
  18. 18. Copyright Certified Knowledge@bgTheory Learn More About AdWords PPC training, tools, and community CertifiedKnowledge.org @bgTheory 18
  19. 19. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #
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