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

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. ...

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

    • 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, Advanced Google AdWords @bgTheory 2
    • 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 6 3 6 10 6 4 6 7 4 5 4 9 7 Note: ‘6’ Is the new ‘7 (Good non-branded QS)’ 4
    • 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 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
    • 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
    • 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 Is Best for Desktops 14
    • 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 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
    • Copyright Certified Knowledge@bgTheory Learn More About AdWords PPC training, tools, and community CertifiedKnowledge.org @bgTheory 18
    • http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #