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Is your AdWords account really optimized?


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Here are the slides presented at Brightonseo on 9/18/15. It is all about a reliable way to measure the optimization level of an AdWords account in few minutes.

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Is your AdWords account really optimized?

  1. 1. @Gianps (all rights reserved) Gianpaolo Lorusso
  2. 2. @Gianps (all rights reserved) 2 • Google Partner since 2005, I have been working in the Web Marketing field for 12 years now. • I created ADworld Experience, the largest AdWords event in Southern Europe. • I am working on PPC Performance Monitor, a free web application (in beta) for checking the optimization level of AdWords accounts. Who I am
  3. 3. @Gianps (all rights reserved) What about you? Who has been working on AdWords for… more than 1 year? more than 3 years? more than 5 years? 3
  4. 4. @Gianps (all rights reserved) Are you tracking conversions in ALL your accounts? Even in campaigns for informative sites (NO leads, NO sales)? 4 Conversion tracking
  5. 5. @Gianps (all rights reserved) Are you using any bid management tool? Scripts or other automations for managing campaigns, ads or alerts? 5 Automation
  6. 6. @Gianps (all rights reserved) Average quality score of your campaigns? 2 to 5 6 to 8 8 to 10 6 Search
  7. 7. @Gianps (all rights reserved) Are you setting a limit for frequency capping in display campaigns? Using other remarketing networks? 7 Display
  8. 8. @Gianps (all rights reserved) Using only one big targeting group? Only 1 campaign? 8 Shopping
  9. 9. @Gianps (all rights reserved) Let’s get to the point… What are the most common questions when taking over a direct response account? What is the situation? Could we have more? Could we be spending less? 9
  10. 10. @Gianps (all rights reserved) What if I say… We can answer these questions in 5 minutes by looking at… 3 reports & by doing some fast checks 10
  11. 11. @Gianps (all rights reserved) What to look at… • Efficiency is CPC the lowest possible for our keywords? • Effectiveness are we buying the right clicks? • Coverage are we getting all the “right clicks” we can? • Qualitative checks are we using all the “PPC good boy” best practices? 11
  12. 12. @Gianps (all rights reserved) Efficiency in AdWords  Search Top spending keywords should have Quality Scores ranging from 7 to 10  Display & Shopping Good CTR, lower than search CPCs (except for very specific placements or key shopping items) and acceptable Bounce Rates 12
  13. 13. @Gianps (all rights reserved) Visualize QS 13
  14. 14. @Gianps (all rights reserved) 14
  15. 15. @Gianps (all rights reserved) And what else?  Search Keywords with a lot of impressions (but few clicks) should never have a low Quality Score too.  Display & Shopping High rotating placements and shopping items should not have extremely low CTR & high Bounce Rates. 15
  16. 16. @Gianps (all rights reserved) Keywords / placements / shopping items cost per conversion has to be lower than the direct or indirect profit generated Do not forget to consider lifetime customer value, «impossible» conversions, discovery effect (& word of mouth) and statistical data relevance Effectiveness in AdWords 16
  17. 17. @Gianps (all rights reserved) Out of scale conversions 17
  18. 18. @Gianps (all rights reserved) Black budget holes 18
  19. 19. @Gianps (all rights reserved) The most effective keywords and placements should have the maximum possible coverage in impression shares. In other words… when users perform highly converting searches or visit in-target quality sites they have to see our ads as many times as possible. Coverage & budget spending 19
  20. 20. @Gianps (all rights reserved) Visualize coverage 20
  21. 21. @Gianps (all rights reserved) consider adding budget or separate keyword add budget / separate key & increase CPC data consistence filter
  22. 22. @Gianps (all rights reserved) Qualitative checks  Is budget aligned with everyday expense?  How many texts ads/images are we using in each group?  Are there dynamic keyword insertions & personalizers?  Are all possible extensions being used?  Are there negative keywords? At what level?  Are there different keywords matching types?  Are there Dynamic Search ADS?  Bids strategies in use? Enhanced CPC/CPA?  Is Analytics account connected? Which conversions are being tracked?  Are best/worst items being managed/blocked in Display & Shopping? What about remarketing?  Are some landing pages tests being performed? 22
  23. 23. @Gianps (all rights reserved) Thanks for your attention 23 Slides at: (free alpha) 1h free video: See you on April 14-15, 2016 at 10% discount code: brightonseo10 (valid for registration & all video-courses until 12/31/15)