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@Gianps (all rights reserved)
Gianpaolo Lorusso

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@Gianps (all rights reserved)
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• 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

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@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?
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@Gianps (all rights reserved)
Are you tracking conversions in ALL
your accounts?
Even in campaigns for informative
sites (NO leads, NO sales)?
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Conversion tracking

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@Gianps (all rights reserved)
Are you using any bid management
tool?
Scripts or other automations for
managing campaigns, ads or alerts?
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Automation

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@Gianps (all rights reserved)
Average quality score of your
campaigns?
2 to 5
6 to 8
8 to 10
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Search

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@Gianps (all rights reserved)
Are you setting a limit for frequency
capping in display campaigns?
Using other remarketing networks?
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Display

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@Gianps (all rights reserved)
Using only one big targeting group?
Only 1 campaign?
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Shopping

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@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?
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@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
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@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?
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@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
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@Gianps (all rights reserved)
Visualize QS
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@Gianps (all rights reserved)
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@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.
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@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
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@Gianps (all rights reserved)
Out of scale conversions
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@Gianps (all rights reserved)
Black budget holes
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@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
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@Gianps (all rights reserved)
Visualize coverage
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@Gianps (all rights reserved)
consider adding budget or separate keyword
add budget / separate key & increase CPC
data consistence filter

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@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?
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@Gianps (all rights reserved)
Thanks for your attention
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Slides at: http://bit.ly/lorussoBS15
www.ppcperformancemonitor.com (free alpha)
1h free video: http://bit.ly/adwords-optimized
See you on April 14-15, 2016 at www.adworldexperience.com
10% discount code: brightonseo10
(valid for registration & all video-courses until 12/31/15)