The document provides 8 tips for optimizing Adwords campaigns:
1. Look at longer term trends over 3 months rather than just the last 30 days for better insights into performance.
2. Take a holistic view of account performance over time by viewing metrics at the account level over several months.
3. Customize columns to view important metrics like impression share to identify underperforming campaigns, ad groups, and keywords.
4. Monitor automatic warnings in Adwords for issues like negative keywords blocking ads or keywords below the first page bid.
5. Check average keyword position and address any below position 3.
6. Improve quality score by optimizing ads, keywords, and landing pages
What is Smart Campaign and How it Works?
Whether you’re new to paid advertising or a pay-per-click (PPC) veteran, Google Smart Campaigns can be your best friend. Rapid advances in artificial intelligence technology at the heart of Google Ads make PPC advertising an entirely different beast — one that may be easier to tame in 2020.
Google Smart Campaigns are a powerful tool in the PPC manager’s toolkit. When used carefully, they can save time, money, and a lot of frustration. They do require a lot of data, and a keen eye to monitor their performance. Still, Smart Campaigns offer a lot of promising opportunities, making them worth a try, no matter how much experience you have in PPC advertising.
Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.
How to complete google ads audit in 8 stepsNCSofttech
A Google Ads account audit is the process of evaluating the effectiveness of your accounts. An audit can reveal painful hidden issues that need to be addressed.
In the last session of the day, Hanapin’s Director of Services, Carrie Albright, and Adstage’s Founder, Sahil Jain, discuss the steps you can take when your current paid efforts are tapped or proving ineffective. They’ll discuss the different reasons for when you need to pivot your advertising and give you valuable tactics on how to approach each situation.
More Traffic, More Conversions: How To Build Great Landing PagesHanapin Marketing
Landing pages are a critical part of your marketing strategies, so it’s important that you develop them with a great user experience and your conversion goals in mind. In this session, Hanapin’s Sr. CRO Manager, Samantha Kerr, and Unbounce’s Co-Founder, Oli Gardner, breakdown the components that help you build landing pages that get you more traffic and more conversions.
What is Smart Campaign and How it Works?
Whether you’re new to paid advertising or a pay-per-click (PPC) veteran, Google Smart Campaigns can be your best friend. Rapid advances in artificial intelligence technology at the heart of Google Ads make PPC advertising an entirely different beast — one that may be easier to tame in 2020.
Google Smart Campaigns are a powerful tool in the PPC manager’s toolkit. When used carefully, they can save time, money, and a lot of frustration. They do require a lot of data, and a keen eye to monitor their performance. Still, Smart Campaigns offer a lot of promising opportunities, making them worth a try, no matter how much experience you have in PPC advertising.
Why are you at HeroConf? Yes, you want to learn the latest PPC tactics from the top experts in the world. Yes, you want to meet fellow PPC nerds. Yes, you wanna partyyyyy. More than all that, you're here because you want to build your career in PPC. Better still, you want to supercharge it! In this keynote, PPC superhero Daniel Gilbert will bring you the best of his knowledge about how to make this happen. We'll start by thinking about what a good career path is to you. Then look at the various paths available to PPC experts. We'll finish on how to prepare yourself for a more automated future.
How to complete google ads audit in 8 stepsNCSofttech
A Google Ads account audit is the process of evaluating the effectiveness of your accounts. An audit can reveal painful hidden issues that need to be addressed.
In the last session of the day, Hanapin’s Director of Services, Carrie Albright, and Adstage’s Founder, Sahil Jain, discuss the steps you can take when your current paid efforts are tapped or proving ineffective. They’ll discuss the different reasons for when you need to pivot your advertising and give you valuable tactics on how to approach each situation.
More Traffic, More Conversions: How To Build Great Landing PagesHanapin Marketing
Landing pages are a critical part of your marketing strategies, so it’s important that you develop them with a great user experience and your conversion goals in mind. In this session, Hanapin’s Sr. CRO Manager, Samantha Kerr, and Unbounce’s Co-Founder, Oli Gardner, breakdown the components that help you build landing pages that get you more traffic and more conversions.
The Rise of Conversational Marketing - How to Leverage Chatbots for PPCHanapin Marketing
Hanapin Marketing Senior Account Manager Dani Gonzales will discuss how to leverage chatbots to help curate customized experiences, lower friction and get buyers the answers they need in order to drive them down the sales funnel.
Last Click is Outdated: Learn to Use Google Analytics’ New Attribution BetaHanapin Marketing
Join Briana Ogle from Hanapin Marketing and Dmitry Golovanov from Supermetrics as they walk through getting the new tool set up and show you how to use the model comparison tool for the new beta – as well as best practices for attribution and ways you can begin measuring it with tools you already have.
Hiring a Marketing Agency? Critical Questions that Drive the Right DecisionHanapin Marketing
Whether this is your first time participating in the process of hiring an agency or your 5th time, it’s good to get a fresh perspective on what you should be looking for, including the types of questions to ask and the warning signs to look out for. To help you in the process, Hanapin’s President, Jeff Allen, and Director of Services, Carrie Albright, go through the primary elements you should consider when hiring an agency.
Diving Deeper into Programmatic: Succeeding Beyond the PPC LandscapeHanapin Marketing
Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.
Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.
In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.
Marketing Scorecard with KPIs, Marketing Funnel, and Strategy MapAleksey Savkin
Only 38% say that they can measure marketing profitability, 23% measure internal marketing metrics only. Learn how to build your marketing scorecard with key metrics and performance indicators, take into account marketing funnel, and prepare a strategy map.
Join Hanapin Marketing’s Cassie Oumedian and Bryan Gaynor as they walk you through the 5 reasons your business should be taking advantage of the capabilities of Amazon DSP – as well as results businesses are seeing from the platform.
Use Facebook and Programmatic Ads to Drive Sales on AmazonHanapin Marketing
Interested in promoting your products on Amazon, but want to stay in a familiar platform? Try using Facebook or Programmatic ads. In this session, Hanapin’s Associate Director of Search, Cassie Oumedian, and Account Manager, Mike Matta, discuss an overview of Amazon ads and how to use out-of-the box tactics to send traffic to your landing pages and drive sales on Amazon.
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceHanapin Marketing
Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.
Join Hanapin Marketing’s Andrew Harder and TubeBuddy’s Daniel Batal as they walk you through how to sift through one of the world’s fastest-growing platforms and identify your target audience.
Is adwords auto bidding setting good for your financesCarmine Tambascia
I would like to show what I get when I started an Italian Adwords campaign for a brand new product for the Italian market and then applying what I learned by experience and keeping confirm to Adwords Best Practices.
Google is Getting More Expensive - How to Get Around that with Better Audienc...Hanapin Marketing
Hanapin Marketing Associate Director of Services Diane Anselmo shares her tips for utilizing layered audiences in Google in order to maximize conversions, engagement, and lower cost per action.
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
Advancing Your PPC Strategy with Competitive IntelligenceBonnie Mailey
In this webinar, BrandVudu’s Jamie Smith and Hanapin’s Emma Franks will show you how you can use AdWords auction insights, ad monitoring and other free tools to watch competitors and develop strategies to keep you in front of your ideal audience.
Improve Your PPC Team's Accountability - HeroConf 2016Workshop Digital
Andrew Miller shares tips for PPC managers, analysts, and clients to assess and improve their team's communication and results. Accountability is key to building a strong team and retaining long-term relationships.
Prabhat Shah — Taking Amazon Advertising to the Next LevelSemrush
These slides were presented at the SEMrush webinar "Taking Amazon Advertising to the Next Level". Video replay and transcript are available at https://www.semrush.com/webinars/taking-amazon-advertising-to-the-next-level/
The Rise of Conversational Marketing - How to Leverage Chatbots for PPCHanapin Marketing
Hanapin Marketing Senior Account Manager Dani Gonzales will discuss how to leverage chatbots to help curate customized experiences, lower friction and get buyers the answers they need in order to drive them down the sales funnel.
Last Click is Outdated: Learn to Use Google Analytics’ New Attribution BetaHanapin Marketing
Join Briana Ogle from Hanapin Marketing and Dmitry Golovanov from Supermetrics as they walk through getting the new tool set up and show you how to use the model comparison tool for the new beta – as well as best practices for attribution and ways you can begin measuring it with tools you already have.
Hiring a Marketing Agency? Critical Questions that Drive the Right DecisionHanapin Marketing
Whether this is your first time participating in the process of hiring an agency or your 5th time, it’s good to get a fresh perspective on what you should be looking for, including the types of questions to ask and the warning signs to look out for. To help you in the process, Hanapin’s President, Jeff Allen, and Director of Services, Carrie Albright, go through the primary elements you should consider when hiring an agency.
Diving Deeper into Programmatic: Succeeding Beyond the PPC LandscapeHanapin Marketing
Programmatic technology allows advertisers to take everything they know about their customers and potential customers and deliver a unique experience at each stage of the consumer journey.
Marketing managers are eager to take advantage of these opportunities, but many struggle to adapt and fully leverage the channel’s unique capabilities. CPM-based buying models and highly-flexible targeting complicate the transition away from PPC-only advertising, leaving many advertisers unsure of where to start.
In this webinar, Hanapin’s John Williams and MightyHive’s Ellen Perfect discuss programmatic’s expanding role within a mature digital strategy and walk through the ways advertisers can change their approach to the channel.
Marketing Scorecard with KPIs, Marketing Funnel, and Strategy MapAleksey Savkin
Only 38% say that they can measure marketing profitability, 23% measure internal marketing metrics only. Learn how to build your marketing scorecard with key metrics and performance indicators, take into account marketing funnel, and prepare a strategy map.
Join Hanapin Marketing’s Cassie Oumedian and Bryan Gaynor as they walk you through the 5 reasons your business should be taking advantage of the capabilities of Amazon DSP – as well as results businesses are seeing from the platform.
Use Facebook and Programmatic Ads to Drive Sales on AmazonHanapin Marketing
Interested in promoting your products on Amazon, but want to stay in a familiar platform? Try using Facebook or Programmatic ads. In this session, Hanapin’s Associate Director of Search, Cassie Oumedian, and Account Manager, Mike Matta, discuss an overview of Amazon ads and how to use out-of-the box tactics to send traffic to your landing pages and drive sales on Amazon.
Connect the Likes: Tracking Visits to Improve Facebook Ads PerformanceHanapin Marketing
Join Kapil Mohan, product manager at Zenreach, and Bahador Jamshidi, paid social account manager at Hanapin, to learn how to use Facebook offline conversion to track campaigns to real-world outcomes.
Join Hanapin Marketing’s Andrew Harder and TubeBuddy’s Daniel Batal as they walk you through how to sift through one of the world’s fastest-growing platforms and identify your target audience.
Is adwords auto bidding setting good for your financesCarmine Tambascia
I would like to show what I get when I started an Italian Adwords campaign for a brand new product for the Italian market and then applying what I learned by experience and keeping confirm to Adwords Best Practices.
Google is Getting More Expensive - How to Get Around that with Better Audienc...Hanapin Marketing
Hanapin Marketing Associate Director of Services Diane Anselmo shares her tips for utilizing layered audiences in Google in order to maximize conversions, engagement, and lower cost per action.
Opticon 2015-Best Practices in Programmatic Ad Buying and Conversion Funnel O...Optimizely
Featuring speakers from Netflix
Patrick McGrath, Product Manager of Ad Technology, Netflix
As of 2015, 50% of the display advertising market is executed programmatically. Without the proper tracking and monitoring setup, optimization efforts start to lose impact and even worse, can yield inaccurate results. This talk affords guidance to companies seeking to grow their programmatic efforts in a controlled manner, while still maintaining A/B and conversion funnel optimization rigor. Points of discussion: 1) Tracking and appropriately scaling a programmatic marketing program via a variety of ad platforms (notably - Google and Facebook). 2) Customer, marketing campaign, and A/B segmentation strategies 3) Audience creation and targeting management 4) A/B optimization and building a programmatic feedback loop.
Advancing Your PPC Strategy with Competitive IntelligenceBonnie Mailey
In this webinar, BrandVudu’s Jamie Smith and Hanapin’s Emma Franks will show you how you can use AdWords auction insights, ad monitoring and other free tools to watch competitors and develop strategies to keep you in front of your ideal audience.
Improve Your PPC Team's Accountability - HeroConf 2016Workshop Digital
Andrew Miller shares tips for PPC managers, analysts, and clients to assess and improve their team's communication and results. Accountability is key to building a strong team and retaining long-term relationships.
Prabhat Shah — Taking Amazon Advertising to the Next LevelSemrush
These slides were presented at the SEMrush webinar "Taking Amazon Advertising to the Next Level". Video replay and transcript are available at https://www.semrush.com/webinars/taking-amazon-advertising-to-the-next-level/
What is AdWords? Google AdWords is simple, but not easy, Here is the Guide to Google AdWords, From How To Setup a Basic Adwords Campaign to Getting ROI from your Paids Ads
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Contact me If you need any help. prebo@prebo.co.za
Are You Making These Costly Mistakes in PPC Advertising?ProfitInfo.Com
Discover how to avoid expensive common mistakes made in pay per click advertising (Google Ads, Bing Ads (Yahoo / Microsoft Adcenter and other PPC ad platforms), to slash your PPC campaign costs and to maximize conversion rates, ROI, and profit!
When it comes to Google Ads, effective paid search management is essential. Negative keywords help you fine-tune the keywords in your campaign to maximize ad relevance, fully optimize your ad, and therefore, boost your return on investment (ROI).
Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results
How to create google ads campaign in simple steps to know more details - contact digital planet club one of the best digital marketing agencies- http://www.digitalplanetclub.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
15 ideas and frameworks on the art of storytelling
8 easy Adwords Optimization Tips
1. 1
8 Easy Adwords Optimization-Tips
Tip 1: Look at trends, not time periods
When looking at campaign performance in Google Adwords we usually first look at what happened
yesterday and the previous week. This time frame let’s us know what happened recently and it’s a good
opportunity to check things aren’t going totally wrong. However, the short term view only gives us a snippet
of information, and not a trend.
I would generally define a short term period of up to 30 days. If you are going to look at the short term you
need to compare it to something logical. For example, if you want to analyze yesterdays performance you
could compare it to the day before. You should also compare this day with the same day in the previous
week as different days in the week are likely to follow a similar pattern. Similarly, if you want to look at the
last 30 days or previous month, compare this to what happened this time last year.
If you want to identify a trend you need to look at a longer period of time such as three months. Again, you
need to compare this to the previous three months and this time last year. For trends in seasonality it is
advisable to look at a two year period or compare one year to the previous year.
If a campaign doesn’t have much activity you may have to look at the “all time” period. If you don’t have
mush data make sure you are viewing all your data, including deleted campaigns. To do this select “All”
from the first drop down box, under the campaign, ad group and keyword tab. You never know someone
may have deleted a good performing campaign, ad group or keyword.
Tip 2: Take a more holistic view of your data
As mentioned above it’s important to view your data overtime. However, in the default view you can not
compare your data over time, you just get one figure for that specified date
What we need to do is be able to review the performance of the account, the campaigns and ad groups over
time. To do this we need to go to the dimensions tab – see below.
The objective here is to view the overall performance of the account as a whole, i.e. all the campaigns.
Click on “All online campaigns” in the top left navigation menu.
Select the “Dimensions” tab.
Click on the “Columns” tab
Next you need select the time period.
Change the timeline by selecting the last three months.
http://www.digimetrics.co.uk
2. 2
Select the View tab and change Time to Month as shown below
In the dimensions tab click on the “View Day” drop down box – change to month etc
You should now be only viewing three lines of data, representing 3 months of your account’s performance.
http://www.digimetrics.co.uk
3. 3
Tip 3: Dig deep into the detail of your campaigns
If you want to optimize your campaigns you are going to need to change the default columns you see in
Adwords.
Customizing the columns to see the Competitive Metrics allows you to quickly identify problematic
campaigns, ad groups and keywords.
Competitive metrics give an overall view of a campaign’s performance. You can look at competitive metrics
at all levels of the campaign i.e. campaign, ad group or keyword level.
Click on the Campaigns tab.
Select the Customise columns tab.
Select “Competitive Analytics”
Add Search Impr. Share, Search Lost IS (rank) and Search Lost IS (budget)
(You can look at the display equivalent of these if you are using the content network.)
http://www.digimetrics.co.uk
4. 4
Search Impression share: this the impressions that you’ve received on the Search Network divided by the
estimated number of impressions that you were eligible to receive.
Impression share is the percentage of times your ad appeared. The greater the number, the more your ads
were shown.
Note: If your search impression share is low this should start the alarm bells ringing. Check keyword bids,
quality score, budget etc. As well as highlighting problems it can also show you where there might be
potential opportunities to increase your impressions and clicks.
Search Lost impressions share (rank): this refers to the estimated percentage of impressions on the Search
Network that your ads didn’t receive due to a poor Ad Rank.
The emphasis here should be “lost”. Thus, a high rank means that the advert could have been showing many
more times but failed to do so because it did not rank high enough.
Note: Increase the bids on keywords, check to make sure the keywords have not fallen below page one and
check the average position of the keywords. You may also have a high lost IS (rank) because your budget
keeps on running out early or your quality score is preventing many keywords from showing.
Search Lost IS (budget): This the estimated percentage of times that your ad was eligible to show on the
Search Network but didn’t because your budget was too low. This estimate is updated once a day.
Note: If you want to capture more impressions, try raising your budget.
Tip 4: Don’t ignore the warning signs
You need to keep an eye on the automatic warnings Adwords posts at the top of your campaigns. You can
ignore the “Empty ad groups” messages as you are likely to be fully aware of these.
“Negative keywords blocking targeted keywords” – this means that you have negative keywords that are
blocking your ads from being triggered. It is best to create exact negatives at the campaign level to avoid this
issue. For easy editing it’s also recommended that you create negative keyword lists that can be modified in
one place but shared easily across campaigns and accounts.
http://www.digimetrics.co.uk
5. 5
keywords “Below first page bid”
As the cost per click for a keyword gradually increases your keywords will be pushed further and further
down the page until they drop off the first page entirely.
To find all keywords that are below the first page click on “Status”. You should now easily see if any
keywords are showing the status “below the first page bid”.
Whilst increasing the CPC of
your keywords double check the quality score to ensure you are not bidding on irrelevant and costly
keywords.
If you have just set some new keywords live go back in a few minutes time to check
that they keywords are not below the first page.
If you are bidding on your brand for the first time Google will often force you to
initially put a ridiculously high bid on your terms. Enter in the high bids and then return to the ad
group after a few minutes and change your bids down to about £0.20 or below. If your quality score
is low this might not be possible.
Tip 5: Average position
Just like keywords that have fallen below the first page you need to look at keywords that have dropped
below an average position of three. Check Google Analytics to ensure that position three or higher is the
http://www.digimetrics.co.uk
6. 6
optimal position for your keywords. In some campaigns this may not be the case or if you don’t have enough
budget you may wish to stay around position 5 or 6.
In keywords select the “Columns” tab then click on Performance and Avg. Pos. This will now show the
average positions of your keywords.
Tip 6: Quality score
Another reason your ads may not be showing is because they have a low quality score.
“A high Quality Score means that your ads, keywords, and landing page seem to be very relevant to what a
customer is searching for and also relevant to one another. The more relevant your ads and landing pages are
to the user, the higher your Quality Score.”
The main factors that affect quality score are CTR (click through rate), ad relevance and the landing page.
Look for ad groups that have low CTR’s and then compare the keywords with your text ads. Are your
keywords reflected in the ad? Are the ads appealing? Do they appeal to our emotional needs? Is there a clear
call to action?
Add examples
Ad 1: Champion/winner
http://www.digimetrics.co.uk
7. 7
{KeyWord:Vivienne Westwood Bags}
Not Just A Bag – Edgy Chic!
Free UK Delivery. Free Returns.
website.com/Vivienne_Westwood
Ad 2:
{KeyWord:Vivienne Westwood Bags}
Get The Latest Fab Bags.
Free UK Delivery. Free Returns
website.com/vivienne-westwood
Ad 3:
Vivienne Westwood Bag
New Vivienne Westwood Handbag.
From Just £336. Free UK Delivery
website.com/vivienne-westwood
Another method of quickly identifying a failing keywords is to look for keywords with high impressions to
clicks (impression ratio). As a rough guide you should look out for keywords that have a click to impression
ration of below 300 : 1000. Anything under this ratio would give you a CTR below 3% which would start to
affect your ads position and cost per click.
If you believe your ads are fine and your keywords are relevant to your ads and landing page it might be a
good idea to get a second opinion from Google.
For example, the keyword “beckett” may be related to kjbeckett.com however in Google the results are all
about the novelist “Samuel Beckett”. As a consequence of this bidding on the term beckets is expensive
because the quality score is very low.
Tip 7: Bounce rate
If your ads and keywords are fine and you still have a low quality score you need to check the quality of
your landing page. First check the URL. Does the page work or is the user ending up on a 404 page? Is the
user being redirected accidently back to the home page or elsewhere? These are very common issues with
ecommerce websites. However, you also have to look at call to actions, overly wording landing pages and
landing pages that just don’t seem to answer the users questions.
http://www.digimetrics.co.uk
8. 8
If you have linked Google Analytics and Adwords you can now view Bounce Rate and its related “Page /
visit” metric from within Adwords.
Click on the keyword tab
Select the Customise columns tab
select “Google Analytics” where you will find the above metrics.
Don’t simply delete keywords that that have a high bounce rate. Some high bounce
rate keywords convert and give a good ROI. It’s always useful to examine your Adword’s keywords
within Google Analytics so you can see which ones are giving you the best ROI.
Tip 8: Search Funnel Metrics
Search funnel metrics help you identify keywords that help an add appear, get clicks and help convert. Some
of these keywords may not appear to do much themselves and in the past you may have turned them off. Not
anymore you won’t.
Assisted clicks - these are the clicks a keyword received prior to a conversion (not including the last click).
Assist impressions – these are the number of times a keyword helped an ad show before a conversion
occurred, but the advert was not clicked on.
Click-assisted conversions – These are the conversions which a keyword contributed one or more assistive
clicks. These clicks don’t include the last click that resulted in the conversion.
Click-assisted conversions – are the total number of conversions a keyword help contribute towards on or
more assisted clicks.
http://www.digimetrics.co.uk
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Note: For all of these Search Funnel metrics you will only see data if there was a conversion on
Google.co.uk within the last 30 days.
First off you can see these metrics at the Campaign, Ad Group, Ad, and Keyword Levels. You cannot, as of
yet, see this data in the dimensions tab.
To view these metrics you can go to any of the above mentioned tabs, I will use Campaign level for my
example:
Click the “Campaigns” tab in your AdWords account
Click the “Columns” drop down menu and select “Customize Columns”
Click “Search Funnels”
Click “Add” for each metric column you deem valuable
How to Use Search Funnel Metrics
While each metric is clearly defined above, or if you hover your cursor over the question mark beside the
column header, you still need to understand how these metrics can help you.
For example you may want to check a keyword that is not producing last click conversions to see if it is
worth keeping. This new metric set can give you an indication of how many assist conversions a keyword
has had thereby indicating the indirect effect a keywords has had on conversions. Keep in mind these
numbers are only for Google Search for 30 days prior to the final conversion.
http://www.digimetrics.co.uk
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In the example below you can see that meals on wheels (match type: broad match modifier) contributed 12
clicks towards other conversions, compared to 22 last click conversions. The fact that this keyword helped
other keywords convert might help to justify a high cost per conversion.
http://www.digimetrics.co.uk