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This document provides an overview of account optimization strategies for pay-per-click advertising campaigns, including organizing campaigns into proper themes and locations, optimizing keywords and bids, improving quality scores, implementing day parting and ad scheduling, utilizing ad extensions, setting up conversion tracking, and creating automated rules.
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Presentation pp
- 1. Kevin Adams • Email: Kevin@smbseo.com • Twitter: @DallasPPCGuru • Facebook: /DallasPPCGuru • Website: www.smbseo.com
- 2. Account Optimization • Organizing Campaigns • Keywords/Bidding • Quality Scores • Day Parting/Ad Scheduling • Ad Extensions • Conversions Tracking • Automated Rules
- 3. Organizing Campaigns Benefits: Identify Success and Failures Quickly, Allotting Budgets to Proper Areas & Better Ad Serving
- 9. Keyword Optimization Benefits: Proper keyword match types, bidding, and negatives can take back control of your account and reduce unnecessary clicks.
- 12. Adding Negatives
- 13. Quality Scores Benefits: Higher Quality Scores will reduce the cost-per-click for higher positions and will allow your keywords to be triggered for a larger range of search queries
- 14. Add the Quality Score Column
- 15. Steps in the Columns Selection
- 16. See the Quality Scores
- 17. Investigate Your QS Problems
- 18. Tips for Improving Quality Scores • Remove keywords that consistently perform poorly • Consider turning off during poor CTR times like the middle of the night • Use Ad Extensions • Narrowly defined ad groups with specifically targeted ads • Segment out competitive geographies into different campaigns and write ads to them • Clear call-to-action, benefits, and offers • Test new ads often
- 19. Day Parting/Ad Scheduling Benefits: Ads served at separate times will perform differently. Scheduling right can make that extra edge versus the competition
- 21. Basic & Bid Adjustment
- 22. Copy to All Types of Days
- 23. Dimensions: Time of Day
- 24. Ad Extensions Benefits: One of the least understood additions to your ads that can make immediate impacts to CTR’s and Quality Scores
- 25. Extension Types • Location Extensions – Adds Credibility for Local Businesses and Provides Easy Directions • Call Extension for Mobile – Mobile Users want to Call You; Help Them Do It Easily • Sitelink Extension – Can Add Value Beyond What Your Ad Can Do; Can Introduce Users to Another Aspect of Your Business • Product Extensions – Perfect for Ecommerce; Users Can Buy Quickly • Social Extensions – Improve Perceived Credibility While Growing the Advertiser’s Social Presence • Mobile App Extensions – Introduce Users to Your Mobile App
- 26. Navigate to Ad Extensions Tab
- 27. Select the Extension Type
- 28. Google Places Location Extension
- 31. Call Extension, Call Metrics
- 40. Mobile App Extension Example
- 41. Conversion Tracking Benefits: Without Conversions Advertisers are Slower to React to Underperforming Campaigns and Cannot Take Advantage of Successes Quickly. Difficult to Identify Keywords Having the Most Effect.
- 44. Name & Identify Conversion
- 49. Import Goals from Analytics
- 50. Enhanced CPC
- 51. Automated Rules Benefits: Powerful, Yet Free Tool to Help Bid and Budget Changes as Well as Pausing & Activation of Campaigns, Ads, and Keywords
- 52. Navigate to Automate Rules
- 54. Extra Resources • Add the following code to the end of AdWords URL’s for proper Analytics Tracking: ? utm_source=google&utm_medium=cpc&utm_campai gn=blahblah&utm_term={keyword} • PPC Hero www.ppchero.com • Brad Geddes’ Certified Knowledge www.certifiedknowledge.com • Reddit PPC Forum http://reddit.com/r/ppc
Editor's Notes
- Presentation Outline
- Benefits of Organizing Campaigns
- Campaign examples broken down by keyword themes and weekday/weekend for different daily budgets
- All geographical terms in one or two campaigns with metro targeting while the rest are non-geographical terms in geographically targeted campaigns
- Examples of geographical terms
- Target by tablet, smartphone, or desktop. Tablets are similar to desktops but smartphones are call-centric platforms and should not be handled in the same campaigns
- Search is for Google Search as well as partners like AOL and Ask. These should be handled in separate campaigns than display.
- The benefits of proper keyword optimization
- The keywords match types and bids are almost as important as the keywords themselves.
- Find the terms users found your ads by looking in the Dimensions tab
- You can never have too many negatives
- Quality Scores will affect your ad serving and cost-per-click
- Click the ‘Columns’ button
- Choose the steps in the screen to add the Quality Score column to the Keywords Tab
- Handy note to see with your Keywords.
- Investigate when problems arise with your keyword QS
- Just a few tips to improve Quality Scores
- A ‘Call Now’ ad at 1pm will not perform the same at 1am.
- Navigate to the Campaign Settings
- Note the basic scheduling and bid scheduling
- Find the performance by time of day in the Dimensions tab
- Ad Extensions are extremely powerful additions to your ads
- The basic extensions in the Ad Extensions tab
- Navigate to the Ad Extensions tab
- Choose from the list
- If possible draw the data from Google Places
- If you don’t have your Google Places account a manual location extension will suffice
- In this example the location extension shows the address as well as clickable directions link
- The options for Call Extensions for smartphones are a call forwarding number generated by Google or your own number. You also have the option of not allowing clicks to your website
- Notice the ease-of-use clickable phone link?
- Creating sitelinks generates an average increase of 33% CTR
- You can find hundreds of great examples of effective sitelinks
- If you’re using a shopping feed pull it into AdWords. Use the filters based on each campaign theme
- Notice how the product ads really stand out from the competition?
- Google+ increases the CTR’s a lot. You must show you have authorization to use the Google+ by adding a snippet in the code on your site. The circled ‘Learn how’ will explain what needs to happen.
- Notice how it shows how many people +’d each Google+ page under the ads?
- The Mobile App Extension is new but quite useful if you want to push your app to your users.
- After clicking the ‘Preview’ your users will have the option to download.
- Too many tools rely on conversion tracking. If you’re not using it you can’t use the tools.
- Click the ‘Tools and Analysis’ and then ‘Conversions’
- Select ‘New conversion’
- Name your conversion something like ‘Online Lead’
- Always use HTTPS
- Another type of conversion is the click-to-call. The ‘Segment’ button allows you to see the results.
- Notice the types of clicks? Headline is the main ad, fty
- If you’re using Call-Metrics, Google’s forwarding number, you can observe the data in the Dimensions tab
- Goals in Google Analytics may also be imported directly into Google AdWords
- Enhanced CPC will change your bid up or down by as much as 30% based on the likelihood of a search turning into a conversion
- Automated Rules are extremely powerful. They can help you save a lot of time.
- Notice the number of options?
- This example is set to ‘Increase keyword bids to top of page CPC’ (above the organic results). I selected a lot of qualifiers in the image above. Play with them. Test them. Watch what happens. Always use the ‘Max. bid’ option.