>> The AdWords Magic << How to optimize large AdWords - - PowerPoint PPT Presentation

How to optimize large AdWords accounts!

Setting up Accounts

1 2 3 4

Acquired Accounts Optimizing Accounts Reporting

>> The AdWords Magic <<

Master of Science (MSc) in Business Administration and Management Science

>> Me… <<

@Webanalytiker

>> Kleenex moments <<

• 1. Structure
• 2. Structure
• 3. Structure

>> Whats it all about? <<

• 1. Structure –

Setup/startup

• 2. Structure –

Optimization

• 3. Structure –

Reporting

>> Whats it all about? <<

>> Important for new account <<

• 1. Naming campaigns
• 2. Labeling
• 3. Ads

Search

”Normal” Company Brand Product Brands Generic RLSA RLSA Dynamic PLA DSA

Display

Display Remarketing Display Dynamic Remarketing YouTube

>> AdWords campaign types <<

>> Structure and naming <<

Search

”Normal” Company Brand Product Brands Generic RLSA RLSA Dynamic PLA DSA

Display

Display Remarketing Display Dynamic Remarketing YouTube

Company Brand Product Brands Generic Dynamic Display RLSA

>> Structure and naming <<

>> Segment with simple filter <<

>> Segment with labels <<

>> Ads for new account <<

>> Ads for new account <<

Search and Replace: § with [adgroup]

>> Acquired accounts <<

How is structure – how to make it great? 1 Analyze to make strategic plan. 2 What match type is top spend keywords? 3 Test 80/20 rule on account -> 4

>> 80/20 rule <<

• a. Spend
• b. Revenue
• 1. Look at
• a. Campaigns
• b. Ad Groups
• c. Keywords
• 2. Across all

>> 80/20 rule cases on keywords <<

Client 1: 0,069% of all keywords: 19% of spend (10 keywords) Client 2: 0,3% of all keywords: 46% of spend (10 keywords) Client 3: 0,0042% of all keywords: 39% of spend (5 keywords)

>> How to optimize? <<

• Optimize the current
• Promotion messages in ads and sitelinks
• Develop the account further

The challenges:

• Keywords
• Ads
• Sitelinks
• Bid adjustments

The elements to work with

>> The tricks part I << Use filters, rules and scripts!

Optimize the current:

>> The tricks part I – Filters <<

//Filter to optimize ”in hand” – Bult edits

Good traffic Could be better

>> The tricks part I – Rules <<

//Use rules for 100% automization

Promotion Ads

• Use rules for

activating and pausing promotions

Low performing

• Decrease bids for

low performing keywords

• Stop bad

performing ads

Ad positions

• Increase bid to

ensure position

>> The tricks part I – Scripts <<

Scripts are advanced rules!

• Check for dead links
• Ad keywords from ”search terms”
• QS average
• Ad negative keywords in dynamic campaigns

www.freeadwordsscripts.com

>> The tricks part II <<

//Integrate Promotion messages

• Add the same sitelink in all and change

content

• Have a ”Promotion” ad and use Description

line 1 or 2 for the sale message

• Label ads

>> The tricks part III<<

Extend with Dynamic Campaigns

>> DSA & PLA Case <<

Client wanted more sale December share for DSA + PLA:

25%

• f spend

22%

• f Revenue –

all extra

>> No more Branson <<

>> Alert for 404 pages<<

Step 1 : Add 404 to the URL

gaq.push(['_trackPageview', '/404' + location.pathname + location.search]);

Step 2 : Make segment Step 3 : Setup Alert

>> Alert for 404 pages<<

Step 1 : Add 404 to the URL Step 2 : Make segment Step 3 : Setup Alert

>> Alert for 404 pages<<

Step 1 : Add 404 to the URL Step 2 : Make segment Step 3 : Setup Alert

>> Easy reporting<<

Structure is key

>> Setup the reporting<<

>> Update with 1 click<<

% Spend

>> Summing up part 1<<

• Use excel for setting up new accounts
• Focus on structure in campaign names
• Use labels
• Use 80/20 rule to use your time right …

New and aquired accounts:

>> Summing up part 2<<

• Filter to optimize ”in hand”
• Rules for 100% automization – and promotion ads
• Scripts for advanced rules
• Use 1-2 sitelinks across all to promotions
• Extend easy with PLA & DSA
• No more Branson – get email for 404
• Use API tool for reporting

Optimize and report

Jacob Kildebogaard Jk @webjuice.dk @Webanalytiker