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

>> The AdWords Magic << How to optimize large AdWords accounts! 4 2 1 3 Setting up Optimizing Reporting Accounts Accounts Acquired Accounts

>> Me… << Master of Science (MSc) in Business Administration and Management Science @Webanalytiker

>> Kleenex moments <<

>> Whats it all about? << 1. Structure 2. Structure 3. Structure

>> Whats it all about? << 1. Structure – 2. Structure – 3. Structure – Setup/startup Optimization Reporting

>> Important for new account << 1. Naming campaigns 2. Labeling 3. Ads

>> AdWords campaign types << Search Display Remarketing Dynamic ”Normal” RLSA Dynamic Display YouTube Display Remarketing Company RLSA PLA Brand Product DSA Brands Generic

>> Structure and naming << Search Display Remarketing Dynamic ”Normal” RLSA Dynamic Display YouTube Display Remarketing Company RLSA PLA Brand Product DSA Brands Generic

>> Structure and naming << Product Brands Display Dynamic Generic RLSA Company Brand

>> Segment with simple filter <<

>> Segment with labels <<

>> Ads for new account <<

>> Ads for new account << Search and Replace: § with [adgroup]

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

>> 80/20 rule << 1. Look at 2. Across all a. Spend a. Campaigns b. Revenue b. Ad Groups c. Keywords

>> 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? << The challenges: • Optimize the current • Promotion messages in ads and sitelinks • Develop the account further The elements to work with • Keywords • Ads • Sitelinks • Bid adjustments

>> The tricks part I << Optimize the current: Use filters, rules and scripts!

>> 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 Ad Low Promotion positions performing Ads • Increase bid to • Decrease bids for • Use rules for ensure position low performing activating and keywords pausing promotions • Stop bad performing ads

>> 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: 22% 25% of Revenue – of spend 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<< New and aquired accounts: • Use excel for setting up new accounts • Focus on structure in campaign names • Use labels • Use 80/20 rule to use your time right …

>> Summing up part 2<< Optimize and report • 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

Jacob Kildebogaard Jk @webjuice.dk @Webanalytiker