ADWORDS BEST PRACTICES

A Complete Guide For Online Advertisers

04/15/23 Presentation by 3M Digital 1

04/15/23 Presentation by 3M Digital 2

Bid like a pro

Optimizing bids for success with adwords1.Prioritize bid adjustments based on business goals2.Mobile bid adjustments3.Location bid adjustments4.Time bid adjustments5.Automate bids to increase performance and save time

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Prioritize bid adjustments basedon business goals

• Stacking bid adjustments: AdWords allows you to stack bid adjustments on top of one another. Ex. San Francisco, mobile devices on every day except Sunday.

Set the location bid adjustment for San Francisco to +20%• Set the time bid adjustment for Sunday to -50%• Set the mobile bid adjustment to +10%Imp-individual bid adjustments apply across all targeting dimensions.Prioritizing bid adjustments• Ex:You may want to set a location adjustment first if you see different advertising

performance across countries, cities, states, or zip codes (or if you want to bid higher for users who are close to your stores).

• You may want to set a mobile adjustment first if consumer response varies widely between mobile

• and non-mobile devices.• You may want to set a time adjustment first if you have a store or call center that’s only

open• during certain hours of the day.Imp-We recommend focusing on a single bid adjustment first.

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Mobile bid adjustments• Review your desktop and mobile performance:run an AdWords performance report to

review your current desktop • and mobile performance.

• Calculate your mobile bid adjustment

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Location bid adjustments

• Review your performance by location: run an AdWords performance report to review your current performance by location.

• Calculate your location bid adjustmentLOCATION BID ADJUSTMENT = 100 *((CAMPAIGN GOAL ÷ ACTUAL PERFORMANCE)-1)Adjust for local stores or service areas

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Time bid adjustments• Review your performance by time: Review your performance by time

• Calculate your time bid adjustment:TIME BID ADJUSTMENT = 100%*((CAMPAIGN GOAL ÷ ACTUAL PERFORMANCE)-1)

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Automate bids to increaseperformance and save time

• Benefits of AdWords bid automation1. Save time by optimizing keyword bids at scale2. Manage campaigns independently from bids3. Improve performance with auction-time bidding.4. Optimize over time for continuous improvement

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Guide To adextensions

• The benefits of ad extensions• Things to remember• Reporting• What you need to know about managing

adextensions

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The Benefits of Ad Extensions • remember that your extensions are most likely not going to show 100% of

the time. Only certain positions are eligible to show certain extensions. • presently available and where they can appear on the page

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Things to Remember • Enable whatever makes sense for your customers and let the AdWords system decide within those options • The specific extensions that are displayed are a function of your previous performance, user context and available space on the page • Clicks on extensions are typically charged the same price you would be charged for a click on your ad • a few exceptions • Phone calls from your forwarding number on call extensions that show on desktops/tablets

• Links to reviews from seller ratings extensions • • Clicks to the review site on your review extensions • • Clicks on +1 button or a link to your Google+ page • • Clicks on Ratings on your consumer ratings annotations

Be aware of what’s going on in your account so that you know you’re saying the things your customers want to hear.

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Reporting • Report on how your extensions are doing by taking a quick snapshot of before and after implementation • Take note of when you turned on certain extensions and compare dates in the interface to ensure you’re heading the right direction. • Segment your reports by click type to see detailed performance for many of your extensions.

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What You Need to Know About Managing Ad Extensions

• Sitelinks : You want to help people find what page they’re looking for on your site with just one click.

• Sitelinks with Additional Detail• Location Extensions • Call Extensions Phone calls are an important way for customers to connect with you• Image Extensions

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Creative that clicks

• A checklist to getting your ads in shape• Tie keywords back into your • Highligt unique selling points• Incluede one or more mobile preferred creatives per adgroup• Use mobile sspecific CTA for your mobile preferred creatives your display url should clearly indicate your landing page is a mobile friendly

oneUse adextensions to improve relevancePrioritize your creative optimisation effortsCreate 3-4 ad variations in your high volume adgroupsConsider setting your ad rotation to optimize automatically

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