#8 - ongoing management

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Overview

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Art + Science

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www.biznulled.com

11 years

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80/20

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Outliers!

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what's changed? why?

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www.biznulled.com

eyeball the charts

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Goals

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increase profit reduce cpa

increase conversions maintain position

more clicks more impressions

hit budget!

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audit cheatsheet

goo.gl/EAURRj

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www.biznulled.com

Quiz

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which is better?

50 leads @ $30 each or

100 leads @ $40 each

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Whats the break-even point?

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BE = $42($42-$30) x 50 = $600

($42-$40) x 100 = $200

BE = $100($100-$30) x 50 = $3500

($100-$40) x 100 = $6000

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www.biznulled.com

SavvyNumber

(BE - CPA) x conv

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www.biznulled.com

The CEO Method

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Checks Expansion

Optimisation

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Checks

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Date Range

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www.biznulled.com

has data been fairly consistent over time?

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Audit before or after this point

Find out what happened here(& dont include)

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Conversions

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Has tracking changed? Is anything broken?

Is there a lag on GA data?

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www.biznulled.com

Settings

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what campaign settings are being used?

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add all columns

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www.biznulled.com

which bidding strategies are being used?

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are scripts or auto-rules being used?

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Expand

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more!

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www.biznulled.com

bids budgets

increase schedule devices (add mobile)

placements (more targeting) keywords locations networks

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Optimise

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Campaigns

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what's the 80/20 of campaigns?

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www.biznulled.com

sort by cost 41

what's the potential of this account?

(use a fairly short timeframe for this, eg 30 days)

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what are the constraints/priorities?

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Is it constrained by Budget or Rank?

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www.biznulled.com

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If Lost IS% due to Budget, can this be increased?

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If Lost IS% due to Rank, is it Quality or Bid?

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Top v Other

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www.biznulled.com

Google Top impr compared to Google Other imp What is potential?

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Not a lot more to be had..

Total Row

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Huge Potential 52

www.biznulled.com

Devices

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segment by device 54

Which campaigns have mobile turned on?

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relative performance? 56

www.biznulled.com

bid modifiers? 57

are there quick wins?

(turning off, or bidding up)

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Networks

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search partners?60

www.biznulled.com

are there quick wins? (turning partners off)

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Geography

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Use dimensions reports 63

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www.biznulled.com

are there quick wins? (changing bids, exclude location?)

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Time

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Use dimensions reports 67

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www.biznulled.com

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AdGroups

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Do any need to be removed?

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Find high spend & 0 conv Also high spend & high CPA

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www.biznulled.com

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Keywords

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what are the top 1-5% of keywords?

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Find high spend & 0 conv Also high spend & high CPA

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www.biznulled.com

low impression below first page bid

converting keywords!

bid up 77

how many keywords are there per adgroup?

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remove duplicates

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Negatives

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www.biznulled.com

add more from SQ report

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Quality Score

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Chart quality score 83

QS weighted by number of impressions

(script)

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Refer to checklist in module #5

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Ad Copy

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Are ads being tested often?87

are big differences being tested? (Check Headlines)

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www.biznulled.com

how many ads are there per group?

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Extensions

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which extensions are being used? do they need to be rewritten?

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Destination URLs

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www.biznulled.com

use dimensions report 93

how can they be used better? low for high cont but low impr

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visit the landing pages & audit those too!

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Shopping

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www.biznulled.com

Are Shopping campaigns being

used?

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what's the CPA relative to other

campaigns?

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adjust bids as needed improve data feed

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Display Network

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www.biznulled.com

what targeting methods are being

used?

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remarketing in-market contextual

managed placements affinity segments search companion

topic demo

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are there placements that should be excluded?

( AdsenseForMobileApps .com )

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are category exclusions being used?

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www.biznulled.com

Are lots of image ads being tested?

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Which Adgroups need to be killed (or bids reduced)?

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YouTube

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Are youtube campaigns being

used?

108

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what's the goal of these?

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are remarketing lists being built from

these?

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Tools

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Adwords Editor optmyzr.com Excel (pivots)

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www.biznulled.com

Scripts

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goo.gl/KJzZiz

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www.biznulled.com

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Free Adwords scripts.com PPCsavvy.com

Google!

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Thank You!

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www.biznulled.com