how to optimize large adwords accounts! - superweek · optimization 3. structure – reporting...
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How to optimize large AdWords accounts!
Setting up Accounts
1
2
3
4
AcquiredAccounts
Optimizing Accounts
Reporting
>> The AdWords Magic <<
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Master of Science (MSc) in Business Administration and Management Science
>> Me… <<
@Webanalytiker
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>> Kleenex moments <<
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1. Structure 2. Structure 3. Structure
>> Whats it all about? <<
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1. Structure – Setup/startup
2. Structure – Optimization
3. Structure – Reporting
>> Whats it all about? <<
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>> Important for new account <<
1. Naming campaigns
2. Labeling
3. Ads
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Search
”Normal”
Company Brand
Product Brands
Generic
RLSA
RLSA
Dynamic
PLA
DSA
Display
Display Remarketing
Display Dynamic
Remarketing YouTube
>> AdWords campaign types <<
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>> Structure and naming <<
Search
”Normal”
Company Brand
Product Brands
Generic
RLSA
RLSA
Dynamic
PLA
DSA
Display
Display Remarketing
Display Dynamic
Remarketing YouTube
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Company Brand
Product Brands
Generic
Dynamic
Display
RLSA
>> Structure and naming <<
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>> Segment with simple filter <<
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>> Segment with labels <<
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>> Ads for new account <<
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>> Ads for new account <<
Search and Replace: § with [adgroup]
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>> 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
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>> 80/20 rule <<
a. Spend
b. Revenue
1. Look at
a. Campaigns
b. Ad Groups
c. Keywords
2. Across all
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>> 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)
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>> 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
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>> The tricks part I <<
Use filters, rules and scripts!
Optimize the current:
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>> The tricks part I – Filters <<
//Filter to optimize ”in hand” – Bult edits
Good traffic Could be better
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>> 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
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>> 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
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>> 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
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>> The tricks part III<<
Extend with Dynamic
Campaigns
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>> DSA & PLA Case <<
Client wanted more sale
December share for DSA + PLA:
25% of spend
22% of Revenue –
all extra
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>> No more Branson <<
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>> 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
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>> Alert for 404 pages<<
Step 1 : Add 404 to the URL
Step 2 : Make segment
Step 3 : Setup Alert
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>> Alert for 404 pages<<
Step 1 : Add 404 to the URL
Step 2 : Make segment
Step 3 : Setup Alert
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>> Easy reporting<<
Structure is key
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>> Setup the reporting<<
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>> Update with 1 click<<
% Spend
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>> 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:
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>> 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
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Jacob Kildebogaard Jk @webjuice.dk @Webanalytiker
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