adwords auditting - best practices & tools
TRANSCRIPT
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AdWords AuditingSEA Stammtisch 23.03.2017
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Thomas Hertkorn
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1. Head of Performance @360dialog
2. 10+ Jahre Online Marketing Erfahrung
3. Scout Gruppe, Bosch, Hyundai, Lovoo, Media Markt, Rossmann uvm.thomashertkorn.de
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01 Auditing – Das Warum
02 Best Practices
03 Tools
04 Automatisieren
05 Q/A
Agenda
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Das Warum
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Das Warum
187 Kampagnen - aktiv
478.216,80€ Kosten / letzte 30 Tage
2 Mio aktive Keywords
433.000 aktive Anzeigen
Viel zu viele Suchanfragen
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Das Warum
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Das Warum
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Das Warum
aktiv
aktiv
aktiv
eingesch
ränkt
eingesch
ränkt
aktiv
eingesch
ränkt
aktiv
eingesch
ränkt
eingesch
ränkt
Status CPC Exponential (CPC)
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Beispiel Teamsetup
PETERSenior SEA Manager
LOISSenior SEA Managerin
MEGANJunior SEA Managerin
CHRISJunior SEA Manager
STEWIEHead of SEA
BRIANBadass Data SEA Guy
SEA SEA SEA
SEA SEA SEA
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BEST TIMELINE VARIATION TWO
PETER prüft LOIS
Accounts
LOIS prüft MEGANS Accounts
MEGAN prüft
PETERS Accounts
CHRIS prüft LOIS
Accounts
BRIAN lässt ALLE
Accounts scriptbasier
t prüfen
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Unsere Accounts sind IMMER auf dem aktuellsten Stand.
- JEDER Head of SEA“
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Best Practices
Logig Check / AdCopy & Text
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Best Practices
DKI – Wirklich?
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Best Practices
Statistische Relevanz – Ab wann muss ich mir Sorgen machen?
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Best Practices
CPC Problematiken
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Best Practices
Trademark
KW 3 KW 4 KW 5 KW 60
0.2
0.4
0.6
0.8
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
CPC CTR
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Google hates you!
Trademark - Tests
KW 3 KW 4 KW 5 KW 6
CPC
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Dann schalten wir Brand ab, mal sehen was passiert.
- Head of SEA“
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Google hates you!
KW 10
KW 11
KW 12
KW 13
KW 14
KW 15
KW 16
KW 17
KW 18
KW 19
KW 20
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Best practices
SQR check
Keyword: CallcenterAusspielung:
CallenceterCallcenterHotlineEros HotlineSex HotlineSex Call Center
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Tools - Tenscores
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Tools - Tenscores
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Tools - Optmyzr
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Tools - Optmyzr
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Tools - Optmyzr
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Tools – adAlysis (Co-Founder Brad Geddes)
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Tools - adAlysis
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Tools – Free AdWords Performance Grader
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Tools – Free Quality Score Toolkit
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Tools – Free Report Analyzer
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Tools – Free Audit Tool
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Tools – AdWords Scripts
https://developers.google.com/adwords/scripts/docs/solutions/account-auditor?hl=de
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Tools – AdWords Scripts
https://developers.google.com/adwords/scripts/docs/solutions/mccapp-account-auditor?hl=de
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Tools – AdWords Scripts
https://developers.google.com/adwords/scripts/docs/solutions/automatic-placement-exclusion?hl=de
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Tools – AdWords Scripts
https://developers.google.com/adwords/scripts/docs/solutions/campaign-audiences-transition-tool?hl=de
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Tools – AdWords Scripts
http://www.freeadwordsscripts.com/2013/12/adwords-account-audit-checklist-using.html
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Tools – AdWords Scripts
http://searchengineland.com/machine-learning-adwords-scripts-google-prediction-api-217936
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Tools – AdWords Scripts
https://gist.github.com/derekmartinla/db3e86a279baa84e69fe
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Tools – AdWords Scripts
http://clicteq.com/120-adwords-scripts-supercharge-ppc/
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