adwords strategy
TRANSCRIPT
How to be the
•Choosing the right campaign type
•DSA, RLSA
•Building robust campaigns
•Valuable AdWords Reports
•Latest AdWords Updates
AGENDA
Search Network Only
Display Network Only
Search Network with Display Select
Where Ads Appear
Throughout Google Search Network
Throughout Google Display Network
Search results on the Search Network and Relevant placements within the Google Display Network
How It Works
Ads are matched to search results pages based on the terms or phrases someone searches.
Ads are matched to websites and other placements when keywords are related to a site’s content or the interests of a user browsing a site.
Budget is shared across both networks. However, ads are shown more selectively on the Display Network.
Search Network Only
Display Network Only
Search Network with Display Select
Available ad formats Text ads
Text, image, rich media, and video ads
Text, image, rich media, and video ads
When to choose it
• You want your ads to appear next to Google search results • You only want to reach customers searching for your specific product or service
• You want to reach customers while they’re browsing online • You’re interested in building awareness for your brand across a large audience
• You want to advertise on Google Search and also branch out to reach customers as they browse the web • You'd like to apply your remaining Search Network budget to advertising on the Display Network
•Keywords
•Location & Language
•Device Targeting
Search
•Contextual/Keyword : Based on keywords and topics
chosen (Automatic placements)
•Topic targeting
• Placement targeting (Manual placements)
• Audience Targeting
• Device Targeting
Display
TARGETING OPTIONS
DYNAMIC SEARCH ADS
Making use of DSAs is especially handy for advertising on sites that have a constantly changing mix of products.
Why use Dynamic Search Ads
Remarketing List for Search Ads
Allows an advertiser to build lists of users who have visited specific pages in their site and condition their search bids, creatives, or keywords based on a Google visitor's presence in one of these lists.
RLSA Best Practices
Set campaigns to search only network
Create a copy or a new campaign before targeting
remarketing lists for search
If ad fatigue is a possible issue, creating multiple ad
creatives will be the way to go.
Broad match keywords may have a higher conversion
rate
Use more general keywords in campaign
Combine views of pages or product categories with
buying signal modifiers like "review", "buy", "prices", etc.
Increase visibility for more recent visits
ADDITIONAL CAMPAIGN SETTINGS
Change your daily budget on peak
shopping days
Modify your Max CPC bids based
on CTR or conversion rates
Enable ad text directing users to
promotional landing pages late on
a Sunday night
Automated Rules
Enhanced CPC
Each time your ad is eligible to appear, Enhanced
CPC will automatically raise and lower the Max CPC
bid that you've set based on the likelihood that your
ad will convert.
It does this by analyzing your campaign's historical
conversion tracking data along with a number of
other factors.
Automated Bidding
Location Targeting
Lets you target your ads to
specific geographic areas (by
adding or excluding locations)
like countries, regions, cities,
postal codes, or by targeting a
radius around a location.
Valuable AdWords Reports
Demographics on Display Network
•Shared Library > Audiences > and then click into one
of your existing Rule-Based remarketing audiences. Where to find it
•This report visually shows the demographic
composition of your audiences. Why it is important
Top 10 (And Top 500) Visited URLs With Remarketing Tags
•Shared Library > Audiences > on the top right of the page,
click the “View Tag Details” button > click the text
“Your AdWords tag is active” text toward the top of the pop-
up >.
Where to find it
•This shows what site pages have your remarketing pixel on
them and are generating people for your remarketing
audiences. Why it is important
Main Sitelink Feed
•Shared Library > Business Data > and then click into “Main
Sitelink feed.” Where to find it
•From this view of your sitelinks, you can see reporting data
with rows that include the destination URL of your sitelinks —
it’s a column that is unavailable in the sitelinks reporting on
the ad Extensions tab.
Why it is important
Conversion Actions
•Tools > Conversions. It’s where you go to add a new
conversion type. Where to find it
•This report gives you a fast, easy visual of your various
conversion types and the amount each is contributing to the
conversion column that you see in all your other reporting. Why it is important
Conversion Web Pages
•Tools > Conversions > then click in to one of your web-
based, listed conversion names. Where to find it
•Shows the pages that are firing your conversion pixel. A
quick scan will quickly show you if there are thank you
pages that are not showing conversions which should
be and pages that are contributing conversions that
shouldn’t be.
Why it is important
GETTING THE BEST OUT OF AUCTION INSIGHTS REPORT
Impression Share
Top of Page Rate
Average Position
Overlap Rate
Position Above Rate
Establish a Baseline of Your Competitive Landscape Over Time
Identify Your Own Account’s Strengths
Know the Types of Competitors You Face
Use Overlap & Position Above Rate to Assess Competition on Brand
• Are other advertisers serving above you on
your brand terms and likely to be pushing
you off the page entirely at times?
• How often are they serving on these
searches?
Metrics Positives Negatives Recommendation
Impression Share
If somebody is interested in a product you offer, you will be there to sell it to them.
Low quality score & require bidding much higher than your competitors for the same keywords.
Optimizing for impression share can be a good option can work for ad group with long tail and ready-to-buy keywords & strong call-to-action ad copy.
Average Position
Top of the Page ads benefit by typically occupying more real estate on the SERP because of preferential treatment to ad extensions
If you are aiming for #1 position in a competitive market, you’ll need a relatively large budget.
If your Auction Insights Report shows one competitor that appears to have significant advantages in all categories, then aim slightly lower when using Average Position as a key competitive metric.
Metrics Positives Negatives Recommendation
Overlap Rate
Can be used to weigh the pros and cons of specific keywords & determine if it’s a category worth spending your budget on.
Using Overlap Rate to deter you from bidding on specific keywords will eliminate you from competition, benefiting your competitor too
Make a decision based on your business goals and revenue from those keywords
Position Above Rate
Ability to measure your competitors one-on-on and compare progress over time.
Can get you to over spend.
Don’t get caught up in optimizing your campaigns to outperform your competitors.
Top of Page Rate
Learn how consistent you and your competitors are at appearing at the top of the search engine results page, above the organic results.
Being on top of page can cost a lot of money.
Use with impression share to gain a better understanding of where you stand.
10 IMPORTANT RECENT ADWORDS UPDATES
#1 Call Only Campaigns
#2 Ad Customizers
#3 PLA via Google Shopping got transitioned to AdWords based Shopping Model
#4 Callout Extensions
#5 App Promotion Ads
#6 Forced use of Close Variants
#7 Dynamic Remarketing for all verticals
#8 Call Tracking with Website Call Conversions
#9 Demographic Targeting Tab
#10 Automated Bidding now available for RLSA
THANK YOU!
Connect with me for AdWords consulting Email : [email protected] LinkedIn : in.linkedin.com/pub/anvesha-poswalia/22/748/409/en