biggest adwords mistakes - pubcon vegas 2014
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Biggest Adwords Mistakes - Pubcon 2014TRANSCRIPT
Biggest AdWords Mistakes
Presented by: Maria Corcoran
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67Accounts
42Countries
200,000Ads
20+Languages
540,000Keywords
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A person who never made a mistake never tried
anything new.http://dl.bestwallpaper.ir/uploads/wallpaper/2131_1920.jpg
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Bidding
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Create a script to check for your analytics tracking, or manually check
Maintain a conversion event mapping
Missing Inaccurate or Incomplete
Conversion Tracking
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Autohotkey.com
STEPS TO USE THIS PROGRAM1. Download Auto Hotkey2. Unzip the file we send and launch program .ahk3. Grab list of URLs – input into URL input file, save4. Execute the file5. Hit Ctrl Alt W
1. Pop up opens asking for what string of text you are looking for in the code. 2. Enter the text and hit enter
6. When completed, a file will be generated that has the information of whatever or not your text was in the source code.
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Be willing to test anything, but be sure to use data driven decisions
Bidding on terms to please others
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Emphasis on High Funnel/Low Conversion Keywords
Avoid the lure of high traffic low conversion keywords
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Have a methodology to your bid strategy
3 Keyword Segments 3 Sub Segments
Don’t ever set it and forget it
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3x3 Performance Segmentation
FILTERS
Volume Leaders Efficiency Threats
Visibility Struggles
SORTS
Conversion Success
Non-Converting Spend
Ignored Impressions
Conversions > 0
Conversions = 0Cost > 0
Cost = 0Impressions > 0
Rev.(Conv.)
ROAS(CPA) Pos.
Pos.
Pos.
CTR(Bounce)Cost
Imp. Q Score
CV CE CP
NV NE NP
IV IE IP
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Automation
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Bidding
22
Optimization
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Not understanding how match types
work togetherYou keep on using those words, I do not think it means what you think it means
EXACT & PHRASE MATCH
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Ad Diagnosis Tool
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Don’t Give up on Keyword Data
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Google Webmaster Tools
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Learn to LOVE Negative Keywords
Account
Exact Campaigns
Phrase Campaigns
Modified Broad Campaigns
Broad Campaigns
Exact Keywords: Regular & Relevant Exact Close Variants
Phrase Keywords: Regular & Relevant Exact Close Variants
Modified Broad Keywords
Broad Keywords
Exclude Irrelevant Exact Close Variants
Negative Exact
Exclude Irrelevant Phrase Close Variants
Negative Phrase
Negative Phrase
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Relying too heavily on Broad Match
Keywords
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Misaligned Messaging & User
Experience
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11
Bidding
22
Optimization
33
Campaign Settings
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Ad Rotation Settings
Optimize for clicks (default setting) Optimize for conversions Rotate evenly Rotate indefinitely
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Think you don’t need Ad Extensions?
Ad extensions are part of ranking algorithm! Bid + (expected CTR + LP + Ad + Extensions) =
Ad rankExample: extended headers 8 % increase in CTR Example: extended headers + Site Links + Call out extensions 13% increase in CTR
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Auto Opt in GEO & Language Targeting
Target to the region you are trying to advertise to
Localization of ad copy and LP content
Take a common offer and customize to region
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Bidding
22
Optimization
33
Campaign Settings
44
On Going Education
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Read, Participate, Read
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11
Bidding
22
Optimization
33
Campaign Settings
44
On Going Education
55
Time Management
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Invest 2-4 hours per week for testing new betas/areas of opportunities
Don’t get paralyzed
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Time Management
10%
25%
20%
20%
10%
15%Portfolio/Campaign budget optimization
Reporting/Analysis
Ad Copy updates and op-timization
Keyword updates op-timization
New opportunities & account innovation
Account maintenance
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11
Bidding
22
Optimization
33
Campaign Settings
44
On Going Education
55
Time Management
Summary
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Don’t rely solely on Google AdWords