How to optimize large AdWords accounts!

Setting up Accounts

1

2

3

4

AcquiredAccounts

Optimizing Accounts

Reporting

>> The AdWords Magic <<

Master of Science (MSc) in Business Administration and Management Science

>> Me… <<

@Webanalytiker

>> Kleenex moments <<

1. Structure 2. Structure 3. Structure

>> Whats it all about? <<

1. Structure – Setup/startup

2. Structure – Optimization

3. Structure – Reporting

>> Whats it all about? <<

>> Important for new account <<

1. Naming campaigns

2. Labeling

3. Ads

Search

”Normal”

Company Brand

Product Brands

Generic

RLSA

RLSA

Dynamic

PLA

DSA

Display

Display Remarketing

Display Dynamic

Remarketing YouTube

>> AdWords campaign types <<

>> Structure and naming <<

Search

”Normal”

Company Brand

Product Brands

Generic

RLSA

RLSA

Dynamic

PLA

DSA

Display

Display Remarketing

Display Dynamic

Remarketing YouTube

Company Brand

Product Brands

Generic

Dynamic

Display

RLSA

>> Structure and naming <<

>> Segment with simple filter <<

>> Segment with labels <<

>> Ads for new account <<

>> Ads for new account <<

Search and Replace: § with [adgroup]

>> 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

>> 80/20 rule <<

a. Spend

b. Revenue

1. Look at

a. Campaigns

b. Ad Groups

c. Keywords

2. Across all

>> 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)

>> 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

>> The tricks part I <<

Use filters, rules and scripts!

Optimize the current:

>> The tricks part I – Filters <<

//Filter to optimize ”in hand” – Bult edits

Good traffic Could be better

>> 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

>> 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

>> 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

>> The tricks part III<<

Extend with Dynamic

Campaigns

>> DSA & PLA Case <<

Client wanted more sale

December share for DSA + PLA:

25% of spend

22% of Revenue –

all extra

>> No more Branson <<

>> 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

>> Alert for 404 pages<<

Step 1 : Add 404 to the URL

Step 2 : Make segment

Step 3 : Setup Alert

>> Alert for 404 pages<<

Step 1 : Add 404 to the URL

Step 2 : Make segment

Step 3 : Setup Alert

>> Easy reporting<<

Structure is key

>> Setup the reporting<<

>> Update with 1 click<<

% Spend

>> 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:

>> 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

Jacob Kildebogaard Jk @webjuice.dk @Webanalytiker