10 BEST PRACTICES FOR ADWORDS

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ETIENNE ALCOUFFE SEARCH ENGINE MARKETING SPECIALIST AT EFFILAB

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HOW TO INCREASE YOUR REVENUES AND BEAT THE COMPETITION?

10 Best Practices for Adwords

You need a team of pay per click (PPC) experts and we have a team of 30+ consultants. We make it our priority to deliver high quality strategic recommendations and management

services in order to drive optimal account performance.

Best Practice #1

How to select and manage your keywords for optimal performance?

1 • Keywords • Selection

Make sure that you cover all the potential queries and keywords that are relevant to your business.

Industry

Products

Related fields

Concepts

Your Brand

Other Brands

Ex: Hardware

Ex: Computers

Ex: Software

Ex: Productivity tools

Ex: Samplesite

Ex: HP

ItemEx: HP Pavilion 500-566NF

1 • Keywords • Structure

Manage your keywords based on the value they bring to your business.

Æ Determine appropriate CPA targets based on keyword performance and value to your company.

Example: Law firm account. Online purchase scenario

Campaign = Visa

Average fee = 400 €

Target CPA = 40 €

Conversion rate = 4 %

Max CPC = 1.6 €

Campaign = Incorporation

Average fee = 2 500 €

Target CPA = 250 €

Conversion rate = 2 %

Max CPC = 5 €

• In this case, keywords should be managed differently

Best Practice #2

How to manage match types and search terms for exponential growth?

2 • Match types & Search Terms • Match types

Use all the match types and set your bids accordingly.

1. Create ultra tight Ad groups

2. Adjust bids according to match type

3. Maintaining your structure might be harder than you think – Stick to it

2 • Match types & Search Terms • Search Terms

Monitor search terms on a regular basis in order to add or remove relevant keywords to your account.

1. Regularly monitor Click and impression data.

2. Create new Ad groups based on click volumes (Clicks > 100).

3. Add negative keyword to existing ad groups to qualify your traffic.

Best Practice #3

How to increase your Ad rank without increasing your bids

3 • Ad rank • Keyword, Adgroup and Ad Structure

Design tight, well-organized keyword groups.

CompanyIncorporation

1

2

3

4

1. Create a campaign2. Create granular Ad groups3. Add similar keywords4. Base your ads on your keywords

Best Practice #4

How to create amazing ads.

4 • Ad creation • Click Through Rate

Highlight key selling points in your Headline

1. Put forward benefits users are seeking. Headline examples: “ConseilsPrêt Immobilier” or “Obtenir Prêt Immobilier”

2. Get very specific. Example: “Less than 4 days for an approval.”

3. Use all the available space. In the “Prêt Immobilier” example, adding characters would make the ad look more personal

4. Continuously test new ads

Headline copy based on location ! Well done !

4 • Ad creation • Testing

Use dynamic keyword insertion ads to quickly compare ad performances.

Headline: Buy {KeyWord : Chocolate}

Keyword insertion

Test #1

Test #2

Standards Ads

Best Practice #5

Why you should absolutely try RLSA Campaigns.

6 • Campaign Types • RLSA

Use RLSA campaigns to increase your conversion volume and conversion rate.RLSA campaign performances vs Account performances

1. Develop RLSA campaigns based on your top performing campaigns.

2. Broaden your keyword targeting – remember that you are targeting your audience.

3. Adjust bids according to your targets.

Best Practice #6

Why are bid adjustments so important ?

6 • Bid adjustments • Ad schedule

Define bid adjustments to outperform competitors when it matters the most

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50 0 0 2

11

22

40

3229

22

3328

43

35

58

44 4337 35

32

107

0

10

20

30

40

50

60

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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Sum of conversion

Hour of day

1. Export your conversion and CPA data per day of the week and hour of the day

2. Set bid adjustments to increase or decrease your bids for specific days and times.

3. Analyse conversion and CPA data for any trends

Best Practice #7

How to take advantage of mobile traffic on Adwords

7 • Mobile Traffic • Own mobile

Focus on mobile settings and bid adjustments for optimal performance.

Bid Adjustments

1. Enable mobile traffic

2. Implement mobile conversion tags

3. Adjust bids according to your objectives

7 • Mobile Traffic • Own mobile

Implement mobile preferred ads and extensions to take advantage of mobile screens.

Location extensionSitelink extensionCall extension

1. Consider mobile-preferred ads

2. Create relevant ad extensions

3. Adapt your ad copy to suit mobile users

Best Practice #8

How to use a flexible bidding strategy : target CPA

8 • Two flexible bidding strategies • Target CPA

Let Adwords automatically set bids to increase conversions while reaching your goal.1 Modify the Bid Strategy

2 Set CPA targets

3 Analyze the results – Well done Google !

1. Large campaign are better suited for this strategy2. Start with recommended bid3. Progressively decrease or increase the target CPA depending on your objectives

Best Practice #9

Why display advertising could change the face of your account

9 • Display Advertising • Tips

Display is a cheap traffic source you can utilize to grow your account.

1

Results

1. Make sure to create all the mobile and desktop display banners2. Large scale display tests require higher initial investments3. Refine your demographic targeting

2 3

FormatsTargeting

Best Practice #10

Setting up your campaigns for success

10 • Campaign settings

Improve your performances with customized campaign settings.

Networks

Locations Langages

Bid strategy

Delivery methodsAd delivery

1. Deliberately set and test campaign setting without relying on standard settings.2. Increase your conversion volume with Networks, languages and locations.3. Delivery methods can modify the reliability of your data.

Thank you !

SEE YOU SOON!

LOVE.

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