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

http://recruiterpoet.com/2014/09/05/this-house-original-poem/

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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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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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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