Critiqued Google Adwords WorkFlow

1. Analyze strengths/weaknesses of previous campaigns

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a. Utilize the search term report to find new negative keywords (Do Not Place Too Much
Importance On 1 metric , it takes more than one metric to paint a complete picture)

b. Is the Quality Score low?

i. Could be structure, AD relevance, landdce
ii. Make sure there is a good mix of high QS keywords; a low QS average drives up
cost and in turn drives down ROI.

c. Look at the keywords with 0% CTR, do they have impressions? If not, you can now
consider moving away from them.

d. Look at the 2.00% CTR’s, why are people not clicking them?
i. Are the search terms relevant to the ads?
ii. Are the ads relevant to the keywords?
iii. Could you enhance your ads more to increase the ad rank?
iv. Do not remove any keywords less than a 2% CTR (unless the bounce rate is
astronomical)
v. Remember a 100% CTR can be a waste of money if there is no back-end
engagement, sales, or revenue. Always base your optimization decisions with
conversion metrics as your primary Key Performance Indicators

e. Look at cost efficiency (The revenue side of the equation is just as important)
i. Cost & Conversion.
ii. CPA (cost-per-acquisition)

f. Based on the Metrics above, extract negative keywords from old campaigns
i. Add terms with 0% CTR as negative keywords.

g. Build new list with google keyword tool planner w/ location in mind (if relevant)
i. Basic Negative Keyword List
ii. Include Negative keywords from research done above

h. Move Keywords down the Match Type Funnel

i. Put your keywords in a broad match AdGroup and let that run for a week.

ii. At the end of the week, pull a report and identify keywords that are profitable.
Once you've identified them, put those into a Phrase match AdGroup. Also, add
the keywords from your Phrase match AdGroup as negative keywords in your
broad match AdGroup.

iii. After a week, identify phrase match keywords that are converting well and add
the keyword phrase to an Exact match AdGroup. (repeat negative keyword step).

iv. Optimize and adjust bids in your Exact AdGroup.

2. Create/Adjust Campaigns/AdGroups
a. Select Campaign Type - Choose ‘Search Network only’ to test ads and save money
 Critiqued Google Adwords WorkFlow

b. Select Campaign Subtype - Choose All Features and set advanced location settings

c. Test Ad budgets should be minimum 10 x the keyword bid (have room for at least 10
clicks a day) no need to overdo it in the start.
i. If profitable keywords have higher bid prices, increase the budget accordingly
ii. After starting slow and carefully, use the data to optimize your campaign

d. Select Keywords / Match Type based on Funnel (Step H. Above)

e. Put the main keyword you’re bidding on in the URL of your ad

f. Bid management
i. Increase low position/converting keywords,
ii. lower high spending non converting keywords,
iii. Monthly budget pacing

g. Play With Wording

i. Example 1 - Great Sound System Rental, Affordable Sound System Rental,
Great Value, US #1 Sound System Rental

ii. Example 1 - say you wanted to leverage "widget" and "high technology". You can
test two similar phrases (A/B test):
1. Learn more about high technology and the use of widgets for making
money.
2. People make money using high technology widgets every day. Learn
more.
iii. The message of the 2nd would get more action, but you should still test them to
see which gets better CTR.

h. Try single keyword ad groups and write ad copy that is highly targeted to that specific
search term.

i. Use Ad Extensions

j. Write at least four ads per ad group to test which ad copy converts best

i. Ad Copy 1 & 2 - (Based On Template Below)

ii. Ad Copy 3 & 4 - Based on Ad Copy 1 & 2 but w/ urgency scripts included

Template:
a. Line 1 - Benefit#1 / Eye catching, most crucial line
b. Line 2 - Benefit #2 or call to action
c. Line 3 - Call to Action to get benefit now!
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 Critiqued Google Adwords WorkFlow

3. Monitor Ads
a. Implement Adword Scripts
i. Comprehensive AdWord Scripts #1
ii. Comprehensive AdWords Scripts #2
iii. Comprehensive AdWords Scripts #3
iv. Declining Ad Reports
v. Heatmap

b. Conduct A/B Testing on AdGroups and learn from your mistakes

c. Monitor You Daytime Adjustments

i. What times of day/week are performing better/worse

Needs More Research:

1. Device Adjustments : mobile, desktop and tablet (wait until after you
complete campaign)

- the new "if function" is great for driving up mobile CTR