GOOGLE SEARCH NETWORK TASKS AND OPTIMIZATION
Add phrase matched keywords
Why do we do this?
It forces the keyword to exact match, which provides:
1.
Accurate and reliable metrics
2.
Market insights
3.
Better quality scores
4.
Cheaper CPC’s
All of this without sacrificing reach!
How do we add phrase matched
keywords?
Get to the list of phrase matched keywords by:
1.
In every search campaign, go into the phrase match ad group
2.
Set the date range to the period to the day after you
last added phrase match keywords for that campaign
3.
Click details > Search terms all
4.
For every keyword with significant search volume, ask
is it desired?
5.
If yes: add it as a positive exact match in the
appropriate (normally longtail) ad group AND add it as an exact match negative
keyword to your phrase match ad group
6.
If no: add the undesirable part to a negative keyword
list on phrase match
Expand out longtail ad groups
Why do we do this?
1.
It increases visibility of highly searched keywords
2.
It improves CTR and quality score due to targeted ads
Following from the last
example with the Continental tire manufacturer, below is how to do it:
·
Tires + Car
·
Tires + Germany
·
Tires +
Manufacturer
·
Tires +
Manufacturer + Germany
·
Tires +
Manufacturer + Best
·
Tires +
Manufacturer + BMW
·
Tires + BMW
·
Tires + Truck
·
Tires +
Automobile etc.
How do you expand
longtail ad groups?
1.
In every search campaign, go into the longtail ad group
2.
Set the date range to the last 30 days
3.
Find keywords (or cluster of singular to plural,
different word order keywords) with impressions over 200
4.
Create a new ad group named after the keyword with a
keyword relevant ad
5.
Cut and paste the keyword(s) from the longtail to new
ad group
Bidding to position optimization
Don’t allow your campaigns to hit budget limits. If they do:
1.
Re-allocate to focus on themes that work
2.
Cut down on phrase match
3.
Reduce your mobile bid, only if mobile traffic does
not perform well
*Rarely fall
below position 1.7 (laptops) or 1.3 (mobile devices) but bear Cost per Order (CPO)
in mind
A/B test your ads
Why?
1.
Improve metrics, especially CTR
2.
Learn what Customer Value Propositions (CVP’s) are
important to your persona
3.
Keeps ads fresh and up to date
How?
·
Mostly, do one element a/b tests so you know what
contributed to the change
·
If you hit a wall, do multivariate tests to get
movement back in the metrics
·
Select ‘test’ ad groups for each campaign (it’s
leaner)
·
Decide at 600 clicks / ad; is your CTR is around 10%?
·
Record outcomes in your AdWords ad text optimization
documents; better keep some
Write good ads
This is pretty
self-explanatory. If you write lousy ads, nobody’s going to click them even if
the product is good.
Best practices for writing ads are as follows:
● Write in semi
Title Case (capitalise all words except joining words such as; in, the, a, on,
etc.)
● Punctuate
description line 1 and line 2 (. !)
● Use the primary
keyword in the title and url
● Use a Customer
Value Proposition (CVP) in description line 1
● Use a Call to
Action (CTA) in description line 2
We’re through with the
Search Network series; I sincerely hope you enjoyed reading all the articles
and if you have any questions or comments, please take the time to share.
Next, we’ll look at the
Google Display Network. Subscribe or follow us on Facebook for all updates.
Until next time…
0 comments for "GOOGLE SEARCH NETWORK TASKS AND OPTIMIZATION"