SEA

On both! First campaign, then go down to adgroups and fix

Doesn’t impact performance but really improves optimizing and working in acc, i.e. Brand DE|SN|Campaign + cluster

Text, Ad Extension, Image, Mobile Ads, App promo Ads, Video, PLA

App extension, Call, Location, Consumer ratings, previous visit, seller rating, sitelinks, dynamic sitelinks, callout, social

Shows relevancy of KW, Ad and LP -> better QS (mainly determined by CTR) means lower CPC for same Adrank

Punctuation, statement, brandbidding

Determines Position if ad. QS * Max. CPC

Find / Replace (account build outs, add testing, modified broad match)

Vlookup (building urls, compare max and actual cpcs)

& or concatenate (building urls, ad copy)

Len / word count (adcopy)

Pivot tables

trim

Look at competitor, Clear USP, Use KW as often as possible, roatet evenly, test, test, test,

CTR -> impact on CPC

Impression Share -> quick wins

CPO / CPA -> cutting costs

First check for duplicates and fake long tail (0 impr) , if 1m active kws then…

Clean account structure, right naming conventions, focus on high traffic KWs, bulk optimization with clusters

Increase CTR, Ad Relevancy, KW relevancy, LP

1. Traffic drop / increase
2. Monitor CPC traffic (Costs, CR)
3. CR% drop
4. BR increase
5. Page Load time

1. Device bid adjustments on campaign and adgroup level (exclude mobile)
2. Location bid adjustments (only on campaign level) (City A = More Valuable customer)
3. Time bid adjustments (Days or h) (only on campaign level) (hour x more converting)
4. Display Targeting methods bid adjustments (adjust on topics, placements etc.) (only on adgroup level)
5. Remarkting lists for search ads bid adjustments (RLSA) (only on adgroup level) (users on site)

3 ways to optimize bidding: Manually, automated rules + own bidding tools, 3^rd party tools -> be aware that automated tools can lead to conflicts i.e. cant spot seasonality

1. Raise bids when converting and CPO/ CPA is met

2. Decrease bid when CPO/ CPA is not met

1. Raise bid when converting (raise bid by 5 % when convs. Mehr als 1 & cpo unter 50 € & and pos. schlechter als 2

2. Catch ad between pos. 1.1 – 3.0 (increase bid by x% when pos. >3, drecease by x%...)

3. Raise to first page when QS good (increase bid by x% when bid to low for first page & QS größer als 5)

1. Understanding Account Structure and namings -> (maybe adjust)

2. KW port analyse, long tail? Bullshit? Duplicates? KW vs. inventory -> push converting terms, cut non conv. traffic

3. Ad analyse (change log, test cycle – r they optimizing) ->  increase CTR or pre-qualify traffic when focus more on CR

… then set up a 3 way regular optimization process for continuous expansion and optimal bidding

1 Grow KW (Search Term Report 2-3 /week)

2 Ad Testing (1-2 week)

3 Bidding (Push converting, pause non convs, lower CPO not met) (daily basis / automate)

4. Landing Pages -> increases CR

Neg. impact on QS, increase auction CPC

Give area of responsibility i.e. a channel, or country within a channel

Weekly trainings

Weekly best practice sharing

Every 3 month performance feedback 

- Gives you more control and flexibility, direct traffic, CPO for 1 kw 2 high, adjust

Perfectly relevant ad for that KW

 Also works, but can coz trouble with the BMM when sucking grammatical wrong phrases in ad

Exact: High control over search terms coming from that match type

BMM covers close traffic around your relevant KW, is a good market research to grow portfolio, not as crappy as broad -> lower bid, coz traffic might not be as valueable as exact match traffic

Depending on term! BMM bit more wider but depending on KW, i.e. “juna rose” better in phrase coz BMM might trigger too much. Phrase good for neg. KW lits -> why?

Exact match traffic is more relevant for us, so its more worth, with higher bid, u ensure high adrank and that relevant traffic comes over the exact match kw.

BMM should trigger everything else closely round the exact match phrase, which is probably less relevant, so lower bid

CTR -> impact on CPC

Impression Share -> quick wins

CPO / CPA -> cutting costs

Y no conv. data? Raise bid or change matchtype to gather more clicks/ impressioinens,

not converting: check searchterm report, check BR,  check LP, pause or lower bid when CPO is not met

Exclude Brand KWs in order to see SEO NB performance. Google knows the KWs, is just not telling u

When CPO is not met =  check searchterm rep, check BR,  check LP -> decrease cpc or pause

when no data at all -> delete fake long tail

Low traffic: no peak /change in sicht o. info KW not converting -> delete fake long tail

Ask y so less traffic?

Bid raisen o. matchtype changen, increase CTR

External KW lists, crawled website data, product feed, search term report, internal site search

bringing lots of valuable users for at low price -> look at CTR, CR, CPO, BR, Pageviews of KW

Develop KW, Use KW Cluster, delete duplicates, delete fake long tail, analyze search term rep on moderate frequency, check QS, add moderate neg. KWs

Use KW as often as possible, use all possible extensions and betas, qualify traffic throu adtext, test on regular basis

Overall spending? CPA? CPC? 

Decrease CPC while remaing converting traffic and cutting non converting traffic

anything that increases QS -> Increase CTR, increase Ad-KW-LP relevance, account structure