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I want to share/discuss my overall AdWords strategy with you

Discussion in 'Adwords' started by avalongits, Oct 22, 2014.

  1. avalongits

    avalongits Newbie

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    Hello everyone,

    I would like to share and discuss with you the strategy that I use to build my campaigns on the Search Network.

    I hope I'll be clear and synthetic - do not hesitate to ask me questions to deepen.

    After every point, in green-italics, I have placed some food for thought.

    So:

    1) IDENTIFYING SERVICES TO PROMOTE
    This is clearly the first step. There is little to say about it.

    2) CREATE A FIRST LIST OF WORDS
    Having in mind the services, I create a list of words. I do this step using brainstorming and KeywordEye tool (free version). This tool is very useful because it shows the same suggestions from Keyword Tool Planner but displays them in a visual manner: big word = high volume; green word = little competition; and so on.
    > There are other tools to implement the first phase of brainstorming?

    3) CREATE A LIST WITH *ALL* THE WORDS SUGGESTED BY GOOGLE
    I put the words found in step 2 in the Keyword Tool Planner. One by one. For each of them I fetch ALL the suggested words in the first 3-5 pages, using the "Copy to Clipboard". Then I get a txt with thousands of words, some of which are duplicate or bad - does not matter for the moment.

    4) FILTER AND GATHER WORDS
    In this step I use a PHP script created by me (string functions + regular expressions; no special effects) to filter out unnecessary/double words and group the remaining ones in appropriate groups. Then I get 7-15 groups containing a few dozen words each. Each group is tightly focused on a specific need. "Useless" words will be inserted into the negative words at campaign level.

    5) APPLY 3 MATCH TYPE
    Each word is changed via 3 different match type: modified broad / phrase match / exact match. So the number of words in groups triples.
    > Am I wrong to act so widespread?

    6) WRITE THE ADS
    For each group write at least 3 ads highly relevant with the need detected by the words of the group itself.

    7) SET A (LOW) OFFER
    I set a very low offer; the same for all words. Let's say 0.30? (0.40$)
    > You also start from a low bid or use another approach?

    8) IMPORT INTO ACCOUNT
    Words and ads are all handled by my script, which generates a csv file that I can load in AdWords using AdWords Editor.

    9) CAMPAING ADJUSTMENTS
    I set geographic target / language / daily budget / eventual extension. I don't use any automatic optimization proposal from Google because I prefer to have more control over everything.
    > Do you use AdWords automatic bid functions? How do they work for you?

    10) CAMPAIGN STARTS (SLOW BID ADJUSTMENT)!
    Initially, Google will not be happy with my low offers and propose a minimum bid for the first page. I choose the words with [first page minimum bid] <= 2? and I get up the offer to [minimum bid for the first page ] + some cents. I begin to get the first impressions, clicks and conversions. If the specific market sector requires it, I raise the offer further following the same procedure. This procedure last about 7 days.
    > Are there any scripts that you use?
    > Do you like my general approach (start with lots of keywords, bid low and then incrase slowly)?

    11) OPTIMIZATION
    When I reach a considerable number of impressions/clicks I begin to optimize. For this phase, maybe I should open another post - suffice it to say that I do two jobs in parallel:
    A) Ad Groups: I look at the statistics of each group and try to optimize ads and keywords by hand; here I use intuition more than anything else.
    B) Keywords: I export all the words on excel. I add a column with a formula of my own invention that takes into account the main parameters: (0.8 * QS) * (0.7 * CTR) * (0.6 * (1 / AVGCPC)) * (0.4 * AVGPOS); I order this column so you can see immediately the words with higher performance, those that I have to improve, those that have not yet collected enough data, those badly-performing that I have to set in pause.
    > What script / formulas / excel do you use to optimize the offers?

    What do you think about my strategy?

    Criticisms and suggestions are welcome! :)
     
    • Thanks Thanks x 2
  2. tommytx

    tommytx Newbie

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    Can you share your script that builds your adwords ads?
     
  3. tommytx

    tommytx Newbie

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    I have designed scripts that use the data from keyword spy to generate adwords ads...maybe we could share each others scripts and gen up new ideas.
     
  4. Trepanated

    Trepanated Supreme Member

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    • Thanks Thanks x 1
  5. gilmah

    gilmah Junior Member

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    that is a good strategy! Will try it on my account
     
  6. blackgecko

    blackgecko Newbie

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    Occupation:
    Online Marketer
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    New York
    Home Page:
    LOL, You rock man, he left the forum after that 1 message :) gj!
     
  7. ribads

    ribads Newbie

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    Great Strategy. Thanks for the share. i'll try it)
     
  8. Makeitcount

    Makeitcount Newbie

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    this is actually awesome, kinda sucks that he left. Dont understand whats the point of copying the other guys post?
     
  9. socialcollider

    socialcollider Newbie

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    Nice strategy.. Share more results..
     
  10. Jay t

    Jay t BANNED BANNED

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    It's going to be very helpful to me. Thanks.