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Need tips on running successful and efficient adwords campaigns

Discussion in 'Black Hat SEO' started by jon_xx_x, May 1, 2014.

  1. jon_xx_x

    jon_xx_x Jr. VIP Jr. VIP

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    Can anyone give advice and/or point me to a guide on Adwords? Most out there start out with the very basics and I don't want to read five pages of fluff.
    Most advertising I"ve done in the past didn't cost a great deal, so I would just bid on anything and everything.
    But my new site will have keywords $1-$3 and I need to be more efficent.
    Now I have about 300 keywords I'd like to advertise for.
    What's the easiest/best way to do this?
    Should I do general match keywords?
    Like say my site was on shoes.
    Should I just target anything and everything "shoes"?
    Or should I go through all 300 keywords, adjust price, adjust the ad, copy etc to focus on each keyword individually?
    Or do I do a combo of both? Focus on as many indiividual keywords as I can, but also target longtail like "shoes from the awards show"
    stuff like that?
     
  2. partymarty4870

    partymarty4870 Elite Member

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    I come from a land downunder
    Can anyone give advice and/or point me to a guide on Adwords? Most out there start out with the very basics and I don't want to read five pages of fluff.
    see below for some course notes I had laying around, these are from august last year so not too out of date
    Most advertising I"ve done in the past didn't cost a great deal, so I would just bid on anything and everything.
    good way to fail with adwords - let your competitors bid on info keywords, stick to the buying keywords
    But my new site will have keywords $1-$3 and I need to be more efficient.
    definately
    Now I have about 300 keywords I'd like to advertise for.
    What's the easiest/best way to do this?
    adwords editor locally - link below
    Should I do general match keywords?
    I prefer phrase match, although if you have the budget to burn using general/broad match will identify some good keywords to target
    Like say my site was on shoes.
    Should I just target anything and everything "shoes"?
    only if you want to pay for people looking for horse shoes, snow shoes etc etc
    Or should I go through all 300 keywords, adjust price, adjust the ad, copy etc to focus on each keyword individually?
    Or do I do a combo of both? Focus on as many indiividual keywords as I can, but also target longtail like "shoes from the awards show"
    stuff like that?

    Another thing you'll need to be really aware of is your ad copy and landing pages. You're not going for maximum visitors anymore like you were with SEO. You're now playing a game of conversion.
    About the best online guide I ever found was "the definitive guide to google adwords" by perry marshall, although it's getting a bit long in the tooth now. I can't be arsed uploading it, but it's out there, trust me, I didn't pay for it. Maybe try pirate bay.

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    [B][FONT=Arial,Bold][SIZE=4][FONT=Arial,Bold][SIZE=4]Google AdWords ? management tips
    [/SIZE][/FONT][/SIZE][/FONT][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]1) Account structure
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]- Getting the account structure right from the start is important. Within each
    account you can create any number of campaigns, however, these should be
    determined by your preferred targeting or budget objectives, such as geographic
    targeting, daily budget by product line, or targeting by network coverage (search
    v display).
    - Within each campaign you have a series of AdGroups which form the core of the
    marketing as these need to be based around common keyword themes, which
    are also reflected by the advertising text of the adverts.
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]2) Campaign settings
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]Each campaign that is created should have their Settings reviewed, including:
    - Geographic location (Australia or sub-divide to target core markets)
    - Networks ? Google / search partners & content network / placement targeting
    - Devices ? PC / tablet / mobile coverage
    - Bidding and budget options ? recommend manual bidding and ads shown by
    standard delivery method as default
    - Ad Extensions ? link location to Google Maps listing, also Sitelinks and phone
    extensions
    - Ad Scheduling ? only use if you know the typical user behavior of your target
    customers by day and/or time
    - Ad Delivery ? suggest setting rotation for ads if testing different versions
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]3) AdGroups
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]Structure your campaign around AdGroups, based on keyword themes so that search
    terms and advert text are closely matched. Break down existing AdGroups into shorter
    lists of terms if necessary, preferably no more than 20 terms per AdGroup, although you
    can mix match types for the same terms here.
    Name AdGgroups accordingly so that you can indentify what group of terms are
    included.
    Use AdGroup levels to review and manage campaign spend, although most bid
    management should be done at keyword level.
    Review CTR, CPC and conversion rate at AdGroup level to decide if more AdGroups
    should be created for better targeting.
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3] 
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    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]4) Keywords
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]Manage each campaign at keyword level ? avoid high peaks of impressions or spend by
    splitting terms into more variations (+modified +broad, ?phrase match? and [exact
    match]), adding negatives or changing bid levels.
    Regular activity for keywords are:
    - adjusting bid levels to achieve desired ranking position or if spend is too high /
    low, or if conversion costs are too high / low
    - add new search terms using the ?Details? button, or by using the keyword tools, or
    Opportunities tab
    - also add negative terms where applicable, from all the above tools
    - aim to achieve CTR over 1% - anything less indicates poor relevancy
    - review Quality Scores and try to have QS of 6/10 or higher (access these from
    the Columns button)
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]5) Adverts
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]Recommended strategy is to run at least 2 adverts, preferably 3 at any one time. Review
    weekly and monthly to remove the worst performing advert, based on CTR and/or
    conversion rate. Then test a new creative.
    Issues to test:
    - Headline, target main search terms, test Keyword insertion
    - Body content, including offers, relevant search terms, locations
    - Try adding punctuation to the end of the first description line to get a longer
    headline when the ad appears above the main results
    - Display URL with and without www, also include search term at end
    - Landing page
    - Remember to use Ad Extensions where relevant
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]6) Content / Placement network
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]Test this option once the main Google Search is performing well. You may need to
    duplicate campaigns and set the network just to content (via AdWords Editor) and then
    review and filter out irrelevant sites.
    Use Placement Targeting to specifically target adverts on other third party sites that are
    relevant to your customer base. Select sites on the same basis as keywords, then
    review and adjust bids by website and by AdGroup.
    The Display Network is a completely different method of advertising and should be
    treated carefully. However, it can be effective for brand ads (using image ads) or
    remarketing.
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3] 
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    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]7) Reporting
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]Use reporting options to run regular management review reports, send by email and
    track performance by keyword, advert and campaign.
    Use campaign level reports to assess Impression Share by day (select additional
    columns from the Customise Columns button).
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]Setting a strategy for the campaign
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]Every Google AdWords campaign needs to have a strategy, which in turn should meet
    the overall objective to achieve the most cost-effective results from the advertising
    spend, whether it is enquiries, sales, newsletter sign-ups and so on.
    The common strategies for a campaign are:
    - achieving the maximum volume of visits at the lowest possible cost
    - achieving a ranking position within the top x results
    - achieving a clickthrough rate of over x%, or an average cost per visit of less than
    $x.xx
    - achieving a sales or enquiry rate of x% or a cost per lead/sale of $x.xx
    A management strategy is likely to combine 2 or more of these targets, plus the strategy
    can also change over time depending on results being achieved.
    As the market activity is quite competitive, the best strategy is to maximize the visits to
    the website within the current daily budget and to increase the conversions at the lowest
    possible cost. This may then change at a later date if the daily budget is increased, or if
    the responses to the campaign determine the ongoing criteria.
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]Daily review and adjustments
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]On the basis of achieving the maximum volume of visits at the lowest possible cost, you
    should be implementing these checks and changes at least once a day:
    i) Review where most of the spend is being concentrated each day and spend
    most time adjusting bids to reduce the average cost per click, whilst not
    reducing the average position of each advert too low, or the clickthrough rate.
    ii) You should set a target range for the average bid levels in each campaign /
    adgroup. Working within a budget you should try to achieve close to 100%
    impression share (although depending on the number of broad match terms
    being used, this may not be possible) and the maximum level of traffic for the
    available budget.
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3] 
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    [/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]iii) You should be setting a target conversion rate for enquiries / sales coming
    from the campaigns. At least 1-2% conversion rate should be acceptable.
    iv) You should aim to get all adverts appearing with an average ranking position
    of 3
    [/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=1][FONT=Arial][SIZE=1]rd[/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]-5[/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=1][FONT=Arial][SIZE=1]th [/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]ideally and no lower than 8[/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=1][FONT=Arial][SIZE=1]th [/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3](which is likely to display the advert on[/SIZE][/FONT][/SIZE][/FONT]
    [FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]the second page of results. Search terms that are appearing higher than 3
    [/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=1][FONT=Arial][SIZE=1]rd[/SIZE][/FONT][/SIZE][/FONT]
    [FONT=Arial][SIZE=1][FONT=Arial][SIZE=1][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]position will attract a higher clickthrough rate but can also be costly and not
    as effective.
    v) You should be getting a clickthrough rate of at least 1% to indicate that a
    search term (or your adverts) are relevant for your market. A higher
    clickthrough rate of 10% of more should enable you to drop the bid positions
    further, as this may indicate limited competition or an advert that is ranking
    too high.
    vi) You can adjust the default bid position which will apply to all terms in the
    AdGroup, unless they have already had a different bid level set. The default
    bid can be a quick way to increase or reduce the overall bid levels for most
    terms although individual bid levels for each keyword are a better strategy for
    targeting the spend ? on a big campaign, these can be edited using Google
    AdWords Editor (see below), where you can select a range of terms and
    increase or decrease bids in bulk.
    vii) Within each AdGroup, select the search terms that are spending most
    money, or have a higher cost per click or high/low ranking position (by ticking
    the box to the left of each search term). Then select the Edit Keywords
    Setting button at the top of the search term panel.
    viii) Depending on what you want to do with each search term, increase or reduce
    the bid against each term. If all terms are to have the same bid, you just need
    to enter the bid for the first term and then select the down arrow button next
    to this so that the bid will be applied to all terms.
    ix) If you want to reduce the bid level or the ranking position, set the new bid
    slightly lower than the average cost per click from the previous day (or other
    selected period). If you want to increase the ranking position, increase the bid
    level by 5-10c / 50c / $1, depending on the current bid levels and ranking
    positions.
    On the basis of achieving the maximum volume of visits at the lowest possible cost, you
    should be implementing these checks and changes at least once a day:
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3] 
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    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]Weekly review and adjustments
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]As the campaign develops and you get more data on the activity through each search
    term, you can review activity over the previous 7 days, or for the month to date, to make
    further adjustments to the settings based on the performance data (although bear in
    mind the daily adjustments that may have also been made over this period).
    You should also start to review the performance of each advert in terms of clickthrough
    rate, to see if any should be dropped or revised if they aren?t performing to a suitable
    level, although this will require visits of 100 or more per advert to give meaningful data.
    [/SIZE][/FONT][/SIZE][/FONT][B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3]Google AdWords Editor
    [/SIZE][/FONT][/SIZE][/FONT][/B][FONT=Arial,Bold][SIZE=3][FONT=Arial,Bold][SIZE=3][/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][FONT=Arial][SIZE=3]For large campaigns, or for easy creation or editing of AdGroups, keywords, adverts etc,
    use the Google AdWords Editor. This tool allows you to download the account, make
    changes and upload again to the live account.
    To download the software go here:
    [/SIZE][/FONT][/SIZE][/FONT][FONT=Arial][SIZE=3][COLOR=#0000ff][FONT=Arial][SIZE=3][COLOR=#0000ff][FONT=Arial][SIZE=3][COLOR=#0000ff]http://www.google.com/intl/en/adwordseditor/
    [/COLOR][/SIZE][/FONT][/COLOR][/SIZE][/FONT][/COLOR][/SIZE][/FONT]
     
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  3. goel.aman125

    goel.aman125 Junior Member

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    All of your answers are hidden in Google's own support. If you could check that for each of your questions, i think you would have got your answers by now.

    Let me tell you, the basic 5 pages of fluff you read, is the key. You just have to read it carefully which you dont.

    Answering your question:
    You must go through each and every keyword twice, thrice or more times. Be sure to observe every keyword and think it yourself, that if a searcher is searching that, will he really convert?
    Take an example. You have a keyword "red shoes". Do you think he will really convert? I think there are less chances. He is just searching red shoes, if he opens your site, he will see all type of red shoes and he may like the canvas shoes more. Then his next search would be "red canvas shoes". And this convert will convert more than what the previous would have done. Because its very specific keyword.
    And hence, you need to read every keyword and make your ad copy likewise if you really want good conversions.

    Remember that there are many competitors who set specific pages for specific keywords. If you have an ad copy for red shoes which take the user to your Shoe category page, and the same time he opens your competitors page which opens only red shoes page, then he will definitely leave your page and check more on your competitors.
    You need to understand that.

    Plus grouping these different keywords with different ad copies, will also be much more efficient.
    Suppose red shoe cost $1/click. the keyword Red canvas shoe may cost $2/click [coz it includes shoes + canvas in it, highly targetted].
    If you have same ad copy with a cpc of $1, then you will outrank your competitors ad for "red shoes", but you know that will convert less.
    And you will have a poor ad position for "red canvas shoes", whici converts really good.
    It's easy maths, you will be in a loss.

    Can't write more, hope you understood the difference.
     
  4. jon_xx_x

    jon_xx_x Jr. VIP Jr. VIP

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    Thanks for the advice.
    It seems like Adwords can be very complex. I mean you could probably spend ten hours a day tweaking and testing to get it just right.
    I guess the best bet would be to start with the super targeted keywords, and if those are successful, expand from there.
    I see competitors betting on anything and everything but most of their SEO work looks like crap, so they're probably getting crap conversions for this as well.
     
  5. partymarty4870

    partymarty4870 Elite Member

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    i'd be wary about going into a big adwords campaign on solely googles advice - they want you to spend more.

    When I got big into it I stumbled my way along for 2 months then decided to do a 1 day course. It was invaluable and pretty much doubled my success rate. Now I consistently get a ROI of 3-500%
     
  6. jon_xx_x

    jon_xx_x Jr. VIP Jr. VIP

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    Where did you do the course?
     
  7. diptafara

    diptafara Newbie

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    download lynda google adwords, maybe it can help you
     
  8. partymarty4870

    partymarty4870 Elite Member

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    I come from a land downunder
    Brisbane, so probably not much help to you, going by your timezone. I think I just searched for "advanced adwords course", there were lots to choose from. Cost me about $350 (plus airfares, meals, hire car and a hotel), but seriously paid for itself in about 2 weeks.

    make sure you do one that has small class sizes, there were 3 others on my course and we had each of our accounts open on the big screen as live examples all the way through.

    Adwords has some amazing options once you get deep into it. We now control the times and days we are busy, so rather than being a 24/7 business we're a 12/5 business making more money.
     
  9. jon_xx_x

    jon_xx_x Jr. VIP Jr. VIP

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    Yeah I came across that. That's what I'm saying, you almost need someone doing it full time. It's crazy though, you can analyze the clicks, and see maybe people in the evening are just browsing rather than shopping, so you can drop bids at low conversion time.