10 Hacks for Successful Google AdWords Campaigns
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The document outlines 10 strategies for optimizing Google AdWords campaigns, emphasizing techniques such as responsive ads, demographic targeting, and various ad extensions. It highlights the importance of device-level bidding, cross-device remarketing, and the use of countdown functionality to enhance user engagement. The document also discusses the evolving nature of online advertising through innovations like dynamic search ads and the integration of PPC data to inform SEO strategies.
10 Hacks for Successful Google AdWords Campaigns
- 1. 10 Hacks for Successful Google AdWords Campaigns Stanislav Dimitrov, Konversa
- 3. Loves Belgian beer, English football, Rock music Lives London > Dublin > Helsinki > Sofia > Plovdiv 3
- 4. 1. Responsive ads Hybrid of image, text & native ads Creative adapts to the ad unit available Test different ad components No designer required - crawl site Which ad version appeared? 4
- 5. 2. Device level bidding Tablet bidding is back Set base bids for any device Beneficial for app ads All devices vs pure device campaigns Device modifiers vs keyword bids Test Smart bidding 5
- 6. 3. Demographics for search ads Purchase intent + demographics Demographic info is hard to obtain Google Ad settings Users signed-in their Google Account, or Based on their activity on Google Display Ability to increase/decrease targeting towards specific ages & genders 6
- 7. Demographics combination + Bid adjustment 7
- 8. 4. Price extension Available on mobile and desktop 24 languages & currencies Only shows in position #1 (massive) 100% screen real estate Work w/ other extensions but sitelinks Pro tip: Use w/ call & location extensions 8
- 9. 5. Promo extension Another retired (offer) extension Official name TBC Available in several countries Both desktop and mobile Percent / monetary discount 9
- 10. Promo extension (Search) Available on search campaigns for mobile devices only Merchant promotions (Shopping) Available on Shopping campaigns for both desktop and mobile devices 10
- 11. 6. Visual sitelinks More interactive, more reasons to click Delivered in carousel format Mobile only (beta), US/UK available Needed at least 4 images w/ 16:9 ratio Min. image size 1280 x 720px Titles up to 25 chars, descr. up to 50 chars No logo/graphics/text overlay Must be keyword-relevant Work best w/ non-brand campaigns 11
- 12. Visual sitelinks available in different verticals 12
- 13. The power of ad extensions 13
- 14. Showcase Shopping ads Replicates real life shopping experience Triggered on broad, non-brand searches 40% of all product queries (Google) Main image + 2 smaller images Promo message or distance to location Advertises charged on product listing click 14
- 15. 7. Campaign groups Group campaigns w/ common targets Monitor performance against goals Clicks or conversions targeting No management functionality (yet) High-level analysis w/o labels, pivots, etc. Saves time & efforts for advertisers 15
- 16. Most online conversions involve more than one device Big change from Google - an attempt to solve the attribution model Target same ads to same (sign-in) users across different devices Gmail alone has 1B monthly users More control over frequency capping Clean campaign-by-device segmentation 8. Cross-device remarketing 16
- 17. Customize ad message based on who’s searching & on what device Highly relevant, more personalized ads Available only on Search Network Can be used anywhere but final URL Mobile specific text (ETA) Easy implementation w/o using a feed New A/B testing possibilities 9. AdWords IF functions 17
- 18. AdWords IF functions - Device 18
- 19. AdWords IF functions - Audience 19
- 20. Highlight upcoming events / sales Dynamically updates time remaining Creates FOMO effect Available in all languages Time zone selection Easy implementation w/o using a feed 10. AdWords Countdown function 20
- 21. 11. Dynamic Search Ads (DSA) get page feeds & ETA 21
- 22. Safe test environment to make changes Works for Search / Search with Display When ready, launch a 50/50 split test Experiment dates not extendable For changes that reset QS - allow extra time If experiment a success, pause the original Work best for high-traffic campaigns 12. Campaign Drafts & Experiments 22
- 23. Choose your visualization carefully 1 2 3 23
- 24. Path length - how many ad clicks to conversion 24
- 25. Time lag - how many days/hours to conversion 25
- 26. MCF - How channels work together 26
- 27. Google Data Studio - free, beautiful customizable reports 27
- 28. AdWords ads get more visual, look like organic but w/ more information 28
- 29. What is right balance SEO vs. PPC? ● Use PPC data for faster SEO targeting ● Use remarketing to get hard-earned SEO traffic back ● Test meta data through ad copies ● Structured markup for products - SEO & AdWords ● Bidding on brand terms SEO: rankings are for ego, traffic is for making money PPC: profit is more important than Quality Score 29