GiSpy.com

Google AdWords Management - Optimizations / Maximization

Zeev Goichman
Internet Strategist

Working on AdWords accounts since 2001.

Professionally Managed Adwords account converts more of your advert dollar to sales, save time and money.

specializing in campaign structure and competitive bidding for large scale rapid growth accounts.

Increase AdWords Campaign Conversions By 516% In 14 Days.

Case study based on a real project.

Synopses

Lead generating portal Presenting opportunities to prospects.

Campaign goal - maximize prospects registration for education institutions offers.

Symptoms

The campaign is stable for a long period of time, no major changes made.

Cure - phase 1 - 14 days restructure campaigns toward your goals.

Before you start make sure:

• Know your goals.
• Install the latest adwords editor version
• Archive your campaigns.
• Conversion code set up on your site.

Analyze performance history:

Identify and delete redundant keywords - no conversions, low search volume & low CTR.
Identify and isolate top keywords - most conversions over time, High search volume.

Start rebuilding campaigns:

For this project I have selected to follow site structure as it is closely related to keyword themes, Making the main navigation my campaigns, following with the sub navigation as my ad groups. Thus creating a easy to manage closely related teamed keyword sets.

At this point I also selected to emphasize top converting general search terms in a separate camping with high budget and aggressive keyword pricing.

As the new structure is set up, I have expanded my keyword list using the keyword tool, taking special notice for opportunity to get new ideas for more ad groups and negative keywords. As the keyword list grows my pricing strategy for this stage was moderate.

I then continued to write several ad variations, Here simplicity is key. Just say it. Is my motto.

Point to remember:

Always build for your best scenario - you have no budget limit and conversion cost is 1c.

Restructure capping's around your top performing keywords.
Best practice will be to organize your account toward site goals following site structure.

Campaigns follow your main navigation /Topic.
Structure ad groups follow your sub navigation / Products & goals.

Work on destinations, Identify the best landing pages.
Work on ads, there is always a better and more simple way to show your strengths.

Work on your keyword collection. Expand - search for more words, Contract – delete poor quality key terms.

Volume cheek: This step is critical to understand the true potential of your market.

Increase bids and budget to maximum you can afford.
Analyze deletes keyword, ads groups with low result, strengthen your best performers.

Day 14, Start over.