1 / 17

Optimizing an Adword Account

Optimizing an Adword Account. You have an Adword Account, but somethings working really bad: Bad CTR? High CPC? Conversions too expensive? What‘s wrong?!. What‘s right or wrong?. Optimizing Adwords means Google is loosing money. Campaign Setting. Words and Deeds. Keyword Selection.

pascal
Download Presentation

Optimizing an Adword Account

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Optimizing an Adword Account • You have an Adword Account, but somethings working really bad: • Bad CTR? • High CPC? • Conversions too expensive? • What‘s wrong?! Prof. Dr. Hildebrandt

  2. What‘s right or wrong? Optimizing Adwords means Google is loosing money. Prof. Dr. Hildebrandt

  3. Campaign Setting Words and Deeds Prof. Dr. Hildebrandt

  4. Keyword Selection Words and Deeds Prof. Dr. Hildebrandt

  5. Adwords Finger Wrestling Prof. Dr. Hildebrandt

  6. What‘s wrong? If Google optimizes You will loose money. Prof. Dr. Hildebrandt

  7. Budgetoptimierungen Words and Deeds Prof. Dr. Hildebrandt

  8. What‘s wrong? Think in Budget = Give Away Money Prof. Dr. Hildebrandt

  9. Cost Fixing vs. Profit Fixing Prof. Dr. Hildebrandt

  10. Even Better: Calculate = Profit Prof. Dr. Hildebrandt

  11. Optimize Your Adwords Account • Symptoms: • Bad CTR (Click Rate) • High CPC (Click price) • Conversions too expensive Account Optimization needs a lot of actions – some examples: Prof. Dr. Hildebrandt

  12. Bad CTR(Impressions – too little Clicks) • Optimize Adtext – Splittesting • Specialize and/or dynamic Keyword-Insertion • Use 4. line • Higher Clickprice and lower afterwards • Exclude Keywords (Keyword-Tool) • [Exact Keyword] or „Keyword Phrase“ • Restrict to Google-Search and first places Prof. Dr. Hildebrandt

  13. Beispiel: Anzeigen {KeyWord:Frischer Apfelsaft} aus ökologischer Herstellung direkt gepresst 1,50 € online bestellen Obsthof.de/Bioanbau/Apfelsaft Naturtrüber Apfelsaft Frischegarantie - ökologischer Anbau Neue Ernte Angebot jetzt 1,50 € Obsthof.de/Frische-Apfelsaefte Prof. Dr. Hildebrandt

  14. High CPC(Clickprice) • Lower Content-CPC or switch off • Dismiss Generic Keywords • Many special Keywords • Delete keywords with CTR < 1% • UseTraffic Estimator • Test –> Konversions? Prof. Dr. Hildebrandt

  15. Example: Keywords Prof. Dr. Hildebrandt

  16. Konversions too expensive • CPC and CTR optimized? • Usability of Landing Page • Adwords-Link targeted to Landing-Page • Book on first position • Google Conversion-Optimizer • Shopname and URL as Keyword • Google Analytics to optimize website Prof. Dr. Hildebrandt

  17. Missunderstandings and Traps • Control of own Ads - Adpreview • First positions are the best • Aktionism • Google‘s Budget Recommendation • Keywords without Landingpage • Branding in Content • Poppenbüttel-Effect Prof. Dr. Hildebrandt

More Related