19
ENHANCED CAMPAIGNS: QUALITY SCORE & AD TESTING TIPS # Brad Geddes Certified Knowledge @bgTheory #SMX #12D October 1, 2013 #
| Date post: | 22-Nov-2014 |
| Category: |
Business |
| Upload: | search-marketing-expo-smx |
| View: | 2,288 times |
| Download: | 2 times |
ENHANCED
CAMPAIGNS:
QUALITY SCORE &
AD TESTING TIPS
#
Brad Geddes
Certified Knowledge
@bgTheory
#SMX #12D
October 1, 2013
#
Copyright Certified Knowledge@bgTheory
Enhanced Campaign QS & Ad Testing
Brad GeddesFounder, Certified Knowledge
Author, Advanced Google AdWords
@bgTheory
2
Copyright Certified Knowledge@bgTheory
QUALITY SCORE PROBLEMS
Copyright Certified Knowledge@bgTheory
Quality Scores
Keyword Legacy: Mobile QS Legacy: Desktop QS Enhanced
1 9 5 6
2 10 6 6
3 6 10 6
4 6 7 4
5 4 9 7
Note: ‘6’ Is the new ‘7 (Good non-branded QS)’
4
Copyright Certified Knowledge@bgTheory
The New Analysis: CTR by Device
5
Copyright Certified Knowledge@bgTheory
Use Mobile Preferred Ads
6
Copyright Certified Knowledge@bgTheory
Examine Bounce Rates by Device For Landing Page Issues
7
Copyright Certified Knowledge@bgTheory
Note: Too Many Ads can be a Problem
8
Copyright Certified Knowledge@bgTheory
Remove Excessive Poor Ads by Device
9
Copyright Certified Knowledge@bgTheory
QS Optimization is Still…
1. Create tightly themed ad groups
2. Test ads
3. If poor landing pages, work on landing pages
4. Examine search queries
5. Add new queries or negative keywords
6. Examine organization, fix if necessary
7. Test ads
8. Test landing pages
10
Copyright Certified Knowledge@bgTheory
Post ‘Optimization’
Keyword Enhanced: Original Enhanced: Optimized
1 6 6
2 6 7
3 6 9
4 4 6
5 6 7
11
Copyright Certified Knowledge@bgTheory
ENHANCED CAMPAIGN AD TESTING
Copyright Certified Knowledge@bgTheory
Which Ad Is Best?
Answer: Technically 1, but you don’t have enough data!
13
Copyright Certified Knowledge@bgTheory
Real Answer: It depends by Device
The Real Answer:• Ad 1 is Best for Mobile• Ad 2 Is Best for Desktops
14
Copyright Certified Knowledge@bgTheory
Make Sure You Use Mobile Preferred
15
Copyright Certified Knowledge@bgTheory
Do You Have Mobile Preferred Ads?
16
Copyright Certified Knowledge@bgTheory
The ‘Cheater’ Method
• Create multiple ads per ad group
• Analyze the data by device
• Make the mobile winner mobile preferred
• Leave the desktop winner as is
Note: 1-5% of our mobile clicks come from the non-mobile preferred ads.
17
Copyright Certified Knowledge@bgTheory
Learn More About AdWords
PPC training, tools, and community
CertifiedKnowledge.org
@bgTheory
18
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
#
19
