Google Adwords Best Practice
This Search Best Practice Article has been put together to provide a comprehensive list of optimisation and account management tips which you should follow to drive the best possible results from your and your clients campaigns.
The document is split into the 4 major elements that influence search campaign performance:
- Keywords
- Ad Text
- Bids
- Budgets
Let’s start to see the best practice element by element.
Best Practice for the Keywords Strategy
- Structure account(s) to mirror site
- Include brand terms
- Cover all products
- Include relevant negatives
- Deep link to relevant landing pages
- Relate the creative to the keywords
- Have annual seasonal plan
- Have seasonal keywords and creatives ready
- Delete duplicate keywords
- Separate campaigns for converting keywords
- Separate campaign for top volume drivers
- Include brand misspellings
- Use generic keywords to drive awareness
- Use generic keywords to boost conversions
- Understand queries matched by keywords
- Keep reviewing kw set to capture new queries
- Keep reviewing kw set to filter unwanted clicks/queries
- Match keywords to search queries to enable targeted ad text
- Use product specific keywords to drive conversions
- Create testing environment for new keywords
- Flag keywords which are performing well and restructure if necessary
- Include brand territory terms
- Pull data from logs and automatically populate existing campaigns with relevant keywords
- Flag queries which spike. Add keywords/incorporate them following year
Best Practice for Ad Text Strategy
- Include special offers in ad text
- Test brands in ad text
- Test DKI/static in ad text
- Test CTAs in ad text
- Test seasonal creative
- Match online and offline messaging
- Deep link to relevant landing pages
- Relate the creative to the keywords
- Have annual seasonal plan
- Have seasonal keywords and creatives ready
- Include delivery details in ad text
- Test offline messaging in ad text
- Test prices in ad text
- Test no. of products in ad text
- Include Third-Party Awards where possible
- Test capatilisation variations
- Keep trialling different creatives
- Test punctuation variations
- Test visible URL variations
- Automatically generate creatives: link creative generation with stock levels/prices
- Automatically flag creatives with poor CTR/Conv rate
Best Practice for Bids Strategy
- Have annual seasonal plan
- Separate campaigns for converting keywords
- Separate campaign for top volume drivers
- Set CPC’s to appear in the most profitable position
- Be prepared to raise CPCs during seasonal peaks
- Create testing environment for new keywords
- Flag keywords which are performing well and restructure if necessary
- Keep up with ROI figures and alter CPCs accordingly
Best Practice for Budgeting Strategy
- Have annual seasonal plan
- Separate campaigns for converting keywords
- Separate campaign for top volume drivers
- Budget for maximum return
- Raise your budget caps to take advantage of positive ROI
- Create testing environment for new keywords
- Flag keywords which are performing well and restructure if necessary
- Automate daily budget reports
- Keep up with seasonal trends and one off events that may lead to traffic spikes
These best practices are suggested directly by Google, useful for all type of campaigns.
If you need help with your Adwords campaign contact us! A Google Qualified Professional will help you with your campaign.
Simone
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Tagged Best Practice for Ad Text Strategy, Best Practice for Bids Strategy, Best Practice for Budgeting Strategy, Best Practice for the Keywords Strategy
