In questa dashboard dedicata all’ottimizzazione di Google AdWords vorrei sintetizzare alcuni accorgimenti che uso giornalmente per il fine-tuning degli account sui quali lavoro.
La dashboard è divisa in 4 sezioni:
- Advanced settings
- Daily check
- Quality Score
Nelle prime due sezioni sono elencate le impostazioni di base consigliate ed alcune indicazioni sulle regole automatiche.
Nella terza sezione ho elencato alcuni check giornalieri che effettuo per verificare le performances delle campagne PPC con alcuni consigli pratici, filtri e formule.
Nella quarta sezione viene spiegato il concetto di Quality Score per tutti gli elementi per il quale viene calcolato.
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by Giovanni Sacheli
Last update: 01/2014
by Giovanni Sacheli
Last update: 01/2014
|2.1 AdWords Consultancy|
|2.2 SEM Services|
|2.3 Google Advertising|
|2.4 Google Marketing|
|3 Account Settings|
|3.1.1 keep separate networks in different campaigns|
|3.2.1 usually bid less in mobile|
|3.3 Geo Locations and languages|
|3.3.3 for expensive or top loc/lang use dedicated campaigns|
|3.4 Bidding and Budget|
|3.4.1 Focus on clicks, manual maximum CPC bidding|
|3.4.2 don’t let Google manage your bids|
|3.4.3 Flexible budget to fix ads position|
|3.4.4 Use Conversion Opt. when available|
|3.5 Networks and devices|
|3.6 Delivery method|
|3.6.1 Rotate evenly: Show ads more evenly for at least 90 days, then optimize|
|3.6.2 show Google you have the money to get better prices|
|3.6.3 Accelerated: Show ads more quickly until budget is reached|
|3.7 Ad extensions|
|3.7.1 use all extensions|
|3.8 Keyword matching options|
|3.8.1 don’t let Google manage your matches|
|3.8.2 Do not include close variants|
|4 Advanced settings|
|4.1 automatic rules|
|4.1.1 increase bid if position is > x|
|188.8.131.52 Impressions > 10|
|184.108.40.206 QS > 3|
|4.1.2 lower bid if position is < x|
|4.1.3 increase bid if keyword is not in first page|
|4.2 shared budget|
|5 Daily check|
|220.127.116.11.1.1 > 10%|
|18.104.22.168.2 brand + category|
|22.214.171.124.2.1 > 4%|
|126.96.36.199.3.1 > 3%|
|188.8.131.52.1 1 x click|
|184.108.40.206.2 many x click|
|220.127.116.11.2.1 returning conversion|
|5.1.2 Ad Group|
|18.104.22.168 check impression share|
|22.214.171.124 Conversion rate|
|126.96.36.199 insert all match type keywords at the beginning|
|188.8.131.52 Filters ideas|
|184.108.40.206.1 Impressions > 200|
|220.127.116.11.2 CTR < 3%|
|18.104.22.168.3 Cost > Product Margin|
|22.214.171.124.4 Cost/Conversion > Product Margin|
|126.96.36.199.5 Conversions = 0|
Ad showing now
Low quality score
Low search volume
Below first page bid
Budget limited or exhausted
Low bid or quality score
Not triggering ads: critical issues
Not showing (other)
Not eligible to run
Keyword paused or deleted
Campaign or ad group paused or deleted
Campaign pending or ended
Not scheduled to run
Restricted by targeting
|5.2.1 setup custom report|
|188.8.131.52 Metric Groups|
|184.108.40.206.1 transactions – clicks – impressions|
|220.127.116.11.2 cpc – ctr|
|18.104.22.168.3 revenue – cost|
|22.214.171.124.4 eCommerce conversion rate|
|126.96.36.199.5 cost per transaction – ROI|
|188.8.131.52.2 Ad group|
|184.108.40.206.1 AdWords only|
|6 Quality Score|
|6.1.1 Click-through rate|
|220.127.116.11 CTR is one of the most important parameters to optimize Quality Score in order to reduce costs|
|6.1.2 landing page|
|18.104.22.168 Landing page is very important for quality score|
|22.214.171.124 Write relevant title tag|
|126.96.36.199 put AD group keywords list in Meta Keywords Tag (20 max)|
|6.1.3 historical performance|
|6.1.4 various relevancy factors|
|6.1.5 ad relevancy|
|188.8.131.52 Put same keywords in AD group kw list and in ADs|
|184.108.40.206 Ad Rank (AR) = CPC Bid X QS|
|220.127.116.11 Ad Rank = Display Network bid × Quality Score|
|18.104.22.168 CPC Actual Cost = (AD Rank of the position below / Quality Score of your AD) + $0.01|
|6.1.6 keyword relevancy|
|6.2 QS Discount Rate|
|6.2.1 1 QS|
|22.214.171.124 Increased by 600%|
|6.2.2 2 QS|
|126.96.36.199 Increased by 250%|
|6.2.3 3 QS|
|188.8.131.52 Increased by 133%|
|6.2.4 4 QS|
|184.108.40.206 Increased by 75%|
|6.2.5 5 QS|
|220.127.116.11 Increased by 40%|
|6.2.6 6 QS|
|18.104.22.168 Increased by 17%|
|6.2.7 7 QS|
|22.214.171.124 No increase|
|6.2.8 8 QS|
|126.96.36.199 Discounted by 12%|
|6.2.9 9 QS|
|188.8.131.52 Discounted by 22%|
|6.2.10 10 QS|
|184.108.40.206 Discounted by 30%|
|6.3 Raise your Click Through rates|
|6.3.1 Bid on Branded Keywords – Branded KW get on average CTR’s of between 30-80%. This generates an uplift in your account average CTR, and creates a beneficial uplift on all the other KW quality scores in your account|
|6.3.2 Target The Long Tail – Ideally +75% of your impressions should be accrued to keywords with 3+ word KW phrases.|
|6.3.3 Stay Active in Your Account and test every day trying out new keywords, deleting lousy KW, trying out new ads, employing negative KW, etc.|
|6.3.4 Start bidding out about 50% higher than the first page bid estimate. After the Adwords quality score probation period (48 hours), your Adgroup will start out with a higher click through rate. Since CTR is the number one factor in Quality Score, you get to start with a higher score by default.
Now, you can lower your bids by about 10% and STILL maintain the QS score you had along with the Ad position you were in!
|6.3.5 IMPROVED RELEVANCE
= MORE CLICKS AT LOWER CPC
= MORE CONVERSIONS AT LOWER CPA
= HIGHER ROI ON YOUR AD BUDGET.
|6.4.1 Account-level Quality Score is the result of the historical performance of all KW and ads in an account|
|6.4.2 If you have a large number of low QS keywords and low click-through rate (CTR) ads with poor historical performance in your account, they will drag down your account’s total Quality Score, and make it more difficult to introduce additional keywords, as they’ll start out at overall lower Quality Scores.|
|6.5.1 Ad Group-level Quality Score is a way to determine which areas you need to work on within a campaign. For instance, if you have a low keyword QS in one ad group, but your overall average is a 7, versus an ad group with an average of a 4, you get a clear picture of where you need to focus first. Working on your lowest average QS areas first helps you achieve a better ROI.
You should look for ways to restructure your campaigns and ad groups, and edit low CTR ads to boost ad group QS. Restructuring your ad groups is a good way to improve your account structure. Your visible history is erased when you move things around, but the history for calculating your Quality Score is preserved.
|6.6.1 Keyword-Level Quality Score is visible in the AdWords interface. Your keyword-level score is calculated by the performance of search queries that exactly match your KW. Therefore, your Quality Score will be the same for a KW, regardless of match type. Keyword’s QS is based on their historic performance on Google.com until they achieve a significant number of impressions (>1000) in your account. Once the keyword receives significant impressions, its QS will start to reflect how it’s performed in your account, and historic performance will be a lesser factor. This is important if you have a lot of KW in your account that have very low impressions: these keywords will not be evaluated based on their own QS in the account. Until keywords reach the impression threshold, there’s little that can be done to influence their QS.
Boost impressions: Analyze impression share data. Impression share represents the percentage of times that your ads were shown out of the total available impressions for which your ads were eligible to appear. If your impression share is low, you can improve performance by increasing your daily budgets or boosting bids to rank in higher positions. Loosen up restrictive match types or add broad match KW. Running KW only in phrase and exact match will result in slow impression growth and extended rap up times in terms of QS. In order to roll this out strategically, start with ad groups or KW that have the highest click-through rate (CTR). Loosen up the themes so keywords are not so niche. You want to be sure keywords are not too specific so that no one is searching for them. The Opportunities Tab in the AdWords interface is a good place to find new KW relevant to add to your current ad groups.
|6.7.1 Ad-Level Quality Score. The ads you have running in each of your ad groups will have a different click-through rate, which is a factor that helps to determine Quality Score. If you have a lot of low CTR ads in your ad groups, they could be contributing to a low Quality Score since AdWords considers all of your ads when calculating your scores. A way to give your account a natural CTR boost is including Dynamic Keyword Insertion (DKI) ads for your Search Network campaigns. DKI ads will show a user’s exact search query within the ad, provided it doesn’t exceed the ad character limits. While you have to be very careful utilizing these ads, it is more likely that your DKI ad will receive a click than a non-DKI ad because it appears more relevant to the user’s search. However, you’ll want to be careful to look for ads that aren’t converting despite a high CTR so that your aren’t ruining your ROI.
You can pause poor performing ads without hurting your Quality Score, but editing an existing one will delete its history. Quality Score is also a factor when AdWord’s determines if your ads will show extensions.
First position shouldn’t necessarily be your goal for all of your ads, since a lot of the time, it isn’t the most profitable location, but if you want to take advantage of extensions like sitelinks to help your click-through rate, you’ll need to have a competitive bid and good Quality Score. Google also recently began testing adding the domain in the first line of the ad, but an ad must reach the top position to qualify.
|6.8.1 Landing Page Quality Score factors: relevant and original content, transparency, and navigability. The interface will tell you if there is an issue with your landing pages when you hover over the speech bubble for a keyword’s Quality Score. Remember that your landing pages are also being evaluated by a real person, and this happens more than once. Therefore, there’s always another chance to make an improvement, and having great usability and a fast load time are especially important.|
|6.9.1 Display Network Quality Score works a bit differently than the Search Network. AdWords will consider your ad’s historical performance on the site you are eligible for and similar sites. Ad and keyword relevance to the site are still important, as is the quality of your landing page.
The Display Network has different bidding options, and the factors contributing to your DN Quality Score will depend on which one you choose. If the campaign is using a CPM model, QS is based on your landing page’s quality, but if it uses CPC bidding, historical CTR of the ad and the landing page quality are the factors considered. Testing different ad types can help you to improve your Display Quality Score. You may find that image ads are going to do better on certain sites than a text ad, and you’ll want to cover both bases in case a site doesn’t allow for images. The more options you have and the more tests you run will help to improve your CTR.
Remember: the Display Network is an entirely different beast, and you’ll need to target your ads to the appropriate sites and demographics with the tools available to you. Separate Search Network campaigns from Display Network campaigns to better manage them.
Another way to improve DN Quality Score is to review your relative click-through rate. Evaluating this metric will help you understand how your ads are performing against others on the same websites. AdWords has an optional column available for the Campaign and Ad Group tabs for this metric. Relative CTR is a simple calculation of the DN campaign’s CTR divided by the CTR of the other ads running in the same places. A low relative CTR can hurt your DN Quality Score. If yours needs to be improved, start by reviewing for potential exclusions, using site and category exclusions, revamping your ads, including negative keywords, and utilizing contextual targeting.
|6.10.1 Mobile Quality Score is calculated the same way, regardless of which device platform you choose (computers, iPad and smartphones, etc.)|