Post on 06-Jan-2016
description
Prof. Dr. Hildebrandt 1
Optimizing an Adword Account
You have an Adword Account, but You have an Adword Account, but somethings working really bad:somethings working really bad:
Bad CTR?Bad CTR?
High CPC?High CPC?
Conversions too expensive?Conversions too expensive?
What‘s wrong?!What‘s wrong?!
Adwords Optimization
Prof. Dr. Hildebrandt 2
What‘s right or wrong?
Optimizing Optimizing Adwords means Adwords means Google is loosing Google is loosing
money.money.
Adwords Optimization
Prof. Dr. Hildebrandt 3
Campaign Setting
Words and DeedsWords and Deeds
Adwords Optimization
Prof. Dr. Hildebrandt 4
Keyword Selection
Words and DeedsWords and Deeds
Adwords Optimization
Prof. Dr. Hildebrandt 5
Adwords Finger Wrestling
Adwords Optimization
Prof. Dr. Hildebrandt 6
What‘s wrong?
If Google optimizes If Google optimizes You will loose You will loose
money.money.
Adwords Optimization
Prof. Dr. Hildebrandt 7
Budgetoptimierungen
Words and DeedsWords and Deeds
Adwords Optimization
Prof. Dr. Hildebrandt 8
What‘s wrong?
Think in BudgetThink in Budget
==
Give Away Give Away MoneyMoney
Adwords Optimization
Prof. Dr. Hildebrandt 9
Cost Fixing vs. Profit Fixing
Adwords Optimization
Prof. Dr. Hildebrandt 10
Even Better:
CalculateCalculate
==
ProfitProfitAdwords Optimization
Prof. Dr. Hildebrandt 11
Optimize Your Adwords Account
Account Optimization needs a lot of actions – some examples:
Symptoms:
Bad CTR (Click Rate)
High CPC (Click price)
Conversions too expensive
Adwords Optimization
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
Adwords Optimization
Prof. Dr. Hildebrandt 13
Beispiel: Anzeigen
Naturtrüber ApfelsaftFrischegarantie - ökologischer AnbauNeue Ernte Angebot jetzt 1,50 €Obsthof.de/Frische-Apfelsaefte
{KeyWord:Frischer Apfelsaft}aus ökologischer Herstellung direktgepresst 1,50 € online bestellenObsthof.de/Bioanbau/Apfelsaft
Adwords Optimization
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?
Adwords Optimization
Prof. Dr. Hildebrandt 15
Example: Keywords
Adwords Optimization
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
Adwords Optimization
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
Adwords Optimization