AdWords Bidding Tools - State of Search 2018-12-04¢  AdWords Bidding Tools . AdWords...

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Transcript of AdWords Bidding Tools - State of Search 2018-12-04¢  AdWords Bidding Tools . AdWords...

  • Kevin Adams Director  of  PPC  @  RankHammer  

    AdWords Bidding Tools

  • AdWords Scripts

  • AdWords Scripts Examples

    •  Pause  at  spend  limit   •  Broken  link  finder   •  Compare  ads   •  Dynamic  ad  variables   •  Change  Mobile  Bid  Modifier  at  ad  group  or   campaign  level  

  • AdWords Scripts Resources

    http://www.RankHammer.com/blog http://Origin.Optmyzr.com/Scripts/ http://www.FreeAdwordsScripts.com/

  • Automated Rules

  • Automated Rules Pros & Cons

    Pros   •  Change  bids  based  on  CPA  and/or  PosiBon   •  Increase  or  decrease  budgets   •  Pause  or  acBvate  terms,  ads,  or  campaigns  based  on  

    Bme,  cost,  etc.   Cons   •  Cannot  compare  between  Bme  frames,  keywords,  ads   •  Cannot  group  items  like  mulBple  campaigns  at  once  

  • Bid Strategies

  • Bid Strategies

    •  Enhanced  CPC   •  Target  search  page  locaBon   •  Target  Outranking  Share   •  Target  CPA   •  Maximize  clicks   •  Target  return  on  ad  spend  

  • Enhanced CPC

    •  Campaign  default   •  Raises/Lowers  bids  as  much  as  30%  based  

    on  likelihood  of  converBng   •  Depends  on  conversion  data   •  OpBon  with  manual  bidding   •  Search/Display  campaigns  +  ad  groups  

  • Target search page location

    •  Campaign  default   •  Set  a  Max  or  Min  bid   •  Set  a  max  percentage  difference  based  on  

    the  top  of  page  bid   •  OpBon  to  ignore  for  low  QS  keywords   •  Search  campaigns  +  ad  groups  +  kw’s  

  • Target CPA

    •  Campaign  default   •  Uses  last  30  days  conversion  data   •  Set  Target  CPA  for  30  day  average   •  Target  CPA   •  Set  a  Max  and/or  Min  bid   •  Search/Display  campaigns  +  ad  groups  

  • Target Outranking Share

    •  Compares  against  single  domain   •  %  of  impressions  to  beat  other  domain   •  Set  automaBc  or  manual  with  Max   •  OpBon  to  ignore  for  low  QS  keywords   •  Search/Display  campaigns  +  ad  groups  

  • Maximize Clicks

    •  Campaign  default   •  Maximizes  traffic  within  a  daily  budget   •  Ignores  Day  ParBng   •  Set  a  Max  and/or  Min  bid   •  Search/Display  campaigns  +  ad  groups  +  

    kw’s  

  • Target return on ad spend

    •  Set  an  ROAS  %   •  Set  Min/Max  Bids   •  Requires  Revenue  Data   •  Works  on  Search  &  Display  Campaigns   •  Does  NOT  work  currently  on  Shopping  

    Campaigns  

  • Display Campaign Optimizer

  • Conversions

  • Segment -> Conversions -> Conversion Action Name

    Add the column ‘Conv. (many-per-click)

  • Google Analytics Conversions

    + Universal Event Tracking

  • Call Extensions + Call Tracking

  • www.RankHammer.com   Kevin@RankHammer.com     Facebook.com/DallasPPCGuru     @KevinAdamsPPC     www.reddit.com/r/PPC  

    Questions? More Information?