Is Adwords auto-bidding setting good for

your finances?

And does really count the native

language of the Adwords Specialist?

I will answer showing some of my

Adwords Experiences and Results.

• I would like to show what I get when I started an Italian Adwords campaign for a brand new product for the Italian market and then applying what I learned by experience and keeping confirm to Adwords Best Practices.

• First I disabled the Adwords auto-bidding setting.

• I put at at the lowest bid possible (0,01). This after two important consideration :

1. No competition for the keywords and even for related keywords.

2. The real bid amount of related keyword to lower down the historical bid that Adwords hat saved and on which it based its suggestion.

Looking at first a the data it did not

seemed to be a right choise, but…

I encountered as you could imagine less performance in the first time, but in the same time I understood which

keywords and Ads Groups were more worth investing and with which bid on each of them.

Clicks Graph’s of Italian Campaign

Ads Groups View

This Graph show insight after few days I did the changes I described above.

As you can see in the end the Avg Position of Ads Groups was still very good but now the

keywords was elegible for just 0,01 cent against the historical CPC around 0,30(the

deafult bid by Google was 0,49 cent).

Of course the costs rose up

but…

This was taken into account as an aim

was built brand knowledge and

awareness(due a new product in Italy)

The Avg CMP rose up in the first 2 weeks but because I optimized the Display Campaign

choosing personally sites and blogs the same AVG CMP decreased after a while

meanwhile Impressions increased ( as shown in the preview image).

The Search Impr. Share also rose up ( so this means more

relevant keywords and increased of Quality Score )

Another very important Adwords’ campaigns indicator , the

Search IS Exact Match increased as well.

Unfortunately I do not have directly data from Analytics as I

did had not directly access that time, but I do can show

some quite direct data from the back office of Prestashop,

where are evident the rising up of the Italian sales and

others correlated with Adwords.

The sales for Italy, Spain and

German increased of :

And more…

N. Orders, Products and Sales

I improved also other countries campaigns as for example the Spanish one, that has to be

said, it was already good, but I obtained few improvements. Mostly it decreased the AV

CPC but I kept high the CTR ( the clicks here how can you see rose up up) and other

indicators.

I obtained the rising up of Impressions meanwhile a very

good low AVG positions ( from 1.5 to 1.1)

Here the Avg Ads position is more evident as it was kept stable, with some picks when

I put down to a minimum default CPC bid to “reset” Adwords historical data ( as it

was started with automated bidding and for some keywords there was not competition

and this was giving unnecessary money to Google )

Here the rose up of Impressions

The German Campaign was a bit more difficult to improve and to be optimazed. The

product has a strong competition, but I got also few good results that as showed

before on the % sales, in other words it come up to an increase in sales that is what a

business is looking for ( so a net positive ROI considering even the short rose up of

costs ).

Market competitive campaign : still

space to improvement:

First I tried to improve brand awareness changing few words from exact match to

broad but thinking about it strategically in terms of keywords searchs and they

historically indicators. The process was long to understand which words were worth

work with, but in the end I got the same amount of clicks meanwhile I improved of

others indicators

Here I show the rose up of Impressions (

as planned )

After the all process, Search Exact match

IS rose up again. This indicators is

correlated with the increase of the CTR.

Other indicators such as costs rose up,

but this is normal having in the same time

more impressions.

In the end this turned out having more

sales and a brand awareness built up.

Conclusions

Adwords campaigns are more easly to manage in terms of markets with

less competition for given keywords or new brand names, but still they

have to be under control and managed due to the nature of the

“bidding” system where the unite value (click bid) can change

drammatically dipending on your competitors strategies and more

more important it depends on people queries.

For the same reason without leaving a default bidding even in competitive market

thinking strategically in terms of business aims, it is not impossible achieve

Improvements.

It has to be said that there are many performance indicators that are difficult

to control as they dipend closely with others in a non-linear

way ( Search impression share , Search lost impression share,

Search lost impression share “rank”, etc )