Kevin Adams

• Email: Kevin@smbseo.com• Twitter: @DallasPPCGuru• Facebook: /DallasPPCGuru• Website: www.smbseo.com

Account Optimization

• Organizing Campaigns

• Keywords/Bidding

• Quality Scores

• Day Parting/Ad Scheduling

• Ad Extensions

• Conversions Tracking

• Automated Rules

Organizing Campaigns

Benefits: Identify Success and Failures Quickly, Allotting Budgets

to Proper Areas & Better Ad Serving

Campaign Themes

Campaign Cities

Geographical Terms

Device Targeting

Display Targeting

Keyword Optimization

Benefits: Proper keyword match types, bidding, and negatives can take back control of your account and reduce unnecessary clicks.

Keyword Match Types

Dimensions: Search Queries

Adding Negatives

Quality Scores

Benefits: Higher Quality Scores will reduce the cost-per-click for higher

positions and will allow your keywords to be triggered for a larger range of search queries

Add the Quality Score Column

Steps in the Columns Selection

See the Quality Scores

Investigate Your QS Problems

Tips for Improving Quality Scores

• Remove keywords that consistently perform poorly

• Consider turning off during poor CTR times like the middle of the night

• Use Ad Extensions• Narrowly defined ad groups with specifically

targeted ads• Segment out competitive geographies into

different campaigns and write ads to them• Clear call-to-action, benefits, and offers• Test new ads often

Day Parting/Ad Scheduling

Benefits: Ads served at separate times will perform differently.

Scheduling right can make that extra edge versus the competition

Day Parting/Ad Scheduling

Basic & Bid Adjustment

Copy to All Types of Days

Dimensions: Time of Day

Ad Extensions

Benefits: One of the least understood additions to your ads that can make immediate impacts

to CTR’s and Quality Scores

Extension Types• Location Extensions – Adds Credibility for Local Businesses and

Provides Easy Directions

• Call Extension for Mobile – Mobile Users want to Call You; Help Them Do It Easily

• Sitelink Extension – Can Add Value Beyond What Your Ad Can Do; Can Introduce Users to Another Aspect of Your Business

• Product Extensions – Perfect for Ecommerce; Users Can Buy Quickly

• Social Extensions – Improve Perceived Credibility While Growing the Advertiser’s Social Presence

• Mobile App Extensions – Introduce Users to Your Mobile App

Navigate to Ad Extensions Tab

Select the Extension Type

Google Places Location Extension

Manual Location Extension

Location Extension Example

Call Extension, Call Metrics

Call Extension Example

Sitelinks Extension

Sitelinks Extension Example

Product Extension

Product Extension Example

Social (Google+) Extension

Social Extension Example

Mobile App Extension

Mobile App Extension Example

Conversion Tracking

Benefits: Without Conversions Advertisers are Slower to React to Underperforming Campaigns and

Cannot Take Advantage of Successes Quickly. Difficult to Identify Keywords

Having the Most Effect.

Navigate to Conversions

Create Conversion Type

Name & Identify Conversion

Provide Conversion Details

Segment->Filter Campaigns

Show Mobile Click-to-Calls

Dimensions: Call Details

Import Goals from Analytics

Enhanced CPC

Automated Rules

Benefits: Powerful, Yet Free Tool to Help Bid and Budget Changes as Well as Pausing & Activation of Campaigns, Ads, and Keywords

Navigate to Automate Rules

Automated Rules Example

Extra Resources• Add the following code to the end of AdWords

URL’s for proper Analytics Tracking: ?utm_source=google&utm_medium=cpc&utm_campaign=blahblah&utm_term={keyword}

• PPC Hero www.ppchero.com

• Brad Geddes’ Certified Knowledge www.certifiedknowledge.com

• Reddit PPC Forum http://reddit.com/r/ppc