Saturday, June 24, 2017

Improve results with experiments

Goals:
1.How to use drafts to stage changes to your campaign
2. How to run an experiment
3. How to measure your results

How campaign drafts work
Drafts let you prepare and review multiple changes to an existing campaign before implementing them.

How campaign experiments work
After you’ve finished a draft, instead of applying your changes to your original campaign, you can convert your draft into an experiment.




Evaluate campaign performance

Goal:
How to use reports and metrics to address your campaign objectives

Drive performance with reports
1.The Search terms report lists the searches and terms that triggered your ad and drove traffic to your website. If a term is getting you in front of customers, add it to your keyword list.

2.The Where your users were (user locations) report shows only your customers' physical locations (regardless of any locations they may have shown interest in). If customers in a certain region are gravitating to you, update your campaign to directly target them. 
3.The What triggered your ad (geographic) report shows your customers' physical locations and locations they had shown interest in through searches or content they had viewed. If customers interested in certain locations are finding you, update your campaign to directly offer something they’re looking for. 
4.The Landing page experience report estimates the quality of your landing page -- which is part of your AdWords quality score and strengthens or weakens your ad position. If you have a weak landing page, a link is provided with tips to make it better. 
5. The paid and organic report shows how people got to you — comparing Google’s free organic search results to your paid AdWords ads. Learn the ways customers are looking for products and services like yours and update your own keyword list or create new ad groups to directly target them. 
6. Once you've set up conversion tracking, attribution reports show you the paths customers took to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.
Return on investment (ROI) tells you how effective your ad spend is by showing you how much return it’s bringing you. ROI is calculated with this formula: (Revenue-Cost)/Cost.

Example: If your ad resulted in $1200 of sales for a product that cost $600 to make, and your advertising cost was $200, then your ROI is [$1200 - ($600 + $200)] / ($600 + $200) = 50% ROI.

Align your budget with your goals

Goals:
1.How to determine the right daily spend for your ad campaign
2. How to align and revise your budget to support your campaign objectives

Tips:
1. Based on your monthly budget
If you're used to working with a monthly advertising budget, you can calculate the amount you might budget per day by dividing your monthly budget by 30.4 – the average number of days per month.
2. Based on your average cost-per-click
For example, let's say your cost-per-click is $0.10 on average, and you'd like around 500 clicks per day. You might budget $50 per day.
3. Based on impact factors
* Recent campaign performance
Current campaign budget
Keyword list
Campaign targeting settings

AdWords won't display a recommended daily budget if you rarely meet your daily budget, or if your campaign has limited data. 
4. Based on delivery method

When your average daily budget is reached, your ads will typically stop showing for that day. You'll want to consider your campaign's ad delivery method, which determines how quickly your ads are shown and how long your budget lasts during a given day, when setting your daily budget.

The "Standard" delivery method is like a slow-burning candle – it spreads your budget throughout the day.

The "Accelerated" delivery method is more like jet fuel – it uses your budget more quickly. 


Budget strategy for your goals: break down into three phases
1.Build awareness
Building awareness will require a larger budget due to the longer path to conversion and the scale at which you try to reach people. 
2.Influence consideration
Influencing consideration is mid funnel and can be accomplished with a small, medium, and large ad budget. With a medium length path to conversion, a medium to large budget is preferred so you can reach a wider group of people and begin moving them to action. 
3.Driving action
Driving action or sales is at the bottom of the marketing funnel where you typically have a small group of your target audience. You can meet all of your action goals with a small, medium, or large daily budget. 














Adjust bids to favor performers

Goal:

Bid higher for impressions that are likely to be more valuable, bid lower for impressions that are not.

Bid adjustment type:

1.Mobile: Use mobile bid adjustments to show your ad more or less frequently for searches that occur on mobile devices. 
2.Location: Use location bid adjustments to show your ad more or less frequently to customers in certain countries, cities, or other geographic areas.
3.Time of day: Use ad scheduling bid adjustments to increase or decrease your bids on certain days or during certain hours.
4. Top Content: Use bid adjustments for popular content to increase your ad’s chance of showing on top content on YouTube and the Display Network. When your ad is eligible to appear on this content, AdWords will use your bid adjustment to raise your bid.
5. Targeting methods: Use bid adjustments for topics, placements, and other targeting methods in campaign types that show ads on the Display Network.
6. Remarketing lists for search ads: Use bid adjustments for remarketing lists in your ad groups if you’d like to show ads more or less frequently to people on these lists.

Manage automate bidding

When to use automate bidding
1. Conversion tracking or Google Analytics is enabled
2.Advertiser is Adwords certified
3.Campaign has sufficient click and conversion data for algorithm to operate
4. Managing  campaign at scale
5. Have had 50-100 conversions over 30 days in a single campaign
6. Optimizing an existing campaign
Choose your automated bidding strategy
1.Ad clicks: Maximize clicks automatically sets your bids to help get as many clicks as possible within your budget. It can increase site visits and increase clicks on low-traffic terms. 
2. Ad visibility:
Target search page location: automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results.
Target outranking share: automatically sets your bid to outrank other domains in search results pages.
3. Ad conversions
Target cost per acquisition(CPA): automatically sets bids to help get as many conversions as possible at the target CPA you set. (Some conversions may cost more or less than your target).
Enhanced cost per click: automatically adjusts your manual bids to try to maximize conversions. This strategy helps increase conversions while letting you stay in control of your keyword bids. 
4. Ad revenue
Target return on ad spend (ROAS) bids more where AdWords estimates ads are more likely to lead to a sale, aiming to get as much ROAS as possible. 

Friday, June 23, 2017

Mange manual bidding

When to use manual bidding:
1.Small budget
2. Wants more budget control
3. Reworking an underperforming campaign
 How to choose your manual bidding strategy?
1. CPC: Ad clicks and conversions
2.CPV: Ad views
3. vCPM: Ad reach
4.CPE: Ad engagement

Best Practice:
1.Use conversion tracking or Google Analytics
2.Decide bid amount with data: Keywords Planner
3. Based on your goal
4. Optimize your bids: Review your account data to identify your most profitable keywords, devices, and locations and set bid adjustments to boost to these bids.

Determine a good bidding strategy

Considerations:
Overall budget
Campaign goals
The value of a sale or conversion

Process:Good bidding-> place in auction-> being show

Two Ways:
Manual bidding
Automated bidding

Goals decide your bidding strategy
1.Build awareness: vCPM or CPV, focusing on impressions.
2. Drive web visits: Focusing on clicks. CPC
3. Drive online sales: Focusing on conversions. CPA

3 tools to determine your CPC bids:
Bid simulator
Keyword Planner
First-Page bid estimates