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ADSKILLS - Bulletproof Adwords Ads

The document provides guidance on setting up pay-per-click advertising campaigns on Google, including how to perform keyword research, configure campaigns and ad groups, write ads, set bids and budgets, and optimize campaigns. It discusses topics like quality score factors, conversion tracking, keyword match types, naming conventions, and techniques for monitoring and improving performance.

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dharna.growthali
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91 views5 pages

ADSKILLS - Bulletproof Adwords Ads

The document provides guidance on setting up pay-per-click advertising campaigns on Google, including how to perform keyword research, configure campaigns and ad groups, write ads, set bids and budgets, and optimize campaigns. It discusses topics like quality score factors, conversion tracking, keyword match types, naming conventions, and techniques for monitoring and improving performance.

Uploaded by

dharna.growthali
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Ranking = quality score X bid

Quality score (aim for 7-10 range)


● CTR
● Ad relevance
● Landing page experience
○ Pagespeed
○ Visible business info (address, phone, privacy, terms etc)

Analytics connection (watch GA 101 program)

Conversion tracking:
● Fire conversion pixel on each page of the funnel and gradually turn off as you get more
optimization data in

Lesson 11: Keyword Research 101

Keyword research
● Education “What is a Roth IRA?”
● Comparison “Best Roth IRA”
● Action “Start Roth IRA” ← attack these first, tho most expensive. The more expensive
the bid, the more likely people are making money on the terms. Then work backwards to
Comparison/education

Do some keyword research, download into spreadsheet, and label based on 3 categories
above.
● Put in one keyword/phrase
● Targeting
○ English
○ Google
○ US (or whatever country)

Campaign Shell
determines which type of traffic we allow in, how much flows oin and where it flows from.
● Traffic quality
○ Only target “google”
○ Reduce risk to determine if it’s worth scaling
● Traffic Quantity
○ Proper budget
■ 10x estimated click price in keyword Planner. If any lower, google feels
restricted
■ If possible, set for 20x the estimated click price
● Homogenous or Mixed
○ Split by device type (300-400% higher on desktop) - he often begins testing here
○ Can mix, but harder to determine where wins/losses are

Lesson 17: The Purpose of Ad Groups

Ad Groups - work best with very tightly related keywords.


● SKAG: Single Keyword Ad Group
● Each ad group should have 5 or less tightly related keywords, no more than 10

Match types
● [exact match] - best friend
● “Phrase match” - trusted ally
● +Broad +match +modifier - useful with negative keywords
● Broad match - rarely useful

Match types - general guidelines


For first few weeks:
● Only use exact & phrase match keywords in ad groups
● Determine winners and prune bad search terms
● Want very consistent search term report 3-4 days in a row
● Add in +broad +match +modifiers to scale visibility

Set Bid Price at 10% over CPC to get data for first few weeks

Naming convention for Campaign name:


● KH | Open Roth Ira - Action | Desktop (initials | keywords - optimization | devices
● No search partners for starters

Lesson 18: How I Plan My Ad Groups

How to use Campaign planning worksheet

Lesson 19: The Purpose of Ads

Art & science of writing a GA ad


● Use the keyword 3x in text if possible
Ad extensions
● Reviews, call outs
● Use as many as applicable
Write 2 ads to begin with
● Keep winner
● Cut loser
● Iterate again & again

Lesson 21: Plan & Pre-Populate your ad extensions


● Figure out which ones make sense to populate

Lesson 22: Setting up your campaigns in new interface


● No google partners
● No display network
● Exclude AK and HI… why?
● Bid strategy: manual CPC
● If conversion tracking installed, then select enable enhanced CPC. If you are set on max
CPC, then unclick. Otherwise enable
● Set sitelink extensions (Camp level or ad level)
● Ad rotation: set optimization
● Location options: people in targeted locations
● Dynamic search ads - good for insertion of skus, but doesn’t recommend at the
beginning

Lesson 24: Excluding devices


● Not able to set during campaign setup
● Need to open campaign, go into devices, set -100% for excluding

Lesson 25: Day 0 - Setting up your Search Term Report


● Review DAILY for 30 days
○ What terms getting clicks?
○ What terms getting impressions?
● Goal to get search term report that ONLY has search terms we want to advertise on for
3-4 days. Once we have that can scale
● Config negative keywords
○ Common examples are Free & Cheap
○ Do this daily until satisfied
○ If lots of volume on search terms, then do it every few hours

Lesson 26: How to set up daily search term report in new interface
● Click on reports
● Create a table
● Name
● Rows:
○ Campaign
○ Adgroup
○ Search term
● Columns
○ Cost
○ Conversion
○ Cost per conversion
○ Clicks
○ Avg cpc
○ Avg position
○ Impressions
● If 0 conversions and lots of clicks, probably need to eliminate search term
● If we’re getting a bunch of impressions, at a low or no cost, we are inflating our
impression score which diminishes are quality scole. Eliminate those
● Set up to get report emailed on daily basis, as csv

`Lesson 28: How to enter negative keywords in new interface


● Looking for themes in the low performing keywords and add as negative keywords
● Can create a list of negative keywords to apply to future campaigns rather than
recreating them each time

Lesson 30: How to Scale your spending using broad match modifiers
● Only do this after consistent keyword report 3-4 days in a row
● Best way to do this:
○ Increase budget
○ Add BMM/more keywords
● Broad Match Modifiers:
○ Allow you to discover more opportunities
○ +Roth +IRA
○ Pay extra close attention to your search term report

Lesson 33: Peel & Stick


● Find high performing keywords,
● Create its own ad group to improve your ad relevance
● EXCLUDE the keyword from the old ad group
DAVID KLEIN

Google will very often spend 2x what your daily budget is


How much can I afford to lose per month?

Module 5:
Bid strategy: manual CPC

Headline 1 should always use keyword(s)


Headline 2: benefit
Description lines do feed algo, but don’t seem to impact results much

Conversion
Attribution model - position-based

Columns setting for AdGroups


● Search Impression share
● Impressions
● CTR
● Clicks
● Cost
● Conversions

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