10 Hacks for Successful Google AdWords CampaignsStanislav Dimitrov, Konversa

Skills & expertise

Technical SEO

Google AdWords

Analytics CRO

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LovesBelgian beer, English football, Rock music

LivesLondon > Dublin > Helsinki > Sofia > Plovdiv

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1. Responsive ads

Hybrid of image, text & native ads

Creative adapts to the ad unit available

Test different ad components

No designer required - crawl site

Which ad version appeared?

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2. Device level bidding

Tablet bidding is back

Set base bids for any device

Beneficial for app ads

All devices vs pure device campaigns

Device modifiers vs keyword bids

Test Smart bidding

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3. Demographics for search ads

Purchase intent + demographics

Demographic info is hard to obtain

Google Ad settings

Users signed-in their Google Account, or

Based on their activity on Google Display

Ability to increase/decrease targeting towards specific ages & genders

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Demographics combination + Bid adjustment

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4. Price extension

Available on mobile and desktop

24 languages & currencies

Only shows in position #1 (massive)

100% screen real estate

Work w/ other extensions but sitelinks

Pro tip: Use w/ call & location extensions

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5. Promo extension

Another retired (offer) extension

Official name TBC

Available in several countries

Both desktop and mobile

Percent / monetary discount

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Promo extension (Search)Available on search campaigns for mobile devices only

Merchant promotions (Shopping)Available on Shopping campaigns for both desktop and mobile devices

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6. Visual sitelinksMore interactive, more reasons to click

Delivered in carousel format

Mobile only (beta), US/UK available

Needed at least 4 images w/ 16:9 ratio

Min. image size 1280 x 720px

Titles up to 25 chars, descr. up to 50 chars

No logo/graphics/text overlay

Must be keyword-relevant

Work best w/ non-brand campaigns 11

Visual sitelinks available in different verticals

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The power of ad extensions

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Showcase Shopping ads

Replicates real life shopping experience

Triggered on broad, non-brand searches

40% of all product queries (Google)

Main image + 2 smaller images

Promo message or distance to location

Advertises charged on product listing click

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7. Campaign groups

Group campaigns w/ common targets

Monitor performance against goals

Clicks or conversions targeting

No management functionality (yet)

High-level analysis w/o labels, pivots, etc.

Saves time & efforts for advertisers

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Most online conversions involve more than one device

Big change from Google - an attempt to solve the attribution model

Target same ads to same (sign-in) users across different devices

Gmail alone has 1B monthly users

More control over frequency capping

Clean campaign-by-device segmentation

8. Cross-device remarketing

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Customize ad message based on who’s searching & on what device

Highly relevant, more personalized ads

Available only on Search Network

Can be used anywhere but final URL

Mobile specific text (ETA)

Easy implementation w/o using a feed

New A/B testing possibilities

9. AdWords IF functions

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AdWords IF functions - Device

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AdWords IF functions - Audience

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Highlight upcoming events / sales

Dynamically updates time remaining

Creates FOMO effect

Available in all languages

Time zone selection

Easy implementation w/o using a feed

10. AdWords Countdown function

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11. Dynamic Search Ads (DSA) get page feeds & ETA

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Safe test environment to make changes

Works for Search / Search with Display

When ready, launch a 50/50 split test

Experiment dates not extendable

For changes that reset QS - allow extra time

If experiment a success, pause the original

Work best for high-traffic campaigns

12. Campaign Drafts & Experiments

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Choose your visualization carefully

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Path length - how many ad clicks to conversion

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Time lag - how many days/hours to conversion

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MCF - How channels work together

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Google Data Studio - free, beautiful customizable reports

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AdWords ads get more visual, look like organic but w/ more information

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What is right balance SEO vs. PPC? ● Use PPC data for faster SEO targeting● Use remarketing to get hard-earned SEO traffic back● Test meta data through ad copies● Structured markup for products - SEO & AdWords● Bidding on brand terms

SEO: rankings are for ego, traffic is for making moneyPPC: profit is more important than Quality Score

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Contact

Stanislav Dimitrovhello@konversa.netwww.konversa.net

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