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Search Campaign Management - 5th Week Optimization

1.  It’s time for a regular optimization schedule

1.1   While making any optimization let those optimizations to perform, until don’t make any changes that overlap these optimization.

1.2   These are the following regular optimization tasks:

1.2.1.        Bid Optimization

1.2.2.        Keyword Optimization

1.2.3.        Ad Optimization

1.2.4.        Negative Keyword Research

1.2.5.        Keyword and Ad group enhancement

1.2.6.        Ad scheduling (If required)

Google Search: Reunion

Nandakumar K

          Search Campaign Management - 4th Week Optimization


It's 4th week, We would've identified that our search campaign is going on a right way or not by seeing the conversions and its cost.

Depending on the campaign daily spend and daily budget, we can enhance the keywords list by resuming the relevant keywords which we have paused in the beginning stages of campaign optimization.

Nandakumar K

This Mother's Day, #TreatYourMom

Nandakumar K

Search Campaign Management_Week 3 Optimization

Search Campaign Management_Week 3 Optimization

1.   Repeat the step which we have done during “Week 2”, pause low CTR keywords (less than 1%).

2.   Pause ads with low CTR (less than 1%).

3.   Try out different Ad Variations:

3.1.              After deleting low CTR ads, create new ads in different variation (not in same variations which we have considered as under performing and deleted. This is the right time to find, which call to action is bringing more value to our ads. Create variations of ads and test them to find which message is best.

3.2.              While creating new ads, we can create in two ways

3.2.1. Create brand new ads in different variations

3.2.2. Make minor adjustments to your existing best performing ads.

4.   Review bidding if your campaign daily budget exceeding the limit.

5.   Always make sure that your keywords having a better quality score. Higher Quality score is also higher ad position and less cost. With higher ad position we can easily get the higher CTR.

6.   Review bidding based on your conversions

 Now we have the two weeks conversion data, let's analyse:

6.1. If a keyword is costing too much per conversion, lower the CPC bid.

6.2. If a keyword is costing less than our desired cost/conversion and the Avg. Position of the keyword is greater than 3 then increase the bid.

6.3. Pause all keywords appropriately that don’t perform. In the beginning of the campaign, we should focus on best performing keywords to make the campaign successful and also to gain a better history.

6.4. Review SQR and GA top search terms report and add negative keywords and new positive keywords.

6.5. Now we have the keywords which are bringing some reasonable value to our campaign, lets improve the performance of these keywords.

6.6. Review low quality score keywords and improve those for a long term benefit.

Next week, I'll be covering the topic of 4th week Search Campaign 

optimization and also how to know whether the campaign is in right 

direction or not. 

                                          Stay online.

Nandakumar K

Search Campaign Management_Week 2 Optimization

In this post, I'm gonna tell you the week 2 Search Campaign Optimization strategies.

“This is the first day that you can really start optimizing.”

1.    Check avg. position:

1.1. The top 3 avg. positions are the best places to be but this doesn’t mean that only these 3 positions will get conversions.

1.2. If the position is more than 3 and the campaign is not meeting its daily budget then try to increase the bid for the keywords, so that it will improve the avg. position as well as to meet the daily budget.

2.    Check whether your budget is exceeded on a daily basis for last 7 days.

2.1. If your campaign daily budget is consistently meeting every day. Then it’s an indication to reconsider your campaign daily budget. I would recommend check your campaign lost impression share metrics “Search Lost IS (Budget)” and increase the daily budget accordingly.

3.    If the campaign is not meeting its daily budget, then

Approach 1: Enhance your Ad group & keyword list. You can use both “Keyword planner” & client website to find new ad group / keyword ideas.

Approach 2: Check whether Targeted location can be extended.

Approach 3: Change the keyword match types to “Broad” if the keyword match type is other than Broad.

4.      Keywords

4.1. Pause keywords or lower the bids on keywords that aren’t generating conversions. This will help to streamline the account performance and to focus effectively on profitable keywords.   

   

4.2. Pause keywords with very low CTR, because as we are in beginning stage that we need to focus on Quality Score, low CTR keywords negatively affect the quality score.

Note: Experimenting with these keywords at the beginning stages is not advisable. As I said above, focus on Profitable keywords.

5.    Review Ads

5.1.  If one ad has a CTR of 5% and the other 1%, then obviously pause the 1% CTR ad. Do this for all ad groups. Note: Have atleast two ad variations in each adgroup.

6.    Negative keywords:

6.1.  Add negative keywords based on SQR (Search Query Report) and GA top search term report. 1^st week it is advisable to do SQR from the day 3 but after that it can be a weekly task. 

 Stay In Touch for Week 3 updates. Please post your questions or suggestions if you have any.

Nandakumar K

Search Campaign Management

In this article, I would like to discuss about the basic concepts & optimisation strategies of "Search Campaign Management". Day to Day activities on AdWords Search Campaign Management.

Day 1:

 1) Successful AdWords Search Campaign launch.

Day 2:

 1) Monitor the campaign performance.
 2) Look out for the following warning messages in AdWords interface if any.

• Disapproved ads
• Disapproved keywords
• Keywords below first page bid.
• Conflicting negative keywords
• Low Search Volume

Note: Just make sure that the keywords are not Low search volume simply due to misspellings or wrong word order.

 3) Make sure Google Analytic started tracking.

 4) Make sure your Search ads are displaying in Google for all the keywords. Run "Keyword Diagnosis" report.

        "Patience is the most important in initial stage of campaign. I would recommend not to do any major changes during this time" 

Day 3:

 1) Observe the campaign performance.

 2) Run "Search Query Report" in AdWords interface as well in Google Analytic to see the irrelevant paid & organic search terms which lead a user to the site and add them appropriately.

"I would prefer one word terms as negatives. If more than one word use "Phrase" or "Exact" respectively"

Day 4:

 1) Repeat "Day 3" process.

 2) Check whether your daily budget has been met all the three days before the day got end up. 

     I) If the daily budget exhausted before the day: Consider lowering your bids either for all keywords or high spending keywords.

     II) If the daily budget not spending: 

• Review your keyword list and bidding.
• Make sure that your keywords aren't "Below First Page bid" or Avg. Position is more than 3. If Position is higher than 3, consider increasing keyword bids by 20%.

"There is no bid cap on increasing the bid but as a best practice I would recommend 20%"

Day 5:

 1) Repeat "Day 3" process.

Day 6:

1) Repeat "Day 4" until the ads are displaying throughout the day with the proper utilisation of the daily budget.

"I would recommend observe the campaign and not to do any drastic changes during 1st week" 

Next week, I ll be explaining the 2nd week day to day activities and optimization strategies. Stay connected...

Nandakumar K