10 BEST PRACTICES FOR ADWORDS
#TFWORKSHOP
1
TheFamily


code: lamifasisi
WIFIWIFI
DISAGREE ON TWITTER!
#TFWORKSHOP
#TFWORKSHOP
ETIENNE ALCOUFFE
SEARCH ENGINE MARKETING SPECIALIST AT EFFILAB
@ETIENNEAF
HOW TO INCREASE YOUR REVENUES AND BE...
10 Best Practices for
Adwords
You need a team of pay per click (PPC) experts and we have a team of 30+ consultants. We
mak...
Best Practice #1
How to select and manage your
keywords for optimal performance?
1 • Keywords • Selection
Make sure that you cover all the potential queries and
keywords that are relevant to your busines...
1 • Keywords • Structure
Manage your keywords based on the value they bring to
your business.
Determine appropriate CPA ta...
Best Practice #2
How to manage match types and
search terms for exponential growth?
2 • Match types & Search Terms • Match types
Use all the match types and set your bids accordingly.
1. Create ultra tight ...
2 • Match types & Search Terms • Search Terms
Monitor search terms on a regular basis in order to add
or remove relevant k...
Best Practice #3
How to increase your Ad rank
without increasing your bids
3 • Ad rank • Keyword, Adgroup and Ad Structure
Design tight, well-organized keyword groups.
Company
Incorporation
1
2
3
4...
Best Practice #4
How to create amazing ads.
4 • Ad creation • Click Through Rate
Highlight key selling points in your Headline
1. Put forward benefits users are seeki...
4 • Ad creation • Testing
Use dynamic keyword insertion ads to quickly compare
ad performances.
Headline: Buy {KeyWord : C...
Best Practice #5
Why you should absolutely try RLSA
Campaigns.
6 • Campaign Types • RLSA
Use RLSA campaigns to increase your conversion
volume and conversion rate.
RLSA campaign perform...
Best Practice #6
Why are bid adjustments so
important ?
6 • Bid adjustments • Ad schedule
Define bid adjustments to outperform competitors
when it matters the most
12
5
0 0 0
2
1...
Best Practice #7
How to take advantage of mobile
traffic on Adwords
7 • Mobile Traffic • Own mobile
Focus on mobile settings and bid adjustments for
optimal performance.
Bid Adjustments
1. E...
7 • Mobile Traffic • Own mobile
Implement mobile preferred ads and extensions to take
advantage of mobile screens.
Locatio...
Best Practice #8
How to use a flexible bidding strategy
: target CPA
8 • Two flexible bidding strategies • Target CPA
Let Adwords automatically set bids to increase
conversions while reaching...
Best Practice #9
Why display advertising could change
the face of your account
9 • Display Advertising • Tips
Display is a cheap traffic source you can utilize to grow
your account.
1
Results
1. Make s...
Best Practice #10
Setting up your campaigns for
success
10 • Campaign settings
Improve your performances with customized campaign
settings.
Networks
Locations Langages
Bid strate...
Thank you !
SEE YOU SOON!


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THEFAMILY.CO

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"10 best practices for adwords" by Etienne Alcouffe from Effilab

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It's almost Christmas time: You asked for it, we deliver! Here's a workshop on the 10 best practices for AdWords :)

AdWords is always a hot topic for any startup looking to acquire customers or even test new ideas.
There's a lot you can learn on your own through testing and experimenting, but why not give yourself an unfair advantage and the best tools to succeed?

Learn to avoid the most common mistakes. With a small amount of work and by auditing your campaign, you can make a huge difference and get way ahead of your competitors.

The presentation covers various best practices that should be considered when developing PPC (Pay per Click) advertising campaigns on Google AdWords in order to increase your revenues and beat the competition.

Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising.
Etienne is passionate about advertising and will transform you in an Ad Geek! Follow him on twitter: @EtienneAf

Publié dans : Business

"10 best practices for adwords" by Etienne Alcouffe from Effilab

  1. 1. 10 BEST PRACTICES FOR ADWORDS #TFWORKSHOP 1
  2. 2. TheFamily 
 code: lamifasisi WIFIWIFI
  3. 3. DISAGREE ON TWITTER! #TFWORKSHOP
  4. 4. #TFWORKSHOP ETIENNE ALCOUFFE SEARCH ENGINE MARKETING SPECIALIST AT EFFILAB @ETIENNEAF HOW TO INCREASE YOUR REVENUES AND BEAT THE COMPETITION?
  5. 5. 10 Best Practices for Adwords You need a team of pay per click (PPC) experts and we have a team of 30+ consultants. We make it our priority to deliver high quality strategic recommendations and management services in order to drive optimal account performance.
  6. 6. Best Practice #1 How to select and manage your keywords for optimal performance?
  7. 7. 1 • Keywords • Selection Make sure that you cover all the potential queries and keywords that are relevant to your business. Industry Products Related fields Concepts Your Brand Other Brands Ex: Hardware Ex: Computers Ex: Software Ex: Productivity tools Ex: Samplesite Ex: HP Item Ex: HP Pavilion 500-566NF
  8. 8. 1 • Keywords • Structure Manage your keywords based on the value they bring to your business. Determine appropriate CPA targets based on keyword performance and value to your company. Example: Law firm account. Online purchase scenario Campaign = Visa Average fee = 400 € Target CPA = 40 € Conversion rate = 4 % Max CPC = 1.6 € Campaign = Incorporation Average fee = 2 500 € Target CPA = 250 € Conversion rate = 2 % Max CPC = 5 € • In this case, keywords should be managed differently
  9. 9. Best Practice #2 How to manage match types and search terms for exponential growth?
  10. 10. 2 • Match types & Search Terms • Match types Use all the match types and set your bids accordingly. 1. Create ultra tight Ad groups 2. Adjust bids according to match type 3. Maintaining your structure might be harder than you think – Stick to it
  11. 11. 2 • Match types & Search Terms • Search Terms Monitor search terms on a regular basis in order to add or remove relevant keywords to your account. 1. Regularly monitor Click and impression data. 2. Create new Ad groups based on click volumes (Clicks > 100). 3. Add negative keyword to existing ad groups to qualify your traffic.
  12. 12. Best Practice #3 How to increase your Ad rank without increasing your bids
  13. 13. 3 • Ad rank • Keyword, Adgroup and Ad Structure Design tight, well-organized keyword groups. Company Incorporation 1 2 3 4 1. Create a campaign 2. Create granular Ad groups 3. Add similar keywords 4. Base your ads on your keywords
  14. 14. Best Practice #4 How to create amazing ads.
  15. 15. 4 • Ad creation • Click Through Rate Highlight key selling points in your Headline 1. Put forward benefits users are seeking. Headline examples: “Conseils Prêt Immobilier” or “Obtenir Prêt Immobilier” 2. Get very specific. Example: “Less than 4 days for an approval.” 3. Use all the available space. In the “Prêt Immobilier” example, adding characters would make the ad look more personal 4. Continuously test new ads Headline copy based on location ! Well done !
  16. 16. 4 • Ad creation • Testing Use dynamic keyword insertion ads to quickly compare ad performances. Headline: Buy {KeyWord : Chocolate} Keyword insertion Test #1 Test #2 Standards Ads
  17. 17. Best Practice #5 Why you should absolutely try RLSA Campaigns.
  18. 18. 6 • Campaign Types • RLSA Use RLSA campaigns to increase your conversion volume and conversion rate. RLSA campaign performances vs Account performances 1. Develop RLSA campaigns based on your top performing campaigns. 2. Broaden your keyword targeting – remember that you are targeting your audience. 3. Adjust bids according to your targets.
  19. 19. Best Practice #6 Why are bid adjustments so important ?
  20. 20. 6 • Bid adjustments • Ad schedule Define bid adjustments to outperform competitors when it matters the most 12 5 0 0 0 2 11 22 40 32 29 22 33 28 43 35 58 44 43 37 35 32 10 7 0 10 20 30 40 50 60 70 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 Sum of conversion Hour of day 1. Export your conversion and CPA data per day of the week and hour of the day 2. Set bid adjustments to increase or decrease your bids for specific days and times. 3. Analyse conversion and CPA data for any trends
  21. 21. Best Practice #7 How to take advantage of mobile traffic on Adwords
  22. 22. 7 • Mobile Traffic • Own mobile Focus on mobile settings and bid adjustments for optimal performance. Bid Adjustments 1. Enable mobile traffic 2. Implement mobile conversion tags 3. Adjust bids according to your objectives
  23. 23. 7 • Mobile Traffic • Own mobile Implement mobile preferred ads and extensions to take advantage of mobile screens. Location extension Sitelink extension Call extension 1. Consider mobile-preferred ads 2. Create relevant ad extensions 3. Adapt your ad copy to suit mobile users
  24. 24. Best Practice #8 How to use a flexible bidding strategy : target CPA
  25. 25. 8 • Two flexible bidding strategies • Target CPA Let Adwords automatically set bids to increase conversions while reaching your goal. 1 Modify the Bid Strategy 2 Set CPA targets 3 Analyze the results – Well done Google ! 1. Large campaign are better suited for this strategy 2. Start with recommended bid 3. Progressively decrease or increase the target CPA depending on your objectives
  26. 26. Best Practice #9 Why display advertising could change the face of your account
  27. 27. 9 • Display Advertising • Tips Display is a cheap traffic source you can utilize to grow your account. 1 Results 1. Make sure to create all the mobile and desktop display banners 2. Large scale display tests require higher initial investments 3. Refine your demographic targeting 2 3 FormatsTargeting
  28. 28. Best Practice #10 Setting up your campaigns for success
  29. 29. 10 • Campaign settings Improve your performances with customized campaign settings. Networks Locations Langages Bid strategy Delivery methodsAd delivery 1. Deliberately set and test campaign setting without relying on standard settings. 2. Increase your conversion volume with Networks, languages and locations. 3. Delivery methods can modify the reliability of your data.
  30. 30. Thank you !
  31. 31. SEE YOU SOON! 
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