Post on 29-Nov-2014
description
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The Best Rules & Checklists For
Automa=ng Your PPC Campaigns
Diane W. Pease Inbound Marke=ng Manager
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Automa=on
Improved Performance
Streamline Daily Func7ons
Be More Strategic
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The “Aha” Moment
We all face the same challenges and problems when managing paid search accounts.
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AdWords Can Feel Like…
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It’s Hard Being On Top Of Your Game
How can I automate these mundane tasks?
I am spending too much 7me managing campaigns
What new AdWords tools will help me?
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• Using AdWords rules to streamline op7miza7on tasks
• Crea7ng filters to get quick views of your account performance
• Segmen7ng your data for beRer analysis and iden7fy opportuni7es
• Using SQR reports to mine for keywords, target nega7ves
• Daily, weekly and monthly checklists
Key Takeaways
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Automated Rule Example
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Popular Rules
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More Popular Rules
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Filters Account Sta7s7cs Performance Data Campaign SeYngs
Saved File
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SeYng Up Filters
Can be set up on any of the AdWords tabs
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Filter Examples • Keywords
• Low Quality Score (less than 3) • Below first page bid • Keywords with low CTR (< X%) • Impression share less than 80% • Max CPC greater than top of page bid • Average posi7on greater than 5 • Keywords with high cost and low conversion rate • Keywords with high bounce rate
• Ads • Ads with low CTR’s • Ads Under Review or Disapproved
• Campaigns • Separate by search and display
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Segments
Applying addi7onal level of detail can
make a difference in what you see
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Segments
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Segments = Opportunity
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SQR – The Good And Bad
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Nega7ve Keywords
Opportunity Keywords
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Daily Checklist
Dimensions tab Check budget rules Check keyword and ad filters
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Weekly Checklist
SQR Report Check budget scheduling rule Run keyword and ad filter for current week, previous week
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Monthly Checklist
Run low performing ad and keyword rule report Revisit automated rules Run keyword and ad filters for the month
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Thank you!
dpease@cisco.com