Post on 13-Jan-2015
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Enhanced Campaign Case Studies & Advice
Brad GeddesFounder, Certified Knowledge
Author, Advanced Google AdWords
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GEOGRAPHIC BID CASE STUDY
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Geographic Ads Not Included in Study
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Geographic Study
• 4 Accounts• Spending Roughly $10 Million Month
Combined• 2 Accounts were ecommerce• 2 Accounts were lead generation
The Question:• Should you combine geographic campaigns
together and use bid modifiers?
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Different CPAs by Region
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Legacy Campaign Structure
Account
High Performing:19 Clicks / Conversion
$65 CPA
Mid Performing:37 Clicks / Conversion
$68 CPA
Low Performing:53 Clicks / Conversion
$74 CPA
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Bid Modifiers are Great with CPC Bidding
Account
Single Campaign:Bid Adjustments
Results:Lead gen: -7.9% Reduction in CPAsEcommerce: -7.1% Reduction in CPAs
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Don’t Combine CPA Bid Campaigns
Account
Single Campaign:CPA Bidding
Results:Lead gen: 13.9% Increase in CPAsEcommerce: 11.4% Increase in CPAs
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GEOGRAPHIC REACH CASE STUDY
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Geographic Reach Case Study
• Each Campaign was a different theatre location• 29 locations• Pre-enhanced campaigns:
– 90% of the conversions came from a 10 mile radius for all theatres– CPA target was static, but CPAs raised the further someone was from
the theatre• Note: budget could not be changed due to company
constraints
The Question:• Will using bid adjustments on a radius target allow for more
conversions from further away and more total conversions?
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Starting Bid Adjustments By Radius
30-50 miles: -40% of bid
Home 10 Mile: 100% of bid
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Results
• Target CPA stayed the same in the home region• After some tweaking, could bring in more
customers at target CPA from further away• Could not lower CPA and still spend budget
regardless of the tweaking done to the bid modifiers.– Result: total conversions stayed the same– Lesson: when expanding geography, you need more
budget to make your experiments worthwhile in the long run
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MOBILE ONLY CASE STUDY
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These Types of Accounts are Enhanced Campaign Losers & There is No Fix
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The Study
• Accounts were only on mobile devices• 13 accounts• Spending Roughly $4 Million Month Combined
The Question:• With max bid mobile bid modifiers and only
mobile preferred ads, how would enhanced campaigns affect the CPAs?
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The Process
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The Results: Ad Serving
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The Results: CPA Increases
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MOBILE AD GROUP ORGANIZATION
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Mobile Bidding: Ad Group AdjustmentsAccount
No Mobile: Bid Adjustment: -100%
Mobile Better (keywords don’t want on desktop): Bid Adjustment: 300%
Same by Device: Bid Adjustment: 0%OR
Overall difference for most keywords the same: Bid adjustment based upon delta Ad group 1: -10%
Ad Group 2: +22%
Ad Group 3: +19
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Breaking Down Ad Groups by Modifiers
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Do you have ad serving issues?
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Solution: Shape Queries with Negatives
Campaign
Hosting
-cheap
-VPS
-website
Website Hosting
-cheap
-VPS
Cheap Hosting
-VPS
VPS Hosting
-cheap
Cheap VPS Hosting
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AD GROUP SITELINKS
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Ad Group Sitelink Study
• 9 Ecommerce Accounts• Combined spend of $1 million /month
The Sitelinks:• For low value items, the sitelinks were focused on cross sales
– similar item value• For high value items, the sitelinks were focused on upsells
– upsell 50% or less of item value• For ambiguous searches, the sitelinks were focused on the specific items
to narrow down the user interest– Query: “Women‘s dresses” Sitelinks: Evening dresses, cocktail dresses, etc
The Question:• Would custom ad group sitelinks lead to higher profits?
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Cross Sales for Low Value Ad Groups
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Upsells for High Value Ad Groups
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Specific Links for Ambiguous Queries
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How to Start with Ad Group Sitelinks
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Manage/Create Sitelinks in the Editor
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PROPER TIME OF DAY ANALYSIS
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Dimension Tab Doesn’t Show Time of Day by Day of the Week
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One Company’s Conversion Rates
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GA Custom Reports
Copy it Here: http://goo.gl/k0E5Di
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QUALITY SCORE PROBLEMS
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Quality Scores
Keyword Legacy: Mobile QS Legacy: Desktop QS Enhanced
1 9 5 6
2 10 6 6
3 6 10 6
4 6 7 4
5 4 9 7
Note: ‘6’ Is the new ‘7 (Good non-branded QS)’
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The New Analysis: CTR by Device
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Use Mobile Preferred Ads
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Examine Bounce Rates by Device For Landing Page Issues
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Post ‘Optimization’
Keyword Enhanced: Original Enhanced: Optimized1 6 62 6 73 6 94 4 65 6 7
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ENHANCED CAMPAIGN AD TESTING
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Which Ad Is Best?
Answer: Technically 1, but you don’t have enough data!
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Real Answer: It depends by Device
The Real Answer:• Ad 1 is Best for Mobile• Ad 2 Is Best for Desktops
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Make Sure You Use Mobile Preferred
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Do You Have Mobile Preferred Ads?
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The ‘Cheater’ Method
• Create multiple ads per ad group• Analyze the data by device• Make the mobile winner mobile preferred• Leave the desktop winner as is
Note: 1-5% of our mobile clicks come from the non-mobile preferred ads.
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CertifiedKnowledge.org
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