Post on 22-Nov-2014
description
ENHANCED
CAMPAIGNS:
QUALITY SCORE &
AD TESTING TIPS
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Brad Geddes
Certified Knowledge
@bgTheory
#SMX #12D
October 1, 2013
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Enhanced Campaign QS & Ad Testing
Brad GeddesFounder, Certified Knowledge
Author, Advanced Google AdWords
@bgTheory
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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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Note: Too Many Ads can be a Problem
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Remove Excessive Poor Ads by Device
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QS Optimization is Still…
1. Create tightly themed ad groups
2. Test ads
3. If poor landing pages, work on landing pages
4. Examine search queries
5. Add new queries or negative keywords
6. Examine organization, fix if necessary
7. Test ads
8. Test landing pages
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Post ‘Optimization’
Keyword Enhanced: Original Enhanced: Optimized
1 6 6
2 6 7
3 6 9
4 4 6
5 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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Learn More About AdWords
PPC training, tools, and community
CertifiedKnowledge.org
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http://www.slideshare.net/SearchMarketingExpo
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