Boost your ad_words_account_travel

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Google Confidential and Proprietary A Checklist to improve your performance Boost your AdWords account for 2011

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Google Adwords Boost your ad_words_account_travel

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Page 1: Boost your ad_words_account_travel

Google Confidential and Proprietary

A Checklist to improve your performance

Boost your AdWords account for 2011

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Google Confidential and Proprietary

Cover target groups, products and themes in your AdWords Account

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What is your journey for 2011?

Target group:

o Families

o Singles

o Business people

o Couples

o Honeymooners

o Group travellers

o Adventure travellers

Products & Destinations:

oSports: Golf, Skiing, Diving etc.

oAdventure holidays

oMountain & Ski Resorts

oWinter / summer breaks

oWellness / SPA

oMotorhomes, houseboats etc.

oBeaches & Islands

o Island holidays

oCruises & Charters

oTheme Parks

oCity Breaks

oWorld trips

Themes:

o Early birds

o Bargain hunters

o Special Offers

o Package tours

o All inclusive

o Last minute

o Car rental

o Flight & Hotel

o Kids Special

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7 Questions for the new year

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Is your account structure ready?

Have you adjusted the 2011 budgets to your goals?

What story do you tell your potential clients?

Do you target all potential clients?

Do you reach your clients on the go via mobile?

Are you present on the Google Display Network?

Are you tracking the success of your campaigns?

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Is your account structure ready?

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o Is your Account Structure suitable for your 2011 goals?

o Have you covered all your new products & services to reach your targets in 2011?

o Did your website change? Do you need to restructure your AdWords Account to make it fit your new

website structure?

o Are your URLs still the same? Do you need to replace deep links or ad text destination links?

o Do you have special promotions for 2011? Have you scheduled the campaigns accordingly?

o Have you paused/deleted products which are no longer important for 2011?

o Are seasonal products or services in separate campaigns with the right settings (scheduling)?

o Do you use automated rules (also known as rules-based automation) to schedule

changes to your campaigns, based on your criteria?

o Are your focus products, services & keywords in separate campaigns?

o Have you separated generic keywords from specific keywords?

o Have you adjusted daily campaign budgets according to the new

season and your new focus? Are you prepared for the expected

surge in search volume after the holidays (January Peak)?

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Have you adjusted your 2011 budgets to your goals?

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*Get in touch with your Account Manager if you do not have an ALO or MDO in place.

o Does your budget appropriately reflect the position of AdWords within your Media-Mix?

o Is your budget adjusted to the yearly increase in overall search volume?

o Have you adjusted your Account Level Order (ALO) and/or Manager Defined Order (MDO) for 2011?*

o Have you entered an account budget and edited the account timelines for 2011?

o Do your campaigns start/continue in 2011? Have you checked start and end dates?

o Have you adjusted daily campaign budgets according to the new season and your new focus?

o Are campaign budgets aligned with the (new) ROI of each campaign?

o For campaigns with new or changed focus, have you adjusted max CPC on keyword level to make

sure your keywords are on the top position?

o If your campaigns are opted-in search & GDN, do you have separate GDN bids in place?

o Are there keywords in some campaigns which are too dominant and use most of the

daily budget? Do they lower the performance of other keywords?

o Did you set up trend campaigns with separate budget?

o Have you checked campaign settings for your 2011 goals?

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What story do you tell your potential clients?

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o Do you need to change prices, guarantees, services etc. in your text, image or video ads?

o Do you promote your new products/services/prices well enough?

o Maybe you want to wish a happy new year in the first two weeks with your brand keywords/ad texts?

o Did you include unique selling points to make your ad stand out?

o Do you test different ad texts (with different messages) in each ad group?

o Do you use keyword insertion in at least one of your ad texts per ad group?

o Did you add a clear call to action in your ads to encourage conversions?

o Do you have keywords included in your ad texts?

o Do you use sitelinks (displayed in top three slots)?

o Do you use location extensions?

o Do you reflect seasonality in your ad texts?

o Are you directing potential customers to the most relevant page on your site?

o Do you use Campaign Experiments (ACE) to measure how ad changes

impact your performance?

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Do you target all the potential clients?

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o Is every (new) keyword in the right ad group and does every keyword match the ad text?

o Do you have all keyword variations in your Account to reach your goals?

(singular, plural, synonyms, umlauts, generic, specific, long tail keywords etc.)

o Have you covered all stages of the buying cycle? e.g. combination of keyword + new, keyword + best

price, keyword + promotion, keyword + order, etc. (“new hotels in dublin”, “dublin hotel offers”, “cheap

dublin hotels”, “book hotel in dublin”, etc.)

o Do you need to adjust max CPC on keyword level to be on top positions?

o Are you using Broad Match Modifier (BMM)?

o Do your campaigns and ad groups have negatives?

o Do you use deep links on keyword level?

o Did you analyze the search funnel of your users? Do you know which

“upper-funnel” keywords assist conversions before the last click?

o Do you use the Search-Query- or Keyword-Report to get additional keywords & negatives?

o Do you use Insights for Search to find new keyword trends?

o Do you use the Keyword-Tool to get more keyword ideas?

o Do you use AdWords Campaign Experiments (ACE) to measure

how keyword changes impact your campaign performance?

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Do you reach your clients on the go via mobile?

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o Are you aware that your customers are looking for you on their mobile phones?

Use device segmentation to check the mobile search share (given you target all devices).

o Do you have dedicated mobile campaigns?

o Do you have mobile-specific keywords in your ad groups? General and shorter

keywords tend to perform better than specific ones on mobile phones.

o Do you have competitive bids? There are only two top slots for ads on mobile devices.

o Can users find your products/services when comparing prices on their mobile phones?

o Do you use click-to-call extensions?

o Have you written specific mobile ad texts, relevant to the user on the go?

o If you have a local strategy, did you make your ads local?

o Are you using Mobile-Sitelinks?

o If you have a mobile app, do you promote it with click-to-download extensions?

o Have you considered designing special landing pages optimized for mobile?

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Are you present on the Google Display Network?

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o Do you use contextual, category or placement targeting?

o Do you already benefit from remarketing opportunities?

o Are your campaign settings set correctly (e.g. language targeting)?

o Do you work with negative sites?

o Do you work with image ads and video ads? For image ads, use the Display Ad Builder.

o Do you use the AdPlanner Tool to get ideas for your GDN campaigns?

o For contextual campaigns:

o Are you already using the new Contextual Targeting Tool?

o Do the keywords (max. 15) in each ad group describe only one theme?

o For category or placement targeting:

o Do you have competitive bids in place for GDN?

o Have you covered all relevant sites and categories out of Google’s

1750 category targeting codes available? (see goo.gl/KGRxT for categories)

o Do you use AdWords Campaign Experiments (ACE) to measure how placement

changes impact your campaign performance?

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Are you tracking the success of your campaigns?

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o Do you use a tracking tool?

o Are your tracking codes on the right pages?

o Have URLs changed on your website? If so, did you already adjust the tracking codes?

o Do you pull reports regularly? Have you scheduled email reports?

o Do you use your tracking tool to optimize your AdWords campaigns accordingly?

o For AdWords Conversion Tracking:

o Have you defined what a conversion means for you?

o Have you defined the right conversion goal pages?

o Do you take into account view-through conversions?

o Do you already track sales value?

o For Google Analytics:

o Have you defined the right goals?

o Have you implemented E-Commerce tracking to measure ROI?

o Is your AdWords account linked correctly to your Analytics profile?

o Are clicks & visits reported correctly?

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Boost your Account now!

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Happy New Year from Google!

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