Prof. Dr. Hildebrandt 1

Optimizing an Adword Account

You have an Adword Account, but You have an Adword Account, but somethings working really bad:somethings working really bad:

Bad CTR?Bad CTR?

High CPC?High CPC?

Conversions too expensive?Conversions too expensive?

What‘s wrong?!What‘s wrong?!

Adwords Optimization

Prof. Dr. Hildebrandt 2

What‘s right or wrong?

Optimizing Optimizing Adwords means Adwords means Google is loosing Google is loosing

money.money.

Adwords Optimization

Prof. Dr. Hildebrandt 3

Campaign Setting

Words and DeedsWords and Deeds

Adwords Optimization

Prof. Dr. Hildebrandt 4

Keyword Selection

Words and DeedsWords and Deeds

Adwords Optimization

Prof. Dr. Hildebrandt 5

Adwords Finger Wrestling

Adwords Optimization

Prof. Dr. Hildebrandt 6

What‘s wrong?

If Google optimizes If Google optimizes You will loose You will loose

money.money.

Adwords Optimization

Prof. Dr. Hildebrandt 7

Budgetoptimierungen

Words and DeedsWords and Deeds

Adwords Optimization

Prof. Dr. Hildebrandt 8

What‘s wrong?

Think in BudgetThink in Budget

==

Give Away Give Away MoneyMoney

Adwords Optimization

Prof. Dr. Hildebrandt 9

Cost Fixing vs. Profit Fixing

Adwords Optimization

Prof. Dr. Hildebrandt 10

Even Better:

CalculateCalculate

==

ProfitProfitAdwords Optimization

Prof. Dr. Hildebrandt 11

Optimize Your Adwords Account

Account Optimization needs a lot of actions – some examples:

Symptoms:

Bad CTR (Click Rate)

High CPC (Click price)

Conversions too expensive

Adwords Optimization

Prof. Dr. Hildebrandt 12

Bad CTR(Impressions – too little Clicks)

Optimize Adtext – Splittesting

Specialize and/or dynamic Keyword-Insertion

Use 4. line

Higher Clickprice and lower afterwards

Exclude Keywords (Keyword-Tool)

[Exact Keyword] or „Keyword Phrase“

Restrict to Google-Search and first places

Adwords Optimization

Prof. Dr. Hildebrandt 13

Beispiel: Anzeigen

Naturtrüber ApfelsaftFrischegarantie - ökologischer AnbauNeue Ernte Angebot jetzt 1,50 €Obsthof.de/Frische-Apfelsaefte

{KeyWord:Frischer Apfelsaft}aus ökologischer Herstellung direktgepresst 1,50 € online bestellenObsthof.de/Bioanbau/Apfelsaft

Adwords Optimization

Prof. Dr. Hildebrandt 14

High CPC(Clickprice)

Lower Content-CPC or switch off

Dismiss Generic Keywords

Many special Keywords

Delete keywords with CTR < 1%

UseTraffic Estimator

Test –> Konversions?

Adwords Optimization

Prof. Dr. Hildebrandt 15

Example: Keywords

Adwords Optimization

Prof. Dr. Hildebrandt 16

Konversions too expensive

CPC and CTR optimized?

Usability of Landing Page

Adwords-Link targeted to Landing-Page

Book on first position

Google Conversion-Optimizer

Shopname and URL as Keyword

Google Analytics to optimize website

Adwords Optimization

Prof. Dr. Hildebrandt 17

Missunderstandings and Traps

Control of own Ads - Adpreview

First positions are the best

Aktionism

Google‘s Budget Recommendation

Keywords without Landingpage

Branding in Content

Poppenbüttel-Effect

Adwords Optimization