The document discusses how to evaluate the efficiency, effectiveness, and coverage of an AdWords account in 5 minutes. It recommends reviewing 3 key reports - keywords/placements by cost, quality score visualization, and impression share - as well as checking for issues like low-quality keywords/placements, budget holes, and under-optimized qualitative settings. Performing these checks identifies opportunities to improve performance by adjusting bids, budgets, negating keywords, and ensuring best practices are followed.

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Gianpaolo Lorusso

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• Google Partner since 2005, I have been working
in the Web Marketing field for 12 years now.
• I created ADworld Experience, the largest
AdWords event in Southern Europe.
• I am working on PPC Performance Monitor, a
free web application (in beta) for checking the
optimization level of AdWords accounts.
Who I am

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What about you?
Who has been working on AdWords
for…
more than 1 year?
more than 3 years?
more than 5 years?
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Are you tracking conversions in ALL
your accounts?
Even in campaigns for informative
sites (NO leads, NO sales)?
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Conversion tracking

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Are you using any bid management
tool?
Scripts or other automations for
managing campaigns, ads or alerts?
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Automation

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Average quality score of your
campaigns?
2 to 5
6 to 8
8 to 10
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Search

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Are you setting a limit for frequency
capping in display campaigns?
Using other remarketing networks?
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Display

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Using only one big targeting group?
Only 1 campaign?
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Shopping

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Let’s get to the point…
What are the most common questions when
taking over a direct response account?
What is the situation?
Could we have more?
Could we be spending less?
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What if I say…
We can answer these questions in 5
minutes by looking at…
3 reports
&
by doing some fast checks
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What to look at…
• Efficiency
is CPC the lowest possible for our keywords?
• Effectiveness
are we buying the right clicks?
• Coverage
are we getting all the “right clicks” we can?
• Qualitative checks
are we using all the “PPC good boy” best practices?
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Efficiency in AdWords
 Search
Top spending keywords should have Quality
Scores ranging from 7 to 10
 Display & Shopping
Good CTR, lower than search CPCs (except for
very specific placements or key shopping items)
and acceptable Bounce Rates
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Visualize QS
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And what else?
 Search
Keywords with a lot of impressions (but few
clicks) should never have a low Quality Score too.
 Display & Shopping
High rotating placements and shopping items
should not have extremely low CTR & high
Bounce Rates.
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Keywords / placements / shopping items cost per
conversion has to be lower than the direct or
indirect profit generated
Do not forget to consider lifetime customer value, «impossible»
conversions, discovery effect (& word of mouth) and statistical
data relevance
Effectiveness in AdWords
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Out of scale conversions
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Black budget holes
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The most effective keywords and placements
should have the maximum possible coverage in
impression shares.
In other words… when users perform highly converting
searches or visit in-target quality sites they have to see our ads
as many times as possible.
Coverage & budget spending
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Visualize coverage
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consider adding budget or separate keyword
add budget / separate key & increase CPC
data consistence filter

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Qualitative checks
 Is budget aligned with everyday expense?
 How many texts ads/images are we using in each group?
 Are there dynamic keyword insertions & personalizers?
 Are all possible extensions being used?
 Are there negative keywords? At what level?
 Are there different keywords matching types?
 Are there Dynamic Search ADS?
 Bids strategies in use? Enhanced CPC/CPA?
 Is Analytics account connected? Which conversions are being
tracked?
 Are best/worst items being managed/blocked in Display &
Shopping? What about remarketing?
 Are some landing pages tests being performed?
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Thanks for your attention
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Slides at: http://bit.ly/lorussoBS15
www.ppcperformancemonitor.com (free alpha)
1h free video: http://bit.ly/adwords-optimized
See you on April 14-15, 2016 at www.adworldexperience.com
10% discount code: brightonseo10
(valid for registration & all video-courses until 12/31/15)