Optimizing an Adword Account
You have an Adword Account, but
somethings working really bad:
Bad CTR?
High CPC?
Conversions too expensive?
What‘s wrong?!
Adwords Optimization
Prof. Dr. Hildebrandt
1
What‘s right or wrong?
Optimizing
Adwords means
Google is loosing
money.
Adwords Optimization
Prof. Dr. Hildebrandt
2
Campaign Setting
Words and Deeds
Adwords Optimization
Prof. Dr. Hildebrandt
3
Keyword Selection
Words and Deeds
Adwords Optimization
Prof. Dr. Hildebrandt
4
Adwords Finger Wrestling
Adwords Optimization
Prof. Dr. Hildebrandt
5
What‘s wrong?
If Google optimizes
You will loose
money.
Adwords Optimization
Prof. Dr. Hildebrandt
6
Budgetoptimierungen
Words and Deeds
Adwords Optimization
Prof. Dr. Hildebrandt
7
What‘s wrong?
Think in Budget
=
Give Away
Money
Adwords Optimization
Prof. Dr. Hildebrandt
8
Cost Fixing vs. Profit Fixing
Adwords Optimization
Prof. Dr. Hildebrandt
9
Even Better:
Calculate
=
Profit
Adwords Optimization
Prof. Dr. Hildebrandt
10
Optimize Your Adwords Account
Symptoms:
Bad CTR (Click Rate)
High CPC (Click price)
Conversions too expensive
Account Optimization needs a lot of
actions – some examples:
Adwords Optimization
Prof. Dr. Hildebrandt
11
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
12
Beispiel: Anzeigen
{KeyWord:Frischer Apfelsaft}
aus ökologischer Herstellung direkt
gepresst 1,50 € online bestellen
Obsthof.de/Bioanbau/Apfelsaft
Naturtrüber Apfelsaft
Frischegarantie - ökologischer Anbau
Neue Ernte Angebot jetzt 1,50 €
Obsthof.de/Frische-Apfelsaefte
Adwords Optimization
Prof. Dr. Hildebrandt
13
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
14
Example: Keywords
Adwords Optimization
Prof. Dr. Hildebrandt
15
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
16
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
Prof. Dr. Hildebrandt
17