Today's Google Breakfast Briefing was a very interesting talk about AdWords search optimisation by Kevin O'Mahony. His talked was focused on how to improve the performance of search campaigns. Key points included: was a very interesting talk about AdWords search optimisation by Kevin O'Mahony. His talked was focused on how to improve the performance of search campaigns. Key points included:
- What to look at when optimising an account.
- How to achieve best performing results in a search auction.
- How to improve cost per conversion.
Below you can find a short summary of my tweets that I shared during the talk.
Early morning! Let's learn about Adwords search optimization at #googlebb pic.twitter.com/4HnsvAJ1q3
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
16-20% of search queries have never been asked before. #googlebb
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Your ad text should be an answer to the question people ask #googlebb
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Your adwords account should look like a beautiful garden #googlebb pic.twitter.com/S71jMVSIvc
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Put the best performing keywords into their own ad group in order to be always on and use the full budget #googlebb
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
The perfect ad using as many extensions as possible with vital information to your business #googlebb pic.twitter.com/MgB7b3R2Uo
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Every user will visit 2 to 3 websites before making a purchase decision. Remarking helps targeting those #googlebb pic.twitter.com/UTJnWQAs8Z
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
All you need to set up remarking. User lists should last for up to 180 days. #googlebb pic.twitter.com/YZPz33IHx4
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Add remarking lists to all ad groups to see difference between visitors and non-visitors, adjust bid adjustment #googlebb
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Using dynamic search ads and remarking together is most powerful. #googlebb #adwords
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Use enhanced CPC to bid up to 30%. It can increase conversion by +6% and lower CPA by 3%. Test 2-3 weeks. #googlebb
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Conversion optimizer is now Target CPA. On average increases conversions by 21% and reduces CPA by 14%. #googlebb
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
Automated rules let's you schedule automatic changes. E.g. pausing a campaign to certain times or days #googlebb pic.twitter.com/J4LNP2nWhC
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
How to create super ads? Overlay Remarking + dynamic search ads + automatic bidding #googlebb
— Melanie Kaiser (@MelanieKaiser_) 29. April 2016
The next (beginners) Breakfast Briefing is next Friday, 6th May, 2016 focusing on Google Adsense and the monetisation of your website.