Search advertising with Google Adwords and e-commerce are a perfect team. But the path to best performance is long and arduous. The switching of Adwords ads appear to the SEA (Search Engine Advertising) entry only once as a fairly self-explanatory. The aim of the publication of the first own Adwords ad is reached quickly and the feeling of the Adwords system to understand or to control occurs relatively quickly. But this feeling is often subjective and does not correspond to reality.
During the first contact with already established clients Adwords accounts, often reveals a similar picture. The individual product groups of respective online stores were clustered on too few campaigns or ad groups, keywords are usually posted only in the keyword option Broad Match, search and content network campaigns run together on a campaign and, and, and ... These Mistakes can burn a lot of money.
Moreover, numerous Adwords beginners to complex possibilities of the system are not aware of. Google continuously developed the Adwords system further and more are constantly providing new functionality such as Recently, the remarketing and the Search Funnel Reports to do so. Therefore find themselves on Adwords management and optimization, specialized agencies like us in a continuous learning process.
Below is a few first steps to SET Up from Adwords campaigns.
Clusters of products and product into appropriate campaigns and ad groups
The account structure is the foundation for successful Adwords campaigns. The users are looking for in the search for solutions to your queries. Suppose you need a Mercedes shock absorbers and give "a Mercedes shock absorber" as search query. Now you are offered a variety of ads in which "car", "Mercedes Accessories, Mercedes tuning parts" and so on. A display provides the result "Mercedes shock absorber.
I suppose I need not mention who clicked the ads at the most and thus improves the quality factor. In addition, the searcher enters a shop on site with Mercedes shock absorbers. It is also more specifically, if for example is searched for 'Mercedes E-class shock absorber.
Suppose you own a car accessories shop for the Mercedes E-Class models for A-Class, C-Class models, etc. Below this there are still several series. The optimal structure would now account for each model to create your own campaign. Within these campaigns, one must now consider whether it makes sense to display groups by the series or for specific product groups such as "Subdivided shock," "Wheels", "spoiler".
A tough job to start, but it provides the necessary competitive advantage over competitors Adwords ads. With such a structure can deliver kleingliedrigen then for every query matching targeted ad text. Will you save yourself the work that has Google Dynamic Keyword Insertion with the possibility of the reserved keywords of a placeholder> (KeyWord: Mercedes Shock Absorber)
Performance in key words to outsource their own ad groups
In further steps can outsource with valid data base performance keywords in their own ad groups. This method is referred to as the "Peel & Stick" and ensures that your ad text can be more specifically focused on the search query and poor-performing keywords do not impact negatively on the performance keyword. (Keywords: Quality factor)
Adwords Content Network separate from search
The first thing you should consider when creating campaigns is the separation of search and content network. By default, Google has both selected in the campaign settings. The search advertising on the content network is running according to different rules than the search network. Keywords in the content network used as a topical limits, while should be in the search keywords matched as closely as possible to the search query.
Accordingly, the content network more generic keyword booked into the campaigns, while found in search network campaigns for more specific keywords their home.
After optimizing conversion figures
Without the use of Adwords Conversion Tracking it makes sense to buy any Adwords turn, as the conversion data is the basis for the optimization. to optimize only on the CTR to the Adwords Quality Score to improve does not make sense, as secondary to tweak this code so only to Google's will. To have a great CTR does not always necessarily positive impact on the conversion rate or conversion costs. In all tests, which one makes should therefore always be the main focus on the conversion numbers.
Use the options Google offers Adwords keyword with the keyword options "Broad" (Broad Match), phrase (phrase match) and exactly match (Exact Match) are important means to the Impressions of the ads, and thus to control clicks and costs.
Broad Match: Nike Shoes> Google provides the ads even with Nike sneakers, Nike sneakers and even boots from Adidas.
Phrase match: "Nike shoes"> Google provides the ad also in red Nike shoes. Nike shoes red, cheap Nike shoes
Exact match: [Nike Shoes]> Google provides the ad only to Nike shoes.The majority of keywords should be in the phrase that best booked Exact Match. Thus, one has full control of the search queries for which ads are to be delivered. However, many daily searches are new. Therefore, it is impossible to capture all the exact queries that are entered daily in the Suchschlitze the search engines. Why not fit on the Use of Broad Match Broad Match should verzichten.Keywords in very subtle to detect by Long tail keywords are used. The used Broad Match keywords should also be limited with negative or negative keywords.
Use of negative keywords
Negative keywords are especially when keywords will be posted in the Broad Match duty. You can find the best out of the search report in the keyword list. Plus, you can for example on Google Analytics Bounce Rate orBounce Rate examine already booked keywords or search queries to exclude those at the campaign or ad group level.
A hohhe Bounce rate can also indicate a non-matching landing page / landing page.
Adwords Adwords without pain, no price!
These are some tips on how to optimize Adwords and it remains to note that job especially for online shops with several hundred to a thousand articles, the Adwords Management and Optimization quickly became full time. If you want to get the most out of the budget should be used click intensively involved with the account structure, ad text, keyword optimization of the pool and the analysis of the Adwords interface, and other web analytics tools generated data.
It's worth it!
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