- Ilana here from teachtraffic.com
recording a video for measureschool.com.
And in today's video,
I'm gonna walk you through the five steps
that you need to take
to optimize your Google Search campaign.
I'm gonna walk you through a live Google Ad account
and show you each of these steps
that you need to look for in your account
to hopefully improve your results even further.
So let's head on over to the account
and we'll get stuck right in.
Okay, here we are in a live Google Ad account.
We're looking at about a 30 day period.
So October 14 to November 17.
And as you can see here,
we've got clicks versus conversions.
And conversions are sales, okay?
So the number one metric
that you're gonna be looking at
when you manage your account,
it's the metric that you live and breathe by,
is really your cost per conversion,
or your cost per sale, or whatever it is the conversion
that you are tracking, okay?
How much did you pay to acquire that lead or sale?
And in this instance,
it is a sale sending people to a retargeting challenge.
So I need to weigh up that my cost per lead of $80,
basically here, and how I can take steps
to reduce that cost per conversion
and hopefully improve my conversion rate.
And so this video is really gonna walk you through that.
So the first step is to really
have a look at your cost per conversion
and determine if that is at a threshold
that you're happy with.
If it's at a threshold that you are happy with,
then it makes sense to really perhaps increase your budget
and really try and ramp up spend, okay?
But really if it's not,
we're always looking to try and improve,
then step two is to really look
at what's called your search term report.
So if I go into this campaign,
it's obviously a Search campaign,
and let's say I go into one of the particular ad groups.
There's a discrepancy
between the keyword that you're bidding on
and what somebody actually typed into Google,
which is the search term.
And as you can see here, we've got search terms.
So this is what somebody actually typed into Google
where my ad was triggered and possibly even clicked on it.
So my search keyword here
is I'm bidding on Facebook retargeting,
or just retargeting on its own,
Facebook remarketing, et cetera.
And the search term is somewhat different.
So 30 people have typed in how to retarget on Facebook
of which one person clicked on the ad.
So really my job here is to have a look through these terms
to decide which terms
I do not want to show up for in future.
So for example here, retargeting solutions,
that must be a business name or something.
I don't actually know what that is.
So let's say I wanna add solutions as a negative keyword
because that's not really applicable.
So I'll just copy this
and I'm gonna go negative keywords,
and I'm gonna go plus,
and I know this is right way of adding a negative keyword.
I wanna add it actually at a campaign level.
So I want this negative keyword to apply
to all the ad groups in this campaign.
And I'm just gonna copy in solutions like this.
I'm not gonna put any kind of syntax around this word.
I just want any instance of the word solutions
to be prevented from showing up.
And I click save,
and then we go back to search terms.
It's gonna refresh that page.
And then what you'll be able to see
is then it will hopefully be excluded from future ones.
So really my job here is to look through here
to see which are other possible negative keywords.
So fbx would be another one as well.
And so you can download this into Excel,
that's often what we do.
We download this report,
we make a short list of all the possible negative keywords.
And then we just go to negative keywords
and add them this way, okay?
So that is what you need to do with this,
the first thing you need to the search term report.
The other thing you need to do
is you need to really look through them
to see if there's any other keywords
that you might wanna add.
So possibly if I might wanna add Facebook retargeting pixel
as a possible keyword, maybe in its own ad group,
and then write an ad that talks about,
that we've got training on how to install the pixel
and where to find the pixel code, et cetera,
which we do cover, okay?
So your job is really to match the term
with the ad that you're showing someone
and where you're sending them to, okay?
So there's really, as I said, twofold,
adding negatives and adding possible keywords, all right?
The other thing that you might wanna have a look at
is your ads, okay?
So look at your click through rate
to see if you could possibly improve
the click through rate at all.
And this also is an extension,
even though this is strategy number three,
because you're really having a look
at your search term report to see
should you change your headlines
to really kind of get in the mind of the moment
that somebody is in on Google, okay?
So here we talk about pixel retargeting tutorials,
and obviously this ad does not get
as good a click through rate as this one.
So we might look to pause this ad,
create another ad for another possible split test
and write some different headlines, okay?
So that is strategy number three.
The fourth thing that I want you to look at
is quality score.
That is a big factor to the success of your campaigns.
So if we go into this other ad group,
you'll see that some of my keywords here
have what's called a low quality score.
If you're not sure what quality score is,
this three factors that comprise quality score,
the first is click-through rate,
the second is relevant score,
and the third is landing page experience.
And if you have a low quality score,
basically you're going to pay more for a cost per click.
If you have a really good quality score,
then you will pay less for the cost per click.
So I guess Google is not really a traditional auction
in the sense that the person
who's willing to bid the highest
gets the number one ad spot,
quality score really has a big effect
on how much you pay per click
as well as where you are in the ad pack, okay?
So generally speaking,
the way we improve quality score
is by stripping these keywords out from this ad group
and put them in their own campaign,
in their own ad group
and write an ad that really talks directly
to that particular keyword, okay?
And sometimes I've had instances
where even doing that hasn't really helped it,
for whatever reason Google doesn't like it.
So possibly we change ads to improve our click through rate
and ad relevance, run a compelling ad
that will hopefully improve
our click through quality score, okay?
So that's the fourth thing that you need to look at.
And finally, the last step that you need to look at
is your keywords that might be below first page bid
as you can see here, below first page bid.
So here are bidding 60 cents for this single keyword,
which I normally wouldn't do.
I just did for training purposes.
And Google's telling me
in order for my ad to be on the first page,
I have to bid at least a $1.66.
for this one $4.27.
So you can see these different keywords
have different bids, okay?
So you need to decide if you wanna bid
at that certain level in order to be on the first page.
And as you can see here,
Facebook retargeting, one keyword is $11.54.
It's a crazy prices.
So you wanna look for keywords
that are below first page bid
and possibly consider doing Google's automated bidding.
And as you can see, I've sort of navigated to the topic,
'cause I wanna show you
here's where we were doing manual bidding,
where we were below first page bid.
The strategy here was intentionally to bid low.
So we could find the negative keywords to add
so that we don't waste money on bidding
top dollar for keywords.
Once we find our negative keywords,
actually we switched to Google's automated bidding.
So as you can see here, I'll put a note here,
a switch to maximize conversions.
And as you can see then, our clicks increased
and we started to get some sales.
So a transformation in this account, okay?
So Google's automated bidding
is where you don't bid on a cost per click,
Google does all the bidding for you.
So I did a bid strategy called maximize conversions.
The idea of doing that temporarily
to then transfer it into target CPA bidding, okay?
So I'm gonna show you how to do that last, really quick,
go into the campaign, go into settings.
And we're gonna change this at a campaign level.
We go into bidding,
change bid strategy,
and then we want to do maximize conversions.
If you wanna set a target cost per acquisition,
kinda going back to strategy one
of really managing your account
as per cost per conversion, you could do that.
So let's say I wanna set
a target cost per acquisition of $50,
but you run the risk of maybe Google
not giving you impressions and you're not getting clicks.
So starting out with,
I like to do maximize conversions
to get some data under the belt
and then look to try and reduce
the cost per conversion that way, okay?
So I'm gonna click save.
And then if we go into one of the ad groups,
you'll see here that I've got no ability to change the bid
because Google is going to be doing the bids for me.
And it said, see, bid strategy type is maximize conversions.
So they have it,
five steps that you need to look for
in order to improve the results of your Search campaign.
I really hope you enjoyed this video
and stay tuned for future videos.
- All right, thanks, Ilana for this great information.
If this video helped you out,
then please hit that like button
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And if you wanna find out more
about AdWords tracking analytics,
then check out this playlist right over there.
And from everybody here at MeasureSchool, happy measuring.