Campaign Reviews

Question 1

Tom Demers: “You really want to cross reference the ** **, low Quality Score areas to identify where your money is being spent on keywords and Ad Groups that could be better structured and segmented.”

Answer 1

high spend

Question 2

If your Quality Scores are */10 or higher, you’re likely just a few better ads away from increasing your QS.

Start aggressively split testing new ad copy that’s entirely different from anything you’ve tried before and see if you can get the CTR up.

Answer 2

5/10

Question 3

One quick way to determine which areas need attention first is to determine the keywords/ad groups that generate ** % of the clicks/conversions and start there (this number isn’t set in stone).

Answer 3

10-20%

RE: i.e. the best performing OR the least performing - this is relative.
But presuming you have 20 KWs or more 10-20% is likely to be the best performing.
There is merit in looking at both the best & worst performing.

Question 4

George Michie: ***** groupings with appropriate and compelling ad text is the most effective fix. Small tweaks to the ad text is generally a waste of time. Finding a compelling “why shop here?” message matters, targeted text matters, promotional offer copy should be tested.

Answer 4

Tighter

Question 5

Allan Mitchell: Since Quality Score doesn’t actually sell anything, I rarely make changes to an AdWords account with the sole
purpose of increasing Quality Score. If higher Quality Score was the sole aim, you could simply write an overly-enticing ad, watch
your CTR skyrocket, and sit back as Quality Score suddenly rises to 10/10. But with so many ‘time-wasters’ clicking through to your
site, and then immediately bouncing, conversions would be low, so your ROI would suffer.

From my experience, it’s sometimes more profitable to pre-qualify visitors at the expense of Quality Score, with restrictive
messages such as “1 Bedroom Apartments From $950,000” or “Cheap Car Insurance for Women”. Of course, CTR would drop,
Quality Score would fall (perhaps to 6/10) and CPCs would rise as a result, but since visitors are now more qualified, overall **
could be considerably higher.

I don’t think an account can under-perform because of a low Quality Score; rather a low Quality Score could be a sign that an
account is under-performing. I see Quality Score as more of a tool to help achieve other goals (such as ROI), rather than the end goal itself. A high degree of relevancy at every step of the user journey will always pay dividends, whether or not Quality Score reflects this, so it’s important to ensure that relevancy, rather than Quality Score, is the underlying motivation during campaign setup and optimization. I think that if you provide relevancy, Quality Score will naturally follow, but relevancy won’t necessarily follow from a high Quality Score.

So to help improve relevancy, highly-granular ad groups, a focus on long-tails, and ads which include the searcher’s keywords are the key essentials, while ongoing relevancy-improvement techniques such as the Broad Match Generator can help to manage broad match refinement, and help cater for the growing demands of searchers for a more relevant experience.

Answer 5

ROI

Question 6

Don’t forget you can quickly review an adgroup and see any google recommendations by going to the ***** for the AG.

Answer 6

Go into an AdGroup
LH menu:

‘overview’
‘recommendations’
‘insights’

Plus via ‘more details’ link above.

Question 7

Be warned, just because you have high, even top, SERP in organics for main KW, like bandeoke, it doesn’t mean this translates to long tail terms, e.g. bandeoke southampton. So it’s dangerous to rely on ***** .

Answer 7

organic SERPS alone.

At the moment, we are not covering all the long tail search terms with organic exposure.

1. Easiest solution is to have ads on for bandeoke.
2. 2nd easist solution and way to save money, put as KW negs in the ad group, all terms that we have organic high rank already. So that the ad just picks up everything else.
3. With work, you could optimise for more long tail terms, and then create ad groups for lots of the other long terms with specific ads for those audiences.

Critical for point 3 this means u pause the ad group that already has a top organic result and let the other new adgroups do the rest of the exposure work.

Question 8

I don’t think an account can under-perform because of a low Quality Score; rather a low Quality Score could be a sign that an account is under-performing.

I see Quality Score as more of a tool to help achieve other goals (such as ROI), rather than the end goal itself.

A high degree of *** at every step of the user journey will always pay dividends, whether or not Quality Score reflects this, so it’s important to ensure that relevancy, rather than Quality Score, is the underlying motivation during campaign setup and optimization. I think that if you provide relevancy, Quality Score will naturally follow, but relevancy won’t necessarily follow from a high Quality Score.

Answer 8

relevancy

Ie QS is an indicator, and a symptom rather than the root cause of a poor performing campaign - rather we need to improve ad copy/content/kwds.

Question 9

From experience, what’s your optimal approach for reviewing a campaign?

Answer 9

Bottom-Up approach.

1. Keyword level: review search terms.
   a) add to negative KWs
   b) edit match types if appropriate, example switching from broad match to BMM
   c) identify KW opportunities
2. AG Level: with negatives taken out, if we can segment the rest of the traffic, is there justification to move any segment to a new AG, in order to optimise separately with bids & copy etc?
3. Adjust bids on KW & AG level.
4. Review the Ads & extensions.
5. Review campaign settings.