Module 3.2: Optimize your Search network campaign (PART 2) Flashcards
According to Google’s best practices: Automating Your Bidding Strategy, how do you take advantage of auction-time bidding with AdWords?
Bid to the user’s auction-time context.
Why: Dynamic bids made in real time often lead to better results.
According to Google’s best practices: Automating Your Bidding Strategy, how do you manage bids more efficiently in AdWords?
Save time on account maintenance by automating your bids.
Why: Automated bids may save time that you can spend on other areas that are vital to your account’s health.
According to Google’s best practices: Automating Your Bidding Strategy, how do you pick the right bidding strategy?
- Automate your bidding based on the most accurate conversion data available.
Why: Better conversion data means smarter automated bids. - Organize like-performing keywords into bidding portfolios.
Why: Well-defined portfolios give you more transparency and control. - Choose a strategy that aligns with your main business goal.
Why: Automation will manage your account to focus on that goal above all else.
According to Google’s best practices: Automating Your Bidding Strategy, how do you test your automated bid strategies?
- Keep each bidding test simple, consistent and focused on one KPI.
Why: Adding other new elements as you test automated bidding can muddy your test results. - Choose the largest campaign that you’re comfortable experimenting with.
Why: In testing, more data means more confidence and faster results. - Start with targets that align with your historical CPA or ROAS.
Why: Overly-aggressive targets can affect your volume and cloud the comparison with your historical averages.
According to Google’s best practices: Automating Your Bidding Strategy, how do you improve your automated bids?
- Try to keep performance targets, ads and campaign daily budgets fairly steady.
Why: Steady targets lead to steadier performance. Algorithms take time to adjust to significant changes and conversion delays. - Diagnose and resolve issues from significant performance changes as quickly as possible.
Why: Big performance changes likely indicate a technical issue or implementation error.
According to Google’s best practices: Adjusting Bids to Maximize Profits, what are the four steps to profit driven bidding in AdWords?
- Define a formula that calculates total profits from AdWords.
Why: You need a formula to measure and optimize for profit in AdWords. - Run a broad-scale manual bid test.
Why: Get an edge in the auction by finding profitable bid opportunities faster than others can. - Evaluate results and measure your profit.
Why: Identify areas for improvement as you analyze results. - Use automation to adjust your bids.
Why: Free up your time so that you can focus on other strategic priorities.
What are Google’s 5 best practices for automating your bidding strategy?
- Take advantage of auction-time bidding with AdWords
- Manage bids more efficiently in AdWords
- Pick the right bidding strategy
- Test your automated bid strategies
- Improve your automated bids
What are Google’s 3 best practices to optimize for cross-device conversions?
- Capture all possible cross-device conversions in AdWords
- Find insights on all cross-device conversions
- Set bids and messaging based on cross-device behavior
According to Google’s best practices: Optimize for Cross-Device Conversions, how do you capture all possible cross-device conversions in AdWords?
- Consider longer conversion windows, even up to 90 days if it makes sense for you.
Why: Users who research across multiple devices generally take longer to convert than someone who uses a single device. - Enable cross-account conversion tracking (if warranted by your account’s structure).
Why: Don’t let your account structure limit your cross-device visibility. Cross-account conversions report multi-device users’ interactions with you across accounts. - Deploy the same conversion tag for your desktop and mobile sites, and implement in-app conversion tracking as well.
Why: In order to measure conversions across devices and between apps and browsers, you’ll need to have consistent tracking in place. - Avoid conversion tags that only fire conditionally.
Why: Cross-device tracking performs best when it’s aware of as many conversions as possible. Conditionally firing your AdWords tag can limit your insight. - Design your apps and mobile and desktop sites to facilitate cross-device actions.
Why: The customer journey will look different depending on their context. If a user can’t convert on her current device, make it easy to save and convert later.
According to Google’s best practices: Optimize for Cross-Device Conversions, how do you find insights on all cross-device conversions?
- Include cross-device conversions in your “Conversions” column.
Why: This allows you to use automated bidding to drive more cross-device conversions. - Understand the difference in performance uplift between mobile and desktop.
Why: The uplift rate will vary across different devices. Awareness of those differences (by segmenting by device), helps to set bid modifiers and mobile-preferred ads.
According to Google’s best practices: Optimize for Cross-Device Conversions, how do you set bids and messaging based on cross-device behavior?
Adjust your bids based on what you see in your “Conversions” column.
Why: Your bids should reflect the value, cross-device or otherwise, that is captured in your “Conversions” column.
Tailor ads to align with what someone can realistically complete on their current device.
Why: Users are more likely to complete a task if they know that task will be achievable in their current situation.
