1. Is Adwords auto-bidding setting good for
your finances?
And does really count the native
language of the Adwords Specialist?
2. I will answer showing some of my
Adwords Experiences and Results.
• I would like to show what I get when I started an Italian Adwords campaign for a brand new product for the Italian market
and then applying what I learned by experience and keeping confirm to Adwords Best Practices.
• First I disabled the Adwords auto-bidding setting.
• I put at at the lowest bid possible (0,01). This after two important consideration :
1. No competition for the keywords and even for related keywords.
2. The real bid amount of related keyword to lower down the historical bid that Adwords hat saved and on which it based its
suggestion.
3. Looking at first a the data it did not
seemed to be a right choise, but…
I encountered as you could imagine less performance in the first time, but in the same time I understood which
keywords and Ads Groups were more worth investing and with which bid on each of them.
5. Ads Groups View
This Graph show insight after few days I did the changes I described above.
As you can see in the end the Avg Position of Ads Groups was still very good but now the
keywords was elegible for just 0,01 cent against the historical CPC around 0,30(the
deafult bid by Google was 0,49 cent).
7. This was taken into account as an aim
was built brand knowledge and
awareness(due a new product in Italy)
8. The Avg CMP rose up in the first 2 weeks but because I optimized the Display Campaign
choosing personally sites and blogs the same AVG CMP decreased after a while
meanwhile Impressions increased ( as shown in the preview image).
9. The Search Impr. Share also rose up ( so this means more
relevant keywords and increased of Quality Score )
10. Another very important Adwords’ campaigns indicator , the
Search IS Exact Match increased as well.
11. Unfortunately I do not have directly data from Analytics as I
did had not directly access that time, but I do can show
some quite direct data from the back office of Prestashop,
where are evident the rising up of the Italian sales and
others correlated with Adwords.
12. The sales for Italy, Spain and
German increased of :
14. I improved also other countries campaigns as for example the Spanish one, that has to be
said, it was already good, but I obtained few improvements. Mostly it decreased the AV
CPC but I kept high the CTR ( the clicks here how can you see rose up up) and other
indicators.
15. I obtained the rising up of Impressions meanwhile a very
good low AVG positions ( from 1.5 to 1.1)
16. Here the Avg Ads position is more evident as it was kept stable, with some picks when
I put down to a minimum default CPC bid to “reset” Adwords historical data ( as it
was started with automated bidding and for some keywords there was not competition
and this was giving unnecessary money to Google )
18. The German Campaign was a bit more difficult to improve and to be optimazed. The
product has a strong competition, but I got also few good results that as showed
before on the % sales, in other words it come up to an increase in sales that is what a
business is looking for ( so a net positive ROI considering even the short rose up of
costs ).
Market competitive campaign : still
space to improvement:
19. First I tried to improve brand awareness changing few words from exact match to
broad but thinking about it strategically in terms of keywords searchs and they
historically indicators. The process was long to understand which words were worth
work with, but in the end I got the same amount of clicks meanwhile I improved of
others indicators
20. Here I show the rose up of Impressions (
as planned )
21. After the all process, Search Exact match
IS rose up again. This indicators is
correlated with the increase of the CTR.
22. Other indicators such as costs rose up,
but this is normal having in the same time
more impressions.
In the end this turned out having more
sales and a brand awareness built up.
23. Conclusions
Adwords campaigns are more easly to manage in terms of markets with
less competition for given keywords or new brand names, but still they
have to be under control and managed due to the nature of the
“bidding” system where the unite value (click bid) can change
drammatically dipending on your competitors strategies and more
more important it depends on people queries.
For the same reason without leaving a default bidding even in competitive market
thinking strategically in terms of business aims, it is not impossible achieve
Improvements.
It has to be said that there are many performance indicators that are difficult
to control as they dipend closely with others in a non-linear
way ( Search impression share , Search lost impression share,
Search lost impression share “rank”, etc )
