1#8 - ongoing management 2 3 Overview 4 Art + Science www.biznulled.com 5 11 years 6 80/20 7 Outliers! 8 what's changed? why? www.biznulled.com 9 eyeball the charts 10 Goals 11 increase profit reduce cpa increase conversions maintain position more clicks more impressions hit budget! audit cheatsheet 12 goo.gl/EAURRj www.biznulled.com biznulled.com .13 Quiz which is better? 14 50 leads @ $30 each or 100 leads @ $40 each 15 What’s the break-even point? 16 BE = $42 ($42-$30) x 50 = $600 ($42-$40) x 100 = $200 BE = $100 ($100-$30) x 50 = $3500 ($100-$40) x 100 = $6000 www. SavvyNumber™ 17 (BE .biznulled.CPA) x conv 18 19 20 www.com . com .biznulled.21 The CEO Method 22 Checks Expansion Optimisation 23 Checks 24 Date Range www. biznulled.25 has data been fairly consistent over time? 26 Audit before or after this point Find out what happened here (& don’t include) 27 Conversions 28 Has tracking changed? Is anything broken? Is there a lag on GA data? www.com . com .29 Settings 30 what campaign settings are being used? 31 add all columns 32 www.biznulled. biznulled.com .which bidding strategies are being used? 33 are scripts or auto-rules being used? 34 35 Expand 36 more! www. biznulled.37 bids budgets increase schedule devices (add mobile) placements (more targeting) keywords locations networks 38 Optimise 39 Campaigns 40 what's the 80/20 of campaigns? www.com . eg 30 days) 43 what are the constraints/priorities? 44 Is it constrained by Budget or Rank? www.sort by cost 41 42 what's the potential of this account? (use a fairly short timeframe for this.com .biznulled. can this be increased? 47 If Lost IS% due to Rank.com .45 46 If Lost IS% due to Budget. is it Quality or Bid? 48 Top v Other www.biznulled. biznulled.com . 51 Total Row Huge Potential 52 www.49 Google Top impr compared to Google Other imp What is potential? 50 Not a lot more to be had.. biznulled.com .53 Devices segment by device 54 55 Which campaigns have mobile turned on? relative performance? 56 www. bid modifiers? 57 58 are there quick wins? (turning off. or bidding up) 59 Networks search partners? 60 www.biznulled.com . 61 are there quick wins? (turning partners off) 62 Geography Use dimensions reports 63 64 www.biznulled.com . exclude location?) 66 Time Use dimensions reports 67 68 www.com .biznulled.65 are there quick wins? (changing bids. com .69 70 AdGroups 71 Do any need to be removed? 72 Find high spend & 0 conv Also high spend & high CPA www.biznulled. com .73 74 Keywords 75 what are the top 1-5% of keywords? 76 Find high spend & 0 conv Also high spend & high CPA www.biznulled. biznulled.77 bid up low impression below first page bid converting keywords! 78 how many keywords are there per adgroup? 79 remove duplicates 80 Negatives www.com . 81 add more from SQ report 82 Quality Score Chart quality score 83 84 QS weighted by number of impressions (script) www.com .biznulled. 85 Refer to checklist in module #5 86 Ad Copy Are ads being tested often? 87 88 are big differences being tested? (Check Headlines) www.com .biznulled. biznulled.89 how many ads are there per group? 90 Extensions 91 which extensions are being used? do they need to be rewritten? 92 Destination URLs www.com . com .biznulled.use dimensions report 93 94 how can they be used better? low for high cont but low impr 95 visit the landing pages & audit those too! 96 Shopping www. 97 Are Shopping campaigns being used? 98 what's the CPA relative to other campaigns? 99 adjust bids as needed improve data feed 100 Display Network www.com .biznulled. com ) 104 are category exclusions being used? www.biznulled.com .101 what targeting methods are being used? 102 remarketing in-market contextual managed placements affinity segments search companion topic demo 103 are there placements that should be excluded? ( AdsenseForMobileApps . 105 Are lots of image ads being tested? 106 Which Adgroups need to be killed (or bids reduced)? 107 YouTube 108 Are youtube campaigns being used? www.biznulled.com . com Excel (pivots) www.109 what's the goal of these? 110 are remarketing lists being built from these? 111 Tools 112 Adwords Editor optmyzr.biznulled.com . gl/KJzZiz www.com .113 Scripts 114 115 116 goo.biznulled. biznulled.com .com PPCsavvy.117 118 119 Free Adwords scripts.com Google! 120 Thank You! www.