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Prof. Dr. Hildebrandt1 Optimizing an Adword Account You have an Adword Account, but somethings working really bad: Bad Bad CTR? High High CPC? Conversions.

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Presentation on theme: "Prof. Dr. Hildebrandt1 Optimizing an Adword Account You have an Adword Account, but somethings working really bad: Bad Bad CTR? High High CPC? Conversions."— Presentation transcript:

1 Prof. Dr. Hildebrandt1 Optimizing an Adword Account You have an Adword Account, but somethings working really bad: Bad Bad CTR? High High CPC? Conversions Conversions too expensive? Whats wrong?! Adwords Optimization

2 Prof. Dr. Hildebrandt2 Whats right or wrong? Optimizing Adwords means Google is loosing money. Adwords Optimization

3 Prof. Dr. Hildebrandt3 Campaign Setting Words and Deeds Adwords Optimization

4 Prof. Dr. Hildebrandt4 Keyword Selection Words and Deeds Adwords Optimization

5 Prof. Dr. Hildebrandt5 Adwords Finger Wrestling Adwords Optimization

6 Prof. Dr. Hildebrandt6 Whats wrong? If Google optimizes You will loose money. Adwords Optimization

7 Prof. Dr. Hildebrandt7 Budgetoptimierungen Words and Deeds Adwords Optimization

8 Prof. Dr. Hildebrandt8 Whats wrong? Adwords Optimization

9 Prof. Dr. Hildebrandt9 Cost Fixing vs. Profit Fixing Adwords Optimization

10 Prof. Dr. Hildebrandt10 Even Better: Calculate = Profit Adwords Optimization

11 Prof. Dr. Hildebrandt11 Optimize Your Adwords Account Account Optimization needs a lot of actions – some examples: Symptoms: Bad CTR (Click Rate) High CPC (Click price) Conversions too expensive Adwords Optimization

12 Prof. Dr. Hildebrandt12 Bad CTR (Impressions – too little Clicks) Optimize Adtext – Splittesting Specialize and/or dynamic Keyword-Insertion Use 4. line Higher Clickprice and lower afterwards Exclude Keywords (Keyword-Tool) [Exact Keyword] or Keyword Phrase Restrict to Google-Search and first places Adwords Optimization

13 Prof. Dr. Hildebrandt13 Beispiel: Anzeigen Naturtrüber Apfelsaft Frischegarantie - ökologischer Anbau Neue Ernte Angebot jetzt 1,50 Obsthof.de/Frische-Apfelsaefte {KeyWord:Frischer Apfelsaft} aus ökologischer Herstellung direkt gepresst 1,50 online bestellen Obsthof.de/Bioanbau/Apfelsaft Adwords Optimization

14 Prof. Dr. Hildebrandt14 High CPC (Clickprice) Lower Content-CPC or switch off Dismiss Generic Keywords Many special Keywords Delete keywords with CTR < 1% UseTraffic Estimator Test –> Konversions? Adwords Optimization

15 Prof. Dr. Hildebrandt15 Example: Keywords Adwords Optimization

16 Prof. Dr. Hildebrandt16 Konversions too expensive CPC and CTR optimized? Usability of Landing Page Adwords-Link targeted to Landing-Page Book on first position Google Conversion-Optimizer Shopname and URL as Keyword Google Analytics to optimize website Adwords Optimization

17 Prof. Dr. Hildebrandt17 Missunderstandings and Traps Control of own Ads - Adpreview First positions are the best Aktionism Googles Budget Recommendation Keywords without Landingpage Branding in Content Poppenbüttel-Effect Adwords Optimization


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