enhanced campaign case studies advice - brad geddes

Copyright Certified Knowledge@bgTheory

Enhanced Campaign Case Studies & Advice

Brad GeddesFounder, Certified Knowledge

Author, Advanced Google AdWords

@bgTheory

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GEOGRAPHIC BID CASE STUDY


Geographic Ads Not Included in Study

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Geographic Study

• 4 Accounts• Spending Roughly $10 Million Month

Combined• 2 Accounts were ecommerce• 2 Accounts were lead generation

The Question:• Should you combine geographic campaigns

together and use bid modifiers?

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Different CPAs by Region

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Legacy Campaign Structure

Account

High Performing:19 Clicks / Conversion

$65 CPA

Mid Performing:37 Clicks / Conversion

$68 CPA

Low Performing:53 Clicks / Conversion

$74 CPA

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Bid Modifiers are Great with CPC Bidding

Account

Single Campaign:Bid Adjustments

Results:Lead gen: -7.9% Reduction in CPAsEcommerce: -7.1% Reduction in CPAs

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Don’t Combine CPA Bid Campaigns

Account

Single Campaign:CPA Bidding

Results:Lead gen: 13.9% Increase in CPAsEcommerce: 11.4% Increase in CPAs

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GEOGRAPHIC REACH CASE STUDY


Geographic Reach Case Study

• Each Campaign was a different theatre location• 29 locations• Pre-enhanced campaigns:

– 90% of the conversions came from a 10 mile radius for all theatres– CPA target was static, but CPAs raised the further someone was from

the theatre• Note: budget could not be changed due to company

constraints

The Question:• Will using bid adjustments on a radius target allow for more

conversions from further away and more total conversions?

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Starting Bid Adjustments By Radius

30-50 miles: -40% of bid

Home 10 Mile: 100% of bid

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Results

• Target CPA stayed the same in the home region• After some tweaking, could bring in more

customers at target CPA from further away• Could not lower CPA and still spend budget

regardless of the tweaking done to the bid modifiers.– Result: total conversions stayed the same– Lesson: when expanding geography, you need more

budget to make your experiments worthwhile in the long run

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MOBILE ONLY CASE STUDY


These Types of Accounts are Enhanced Campaign Losers & There is No Fix

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The Study

• Accounts were only on mobile devices• 13 accounts• Spending Roughly $4 Million Month Combined

The Question:• With max bid mobile bid modifiers and only

mobile preferred ads, how would enhanced campaigns affect the CPAs?

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The Process

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The Results: Ad Serving

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The Results: CPA Increases

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MOBILE AD GROUP ORGANIZATION


Mobile Bidding: Ad Group AdjustmentsAccount

No Mobile: Bid Adjustment: -100%

Mobile Better (keywords don’t want on desktop): Bid Adjustment: 300%

Same by Device: Bid Adjustment: 0%OR

Overall difference for most keywords the same: Bid adjustment based upon delta Ad group 1: -10%

Ad Group 2: +22%

Ad Group 3: +19

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Breaking Down Ad Groups by Modifiers

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Do you have ad serving issues?

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Solution: Shape Queries with Negatives

Campaign

Hosting

-cheap

-VPS

-website

Website Hosting

-cheap

-VPS

Cheap Hosting

-VPS

VPS Hosting

-cheap

Cheap VPS Hosting

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AD GROUP SITELINKS


Ad Group Sitelink Study

• 9 Ecommerce Accounts• Combined spend of $1 million /month

The Sitelinks:• For low value items, the sitelinks were focused on cross sales

– similar item value• For high value items, the sitelinks were focused on upsells

– upsell 50% or less of item value• For ambiguous searches, the sitelinks were focused on the specific items

to narrow down the user interest– Query: “Women‘s dresses” Sitelinks: Evening dresses, cocktail dresses, etc

The Question:• Would custom ad group sitelinks lead to higher profits?

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Cross Sales for Low Value Ad Groups

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Upsells for High Value Ad Groups

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Specific Links for Ambiguous Queries

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How to Start with Ad Group Sitelinks

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Manage/Create Sitelinks in the Editor

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PROPER TIME OF DAY ANALYSIS


Dimension Tab Doesn’t Show Time of Day by Day of the Week

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One Company’s Conversion Rates

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GA Custom Reports

Copy it Here: http://goo.gl/k0E5Di

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QUALITY SCORE PROBLEMS


Quality Scores

Keyword Legacy: Mobile QS Legacy: Desktop QS Enhanced

1 9 5 6

2 10 6 6

3 6 10 6

4 6 7 4

5 4 9 7

Note: ‘6’ Is the new ‘7 (Good non-branded QS)’

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The New Analysis: CTR by Device

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Use Mobile Preferred Ads

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Examine Bounce Rates by Device For Landing Page Issues

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Post ‘Optimization’

Keyword Enhanced: Original Enhanced: Optimized1 6 62 6 73 6 94 4 65 6 7

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ENHANCED CAMPAIGN AD TESTING


Which Ad Is Best?

Answer: Technically 1, but you don’t have enough data!

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Real Answer: It depends by Device

The Real Answer:• Ad 1 is Best for Mobile• Ad 2 Is Best for Desktops

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Make Sure You Use Mobile Preferred

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Do You Have Mobile Preferred Ads?

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The ‘Cheater’ Method

• Create multiple ads per ad group• Analyze the data by device• Make the mobile winner mobile preferred• Leave the desktop winner as is

Note: 1-5% of our mobile clicks come from the non-mobile preferred ads.

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@bgTheory

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enhanced campaign case studies advice - brad geddes

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