eyeAds Team on Google Marketing Challenge

Once our campaign has been launched it’s time for us to check if we’re accomplishing the objectives we created at the beginning. For this, it’s essential that we periodically watch the campaign and correct anything that could be not working.

Before anything else, we must have a strategy that shows us which direction we should follow, in our case we could resume it in one sentence:

To approach EyeOS to as many people as possible.

This sentence indicates us more that what it looks like at first sight, like, for example:

• Our objective is to maximize the clicks on our advertisements.
• The lower the CPC, the better.
• The advertisements must be imprinted only to potential clients (CTR around 5%).

This is a contest, so we must keep a good global statistics, which means we cannot allow an excessively low CTR.
With all these things already clear we can take our decisions, always in a coherent way and aligned with our campaign strategy.

Let’s see one of the problems that have been appearing and how we’ve fixed them:

1. Too many impressions (a poor CTR) on the EyeDoc group.

The problem:

This group contained the three most famous office applications: text processor, calculation sheet and presentations.
We found ourselves putting some keywords with a wide concordance that were producing 10000 daily impressions but very little clicks and, of course, even less conversions.

Not only we had together keywords for different applications, we also couldn’t guarantee that the advertisement shown was the correct one.

Solution:

We’ve split the group in three, one for each application. We have also amplified amplified our list of keywords for each group but only with keywords of concordance of sentence or exact. Naturally now we can know for sure that the advertisements are shown for the exact application.

These measures have allowed us to find out that the most interesting group is the one related with calculation sheet and that the text processor is the least lucrative.

And so, and following our strategy, we can double our strength in our more efficient groups.

Today’s advice: the key are the keywords, my friend

Following I give you a couple of points about how you can create a more efficient keyword list and what we should know:

1. Think about what terms does a client use to describe your products and services.
2. When you get a good keyword, you have to extend the list with variants of this keyword.
3. Adding ortographic errors, plurals and synonyms.
4. You must correct keywords too much generic or irrelevants.
5. Add descriptive terms and specifics about our product to obtain good results.
6. Use concordance options:

• When you put a phrase into [] the ad only appears when there is EXACT match with the search term.
• When you put a phrase into ” ” the ad appears when there is a phrase match with the search term.
• When you put a phrase without [] neither ” ” the ad appears when there is BROAD match with the search term.

Here is a video explaining how to find poor perform keywords with Google Analytics. It’s all about tracking and comparing the bounce rate.