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This is our Adwords Optimize process developed over 10 years that increase leads and improve marketing ROI for our clients.

The 4 principles for Adwords Improvisation are:

Use relevant keywords, Ads and Landing pages that your ideal buyer persona seeks

  1. Adwords Quality Score is a rating of the quality and relevance of both keyword and PPC ads. It is used to determine your cost per click and the ranking of the ads in the bidding auction
  2. Select the keywords based on the buyer persona’s buying journey (Buying Journey is broken into awareness, consider and decided. When doing keywords analysis always start with “decided” phase first)
  3. Use data-driven marketing tactics to build insights pulled from the data that is collected through buyers interactions and engagement to improve ads, messaging and buyer experience

Before I jump into how I recommended you start optimized your Adwords campaign, let me explain the most important terms below.

 

How Does Quality Score work?

 

Quality Score on a scale of 1 to 10, where 1 is the lowest score and 10 is the highest. Each new keyword starts with a Quality Score equal to 4 and will go up or down based on the Landing page experience, Ad relevance and expected click-through rate (CTR).

Google does not provide exact details on how they rank ads, as that information is sensitive. However, all Ad rank is calculated the moment someone does a search that triggers your ad to compete in an auction. The ranking uses a combination of Quality score * Max CPC (Cost-per-click).

So, when two companies are bidding for the same keyword, the Ad rank works similar to;

 

Company Keyword Quality Score Max CPC Ad Rank
Jo Plumbing Pipe Relining 5 $10.00 5000
Sam Plumbing Pipe Relining 9 $7.00 6300

 

In the above example “Sam Plumbing” ad will rank higher (Ad Rank value of 6300) than Jo Plumbing’s Ad (Ad Rank value of 5000) even though Jo Plumbing is willing to pay up to $10 cost-per-click.

This is Google’s way of rewarding the advertiser and still provide the searcher with the best experience possible.

 

What is a Buyer Journey?

The buyer’s journey is the process buyers go through (i.e. how they think) to become aware, evaluate, and purchase a new product or service. For example, we can break this into 3 phases:

Awareness Stage:

(The buyer realizes they have a problem)

Consideration Stage:

(The buyer defines their problem and researches options to solve it)

Decision Stage:

(The buyer chooses a solution)

 

Keyword Search Volume Current Top Bid Range
How to Fix a Leaking Tap  1300 Per Month $0.83 to $3.76
CCTV Pipe Inspection 50 Per Month $3.76 $25.23
Pipe Relining 720 Per Month $14.73 to $49.05

 

The principle is to always start with buyers who are at the decision stage because those buyers already know what solution they want and it is easier for the company to convert them into customers.

 

How Does Data-Driven Marketing Work?

Data-driven marketing refers to strategies built on insights pulled from the analysis of big data, collected through consumer interactions and engagements, to form predictions about future behaviors. This involves understanding the data you already have, the data you can get, and how to organize, analyze, and apply that data to better marketing efforts.

Although there are many reasons why companies use data-driven marketing, more often than not, its intended goal is to enhance and personalize the customer experience.

 

Crocodile Marketing Adwords Optimize Process

Before starting, you should:

Have clear SMART Goals for the Adwords monthly budget (i.e. If you spend $5000 per month on AdWords, your goal is 100 quality leads and $20,000 in sales per month)

  1. Ensure there is a process to track leads and sales volumes from all AdWords

Do not proceed if this cannot be done. (i.e. you are not doing data-driven marketing)

Step 1 – Do not harm the existing AdWords campaigns as this could have major effects on the current business sales.

Actions:

  • Initial analysis of the existing campaigns with the purpose of reducing waste in advertising spend
  • Review ad keywords to reduce wasted click on wrong keywords
  • Pause all keywords with a Quality Score of less than 4
  • Ensure all buyer inquiries are answered within 1 hour. If not possible, turn off AdWords campaigns during these times
  • Ensure target locations are within services areas of the business
  • Keep campaign running 7 days to collect data

Wait 7 Days. If AdWords is meeting SMART goals. No further optimization is required, just monitor the account.

Step 2 - Restructure Adwords Campaigns using best practices. (i.e. Ad groups have less than 15 keywords, using phase match, grouped together into buyer persona and buyer journey)

Actions:

  • Do in-depth keyword analysis for each buyer persona focusing on “Decide stage” and/or “Consideration Stage” of the buyer journey.
  • Use Keyword Planner to create 10 to 15 ad groups with keywords and build a forecast plan to model the best outcome (i.e. the number of clicks) for the monthly Adwords budget.
  • Review the keywords list with client
  • Add standard best practice negative keywords
  • Use best existing ads from old campaigns and write a new ad for each ad group.
  • Turn off the old campaign(s), run the new campaign(s) for 7 days to collect data

Wait 7 Days. If AdWords is meeting SMART goals. No further optimization is required, just monitor the account.

Step 3 - Focus on increasing Quality Scores for all keywords by creating 3 new landing pages.

Actions:

  • Review data and pause any keywords with a quality score of less than 4.
  • Add negative keywords if required
  • Select 3 ad groups - Do competitor SWOT of the landing pages and marketing message etc.
  • Using these SWOT, create 3 new landing pages with a headline, body, text and images that are relevant to the ads being used in the ad group. (ensure phone number and forms are mobile responsive and pass Google Speed Test Tools).
  • Change Ad groups to use new landing pages, continue running a new campaign(s) for 7 days to collect data

Wait 7 Days. If AdWords is meeting SMART goals. No further optimization is needed for the new landing pages (repeat step 3 for another 3 new ad groups until all ad groups are done)

Step 4 - Focus on increasing Quality Scores to 7 for all keywords by changing Ads or New landing pages. (2nd Attempt)

Actions:

  • Review data and pause any keyword with a quality score of less than 4.
  • Add negative keywords if required
  • For the 3 ad groups where is the Quality Score < 7, rewrite Ads or adjust the landing pages and marketing message
  • Change Ads or landing pages, continue running a new campaign(s) for 7 days to collect data

Wait 7 Days. If AdWords is meeting SMART goals. No further optimization is needed for the new landing pages (repeat step 3 for another 3 new ad groups until all ad groups are done.)

Step 5 - Focus on increasing Quality Scores to 7 for all keywords by changing Ads or New landing pages. (3rd Attempt)

Actions:

  • Repeat step 4
  • Change Ads or landing pages, continue running a new campaign(s) for 7 days to collect data
  • Repeat step 4
  • Change Ads or landing pages, continue running a new campaign(s) for 7 days to collect data

Wait 7 Days. If AdWords is meeting SMART goals. No further optimization is needed for the new landing pages (repeat step 3 for another 3 new ad groups until all ad groups are done.)

Step 6 - Focus on increasing Quality Scores to 7 for all keywords by changing Ads or New landing pages. (4th Attempt)

Actions

Wait 7 Days. If AdWords is meeting SMART goals. No further optimization is needed for the new landing pages (repeat step 3 for another 3 new ad groups until all ad groups are done.)

If AdWords is not meeting SMART goals. Pause optimization processes as there have been 4 attempts to optimize the Adwords campaigns. This generally highlights that there is a problem with keyword analysis, marketing message or the SMART goals.

Recommend a complete review of the buyer persona and buyers journey. Research and look closely at all assumptions and data.

 

Get More Customers Using Inbound Marketing

 

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David McMahon

Posted by:- David McMahon

Life is too short. Do it right. Have fun along the way. I'm a marketing automation specialist with an abundance of energy and strong motivation to help people connect and succeed in business. Two years ago, in my spare time, I developed two marketing groups so marketers could share ideas. Today Marketing Mastermind has 957+ members, helping each other to attract new customers and build stronger customer relationships. You are welcome to connect with me here.

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