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Calling all Adwords experts - I need your help!

by learningthegame
11 replies
  • PPC/SEM
    • |
I currently have a campaign with only two KW's, each within their own individual ad groups. Both have about break even ROI. I want to GEO optimize them to try and increase ROI.

My question is this:

Do I just GEO optimize the entire campaign (considering Google only allows You to change GEO settings at the campaign level)?

Or

Do I look at the GEO data at the Ad group level and then put one of the Ad groups / KW's in it's own campaign enabling me to target only profitable GEO locations for each Ad Group / KW?
#adwords #calling #experts
  • Profile picture of the author Bright Future
    Hi, learningthegame

    The answer is quite simple actually.

    1) Look at the GEO data at the Ad group level and see if there's a lot of difference between the two ad groups.

    2a) If their results by GEO are quite different then split them into separate campaigns and optimize GEO settings accordingly.

    2b) If their results by GEO are more or less similar then there's not much point in separating the two ad groups.

    If the keywords are very similar to each other then there shouldn't be a big difference in how they perform across different GEOs.

    And definitely make sure you have enough data to make objective decisions.
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    • Profile picture of the author learningthegame
      Thanks very helpful. That was what I had in mind but wanted to get someone opinion.

      Two follow up questions if you don't mind:

      1) What would you consider an objective amount of data?

      2) When optimizing an Adwords campaign from scratch is there a specific order in which variables should be optimized?

      ie) Keywords, then GEO, then days of Week, then Hour of day?

      Or is there another way to do it?

      I guess I am asking what is best practice for optimizing an adwords campaign for maximum profitability?
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  • Profile picture of the author Bright Future
    1) Lets take a look at at an example:

    Maximum you want to pay per conversion - $10

    Scenario nr1

    A) GEO1 $50 spent 5 conversions
    B) GEO2 $50 spent 3 conversions

    Not enough data to exclude GEO2. Maybe enough data to decrease bids for GEO2 a little bit.

    Scenario nr2

    A) GEO1 $100 spent 10 conversions
    B) GEO2 $100 spent 2 conversions

    Pretty much obvious that it will be really hard to achieve target cost per conversion in GEO2. I would probably drop it or set a big negative bid adjustment.


    2) I would say that you should start with those variables that require less data.
    For example, devices because there are only 3 - mobile, desktop, tablet. You'll most likely be able to evaluate performance by device sooner than performance by hour of day, for example.

    Also, take into account which factors will impact the results more. Keywords are always very important and performance will usually differ more by keywords than by different hours of day. So, in most cases you should pay a lot of attention to keyword optimization.
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    • Profile picture of the author learningthegame
      Got t! Thanks again for the help, really appreciate the in depth reply.
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    • Profile picture of the author learningthegame
      Got it. Thanks again. Reallt appreciate the in depth reply.
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      • Profile picture of the author learningthegame
        So I should slowly remove the poor performing GEO locations as I gather a statistically relevant amount of data for each location, rather than trying to just GEO optimize for all locations at once?

        Also,

        I'm doing mostly mobile right now, so most of my campaigns are 300% mobile bid optimized.

        Is there a way to optimize GEO bids so that I can bid different percentages based on location even although I already have the mobile bid adjustment set to 300%?

        Thanks again for the help.
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  • Profile picture of the author Bright Future
    You can remove the poor performing GEO locations and you can also set bid adjustments for locations. Negative adjustments for poor performing GEOs and positive adjustments for well performing GEOs. You should base this on your conversion targets.

    You can use mobile adjustments and location adjustments in the same campaign.
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    • Profile picture of the author learningthegame
      I will have to test it in my account but lets I have set a mobile bid adjustment of 300%.

      So if my starting for is say $1 when the mobiel bid adjustment is applid it becomes $4.

      If I also set a GEO bid adjustment within that campagin to say 100% Will my bid within that GEO location become $8?

      Thanks again.
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  • Profile picture of the author Bright Future
    Yeah, that's correct. The bid adjustments combine and in this case the total adjustment would be +700%.

    There's actually a feature called bid adjustment calculator within your AdWords account where you can check these calculations. It only appears when you have 2 or more adjustments enabled.
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    • Profile picture of the author learningthegame
      Awesome. Thanks again bright future.
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      • Profile picture of the author learningthegame
        Is there a way to see search impression share and first / top page bid for KW's in a specific GEO location too?
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