This is a followup to the previous video on basic Adwords optimization basics. The first video was mostly about factors to consider when you’re initially setting up your account, or perhaps reorganizing it. This presentation gets a bit more into the nuts and bolts of Adwords campaign management in these areas:
- Return on Investment
- Metrics & Reporting
- Optimizing for Specific Goals
One thing I wonder about is his recommendation to purge your low impression keywords every 9-12 months. I try do that at least monthly, if not weekly, time permitting. It just seems that if Quality Score is such a central factor that the sooner you can weed out keywords that are just burning impressions, the more likely that you’ll improve CTR and build the historical account performance that’s said to be one of the biggest Quality Score factors.
As with the previous video, the Q&A alone may be reason enough to watch this presentation. Not surprisingly someone asked for more specifics on Quality Score factors that could be translated into actionable insights. The answer was similar to what I’ve heard from other Google folks, and he even used the phrase "secret sauce" – but he did say that they’re working to bring marketers more "transparency" into Quality Score. Guess we’ll see, eh?
