10 Useful Optimisation Tips I found studying for the Adwords Search Advanced Exam (Part 2)

Adwords Exam - ideas

6. Send Auction Insights report to Clients each month

This is a really great report for clients for them to see how they’re doing against competitors – and a good way to start the discussion about increasing media spend. In the Campaign tab, click “Details” and then “All”.


7. Analyse Display Network websites

Google’s Display Network can often feel like The Wild West (especially to someone like me who’s very Search Network focused), however I am doing more Remarketing campaigns for clients of late (Remarketing, as you probably know, are those banner ads that pop up as you browse the web showing adverts for websites you’ve previously visited – the one’s that feel like they’re “following” you).

To analyse your Display sites, you’ll first need to get a list of site’s where your ads are appearing. In your Campaign go to the “Dimensions” Tab and select “View” and then choose “Automatic Placements”.

Analyse Display Network websites 1

This report gives you the data to do two useful things:
a) Increase the bids on highly converting sites, and
b) Exclude irrelevant and poor performing sites

Analyse Display Network websites 2

8. Run a Keywords Diagnosis Report

This report flags if ads are showing for each keyword and if not, why not. It only diagnoses the first 2000 keywords and takes a while with large numbers, so use filters to isolate specific keywords.

Run a Keywords Diagnostic Report 2

This is a good report to check if ads are appearing in different locations (and to be able to bulk check keywords rather than test them one at a time in the Ad Preview & Diagnostic Tool).

Keywords Diagnostic Report 3

9. Run a Top vs. Other Report

This report will show you exactly where your ads are showing on the SERP. Go to the Keywords Tab, then choose “Segment”.

For each of your keywords selected, it will show how many clicks were:
1. Top (above organic results)
2. Other (on the right of organic results)

Run a Top vs. Other Report 1

Run a Top vs. Other Report 2

10. Check out your Search Funnels

Buried in the Conversions tab is a very interesting section called Search Funnels. There’s a whole host of conversion data including “Days to conversion” (how many days it took after the click to make the conversion) and “Assist clicks” (all the clicks leading up to a conversion – except for the last click – for each keyword).

Search Funnels

Read Part 1 of 10 Useful Optimisation Tips I found studying for the Adwords Search Advanced Exam.