Google AdWords Strategy - Business & Costs

This article will focus onIdeas for Say Ad Optimization, previously I talked about ad optimization, focusing on the use of ads through thedata analysisFind metrics that can be optimized.

This article, then, is fromOperational perspectiveInstructions on how to do a Google AdWords placement strategy.

The optimization idea is divided into two main parts:

First, from the business point of view, mainly from the business process organization to see;

Two, from a cost prioritization perspective.

For example most of the optimization needs in the market are looking for a lower CPC. i can't deny this approach, but i personally wouldn't choose this approach for optimization. If you've read the previousa brief history of google ads.You'll be able to understand.

Idea 1 - Business Processes

Starting from the user's experience chain, combing all the scenes that users come into contact with in the whole chain from advertisement scene-visiting advertisement-to station-shopping, and carrying out fine optimization.

Optimization can be done from the competitor's link experience, as well as personal experience.

Remember, with all optimization, it all comes down to practicality:

Landing page: URL selection, FEED optimization;

Copywriting material: corresponding keywords, click-through rate, how the conversion rate;

Audience targeting: device, country, time of day, display network, scenario, etc.

Budget: based on profitability and actual ad roi as an adjustment indicator

Idea 2 - Cost Prioritization

This idea goes from the cost point of view, using CPA, ROI and other data metrics as the main indicators to consider the setup of the ad campaign.

Relatively limited, but when determining whether a test ad is OK, it's important to think in terms of cost prioritization, especially for ads whose targeting is conversion.

Personally, I am prioritizing process first, especially for small and medium-sized enterprises, the core is business process, profit model. But most people in the face of the business first time, is to follow the large enterprises, or already mature business JD, or the market popularity of the"Cost prioritization"reasoning

It's not that this line of thinking doesn't work, but it's limiting.

From 0-1, the most important thing, is to find out who the users are

As well as feeding as much conversion data as possible to the pixel, or Google machine learning algorithms to get through the learning period with limited money. Personally, I think that's acceptable at this point as long as you don't lose money.

From 1-100, this is the time to be cost conscious, but more importantly to exhaust as many user details as possible.

Make your portrait clearer.Specific to the exact age range, specific preferences, type of material, etc. This is the time to run with depressed margins and get faster increments and ideas.

At 100-∞, the focus is on cost.

Because the value of doing incremental is limited at this time, but it is more about doing balancing, controlling the ratio of incremental + controlling costs, maintaining a stable ROI level, controlling the fee ratio, and improving the net profit level.

That's why big, more mature companies, their pitcher optimizer's JDs are basically cost oriented, for no other reason than they're past the increase stage. But you use their requirements for your own business requirements, that's embarrassing, your growth rate must be slower than theirs.

More embarrassing than that, though, is the fact that SMEs have limited capital, and it's impractical to go for a large-scale launch in today's environment where everyone is cutting costs and increasing efficiency.

Where does the money to put it in come from?Profit, or investor money.

There is certainly no profit in the early stage, 2024 now investors are now goose-stepping, so I will now understand that many companies start out in accordance with the requirements of the big manufacturers, both to control costs, but also want to incremental ...... hey, are difficult.

Regardless of that idea, it can not be separated from the data as a support, and the logic of the test should be based on the ad technology itself to think about, in order to better serve the goal.

Advertising Architecture Building Ideas

All building ideas are based on the platform's own characteristics; within the framework, reducing competition with each other is the main direction of thinking.

From the figure can basically be very clear to sort out the basic structure of the advertisement, but when you actually build it, you need to pay attention to the fact that each layer is going to compete with each other.

This means thatConfusing ad account structure, easy to cause unnecessary waste of resources, and even raise their own cpc, of course this is, in a way, a method of barrier building, as silly as it is ......

Therefore there is no such thing as an absolutely correct ad campaign account structure, and you need to build your account structure based on your actual goals and knowledge of the platform.

Routinely, it's better to try to avoid competing with yourself.

1. Competitive relationships at the ad group level: within the same campaign, there are competitive relationships between different ad groupsThe(They share the same budget, so ads that work well are prioritized for display and triggering, while less effective ads may not get any display space at all.)When users search or browse the web, Google will choose the most competitive ads to display according to the settings of ad series and ad groups. Therefore, when setting up ad groups, you need to be clear about your purpose, if you want to do material, keyword abtest, then the competition in the same group is valuable, but if you want to expand the volume to do the test, then there is no need for the new ad group to appear in the same ad series.
2. Competitive relationships at the campaign level: within the same account, there are competitive relationships between different campaigns.If, for example, the same ad setup, the two are going to compete, but if there is a clear division in the setup, then the competition will cease to exist. Of course, this requires the pitcher to think clearly enough about ad targeting and architecture. At the same time, if the nature of the competition is to validate other goals, for example, the algorithm of a certain ad may be wrong, re-run to validate, then in the short term on the competitive relationship is acceptable. But remember to turn off the ads when the test is over.
3. Competitive relationships at the account level: In Google Ad Platform, there are competitive relationships between different accounts. The same business may choose to open different accounts due to the use of different attribution tools, service provider testing, and agency rebates, among other things, and of course the need for disaster recovery.Competition is also generated on the account. The level of competition is dominated by ad history data. On all accounts, you can build one big account, keep it the same, and then bind relevant test points to test under other segmentation manager accounts, so that the degree of competition can be minimized as much as possible.

The right amount of competition is what makes the architecture follow better, but not long enough for the ad tiers to compete with themselves, to the detriment of long term development.