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| Learn from a Pro's AdWords Management Strategy
| |  | September 15, 2011 - This is the second in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. Today’s respondent is Stefan van Vliet, co-owner of Dutch agency Compass Online Marketing.
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Can you describe your AdWords management strategy? How do you set your campaign objectives, and how do you know what’s realistic or not?
It took a while to find a strategy that was working for us. The thing is that our product assortment is quite large: we offer costumes and accessories for a big variety of themes. At the moment we are only targeting approximately 10% of those themes, and we gradually add campaigns for new themes as we go. Our strategy is something like this:
- Get sufficient data by bidding high and getting in spot #2-3 (above organic results).
- Keep track of conversions, cost per conversion and value per conversion (using conversion tracking with dynamic value tracking).
- Adjust bidding to meet a cost per conversion which is roughly 50% of the value per conversion.
- Optimize ads and try to improve conversion rates.
What makes this process quite difficult, is that although demand for fancy clothing overall is huge, search volume per theme can be quite low, which means that it can take quite some time to gather statistically significant data.
Any advice or tips for AdWords marketers that didn’t score as well as you?
Here’s my advice:
- Leverage negative keyword lists. This helps us manage our 20+ campaigns effectively …
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