An Expert AdWords Consultant Shares His Story

June 14, 2012 - This is the latest 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 performance. This week’s interview is with Jorn Vriend, a consultant at Dutch search engine marketing agency Oogst.

Can you describe your AdWords management strategy?

Our key factor is relevance. A good campaign set-up is the beginning. Determine high-volume keywords with Google’s keyword or traffic tool and separate these keywords in your campaigns. Define your target audience and decide whether to target the search or display network. Never use the search and display network in the same campaign. Try to set up 3 completely different ads. This way you can test with these ads and determine the most successful USP.

When you have completed your set-up, start the campaign. Optimize your campaigns by increasing or decreasing your bids, depending on the ROI and traffic of the keyword.

Any advice or tips for AdWords marketers that didn’t score as well as you?

Use conversion tracking. Otherwise you don’t know where to put your money. Use an analytics program for additional analysis so you can monitor the behavior of the visitors on your website. Google AdWords is limited in its insights.

Try additional techniques like location targeting and time planning (dayparting)...

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