Top Tips from an AdWords Expert

August 16, 2012 - We're conducting a series of interviews with AdWords advertisers who got unusually high scores using our AdWords Performance Grader.

This week’s interview is with Yorgo Petsas, a marketing and sales executive at Alensa LTD.

Can you describe your AdWords management strategy?

Our priorities depend on our general marketing priorities. We are constantly doing promotions and campaigns that depend on our stock availability, purchasing price, the season, etc. As we sell over 200 products, the campaigns are designed in many forms. We take advantage of almost all possibilities – the content network, organic search, banners, Google remarketing, following trends.

The best way we have found so far to know if something is realistic is by looking at the history of our account and comparing it to the demand of a particular product. For example, we know that we are more likely to sell crazy colored lenses just before Halloween.

Describe your AdWords management workflow. How do you prioritize your work?

The general rule is to constantly monitor your campaigns. AdWords gives you the possibility to schedule and automate some of the activities, but I strongly suggest you spend a good amount of time on:

Analyzing your keywords – This includes segmentation of keywords, constant bid observations, adding new keywords – especially long-tail keywords, adding negative keywords based on the results and costs of a particular keyword, etc.
Redefining your ads and optimizing your landing pages (A/B testing)....

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