![]() ![]() Select to ‘Get Recent Changes’ for the account (preferably ‘More Data’ option.)ģ7. Open the relevant account in Adwords Editorģ6. Save the spreadsheet as ‘30 Days Based Bids.csv’ in CSV format.ģ5. Copy the same formula to all rows with data.ģ4. CPC by 10% where Cost/Conv is less than Target CPAģ3. Max CPC by 10% where Cost/Conv is more than Target CPA, and Increase Max. Create a formula based on the following rule: Create a new column heading to the right named ‘Max. Retain only keyword, campaign, ad group, max. Scroll down to the bottom of the report and delete the ‘Total’ rows.Ģ9. Select ‘Excel csv’ as the format to download.Ģ8. Select ‘Download’ to download the report data.Ģ5. Apply a filter to only list keywords that have 1 or more conversions.Ģ4. While retaining the ‘All Enabled Campaign, ‘All Enabled Ad Groups, and ‘All Enabled Keywords’ settings, change the dates selector to ‘Last 30 Days’.Ģ3. Go back to the Google Adwords web interface for the account.Ģ2. Do NOT upload this data to the account yet.Ģ1. Save the spreadsheet as ‘All Time Based Bids.csv’ in CSV format.Ģ0. CPC’ cells for rows with no conversions.ġ9. Be sure to copy the same formula to all ‘Max. Max CPC by 5% where Cost is less than Target CPAġ8. Max CPC by 10% where Cost is more than Target CPA, Increase Prev. For all rows with Zero conversions create a formula based on the following rule: Copy the sale formula to all cells which have a conversion in their respective conversion column.ġ7. Max CPC by 10% when Cost/Conv is more than Target CPA.ġ6. CPC cell, for all rows with conversions: Create a formula on the following rule in the Max. ![]() Sort the data by ‘Conversions’ in descending order & ‘Cost’ in descending order.ġ3. In excel, select the range of data (all cells with data) and headings, and then choose to sort the table by going to ‘Data’ > ‘Sort’.ġ2. Scroll to the bottom of the report and delete the rows for Totalsġ0. Delete the first row containing ‘Keyword report (All Time)’ĩ. Select the ‘excel (csv)’ format and ‘Download’ the report.Ĩ. Make sure the date range selector is set to ‘All Time’Ħ. Go to the ‘Keywords’ tab and make sure ‘All Enabled keywords’ is the active option.Ĥ. Go to the ‘Ad Groups’ tab and make sure ‘All Enabled Ad Groups’ is the active option.ģ. Go to the ‘Campaigns’ tab and make sure ‘All Enabled Campaigns’ is the active option.Ģ. These are however, guidelines and if an Analyst feels necessary, these rules can be modified for each individual account.ġ.These bidding rules are to assist the Analyst and allow them to get a framework for routine bidding.The bids should be optimized minimum once a week and not more than once per day. Also factor in the CPA bid optimization process: start with the higher CPA bids to get volumes in and then keep reducing the CPA bids by up to max 20% at a time until you find the right balance between bids and volumes.This is important as your calculations will change as your CPA target changes for each category or vertical. Use Category / Vertical based Target CPA’s when available.Working with a Target CPA for the Account.Otherwise, it’s important to establish an internal CPA target so you know what you are optimizing towards. If the company you’re working with is fairly new to digital advertising, you are probably working on establishing a baseline to arrive at this number. CPA = Cost Per Acquisition – the primary goal on ecommerce accountsįor the purpose of this document, all conversion goals will be referred to as CPA since technically both are acquisitions, whether a customer is actually converted or not.īefore getting started, it’s important that you are always working towards a target CPA.CPL = Cost Per Lead – the primary goal on lead generation accounts.This is the bare-minimum and analysts have flexibility on how many times the optimization process can be conducted. This process should be followed at least once per week. The purpose of this document is to offer bid optimization guidelines for Adwords / Bing campaigns. ![]()
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