adwords

Adwords

14 Feb 2012 / Folks on the call: Mac, John, Philipp

Registration

Mac: Great to get the application through so quickly. In Germany it takes up to 3 months. With P2PU, just 2 weeks.
John: It's because we had already applied for our non-profit account (previously).

General Set-up / Project Management going forward

Basic Campaign

Already generating a lot of traffic and maxing out our daily budget $329/day, $10k/month
Reasons: global audience / target, english

Grantspro

Overall Goals for the P2PU Adwords Campaign

Start -> General campaign
- Get people to the site (tracking already)
- Convert visitors to users with accounts (still need to set up conversion tracking)
Next step -> Break down the campaign into segments
- Be very specific with keywords
- Try to use keyword options (+ sign or "")
Future step -> course focused campaigns (possibly only after hire budget)
- Sign-up for the course / post a comment
- Test if it's working - may be too detailed

Improvements

Account source tracking (referrral - adword cookie or site they are coming from)
Important!!! Go through search queries and add negative keywords
- Gets us better position with the ads and better conversions
- Lowers click prize
- Do this twice / month (or every week)
Be specific in your adword definitions
- Choose exact matches (instead of broad match)
- Use 2 or 3 word keywords (not 1 word keywords)
Identify keywords with lots of volume and separate them out as new Adgroup
Use Adwords editor only (don't use the web interface)
More specific targeting
- Geographic targeting
- Language targeting

Questions for Mac

Differences between AdWords Conversion Tracking and Analytics Goal Tracking
- analytics has more options (recommend using it)
- also ~~possibly~~ include the most important conversion type (registered user) in adwords for grantspro
Possible to see search queries triggered the ad but did not generate a click?
- Answer: No
How many ad alternatives are recommended
- two is fine, but that kicks in at a later point (after 4-6% CTR)
Day of week volume (weekends)
- Totally normal for volume to go down, don't worry about it for now
DKI - recommended for course titles
- makes sense for large quantities
- quality is always better to do it manually
- recommend doing it manually - I do most things manually

What are Metrics to aim for?

Clickthrough rate
- For P2PU - Start with 2%, 5+% is great, 10%+ is AWESOME
- 1-2% see if they can be optimized
- If they drop below 1% kick them out (decrease overall quality score of the campaign)
Conversion rate:
- 1% is not bad for commercial products
- P2PU is free -> should be higher
Cost per click:
- More relevant for a commercial account, but can lower cost / click of constantly maxing out the budget
- Lower it slowly!
- Lower for the whole adgroup (not individual keywords) - max cpc for adgroup
- Always use a few cents above the decimal, e.g. 82 cents instead of 80
- If a keyword is more than 30-40% of the adgroup cost, move it to it's own group
- If some keywords generate higher conversion rates, consider setting back to max amount (USD 1)
[Future] Cost per Lead CPL / Cost per Axquisition CPA
- Cost of converting someone into a user (correct?)

TODO / Next steps:

Set up a second adwords account with read-only access (adwords-readonly@p2pu.org)
Add negative keywords
Conversion tracking
- Add analytics AND adwords tracking code to Lernanta
Set up a campaign for a couple of courses - cheaper clicks because more focused
Give mac access to analytics on p2pu@kontexter account
- Check that we're ok to do that

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