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Half day workshop with Google
What would you ask?
netfleet




msg:3773977
 6:15 am on Oct 27, 2008 (gmt 0)

After having a lot of dramas with my account over the last few months, my account rep has invited me over for a half day workshop to try and get the account up to speed.

Will be concentrating on my specific account mainly but I'll also have a chance to ask some direct questions face to face. Want to make the most of this great opp so open to any ideas as to what we should discuss...

What would your top 5 killer questions be?!

 

Yoshimi




msg:3774048
 8:56 am on Oct 27, 2008 (gmt 0)

In my experience Google account reps are about as open as a politician in the middle of a sex scandal. They give nothing away that isn't generally available if you look hard enough :(

xurxo




msg:3774071
 9:26 am on Oct 27, 2008 (gmt 0)

After having a lot of dramas with my account over the last few months, my account rep has invited me over for a half day workshop to try and get the account up to speed.

netfleet with Google having made the quality score more a moving target lately and therefore more difficult to hit for many advertisers, I would probe your account reps to go beyond providing you with generic best practice answers.

Ask them for specific, concrete examples of what factors and strategies have a direct impact on improving the various quality scores in your account (account, campaign, adgroup, ad text, keyword, landing pages, geo-targeting). These examples should be specific to your account and circumstances however, if they take the time to go into more detail than can be found in their online help pages, then their answers could be beneficial to everyone in this forum.

That said, we look forward to hearing what you manage to find out and learn.

cyberandroid




msg:3774074
 9:38 am on Oct 27, 2008 (gmt 0)

translation
your account is #*$!ed due to poor management

there is nothing particularily great about this oppritunity
there are no killer questions

are you invited to aa michigan or mv california?

was this your own account or were you managing a clients account?

netmeg




msg:3774222
 2:12 pm on Oct 27, 2008 (gmt 0)

In my experience Google account reps are about as open as a politician in the middle of a sex scandal. They give nothing away that isn't generally available if you look hard enough :(

And in MY experience, you can often get a lot more valuable advice and information when you're one-on-one or FTF with your Google rep than you will find being disseminated online for general consumption. So embrace the opportunity, and when it comes to questions, don't be afraid to be specific to your account issues.

Ask if they will help with account organization first.

netfleet




msg:3774654
 10:25 pm on Oct 27, 2008 (gmt 0)

Thanks all for your responses. Interesting mix of +ve & -ve responses!

Whilst there's no doubt most of us have experienced frustration with Adwords over the last 6 months or so but I'll be, as Netmeg said, embracing the opportunity with both hands and will leave my sceptism at the door.

First and foremost we'll be scrutinising my particular account but I'm sure there will still be some time to ask some more general questions (eg "Precisely, what are all the variables that make up QS?").

cyberandroid, it's my personal business account in question and it's Google Australia (Sydney) that I'll be visiting.

Meeting is on Wed so I'll report back here on Thurs if you like with any useful snippets of info.

xurxo




msg:3774844
 7:06 am on Oct 28, 2008 (gmt 0)

First and foremost we'll be scrutinising my particular account but I'm sure there will still be some time to ask some more general questions (eg "Precisely, what are all the variables that make up QS?").

There are different quality scores for various elements within and related to your adwords account. Here's a quick breakdown:

- Account QS
- Campaign QS
- Ad Group QS
- At Text QS
- Keyword QS
- Landing Page QS

In addition to the above elements, Google is now measuring quality score more in real time on a per query basis so it is constantly shifting to give a more accurate and timely score based on live search action. This is combined with how the above elements are performing in different geographical regions.

So if you're targeting larger areas like USA at the country level, you might want to take a look at the geographical performance report in adwords or your web analytics data to identify high converting regions/states. Once you've done this, pull these out on their own by for instance, duplicating your existing campaign and changing your geographical targeting so that you have one campaign with the bulk of your states along with a few more campaigns targeting your highest performing states individually.

This will not only give you an edge with your quality score, but you'll have better control of your bids. For example, you'll be able to bid more aggressively in better performing markets while doing the opposite in poorer markets so you can improve conversions while reducing costs.

And some people think that PPC is just about buying keywords and slapping on a few ad texts eh?!?

While you're at it, you can also ask your reps about Yahoo's conversion assist feature which gives you an indication of which keywords are actually helping others convert even though they may not bring in direct conversions themselves.

If you're interested in that topic I went more into detail about it in this thread:

[webmasterworld.com...]

Hope your meeting goes well - I love picking the Adwords team's brains...

netfleet




msg:3775367
 10:02 pm on Oct 28, 2008 (gmt 0)

Thanks Xurxo, Great post. Nick of time as well as my meeting is in an hour.

Thank you again you've given me some valuable topics for discussion.

netfleet




msg:3777272
 5:01 am on Oct 31, 2008 (gmt 0)

OK I said I'd report back so here goes...

Unfortunately I didn't get any incredible information that would answer all my prayers in terms of running a successful Adwords account. No silver bullet, fantastic short cuts, tricks or revalations that will turn it around overnight.

I did however get a lot out of it plus it was great to meet my Google rep & others face to face. For what it's worth here's what I learnt (and it's all public info anyway....)

1) You would get fat working there. Free lunches, brekky, snacks & drinks all day long. Plus the standard pool tables, table tennis, WII, massage chairs etc

2) Landing Page has no effect on Adwords Ad rankings! This one blew me away & will save me hours of tweaking landing pages to improve rank. You probably all knew this already but it was new to me. Landing pages only matter to getting you in the listings at all. Basically if you show up, even in posistion 15, the landing page has done its job & best to concentrate on other stuff.

3)use www.google.com/adpreview to test ad serving so as not to pollute your own stats

4)CTR is by far and away the biggest factor for QS (and is normalised - ie the CTR of each KW is compared against the average CTR for that particular position in that particular search)

5)setting up targetted content only campaigns can be very effective (eg targetting related industries. With clever KW you can make your ad for mattresses appear on a site for bad backs)

6)Having 75,000 KW in my account is probably not the best idea!

7)Match type does not influence ad rank

8)Google reps don't know (or aren't saying) what the non-public factors for QS really are

9)Ideal adgroups should probably only have about 25 KW in

10)The engineers really do talk about the Simpsons etc...

Hope this helped someone!

SEMblahblah




msg:3777297
 7:09 am on Oct 31, 2008 (gmt 0)

Thats great work netfleet!
Thanks!

[edited by: SEMblahblah at 7:09 am (utc) on Oct. 31, 2008]

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