How to find high potential users and target them

How to find high potential users and target them

A very good starting point to get a feeling about the interesting customer attributes is to look into the brand traffic. What is the distribution of age/genders? What is the seasonality within a day, week or over the year? What is the device impression share? It depends a lot on your business how the derived user attributes look like, in the end you have a set of attributes with a value that is typically for your existing customer base. You can also cluster them using e.g. kmeans and build a group of the most important buyer personas. The result is a fingerprint of our target users. Too abstract? I will […]

Target CPA Bidding vs. Custom Bidding

Target CPA Bidding vs. Custom Bidding

First: Why not use draft and experiment by google? In my case I have a large amount of campaigns that should be part of the same test. Googles A/B Testing possibilities are always on campaign level. If all campaigns are used the number of cases is a lot higher and you have results more quickly. Some thoughts about how to set up the A/B Testing environment We have to split the account structure randomly in partitions that perform similar We have to ensure that the A/B Testing partitions do not overlap. For example one product has keywords in different matchtypes – if we split the same product into A and […]

AdWords script for labeling performance outliers

AdWords script for labeling performance outliers

If you interested to detect Campaign, AdGroups or Keywords that perform bad compared to the rest of your account this script might be right for you for automating this task. First some things to consider before starting scripting Sample size is as always a problem if we look at KPIs like ROAS, Conversion Rate, CPO, etc… It should be possible to use this as a variable for the script – if not using any limit we have false alerts all the time. Depending on your conversion rate and also on your deviation of your basket size the confidence interval can be quite broad. Hmm, which timeperiod we should use? For […]

Detect duplicate keywords with this AdWords Script!

Detect duplicate keywords with this AdWords Script!

What it does: Load the Keyword Performance Report Find duplicate Keywords across Campaigns and AdGroups (Draft and Experiments have to be excluded) Label the duplicate Keywords   But first one step back: Why duplicate Keywords can happen? I often see this in accounts that are already running for a long time and are often managed by different people that are also changing over time. The process of adding keywords will also look a little bit different over time – and suddenly here they are: duplicate keywords. In other cases product feeds are used to build thousands of keywords in an automated process – but the feed quality isn’t perfect in […]