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Tune Bids Page
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Tune Bids in 15 Minutes
Precise Ad Groups make it easy to Tune Bids scientifically. GamePlan shows you how to see the average position that your ads are running on Google Search for each Ad Group.
Run Ads More Often
- Bid Up to Average Ad Position 4, so your ads run more often -- it usually doesn't cost much to move up from these lower positions.
Lower Ad Costs Dramatically
- Bids Above Average Ad Position 4 are often too expensive. Bid what each customer is worth.
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Welcome Member -- These Tune Bid Topics show how to run ads more often with much lower costs. See step-by-step instructions and strategies. Settings, Ad Groups, GamePlan & Test Ads also have Member Topics at the bottom of their pages.
Enter Smart Bids in One Simple Report
... Apply Your Business Judgement
After your ads run, adjust bids for specific words in the Ad Groups report. Put your money where it counts most.
Click Campaigns > Your Campaign > Ad Groups
- You're looking at the Ad Groups page.
- The bottom of the Ad Groups page shows actual results. Each row is an Ad Group.
- You select which results you want to see from choices you see at the top of the page.
See the Avg. Positions when the current bids were in effect.
- Click on the Date Range box in the upper right. Then Select Custom. Set the Starting Date to the last day you changed Bids. The End Date is today.
- Write down today's date, so you know when you changed Bids for the next time you Tune Bids.
Bid on PRECISE words that people put into Google search.
- The Ad Group column shows the Ad Group Name. We name PRECISE Ad Groups to show the specific words people put into their Google search box before they saw your ad.
- The Avg. Pos. column shows the Average Ad Position from the top of search results pages that your ad ran during the date range.
- Your Bid. The Default Max CPC is the highest Cost Per Click you'll pay.
Make all Bid Changes before you leave this page
- Move down the list of Ad Groups, one-by-one, until you finish. Otherwise you won't remember which bids you already changed.
- Try to Bid Ad Groups up to Avg. Ad Position 4, you can afford it, so you ads run often.
- Bid higher than Avg. Ad Position 4, if it's worth your money.
- Work you way down to the bottom of the Ad Groups page.
ALSO, before you leave this page
Complete the next topic -- Don't Bid Against Yourself.
Don't Bid Against Yourself
... Force AdWords to Run the Ad You Want
Don't Leave the Ad Groups Page
You already Tuned Bids for all Ad Groups to run at Avg. Ad Position 4, if that made sense for your business. Next, you may need to change bids for Ad Groups that contain the same basic Keywords.
You already clicked on Ad Groups at the top of Ad Groups column to sort so that all Ad Groups containing the same basic Keywords are grouped on rows next to each other. For example, these Ad Groups all have the same two basic Keywords Word8 Word9:
BID $$$$$ Word8 Word9 CityName PRECISE
BID $$$$ Word8 Word9 PRECISE
---- Bid All PRECISE Ad Groups Higher Than All BROAD Ad Groups ----
BID $$ Word8 Word9 BROAD
Bid Keywords + CityName PRECISE Ad Groups
HIGHER than Words-Only PRECISE Ad Groups
- Why? If you bid the CityName Ad Group lower, Google takes the higher bid and runs the ad with the basic keywords, only -- without the city name -- to people who searched for Word8 and Word9 for that specific CityName.
- It's worth the small effort to do this correctly.
Bid ALL PRECISE Ad Groups
HIGHER than All BROAD Ad Groups
- Otherwise, Google will take the higher bid and run the generic ad in your BROAD Ad Groups, instead of your PRECISE Ad Groups ads.
- This defeats the whole idea of PRECISE Ad Groups and people seeing the same words in your ads they put into Google search along with your customized Sales Pitch for those specific words.
- Click on Default Max. CPC at the top of column to sort by Bids.
- Make sure all Broad Ad Groups have the lowest bids.
Is Google Running Your Ads Every Time?
... Check These Two Items
AdWords may stop running your ads mid-day, unless you monitor Daily Costs. When your Daily Costs are equal or higher than your Daily Budget, take actions below.
How to See Daily Costs
- Click Campaigns > Your Campaign > Ad Groups
- On the Ad Groups page, Click on DOWN ARROW at the right side mid-page to show a graph.
- You will see a graph with two metrics marked BLUE and RED in upper right corner.
- Click on either metric, then Select Performance > Cost
- Click on weird ICON --|- at right of metrics to Select DAILY Costs
How Budget and Delivery Method Settings Interact with Actual Daily Costs
- You carefully chose PRECISE Keywords, which severely limit how many times your ads run.
- You want to run ads every time someone puts your words into search.
Budget Selection in AdWords Campaign Settings
- Enter the average you want to spend each day.
WARNING: You may spend up to twice as much per day.
For the month, you won't pay more than your daily budget times the average number of days in a month. Some days you might spend less than your daily budget, and on others you might spend up to twice as much. Google will average your spend throughout your month, so your ads run all month.
- When you first start up your new campaign, set daily budget lower until you see results. Otherwise, you can spend too much before you know competitive bids and how many people put your words into Google search.
Tune Ad Group bids down until Daily Cost is less than Daily Budget
Then you know you know that Google is running your ads all day. You must also set Delivery Campaign Setting to Accelerated. See instructions in next section.
- After you tune bids for your campaign, you'll find daily costs stabilize. Keep your Daily Budget set slightly above your actual daily costs.
- Change this Daily Budget amount anytime. Takes effect immediately. Reports require two days for accuracy.
- How many clicks will this pay for each day?
- Divide Daily Budget by your Default Bid to estimate. This gives how many people will be sent to your Website.
- How many people who visit your Website will buy?
- Move your spend to Ad Groups that make you the most money.
- Cash flow problems? If you want to lower daily spend, it's better to lower you Ad Group bids, so your ads keep running on the Search results pages.
- You can Pause this campaign anytime with no penalty.
Delivery Method Selection in AdWords Campaign Settings
- Click the DOWN ARROW at right side of Budget Setting section.
- Click Delivery Method at bottom.
- Select Accelerated.
- You only run ads to a small number of PRECISE Keywords. You need to run these ads to everyone who puts your very specific words into Google search.
- The default Standard: Optimize delivery of ad, spending budget evenly over time means that Google may not run ads during the day and you won't know it.
- Your reports are also inaccurate, because you won't run ads to everyone who put those words into Google search.
- Monitor how much you actually spend each day for this campaign.
- If your actual spend equals your Daily Budget Setting, you're running out of budget sometime during the day and your ads stop running.
- Increase your Daily Budget or lower your Ad Group bids.
Run Ads at Average Ad Position 4
... These Ads Cost Much Less and Run Almost Every Search
AdWords runs 7 ads on Google search results. If your ads run on Average Ad Position 4 from the top of search results, half of your ads are running above Ad Position 4 and half below Ad Position 4. They run for most Google searches.
If your ads run BELOW Average Ad Position 4, they start falling off the first page of Google search and run less often. Only 10% of searchers go to page 2 of search results. It usually doesn't cost much to move your ads up to Ad Position 4, so you run ads often at low cost. If bids are too high for Ad Position 4, bid as much as you think those words are worth for your business.
Ads above Ad Position 4 are usually extremely expensive, because big corporation bid high to get the top positions above their big business competitors for brand image. They have big budgets and thousands of keywords, sometime hundreds of thousands keywords.
You may decide it's worth bidding for Ad Positions above 4. Put your money where it counts most!
Google research shows that top positions get a few more clicks -- However, Google also found that after someone clicks on an ad, the same percentage of clickers actually bought product on Websites, no matter what position the ad ran. With only 7 ads showing, most searchers will see your ad which has their own search words and your custom Sales Pitch for those words. Your ad will catch their attention even at lower positions.
Do NOT Bid on Individual Keywords -- Only Bid on Ad Groups
... Keep It Simple and Accurate -- Word Order Not Critical
Our PRECISE Ad Groups each contain only one combination of words, but each Ad Group has three separate Keywords. These three Keywords represent different ways people put those same words into the Google search box. These are called Keyword Match Types.
We only put the three Match Types that tell Google to run our ad, ONLY IF the searcher puts all the words in our combination of words into Google search. Word order doesn't matter and other words can be in the Search box.
We put all three Keyword Match Types into each Ad Group, because AdWords looks for the best "match" to the words in EACH Google search. AdWords lowers lowers our ad costs, because we cover every possible match.
Most advertiser only put the fourth Match Type called Broad Match. If you put eagle as your Broad Match Keyword, AdWords may run your ad for someone who searched for turkey -- because they're both birds. Often, you're running ads to the wrong people and Google charges you more, because your ad doesn't contain the words people put into search.
When we bid on a PRECISE Ad Group, AdWords sets the bid for all three Match Types to the same value. So when we look at the Ad Groups report, we know exactly what we actually bid for those very specific words.
KISS - Keep It Simple Stupid If we bid on each Keyword Match Type separately, the simple Ad Group Report becomes misleading and inaccurate. We see the $1.00 Ad Group bid, but don't see the $5.00 Exact Match Type bid which earned the higher Average Ad Position. Bidding on individual Keywords creates a confusing mess and buys very little. I tried it. This is a numbers game. Our goal is to keep our campaign easy to manage.
Bidding on Ad Groups provides accuracy in one simple report.
How to Bid for Cell Phone Ads
... Keep Reports Simple and Accurate
When someone puts words into Google search, AdWords determines if the searcher is on a computer, tablet or cell phone. Do you want to pay for cell phone ads? If your Website doesn't work well on cell phones, sending these people to your Website wastes money.
How to Change Device Settings
- Click Campaigns > Your Campaign > Devices
- Select Devices on left column.
Don't Adjust Bids for Devices
This distorts and complicates your Ad Group Bid Report. You want to adjust bids for Ad Groups, not Devices. You want to bid on the words people put into search. It doesn't matter which Device they use.
How to Create a "Call-only Ad"
This ad allows people to click to call you -- they cannot click to your Website. You must have a solid telephone answering system. And you will get unqualified callers, since they don't see your Website before they call.
- Click Campaigns > Your Campaign > Ads & Extensions
- Select Ads & Extensions on left column.
- On Ads page, Click BLUE + on left mid-page
- Then click + Call-only ad
- Call-only ads run instead of Ad Group text ads. You can run them in individual Ad Groups or your entire Campaign.