Google AdWords: How to Automate the Maintenance of High Ranking in the Search Results for
\nSpecific Keywords<\/p>\n
Hi, everyone.
\nToday, I will introduce the automated rules function for AdWords, which automatically adjusts the
\nchanges you want to make just right.<\/p>\n
What You Can Do with Automated Rules<\/p>\n
By scheduling some rules, the automated rules will automatically change settings according to the
\nrules.
\nThe criteria you can change are as follows:
\nDaily budget for your campaign
\nTemporary suspension\/activation of campaigns, ad groups, keywords, or ads.
\nBidding prices for ad groups and keywords<\/p>\n
I will show you how to automate your bidding to maintain a high rank in search results for a specific
\nkeyword, using a case in practice.<\/p>\n
Adjust Your Bids by Keyword<\/p>\n
Although your client may not wish to continuously maintain a high list ranking for a specific keyword,
\nwhen the client's merchandise is on a TV commercial, advertising tie-ups, or events, your client may
\nrequest your help to keep the highest possible list ranking during the period.<\/p>\n
Of course, you can do the bidding manually. If you do so, you may be able to maintain high rankings
\ntemporarily, but the ranking may decline by the minute because of worsening rendering quality or
\nhigher bidding by competitors, so you want to check and adjust your bidding from time to time if you
\nwant to continuously maintain a high rank.<\/p>\n
However, checking the bidding by the keyword on a daily basis is time-consuming.<\/p>\n
In such a case, you can use the automated rules to adjust bidding by keyword.<\/p>\n
You can choose from the three ways to change the bidding price.
\n1. Set the bidding price yourself.
\n2. Raise the bidding price to the estimated bidding price for your ad to be placed in the upper
\npart of a page.<\/p>\n
3. Lower the bidding price to the first page cost-per- click (CPC).
\nFor the method in number 1, you can adjust the bidding price, aiming for your ad to be rendered at the
\ndesired rank if you set the rule by the ranking, i.e. when the list ranking fell short of 3.0. For those in
\nnumber 2 or 3, you can adjust it to aim for listing in the upper part of a page or on the first page itself.<\/p>\n
The setting screen is as shown below, and there are three settings as above to adjust bidding.<\/p>\n
Settings<\/p>\n
The format slightly varies by the method, but the screen for raising the bid price to the estimated bid<\/p>\n
price for listing an ad in the upper part of a page is shown below.<\/p>\n
You can select a specific keyword from the pull-down menu, although the "all keywords" setting is
\nselected in the image above.<\/p>\n
As for conditions, you can set detailed conditions here, but you want to raise the bid price when the ad
\nis not displayed in the upper part of the page, so you do not need to set any conditions in particular
\nhere.<\/p>\n
However, if you wish to set a special condition, you can do so.<\/p>\n
For instance, you want to raise the bidding price when your ad is not displayed in the upper part for
\nthe keyword that brings in conversions (CVs).<\/p>\n
Other settings are frequency and period.<\/p>\n
The period refers to the time when the rules are applied before the search engine render the search
\nresults.<\/p>\n
For frequency, once, daily, weekly, and monthly are the only choices, so no matter what your
\npreference is, you can apply the rules once a day at the very most.<\/p>\n
As for period, you can set the time from right after you have changed the rules up to the end of the
\nperiod at most. However, while your ranking is still unstable, namely, at the start of rendering, the
\nranking changes from one minute to the next, so you must use caution when triggering the application
\nof rules. You may be better off not to depend on the automated rules until the rankings are stabilized
\nin the first place.<\/p>\n
How to Increase your Bid Price According to Your Competitors' Rankings<\/p>\n
This is not applying automated rules by keyword, but if your ranking suffers because of your
\ncompetitors' increased bidding price, you can also use the target outranking share function in the
\nautomated rules for portfolio bid strategy if you can identify your competitors.<\/p>\n
* Because this is a bidding strategy, the automated rules are set not by keyword but by campaign.<\/p>\n
To use this function, you designate the bid competitors' website domains and automate the process to
\noutrank them by setting up the share you wish to secure against them. The setting screen is shown
\nbelow.<\/p>\n
You might be concerned that if the competitions intensify, the price gets higher and higher, but if you
\nsometimes go your being outranked unnoticed, or when it is difficult to adjust, such as on the
\nweekends, the bidding price will be adjusted as necessary; therefore, this function will help you.<\/p>\n
Summary<\/p>\n
I showed you the automated rules by focusing on the list ranking this time, but there are many other
\ncriteria to set the rules. If you have quantitative targets for maintenance or improvement in advertising,
\nyou can consider automating the changes of rules by the quantitative targets.<\/p>\n
This has been Imai writing.<\/p>\n","protected":false},"excerpt":{"rendered":"Google AdWords: How to Automate the Maintenance of High Ranking in the Search Results for Specific Keywords Hi […]","protected":false},"author":13,"featured_media":400,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[101,21,19],"tags":[29,11,12],"class_list":["post-125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-ga","category-web_analytics","tag-adwords","tag-japan","tag-tokyo"],"jetpack_featured_media_url":"https:\/\/www.waca.or.jp\/en\/wp-content\/uploads\/2018\/01\/adwords.png","_links":{"self":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/125"}],"collection":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/users\/13"}],"replies":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/comments?post=125"}],"version-history":[{"count":2,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/125\/revisions"}],"predecessor-version":[{"id":518,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/posts\/125\/revisions\/518"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/media\/400"}],"wp:attachment":[{"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/media?parent=125"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/categories?post=125"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.waca.or.jp\/en\/wp-json\/wp\/v2\/tags?post=125"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}