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UAWC - PPC E-commerce Marketing

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Case Study. Health supplements store. USA.

About the client: This is an e-commerce store, which is selling Lab-verified Clean Food under their own brand in the US market.

For all e-commerce projects, we are using ROAS + transactions volume as main KPIs. ROAS provides you an understanding of profitability; i.e., if you have invested $100 and received $700 in sales, your ROAS would be 700%.

At the start of our collaboration, the client tried to set up AdWords campaigns, but this resulted in only 3 transactions with an ROAS 10.95%

After 7 months of collaboration with us, he is now getting 187 transactions (last 7 days) with 777% ROAS.

List of experiments:

Experiment 1. Campaigns in the broad match based on product feed. Budget – $400. Result – 287 clicks, 0 transactions.

Target keyword was the name of the product in the broad match (must be a long term keyword), for example, Organic Extra Virgin Coconut Oil, 1 Gallon. Our search report for this keyword looked like this:

As you can see, the generated traffic was relevant; however, there were numerous brands, which the client did not have on their website.

Campaigns were segmented by their profit margin with different bids based on product price:

Output: You need to work out a good list of negative keywords before starting this test and never use keywords, which contain two words because this would generate many irrelevant search terms.

Experiment 3. Search remarketing (RLSA): 22 transactions, 513% ROAS during a 30 day period.

Search remarketing proved to be one of the most effective targeting methods; to start, you need to create an audience and wait to receive at least 1000 people in your list. Audiences can be added in active search campaigns with bid adjustments or you can create a separate search campaign and pick more general keywords, which usually have a low conversion rate.

We have been testing search remarketing for only one month before we have been banned by Google due to unclear reasons. We did not break any rules but since we are selling health supplements (for example chlorella), their policy team decided to block the remarketing feature for our account.

Experiment 4. Display and Dynamic Remarketing: 4 transactions, 57% ROAS.

We just started to test these remarketing strategies but were banned. This is really frustrating because we have invested considerable time to fix bugs with the dynamic remarketing integration.  

Output: Be aware of AdWords policies, sometimes it can be a good idea to ask your account manager in Google for advice regarding specific business models that you want to promote.
Experiment 5: DSA campaign based on product feed. 91 transaction, 1,018.89% ROAS during the last 30 days.

After the first experiment, we have already worked out a long list of negative keywords; so, our idea was to create a separate ad group for each product supplying AdWords with its target URL so the system can pick up keywords based on page content instead of keywords.

This experiment always requires a lot of attention, especially for the search report, as some ad groups might produce considerable irrelevant traffic.

Experiment 6. Shopping campaigns: 446 transactions, 485% ROAS.

We have created two campaigns:

  1. A campaign for all products. Make sure that you have a separate goal for all products (if there is one group in the campaign, this is called ‘Everything else’ in ‘All products’). Make sure that you have separate goals for all products (if there is one group in the campaign, this is called ‘Everything else’ in ‘All products’).
  2. A campaign for most profitable products. Once you have statistics from your main campaign you can choose the most profitable products from Shopping in the dimension tab. Alternatively, you can add custom labels for your top sellers in the shopping feed and reallocate them to separate campaigns from the start.

Experiment 7. Display campaigns: 880 clicks, $35 spend, 0 transactions.

Display Network (not including remarketing) is not very effective for e-commerce; however, we have decided to run a small test and target selected websites, which are related to the products we sell. This did not work out.

What’s next?

Right now we are setting up new experiments such as:

  1. Testing Video Shopping ads
  2. Beta features, which we get from Google as part of the Red Badge Program
  3. Smart Display Campaigns

How Google AdWords helps hotels to win the direct booking war – a case report about a hotel in Rome

Here is the problem:

Nowadays, a lot of different services allow you to book your stay in almost all hotels: booking.com, trivago.com, hotels.com, etc. Hospitality and tourism is an extremely competitive niche and as a result, has a high cost per click. Therefore, the first thing we were thinking about when our customer (a hotel in Rome) came to us with the problem of a low ROAS metric was how we could increase ROAS without decreasing

Therefore, the first thing we were thinking about when our customer (a hotel in Rome) came to us with the problem of a low ROAS metric was how we could increase ROAS without decreasing the amount of transactions. ROAS is a very delicate metric – it can be increased by simply decreasing bids; however, it is more important to increase both revenue and ROAS at the same time. Booking.com and others are very useful for people who are unsure

Booking.com and others are very useful for people who are unsure with their choice and want to compare different offers, which is why using general keywords such as “Rome hotel” is a very poor option in this crowded marketplace. The best way to go is to induce loyal customers, that are already familiar with your hotel and want to choose it again for their stay, booking through the official website.


Before we started working for the Hotel, their ROAS was around 260%.

Our implementation:

1.First of all, we reallocated most of the budget to the brand campaign to ensure that we are getting 100% of impression shares. We made campaigns with:

– Broad Modifier keywords

– Exact Modifier keywords

What was the result?

  • Clear traffic without irrelevant search terms
  • 1st position
  • High-quality score

2. Low bids lead to unique offer ads and drive action.From the first time a customer sees your ad, he or she wants to quickly understand the benefits you are prepared to hand out. We know that the best driving force to make a purchase is a better price for the same value. In our case this is:

3.The IF function.

We recognized that most of our customer’s search originated from mobile devices, while most of the purchases came from desktop devices. Therefore, we immediately drove them to book the better price.


4. CPC strategy.
We have used low CPC for broad keywords and higher CPC for exact keywords, implementing a cross negatives script. This provided us with a great Search Impression Share metric for traffic, which is the top priority for us.

5. RLSA.
The purpose of RLSA implementation was to return users, which did not convert, but who were on the way to do so. This is why we set up a campaign bidding on general terms like “hotel” with a “target and bid strategy” that targets cart abandoners (these are visitors on a Web page who leave that page before completing the desired action). In any
reason these people did not complete booking, which could be due to a high price or anything else. Due to this, we made a special ad for this audience, using a promo code that offers a 10% discount.

Afterwards (the next month)


As you can see, we achieved fine revenue results without wasting the budget on unprofitable terms and forwarded customers to book direct, thus further increasing the loyalty of customers.



AdWords Negative Keywords – Save money and time with an Excel script.

“Lost money on irrelevant clicks will never be paid back again.“  Unknown.

Negative keywords are a crucial component of any AdWords campaign. If you are using different match types (beyond exact), you will bid on search terms that are irrelevant for your business model. This way, you will constantly lose money while reaching an audience that is not interested in your products or services.

Adwords Negative Keywords are keywords that you specifically do not want to target; they help you to target a more relevant audience, increase CTR, and decrease average CPC. However, it can take considerable time to build a working list of negatives. In this article, we will explain what negative keywords are, how to find them, and how to add them to your AdWords account. At the end of this article, as a Free bonus we will share the script we use and that already saved us more than 1000 hours of working time.

How AdWords  negative keywords work? 

Negative keywords let you block ads for irrelevant phrases that are otherwise triggered by broad or match phrase keywords. For example, you might run campaigns for a jewelry store that does not sell diamonds. You are targeting the keyword +buy +ring. This keyword in the BMM match type may trigger the following search terms:

buy an engagement ring

buy a ring with diamonds

buy a wedding ring

Adding diamonds, as a negative keyword will block all search terms that contain diamonds.

Types of AdWords negative keywords:

  1. Broad is the default match type which allows you to block traffic from all search terms where every word, in any order, of your negative keyword appears in the search. Example – diamond ring without brackets or quotation marks.
  2. Using exact match type you will block traffic only from specific search phrase. Example – [diamond ring] in brackets.
  3.  Phrase match will block traffic from specific search phrase and any additional words which user may type. Example – “diamond ring” in quotation marks.

How to find and add Negative Keywords:

In AdWords you can add negatives on three levels:

  1. On the Campaign level
  2. On the Ad group level
  3. On the Shared library level

It is more convenient to use the Shared library level because you can use the same list for all of your campaigns right away. So, instead of adding seven or more lists for each of your campaigns you get away with only having one.

To add negatives on a Shared library level, click on “Shared library” > “Campaign negative keywords” > “+ LIST”:

On this screenshot you can see multiple lists because we are promoting different services in this AdWords account. So, a negative keyword for Campaign A may be a good and relevant keyword for Campaign B.

To add negatives on Campaign level, choose the required campaign, navigate to the keyword level, click on “Negative keywords”, and add the keywords on the required level:

I never add any negatives on the Campaign level within each campaign, because I am doing it on a Shared Library level; however, I am using the Ad group level for two reasons:

  1. To implement cross negatives when creating separate campaigns in different match types.
  2. To individually block specific search terms for specific For example, for the last five years, we have been promoting a wine store:


Currently, only wine, produced in 2016 is in stock, so we had to block all other years for this Ad group:

AdWords Universal Negative Keywords:

When you are performing a keyword research you will receive a huge list, which will include both relevant and irrelevant keywords. To simplify the work you can mark all keywords that contain universal negatives and delete them.

Also, you can add universal negatives on a Shared library level from the very start. You can find many lists on the web, just Google them and go through the list carefully before uploading it, as it may contain relevant keywords for your industry.

You can copy our universal negatives from this link.

How to Analyze AdWords Search Report:

Step 1: Download your search terms report. 


Before uploading, you can set a filter to exclude all search terms that lead to conversions and search terms that were triggered by exact match keywords:

Step 2: Download the list of your AdWords target keywords.

Step 3: Combine it all in Excel.

Your final file should have the following structure:

Keyword | Search Term | Metrics from search report

Step 4: Set up and launch macros.

To launch macros you need to open Visual Basic (Alt+F11)

If you don’t have Visual Basic in your developer’s menu, you can unlock it by following the process: File > Options > Customize Ribbon > Main Tabs or by shortcut (Alt+F11)

When you open Visual Basic, you will see the editor. Insert a new module:

And paste the following code into it:

You will see something like this:

Launch the script by pressing the green button Play (or F5). You will see a pop up window asking you to choose columns, which contain search terms and metrics. In my case these are columns B-F.

Then, in the next pop up window, choose the column with your keywords:

And finally, choose the column in which you want to output your results:

In the end, you will get a list of potential negatives:

Step 5: Work with the potential list of Adwords Negative Keywords.

You will want to just go through the list and mark keywords that are not relevant, or if your list is very long, you can filter your search terms by cost to exclude traffic that is wasting the largest share of your budget.

Upload AdWords Campaigns Directly from Google Doc

Have you ever wanted an easy, automatic solution that would organize and upload hundreds, or even thousands of your keywords in your AdWords account without Editor and Excel? A solution that would even set all needed campaign settings going through your entire check list?

Sounds like a miracle, yes?

Recently, this solution came into reality. For the last 5 years we were struggling. We were spending 10,000 hours uploading campaigns using Excel, working on different macros, Editor etc. So, one day we decided to learn Java Script and come up with our own solutions, which would simplify PPC set up. In this article, I will share our effective approach to setting up AdWords campaigns.

   Account Structure 

Relevance is a key success factor in PPC. Being relevant has been rewarded with higher quality scores and as a result, a lower cost per click.

In order to build relevant PPC campaigns you should be able to add separate ad copies for each of your target keywords. This can be achieved by only using the SKAG structure. SKAG means “single keyword per ad group,” meaning in each of your ad groups you are using only one keyword. With SKAG you can:

  1. Create separate, relevant ads for each of your target keywords
  2. Create additional extensions for each of your keywords
  3. Set target CPA bids individually for each keyword on an ad group level

We have been using this structure in all of our accounts for years and it has turned out to be very easy to manage. However, if you haven’t used it before, at first you may be surprised to see something like “Product Broad Match” campaigns in a screenshot. But you will love SKAG and immediately see how sexy is it!

Also, we are always creating campaigns in exact and BMM match types to reallocate budgets to more profitable campaigns; usually exact match keywords have higher conversion rates.

Now, let’s go through the steps to set up your AdWords campaign.

Step 1. Prepare Google doc with target keywords

  1. Make a copy of this template 
  2. Paste the list of your target keywords and ads
  3. If you need to create more than 2 campaigns add additional tabs.

Step 2. Upload campaigns

Navigate to Bulk Operations > Scripts

To add a script from MMC level copy and paste the following code:

To add code directly from your AdWords account use this code:

Step 3. Preview and run the script

 Step 4. Wait for 5 mins and enjoy! 

There is also a premium version of this script available, if you want to create a separate ad for each of your ad groups using Ad generator. To get this demo feel free to contact us.

5 Monthly AdWords Routines

6 AdWords Routines That will Help You to Win the Month

AdWords management shouldn’t be complicated. To ensure that our clients are getting good results we need to dig into Google Analytics and work out a list of actions for each account.

There are six actions which we need to perform in every account from month to month;  just by implementing them you will have much better results. Without further ado, let me describe each of them:

1. Reallocate budgets to most profitable campaigns. This is one of the “easiest wins” which lots of advertisers forget to take advantage of.
To accomplish this task, you need to add 2 additional columns on campaign level:

  • Display Lost IS (budget)
  • Search Lost IS (budget)

If you find that your profitable campaigns are limited by budget, just increase the budgets for them.

2. Add additional expanded and responsive ads in rotation. Good news here – you don’t have to perform any A-B tests!
Set your method of rotation to “optimize for clicks” or “optimize for conversions” (if you have enough conversion data) and let Google split test your ads – believe me, their algorithms are clever enough!
A long time ago I wasted lots of time with different A-B tests. But then I realized that I would never be able to take into consideration all factors, such as: screen resolution, time of day, or location, in order to choose the best performing ad. And since the AdWords team is also interested in getting you more clicks from the most relevant ads, I am sure that their algorithms are clever enough to get you good CTR:

3. Analyze your search report. If you are using BMM or broad match types, you will have to do it at least once a month. We are using a custom made AdWords script to simplify the process, however you can start filtering your keywords. I will share details shortly.
4. Add new extensions. Google AdWords is constantly adding new types of extensions, so ensure that you are constantly adding all of them, otherwise your competitors will do just that and your ads will look much smaller compared with other participants of auction:

5. Bidding. We have tested lots of bidding tools, including Marin software, but ended up using Google bidding strategies. In each campaign, which has at least 30 conversions a month, we test Target CPA bidding.

In all other accounts we are using labels creating different segments of keywords based on conversion rate. Each month we compare how different segments are performing.

6. Filter by CPC and cost to make sure that budget is not wasted on unprofitable terms. So many times I’ve seen situations when 1 or 2 ‘not very relevant’ keywords were wasting a huge percentage of an AdWords budget. Just filtering targeting methods by cost and CPC will let you avoid being wasteful with spending.




Account manager:

  1. Следить за корректностью данных в общем отчёте
  2. Проверять постановку целей и статус их достижения по каждому из аккаунтов
  3. Проверять наличие repeatable tasks
  4. Ежедневно уведомлять клиентов, о статусе проделанных нами работ по мере получения этой информации от PPC эксперта
  5. Сдача работы по новым проектам – контоль по чек листу и отправление его клиенту

PPC expert:

1) По каждому аккаунту ставить цель, которая фиксируется в ячейке A1

2) На основе этой цели проводить анализ и составлять план действий на месяц, который также обязательно включает repeatable tasks

3) В конце каждого месяца подводить итог и напротив всех задач ставить success или failure и уведомлять про итоги работы клиента с помощью такого отчёта

4) По мере ежедневной работы уведомлять аккаунт менеджера о изменениях в табличке, чтобы она регулярно поддерживала коммуникацию с клиентом.

5) Для сдачи проекта по set up чек лист отправляется аккаунт менеджеру, который принимает работу.



We are using both external and our own scripts.

Our scripts: 

  1. Script to upload campaigns directly from Google Doc using SKAG structure and to set all needed settings (simplifies work so you don't need AdWords editor); 
  2. Excel script for Excel to generate relevant expanded ads for big amount of products;
  3. Script to work with search report in more convenient way;
  4. Script to simplify work with display network campaign excluding low-performing placements;  

External scripts: 

  1. Bid to position using labels by Brainlab