How-to use the pareto principle for your adwords strategy

TwoMarketingDudes
Aug 23, 2017 · 4 min read

“Guys, I can’t find our product in the Google Search Results — we have to do something”. Which marketer doesn’t know that kind of sweeping statement?

Earning a high ranking in Organic Search Results requires hard work, a lot of knowledge and time. As you know, time is especially limited. So what can we do?

We’re not saying ignore SEO and only focus on SEA, but with this article we want to give you a solution how you can create a powerful SEA strategy using the 80/20 rule.

The answer is Google’s Dynamic Search Ads (DSA).

Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads use your website to target your ads and can help fill in the gaps of your keyword-based campaigns.

But what exactly is the advantage?

When someone searches on Google with terms closely related to your website, your Dynamic Search Ad may show. When your ad shows, your headline and landing page are automatically generated based on the particular search terms that the user entered.

Take a look:

The title and URL will be generated automatically and will always fit to the search term. Only the description will be static and must be changed manually.

Our recommendation: Release a couple of ads with different ad descriptions and take a look at the best performing ones. Don’t forget that the description is generic, it has to fit to every ad/keyword.

So, what is the big advantage of DSA?

To make it clear, we have created a comparison:

The normal and professional approach of creating a search campaign looks like the following:

  1. Analysing keywords and the search potential
  2. Creation of campaigns based on markets, products and other upper categories (that is also our recommendation for DSA campaigns!)
  3. Assigning different keywords to different ad groups
  4. Creating ads to fitting keywords

That process is extremely time consuming.

For DSA campaigns, Google is taking over that part. As a result the campaign set up is really quick and also a good opportunity for companies that don’t have a SEM (Search Engine Marketing) expert.

We don’t say that it is the setup, but following the Pareto Principle (80% of the results can be achieved with 20% effort) is a really good alternative.

Using this approach with our clients has shown even better results than using the standardized campaign set up.

How to set-up a DSA campaign:

Create a new campaign and select Only Search.

Select DSA.

If you have enough conversions on your page (at least 30 conversions in the past 30 days) then our recommendation is to select a goal CPA. You can then determine how much you are willing to spend for a conversion.

Choose your Budget.

Choose a target group (if you haven’t created one yet — select “all websites”, or select individual ones).

Type in your generic ad description and save it.

How do you now figure out which keywords are converting the best?
Go to “Campaign”, choose tab “keywords” and then “search term.”

Note: If you already have a good position with your brand name in the organic search results then our recommendation is to exclude the brand name under “excluding keywords”.

If you have further questions, just drop us a message or write a comment.

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TwoMarketingDudes

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We are just two marketing dudes who are loving the online marketing business and try to help others to understand it as well.

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