I have already attended two lectures by Leandro Martinez, and I also keep in touch with him frequently via Facebook and discussion groups on social networks. Therefore, I know his potential and I can assure you: he is THE GREATEST GOOGLE ADWORDS PROFESSIONAL IN BRAZIL. And not for nothing, his lecture was shocking (in good and bad aspects).
To make it easier for you to read, I will separate the good and bad points into topics below.
Good points:
Tip 1: Don't invest more than your competitor, see where betting email list they are making mistakes and optimize there. In addition to looking for regions where they are not strong, to generate opportunities there;
Tip 2: Running ads without keywords won’t hurt your campaign! This is a good practice, but not a rule;
Tip 3: Between 53% and 93% of conversions occur in campaigns with keywords linked to the companies' institutional profile;
Tip 4: Google Adwords lookalike audiences have been released for the Search Network;
Tip 5: Don’t invest more in your campaign, invest first in CRO – click-through rate optimization;
Tip 6: Create campaigns according to funnel stages;
Tip 7: Never analyze just conversion or any other isolated metric, use data from your campaign as a whole.
Bad points:
Doubling investment does not mean doubling results (most of the time this does not happen);
Being above average in the keyword index does not represent savings. Your campaign only spends less from position 7 onwards;
The data revealed by Google to evaluate the quality score is just the tip of the iceberg. The system evaluates hundreds of items that are not open to us!
Ad extensions do not improve quality score, they only help with position as they can generate more clicks;
It is mandatory to look for positions 1 and 2 in the auctions, as below this the clicks decrease a lot;
Exact match is not that exact.
There are many topics, and they are very technical topics. But to summarize, the quality score is very important, however, if your campaign generates conversions even with this low score, don't worry so much.
Also, the keyword doesn't have to be in literally everything, this is a good practice but not a rule. Remember the premise that Google is an answer search engine and if your campaign leads someone to an answer, your campaign is good!
3.1. The most shocking fact
You know that beta version of Google Adwords? The one that few people use, many complain about and still don't know how to use? YES, IT IS DEFINITIVE! So, hurry up, get used to it and use it every day from now on!
4. The age of data
Still talking about Leandro Martinez, he states that “nothing works alone in digital marketing, everything depends on testing and automation”. Furthermore, André Siqueira presented a very cool Growth Hacking premise: “if only data and information were the answer, we would all be rich, beautiful, with six-pack abs and perfect health”.