Automation Strategy on Average Position Revealed - www.froggyleap.com

Hello friends, welcome to FroggyLeap, the best institute for PPC Training in Kolkata. Here we discuss about Google Pay Per Click Advertising.

Today we will learn a very important strategy in AdWords – Automation Strategy. There are lots of things that can be done through this strategy but in this tutorial we will learn how we can implement Automation Strategy on Average Position.

Why Use Automation Strategy?

Automation is for those PPC Professionals who are using multiple AdWords account at same time or managing very high value account for any client. High value account means if there are thousands of Campaigns and ADGroups that PPC manager need to manage on daily basis. It becomes very messy and difficult to operate and manage those numbers of campaigns and ads. So what is the shortcut?

The answer is Automation - go for AdWords Account on Automation Strategy. It’s very easy and simple to implement.

Today we will learn a very basic level automation strategy - Automation on Average Position.

What is Average Position?

Average position is better known as Average Ranking in Google Search Result. An average position between of 1 to 8 can give you the first page ranking and average position between 9 to 16 can generate for you second page ranking. Average positions can appear with two whole numbers or digits.

An average position of 1.8 means that the ad usually can appear in top of 1st page of SERP. And an average position with 1.7 can appear in second of 1st page of SERP.

Average position is connected with every parameter of AdWords. If average position is better it impacts the CTR and improves it. If CTR is better, then your Quality Score gets better. If Quality Score is better, then your AD Rank is in good health and that improves your ad position and a better ad position always help to get better conversion. So you see how much Average Position is important.

How to implement Automation Strategy on Average Position?

Friends let's discuss about Automation Strategy on Average Position. Here I am targeting Average Position for all Campaigns and AdGroups under my account. Friends it is higher part of Rules and it is implemented on the entire account. With this automation I want Google to maintain average position for all my ads with the conditions provided if any fluctuations happen.

To implement this strategy we must have clear idea about 3 criteria

• Target Average Position
• Bid Adjustment
• Tolerance on Target Average Position

Target Average Position

let’s assume my target average position is 2 i.e. I want Google to maintain the average position of my ad at 2nd position. If my Target Average Position is 3, it means I want Google to maintain the average position of all my ads at 3rd position.

Bid Adjustment

Bid Adjustment means how much bid Google will adjust for my Ads.

Let’s assume my Bid Adjustment is 110%. It means Google will increase / decrease bid by 10% for AdGroup under my account.

Tolerance on Target Average Position

It is the main technical aspect. Tolerance is a value that I want Google to tolerate to hold my average position. Say, my Tolerance value is 0.5, so what does it mean.

It means that the tolerance value will be varied like

(0.5 - 0.4 - 0.3 - 0.2 - 0.1) / (0.5 - 0.6 - 0.7 - 0.8 - 0.9)

Let’s see the following scenario:

When Average Position Decreases (Ad is going down)

Decrease of Average Position means that my ad is losing its position from no 2 and going down to position no 3 but as my Tolerance is 0.5, Google will not take any step if my ads Average Position varied from no 2 to 2.5 (2 - 2.1 - 2.2 - 2.3 - 2.4 - 2.5).

But if Average Position overlap the assigned Tolerance value more than 0.5 (may be from 0.5 to 0.9) and the Ads is going down to 3rd position, then Google will automatically implement the assigned Bid Adjustment (here in this example increased by 10%) to hold the same position (no 2) in the account.

When Average Position Increases (Ad is going up)

This is vies versa case. If my average position is increased by 0.5 i.e. my ad is going towards 1st position (2 - 1.9 - 1.8 - 1.7 - 1.6 - 1.5), then up to my assigned Tolerance value (0.5) Google will not do anything, because it is under control of my Tolerance.

Now if anything happens more than that, i.e. if Ad is going beyond Tolerance value (1.5 - 1.4 -1.3 -1.2 -1.1 - 1) and towards 1st position then Google will automatically decrease bid by 10%. The main advantage for this strategy is that some time with lower bid our ad can achieve a respectable position in search result.

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How to use Automation Strategy to maintain Average Position?

Go to - Bulk Operation – Scripts

Click the "+ Script" button and name your script

In the script editor box, enter your JavaScript code

Let’s see the code below -

// Ad position you are trying to achieve.

var TARGET_AVERAGE_POSITION = 2;

// Once the keywords fall within TOLERANCE of TARGET_AVERAGE_POSITION,

// their bids will no longer be adjusted.

var TOLERANCE = 0.5;

// How much to adjust the bids.

var BID_ADJUSTMENT_COEFFICIENT = 1.05;

/**

 * Main function that lowers and raises keywords' CPC to move closer to

 * target position.

 */

function main() {

  raiseKeywordBids();

  lowerKeywordBids();

}

/**

 * Increases the CPC of keywords that are below the target position.

 */

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Script Scheduling

It is basic level automation strategy and you can schedule the script also. After creation of your script, you can schedule it to run One time, Hourly, Daily, Weekly or Monthly basis at a certain day and time.

To activate the Ad Scheduling - Go to “Run” below Action and Click “+ Create” schedule.

From the drop-down box next to "Frequency," choose how often you'd like your script to run.

Depending upon the choice of frequency, you can then choose an exact date, a day of the week or a day of the month. You can also choose the time you'd like your script to run.

You can check the box next to "Email me if my authorization expires" This is because if due to any reason your scripts fail to run, you will be notified. You can "unchecked" the box also if you don't want to be notified.

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Managing and Tracking Scripts

Managing and Tracking scripts is very easy. You can find all of your scripts that you have created under the Scripts page of your account. The current script will appears at the top of the page.

You can understand the status of your script by Green & Red Colour. If it is Green that means the script is active and if the color beside the script is red, it means the script is not active or removed. One thing to be keep in mind that you cannot re-enable any script if it is removed. See the picture -.

That’s it friends. It is all about Automation Strategy on Average Position that means what you need to do to maintain average position of your ads in a bulk.

At FroggyLeap we will discuss more about others Automation Strategy later. So friends, learn PPC, join Froggyleap, the best PPC Training Institute in Kolkata. FroggyLeap offers PPC Training on Live Projects. Join PPC Course in Kolkata and be a certified PPC Professionals to boost your career in Paid Marketing.

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