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1. www.cleverads.vn
Reach the most of Online Ads

2. CONTENT INDEX
www.cleverads.vn
Google Premier SMB Partner
1. Why Conversion tracking and optimization matters?
2. What makes a highly converted campaign?
3. How to optimize campaign for more conversion?
1. Choose the right media for your campaign.
2. Simplified the process of finishing an action.
3. Target the right audience
4. Deliver the right message
5. Tracking efficiently

3. 1. Why does Conversion tracking and optimization matter?
www.cleverads.vn
Google Premier SMB Partner
1. People don’t want to waste money
Running a campaign without optimizing is like
wasting money

4. 1. Why does Conversion tracking and optimization matter?
www.cleverads.vn
Google Premier SMB Partner
2. People want to know which performs best
If you show them how effectiveness your campaigns are, they will never move
to another agency

5. www.cleverads.vn
What makes a highly converted campaign?

6. 2. What makes a highly converted campaign?
www.cleverads.vn
Google Premier SMB Partner
A. Right product
- Some products are unfit with Online Ads
B. Right Audience
- Target the right Audience increase chances of converting to customer.
C. Right Message
- Choose the right message to be displayed correspondence with each stage of the buying
cycle. It will increase chances of converting
D. Right Time
- Choose the right time to promote your product. Some product/ services only perform
well in a limited period of time.
+ + =

7. www.cleverads.vn
How to optimize campaign for more conversion?

8. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
1. Choose the right media channel for your campaign.
- Each channel has its own strong and only suitable with some products. You can’t apply one channel for all
products. Try testing campaign to find the best converted channels.
Facebook deliver more visit but less transaction in comparison with Google

9. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
2. Simplified the process of finishing an action
 Analyze your buying/ download or other process, be sure
it’s easy to perform.
 Conversion rate of simple action campaigns are triple
higher than others. Be simple
Don’t let your customer confusing. They will deny your
product if your process makes them being concerned. 

10. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
3. Target the right Audience
 Audience is one of the most
important key point to success
 You must know where your audience
stays.

11. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
How to find your Audience?
A. Search Campaign
- Test and refine your keyword list
- Combining Location and Language targeting
Raw keywords
Tested and refined keyword before running (Level 1)
Tested and refined keyword after running for a
week (level 2) based on Conversion data.
Effective Keywords
Raw kw
Refined kw LV1
Refined kw LV2

12. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
B. Display Network
- Analyze your client business  determine their audiences
- Analyze their audience habits  which type of website they are interesting…
- Find these sites matched with your audiences.

13. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
4. Deliver the right messages.
 Deliver the right message to the right
audiences.
Tips: If you target 50 years old
customer to sell a vintage car.
Don’t tell them about its color. Your
customer don’t care about that

14. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
 Deliver the right message
correspondence with each stage of the
buying cycle

15. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
How to create a good text ads?
A. Text Ads
- Be Specific
- Don’t write general text ads, people tends to click on the ads which is highly relevant with their
interests
- Highlight your unique value proposition
- Be different, highlight your value proposition is the best way to attract audience.
- Example:
+ Olay: “You get younger-looking skin”
+ Domino’s Pizza: “You get fresh, hot pizza delivered to your
door in 30 minutes or less — or it’s free.”
+ FedEx: “When your package absolutely, positively has to
get there overnight”

16. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
- Include a call to action:
- Stand out from Competitor
- A searcher needs to know what’s in it for him if he clicks on the
advertisement.

17. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
- Wisely use Display url
- Match your landing page
- Be sure you show what your customer saw on the ads.
- Don’t forget your keyword
- Don’t forget including keywords to your text ads. People will like to see what they are looking for.
 Other than the fact that the first ad doesn’t provide much information, its display URL is
non descriptive and very generic as well. So the user may think that they will be thrown in
the home page of a site from where they will have to again do a search for ‘pink laptops’.

18. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
- Test and experiment
- Test instance of ads text to find the best performance.
- You should have 3 ads per adgroup to compare
- Don’t be fooled with CTR, look at CVR.
- Remember to have mobile version
- Be short, specific and mobilize

19. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
B. Display Ads
- Ask for an action
- You should use call-to-action words or phrases such as: buy now, order now, don’t miss your luck…
- Keep it simple
- Don’t make your audiences confuse of the complicated banners. They will deny seeing it
- Use words that raise attention or emotion
- Try using words such as: secret, special, for only you… These words help grab user’s attention and
increase his curiosity in your offer.
- Emphasize benefits, not features
- Don’t just tell your audiences about your product features. Tell them what’s their benefit choosing
your product.
- Well designed
- Well designed banners will encourage people clicks to and increase the CTR of the banner. All
following actions begin with the clicks. If you choose the right website to put your well designed
banners on, the CVR could be high

20. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
- Test your banners.
- Test your banner to be sure it’s perform well. Look at both CTR and CVR
- File size should be small enough
- File size affect banner loading time. Don’t be too large. Your audience is impatient
- Try other format
- You should try across several format to see which format is best for your campaign.

21. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
5. Tracking efficiently
Reporting tools:
- Ad platform built in Report ( AdWords report, FB Reports…)
- Standalone reporting tool ( G.Analytics, WebAnalytics…)

22. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
A. Keyword Tracking
- Track each keyword to deeply understand which keyword is the most profitable.
- Don’t be fooled with CTR, pay attention to Conversion rate
Look at the revenue-metrics instead of just clicks/visit and ctr

23. 3. How to optimize campaign for more conversion?
www.cleverads.vn
Google Premier SMB Partner
What if?
- High CTR keyword but low conversion rate?
- Low CTR keyword but high conversion rate?
- High CTR keyword but the visit time on site sent by this keyword is low?
Which metrics should we focus on?
- Keyword CTR
- Keyword Average CPC
- Keyword Conversion rate
- Keyword Cost per conversion
- Ecommerce conversion rate by keyword
- Total revenue/transaction by keyword

24. www.cleverads.vn
Google Premier SMB Partner
B. Text Ads Tracking
Data metrics to be considered are:
- Ads frequently (% served)
- Ads CTR
- Ads Conversion rate

25. THANK YOU !
Nguyễn Quang Đông (Mr).
Project Manager.
0942 88 9990
dong.nguyen@cleverads.vn
Công ty CP Quảng cáo Thông Minh - CleverAds
Tầng 3, số 46 Vương Thừa Vũ, Thanh Xuân, Hà Nội
04.3211.5825
contact@cleverads.vn
www.cleverads.vn