Hi All I've got an interview tomorrow and am preparing a presentation based on a question the interviewer has asked me to present answers to. The question is: Assess the PPC performance of brands targeting the search term 'combi boilers' looking at the advert messaging and techniques used, and identify other related keyword opportunities and appropriate budgets to compete. The idea is that this is making assessment on the basis that I don't have access to the Adwords account to be able to analyse the account structure and Adgroups and what they're bidding etc, so basically entirely from an outside perspective. Now somethings are obviouis, such as relevant keywords in Adtext, Sitelinks and also use Auction Insights to get an overview of what competition is like for certain keywords etc and from an account access point of view would be to increase Negative search terms, do Search term reports to identify keyword optimisation and types etc There are also so many other things that could be done to continually improve the performance but i believe the question doesn't entail covering every possible thing that could be done but to concentrate on no more than what the question requires. Can anyone advise what other things could be thought of that directly answers such an open ended question? Thanks Danny
Without access to the account and real data, there is no assessment that can be made. The only thing you can suggest is keywords and some ad ideas. This means you first need to know what a combi boiler is. From quick research, since I did not know until just now, it's a water heater, most likely tankless. So knowing this, it becomes easier to ask if that assumption is correct and if they are using such keywords. From there, think of what kind of ad would attract those searching on these. Their landing page may provide more insight as well, if you know what it is or can search and see what others selling a similar product say on their sites.
If you don't have any more others information beside the keywords 'combi boilers', then I think you just do with simplest way, that is making 2 ads groups with 2 main keywords, one is phrase match "combi boilers", this group will cover all varieties of the term combi boilder, and the other group is broad match modifier containing "+combi +boilers", this will include at least one of the 2 word combi or boilders and trigger your ads when user search on this. Hope this helps.