03 Mar 19 Powerful Tips for Google AdWords Campaign Optimization
19 Powerful Tips for Google AdWords Campaign Optimization
Making the most of Google AdWords means having to be consistently on-top of campaign optimization. Each year, companies pour thousands upon thousands of money into their ad spend but are the resultant ROI ( Return On Investment ) where it needs to be? Most importantly, is it where it should be given the number of ad dollars you spent?
Google continues to capitalize on these un-optimized AdWords campaigns. Each year, 96% of Google’s revenue comes from AdWords, and you can be sure that a good piece of that comes from ads that were left running way too long—and from campaigns that were not optimized. There’s nothing wrong with Google profiting from your AdWords campaigns; however, the real question is are you profiting?
Even the most seasoned PPC ( Pay-per-click ) Specialist can be responsive to hide spots while overseeing several of AdWords campaigns each day. That’s why we are here now, to help remind you of the many little things you can do to ensure your brand is getting the most bang for its buck out of each AdWords campaign.
5 AREAS FOR ADWORDS OPTIMIZATION
Google AdWords is the most powerful ad platform around, butsometimes this can do more damage than good to your ROI. In order to optimize your campaigns, you must narrow their focus. Here are five areas from which to do so.These are the five most important steps that will contain our optimization tip:
.FIRST STEP – TECHNICAL OPTIMIZATION
Tip #1 – Define your targets
It all depends on the targets you’re trying to achieve, which of course will be the foundation of your optimization process, because only after you’ve defined them will you be able to compare your campaign/ad group/keyword to them and see if there’s a contest.
Tip #2 – Make Sure You’ve Checked The ‘Auto Tagging’
This is the checkbox that will pass the ‘gclid’ through to Google Analytics and allow AdWords to send data to it as well.After that, you’ll have to link your AdWords account to your Analytics account, which is done through the interface of your Analytics account. Only after doing this will you be able to see your AdWords campaigns data in your Analytics reports:
Tip #3 – Make sure that your ad rotation is set to “Rotate Indefinitely”
The default option in AdWords is ‘Optimize for clicks’, but the default options are in most cases meant for beginners. You should set your ad rotation to ‘rotate indefinitely’ so that all ads will get an equal opportunity.
Tip #4 – Never Start A New Campaign On Friday
The best tip that they can give you is to go over the campaign in depth 24 hours after it has been uploaded, and this of course can’t happen if you upload a new campaign on Friday.
Tip #5 – Make Sure Everything Is Approved
You’ll be able to find disapproved ads that you missed (and as a result – the entire ad ,important keywords for which the bid was too low, or keywords that clash with other keywords within a different ad group.
Tip #6 – Always Look For The “Why” – The Reason On Which You Base The Optimization Action You Want To Take
The key to an efficient optimization process comes from the ability to identify the source of the problem, or the way we call it in the company – where the money is “escaping” from.
SECOND STEP – OPTIMIZATION AT THE CAMPAIGN/AD GROUP LEVEL
Tip #7 – Devices
First off, as We showed you that find out how the different devices are performing individually. If you’ve recognized that the problem is within a certain device (desktop/mobile/tablet) you’ll need to comprehend and check exactly what isn’t working with it.
Tip #8 – Networks – Search Partners
Did you know that not all of your clicks come from Google’s search engine? There are other search engines such as ask.com, aol.com and others Google products that have Google’s search engine built in (Google Maps for example), and your ad can also appear there.
Tip #9 – Search Lost IS (budget)
The Search Lost IS (Rank) report tells you how often your ads aren’t showing up due to low Ad Rank. (Remember that Ad Rank is the order in which your ad appears on a search engine results page).
Tip #10 – Dimensions > Hour Of Day
Remember you must identify the exact source of the problem?It’s true that you can look at the ‘Search Lost IS (budget)’ column as “There isn’t enough budget, let’s add some more”, but we can also be more precise and identify the exact time of day in which we’re out of the budget and treat it accordingly.
Tip #11 – Accelerated vs. Standard Delivery
In case you do not have the option of increasing budget and you still want your ad to be served throughout the whole day, make sure you’ve selected ‘Standard’ under ‘Delivery Method’ in the campaign settings, and Google will attempt to spread your budget equally throughout the day.
Tip #12 – Search Lost IS (Rank)
This statistic shows you which campaigns are losing impressions due to low ad rank.This may not indicate that something is wrong with the campaign’s settings, but what keywords, therefore you should prioritize to examine those campaigns first (providing they’re important to you/spend enough money).
THIRD STEP – OPTIMIZATION AT THE AD LEVEL
Tip #13 – Strategically Test Your Ads Using the A/B Testing Method.
An A/B test is as much an act of research as anything, and like with any research, you must first come up with an assumption, and only then test whether it’s correct or not.
Tip #14 – Was The Test Unsuccessful? Try And Rephrase Your Ad
Did you not manage to reach statistical significance in your A/B test? Make drastic alterations or rephrase your ad completely. Break away from your old message and try a completely new one.
Tip #15 – Didn’t The Ad Work? See If There Were Differences Between The Keywords.
Your ad group will generally consist of more than one keyword, and the statistics of the ad that you eventually see are the averages of all the keywords.When you examine the performance of your ads and notice one that worked better/worse than the others, make sure you apply the Keyword/Placement segment and see if there’s a specific keyword that is vastly out of the average range or that significantly affects it.
FOURTH STEP – OPTIMIZATION AT THE KEYWORD LEVEL
Tip #16 – CTR First!
Take immediate care of keywords with low CTR ( click-through rate), because that is the statistic that affects the keywords quality score (QS) the most.
Tip #17 – Add Negative Keywords
First of all think which phrases you don’t want to appear under, and add them as negative keywords at the campaign or ad group level.If you’re selling an expensive product for example, consider adding the words “cheap”, “free”, “discount” etc. as negatives so that your ad doesn’t appear in the results for searches that contain these words.
Tip #18 – Check your Search Lost IS (Rank)
Just as we checked this stat at the campaign level, we can view it at the keyword level too in order to find out how many more impressions your keyword could have received but didn’t as a result of low ad rank.
Tip #19 – Check Your Average Position
In principle, average position is a stat that’s worth checking across all elements of the account – starting from the campaign, moving onto ad group and eventually the keyword level.At least twice per week check your 25 most high spending keywords in each ad group, and perform a bid optimization.Is a keyword still not performing well? Make sure that its ad is relevant enough to it, and if not – move that keyword to another ad group with a more relevant ad copy.
There are many more optimization tips for Google AdWords campaigns. This post isn’t meant to cover them all, but rather to point you and help you think in the right directions so that this will be a more focused process for you, and mainly to give you ideas on how to answer the “why” and help you to better understand the context of the data you’re viewing.WebZool is a full-service digital marketing agency providing design, development and internet marketing services. With this optimizations, we will increase your website to the top of search optimizations. Our service is also in Sherman Oaks California. If you have more questions about the topic, contact us on our website.