21 hot tips for google adwords campaign optimization
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21 Hot Tips for Google AdWords
Campaign Optimization
Define Your Targets
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Is $1 a click cheap or expensive?Is a CTR of 20% good or bad?
It all depends on the goals you are trying to achieve, because only after you have defined some goals will you be able to compare your
advertising campaigns.
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Check The Auto-Tagging
This is the checkbox that enables AdWords to pass the Google Click ID (GCLID) through to Google Analytics.
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Set Ad Rotation To "Rotate Indefinitely "Set your ad rotation to "rotate indefinitely" so that AdWords will
display multipe ads equally. Your CTR will also be more meaningful.
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Never start A New Campaign On Friday
Thoroughly review your campaigns 24 hours after you enabled them. You won’t
be able to do this if you started a new campaign on Friday.
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Make Sure Everything Is Approved
Often you'll be able to find disapproved ads that you missed. As a result, the entire
ad group might be inactive.
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Devices
Find out how different devices are performing individually. If you recognize
that tablets or phones are perfomring poorly, implement a negative bid
adjustment to turn them off.
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Networks - Search Partners
Did you know that not all of your clicks come from Google's search
engine?
There are other search engines and other
Google products that have Google's search engine built in. Your ad can also appear
there.
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Search Lost IS (Budget)
A metric that you must pay attention to at the campaign level is the Search Lost IS (Impression Share) column. This metric will
show you the percentage of impressions that you lost due to a
budget shortfall.
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Dimensions for Hour of Day
You can decrease bids within hours that spend a lot but aren't bringing
in good enough results. You can create a separate campaign for
hours that suffer from an insufficient budget.
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If you don't have the option of increasing your budget, but you still want your ads shown
throughout the entire day, make sure you have selected "Standard" under "delivery Method" in
the campaign settings, and Google will attempt to spread your budget equally throughout the day.
Accelerated vs. Standard Delivery
Search Lost IS (Rank)
This statistic shows you which campaign's are loosing impressions
due to low ad rank. This may not indicate something is wrong with
the campaign's settings, but what it will do is point out which
campaigns have a problem their keywords.
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Optimize at the Ad Level
If you have 2 ads, one of which has 10 clicks and a 20% CTR while the other has 20 clicks with a 25% CTR, don't rush to conclusions. A good rule of thing is to wait until
you have 100 clicks and only make an assessment.
25% CTR 15%
CTR
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Re-Write Your Ad
Make significant changes or rephrase your ad completely.
Get out of your “comfort zone” and
write something completely new.
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Check Differences Between The Keywords
Your ad group will generally consist of more than one keyword, and statistics of
the ad that you eventually see are the averages of all the keywords.
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Add Negative Keyword List
Think of all the phrases you don't want to appear under, and ad them as negative keywords.
Click-Through-RateTake immediate care of keywords with low CTR.
This statistic affects keywords Quality Score. Ads with a low CTR will certainly be shown
LESS often.
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Say “NO” to Automatic Bidding
Make sure you are not running automatic bidding. If nobody is steering the boat,
then you are paying double for your leads and sales.
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Split Test Pay-Per-Click Ads
Keywords that receive 100 or more impressions in a given month should have an active
split test. Split testing will increase your click-through-rate
on high value keywords.
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Mobile Device Bidding
AdWords provides device specific bidding, which allows you to run ads on mobile devices without
having to run them on desktop. Tweak your budget even further by applying more spend to the best
performing devices.
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Ad Copy Position Testing
“Position test” your top performing ads so as not to pay more than you should. Is there any difference in appearing at
position 2 or 3 or 4?
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Verify Ad Positions
Check the Campaigns tab in the AdWords dashboard to see if ads are being displayed in the position you
are expecting. Your “average position” should not be greater than 3.5.
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