AdWords management shouldn’t be complicated. To ensure that our clients are getting good results we need to dig into Google Analytics and work out a list of actions for each account.
There are six actions which we need to perform in every account from month to month; just by implementing them you will have much better results. Without further ado, let me describe each of them:
1. Reallocate budgets to most profitable campaigns. This is one of the “easiest wins” which lots of advertisers forget to take advantage of.
To accomplish this task, you need to add 2 additional columns on campaign level:
- Display Lost IS (budget)
- Search Lost IS (budget)
If you find that your profitable campaigns are limited by budget, just increase the budgets for them.
2. Add additional expanded and responsive ads in rotation. Good news here – you don’t have to perform any A-B tests!
Set your method of rotation to “optimize for clicks” or “optimize for conversions” (if you have enough conversion data) and let Google split test your ads – believe me, their algorithms are clever enough!
A long time ago I wasted lots of time with different A-B tests. But then I realized that I would never be able to take into consideration all factors, such as: screen resolution, time of day, or location, in order to choose the best performing ad. And since the AdWords team is also interested in getting you more clicks from the most relevant ads, I am sure that their algorithms are clever enough to get you good CTR:
3. Analyze your search report. If you are using BMM or broad match types, you will have to do it at least once a month. We are using a custom made AdWords script to simplify the process, however, you can start filtering your keywords. I will share details shortly.
4. Add new extensions. Google AdWords is constantly adding new types of extensions, to ensure that you are constantly adding all of them, otherwise your competitors will do just that and your ads will look much smaller compared with other participants of auction:
5. Bidding. We have tested lots of bidding tools, including Marin software, but ended up using Google bidding strategies. In each campaign, which has at least 30 conversions a month, we test Target CPA bidding.
In all other accounts we are using labels creating different segments of keywords based on conversion rate. Each month we compare how different segments are performing.
6. Filter by CPC and cost to make sure that budget is not wasted on unprofitable terms. So many times I’ve seen situations when 1 or 2 ‘not very relevant’ keywords were wasting a huge percentage of an AdWords budget. Just filtering targeting methods by cost and CPC will let you avoid being wasteful with spending.