PPC Campaign Management
A lot of effort goes in creating and setting up a perfect PPC campaign. Once the campaign goes live, the chances of the campaign’s success lie in continuous monitoring and changes made to the campaign. The chances reduce drastically if it is not managed properly. Results could be even worse if it is mismanaged.
Before you start the optimization of your campaigns, you should consider the following important points.
- Do you have a clear objective regarding your campaign?
- Did you do thorough research for keywords?
Answers to these questions help you to get a clear idea about your business which in turn helps in creating better campaigns for your business.
After setting up a campaign, it needs to be optimized regularly to get the desired results. Optimizing all of your campaigns is the most complex task in Google Ads. It means along with a lot of hard work, you should be able to extract actionable insights from data and be able to put those insights into action.
According to us, the following are a few areas which we would recommend you to concentrate on to optimize your campaigns and get desired results.
Keyword selection is core to campaign performance. Better keyword selection leads to better campaign performance. More often than not, you would find out that your keywords are not performing as you had planned. Following are a few areas where you can investigate and optimize your keywords.
Poorly performing keywords:
The first step regarding keyword optimization is to find out those keywords which are generating clicks but not generating enough conversions. Reduce the bids to a smaller amount for these keywords to avoid too much ad spend. If the keywords do not convert at all, You might want to add them as negative keywords. It is better to use the budget elsewhere than spending it on non converting keywords.
AdNabu automates the above by automatically reducing bids for poorly performing campaigns during bid optimization. You only need to set a cost per conversion target and AdNabu will make changes automatically.
Next, you should concentrate on negative keywords. Negative keywords are those keywords using which you can avoid showing ads for irrelevant searches.
For example: If you are selling calendars, online calendar keyword should not trigger your ad.
Make an extensive list of negative keywords. It is a best practice to keep updating your negative keywords regularly. Though it is a time-consuming activity, it is a very important factor in the success of the campaign. We highly recommend creating a shared negative keyword list so that it can be used for multiple campaigns.
AdNabu's negative keyword tool automatically suggests negative keywords based on conversions. Our software will find keywords which are getting a lot of clicks but not resulting in any conversions.
You should also keep adding new keywords to your campaign. With continuous changes in your external environment (such as campaigns from competitors, changes in the economy or any other viral trends), you need to keep adding new keywords to be relevant with your audience. AdNabu’s long tail keyword tool can automatically find long tail variations of the keywords used by users in Google. But it is highly recommended to discover new keywords manually once in a while.
Working in above-mentioned areas is just a starting point with respect to keyword optimization. Although time-consuming, the impact of these tactics is huge. You can automate most of the tasks if you are using AdNabu. In addition to AdNabu, we highly recommend you to look at campaign health once in a while.
Improving quality score
Google Ads calculates a quality score for every single keyword in your account. The higher your keyword Quality Score, the better your ad positioning and lower will be the cost.
Quality score depends on click-through rates, ad relevance, and landing page experience. These parameters are evaluated by Google and a score gets assigned to every keyword. Although the exact way Google calculates quality score is still a mystery, Improving the CTR, relevance, as well as landing page experience, can have a positive impact. We have created a guide to improving quality score.
It is important to have a good quality score which in turn helps in achieving better chances of success. One easy way to find opportunities to increase the quality score is to look for parameters which are average or below average.
Bid optimization helps to minimize costs by finding the most effective keywords in your campaign and focusing on them exclusively.
To optimize your bids, you should identify the conversion rate of every single keyword. This data will then help you segregate high performing and low performing keywords. While manually optimizing campaigns, you can follow the simple rule of increasing bids for high performing keywords and reducing bids for low performing ones. This task, however, is repetitive and error-prone. We highly recommend the bid optimization software by AdNabu which does all the heavy calculation automatically.
AdNabu only needs a number to optimize on (either the cost per conversion or the ROI), It can then do all the calculation down to keyword and device level to get maximum conversions out of your campaigns.
Ad Copy Optimization
Two URL paths now constitute display URL now along with the auto-generated domain name URL. URL paths need not be valid URLs and are simply to make the ad look attractive. There is a 15 character limit of URL paths and they are not compulsory unlike headlines and description line. We at AdNabu, highly recommend you to use URL paths as they increase the real estate of ads and make them more prominent.
A/B testing of ad copy:
Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase the click-through-rate of an ad by several percentage points. Extension formats include call buttons, location information, additional links, additional text, and more.
To maximize the performance of your text ads, Google Ads selects extensions to show in response to each individual search on Google. For that reason, it’s a good idea to use all the extensions relevant to your business goals. Some of the common extension used by businesses are listed below.
Sitelink Extensions allow you to promote additional landing pages below your standard ad text. These sitelinks helps the users to directly land on the specific page of interest.
For eg: You main ad might lead the user to homepage but a sitelink can directly take the user to a subcategory page.
Additional lines also give more real estate for the ad compared to your competition. This helps you stand out and get even more clicks.
With call extensions, you can add your phone number to Google ads. This makes it easier for users to call your business, especially on mobile phones.
If you generate leads to your business through phone calls, it makes sense to have this extension for all your campaigns.
Location extension helps the advertiser to add your business location address and phone number. This extension can be used by users to navigate directly to your business and can show helpful information like opening hours. It is highly useful for brick and mortar businesses like restaurants, salons etc.
App Extensions allow you to add a mobile app download button next to your Search Ad. It attaches thumbnail icon, name and text below your main ad. This should not be confused with app install campaigns whose main aim is to drive installs and show up only on devices which are eligible to install them.
Review extension helps advertisers to show reviews from google trusted websites. In order to use review extensions, you need to have reviews on reputable third-party sites like TrustRadius, TrustPilot etc. The main point is that it has to come from a third-party site that’s well-known enough to get approved by Google.
Improved ad targeting
Targeting ads to ideal customers lead to better campaign performance and lead to the success of the campaigns. Geography and device play a major role in targeting your ads efficiently. An ad which works in city A might not work in city B. Below we will explore the ways to optimize your ad targeting based on geography and device.
Optimization based on Geography:
Ad performance varies with geographies due to multiple reasons. To optimize your campaign, you should review the campaign performance in each one of them.
You can go to the Dimensions tab, then click the View button and select “Geographic.” to see the campaign data based on geography.
Find out top performing geographies which has the highest conversions and lowest cost per conversion. If you are getting leads from the geographies where you can’t serve, you should exclude those geographies from the campaign. You can also concentrate your top performing geographies, reducing your spend on poorly performing geographies.
Optimization based on Device:
Increased consumption of mobile devices has lead advertisers to think about ad placement on various devices differently. Ad performance varies with the size of the device on which ad is delivered.
You would be able to see three categories, computers ( includes desktop & laptops), mobile devices with full browsers, Tablets with full browsers.
For example, If you find that the cost of conversion on tablets is significantly higher than mobile, you can adjust the bid in bid adjustment column and reduce your total costs. AdNabu automatically does device based bid adjustment for your campaigns once you have set it up in bid optimization job.
Apart from the changes you make to your campaigns, there are many parameters that may impact your campaigns. For example, new products launched by your competition or a new substitute for your product/service or change in government regulation or sudden change in weather or local events may impact your campaign performance. It is important to take those data points into consideration while analyzing your campaign performance. With a continuously changing environment, it is advisable to monitor and take steps to optimize your campaigns to get the best results out of your campaigns.
AdNabu was built to automate above mentioned and other mandatory tasks which help advertisers free up their time for other critical tasks of business. The tool helps every PPC advertiser to put your campaigns in autopilot and reduces the stress of managing large Google Ads campaigns.
AdNabu helps improve sales in Google Ads. if you are running search, shopping or display campaigns in Google Ads, Our software will be able to increase your sales. Sign up today for a 14 day Free trial