Managing an Adwords account can have its ups and downs, Making sure that it’s managed correctly though should limit any issues encountered and make your life a lot easier. Below are 5 Do’s & Don’ts of Adwords Management.
Prepare a plan & goals of Google Adwords Management
Make sure that you set out a plan and clear goals of your Adwords campaign. Having this set in stone from the get-go allows you to aim for a target to optimise your account to. Any Adwords Manager will have this set out from the start and should have some realistic goals in place. A majority of the time at Search Factory, we work to the goal of CPA targets or ROI targets depending on the industry vertical being worked on.
Set your keywords to broad
Setting your targeted keywords to broad can be costly and also generate irrelevant traffic to your website. Making sure that there is a strategy around how you use your keywords is key to a high performing account. If you are going to set your keywords to broad make sure that you use broad match modifier to have greater control over what your Adverts will appear for.
Have a Keyword Strategy
Make sure that you use a keywords strategy that resonates with your website and target market allowing you to serve the end user with relevant AdCopy. Segmenting your keywords by a particular theme will allow for tighter control over the Adwords account. Generally we like to use the broad match, exact match strategy, allowing us to still find relevant new keywords but also serve an extremely relevant AdCopy for that particular keyword.
Utilise too many keywords outside of your budget range
Having too many keywords can be detrimental to the overall campaign performance because it spreads the campaign budget too thin. Each keyword may be receiving clicks and impressions and well under your target CPA but every little dollar spent on all of those keywords may soon add up.
The beauty of Google Adwords Management is being able to generate a lot of data to make an informed decision, which is why we recommend going with some specific targeted keywords to start, remove or reduce the bid of underperforming keywords & then introduce new keywords that you may wish to try. This allows you to collect sufficient data and conversion data on what keywords are generating the most leads/sales.
Setup conversion tracking & analytics
Want to get the most out of an Adwords Account? Then setting up Conversion tracking and Google Analytics is vital to the optimisation and management of your Adwords Account.
Not only does conversion tracking and analytics allow you to track and see what the top performing keywords are & providing the best return on investment. But it allows you to implement some advanced bidding and day parting analysis to get the most out of the budget for the Adwords campaign.
Don’t combine Search & Display in the same Campaign
Make sure when creating a campaign that both Search & Display are selected, only select one, as each of these types have different objectives and their statistical indifferences vary greatly. Search Campaigns are a lot more intent based hence why these campaigns have a higher click through rate and provide an Advert highly relevant to that potential customers search. Whereas Display campaigns are more of a push marketing / branding campaign predominately used to keep your Brand top of mind and also find new potential customers that may not have previously found you in a search result.
Create mobile specific adverts
With the ever growing mobile usage and uptake of mobile devices it is becoming ever more important to create mobile specific ads with call to actions that relate to that specific device. Creating mobile specific ads will also allow you to direct the potential customer to a mobile specific page that is most relevant to their search and usability. Google predicts by the end of 2016 Mobile Search will overtake Desktop search for the first time ever, hence why it is critical to create a mobile tailored advert.
Always presume that you need to be at an Ad Position of 1
Being placed in position 1 isn’t always the best place to be. It has been proven that other positions convert better depending on the industry vertical and where a user is within the buying cycle. It can also be quite expensive bidding for position 1 sometimes, so its important that you align your bids with your goals and objectives of achieving a profitable result from the Adwords campaign.
Add Negative keywords to your Adwords Account
Having negative keywords added to your AdGroups & Campaigns not only improves the search quality but also saves money on redundant searches that may be bringing in people who are in a research stage that we may not want to spend valuable funds on. Looking through a Search Query Report will allow you to see what people have typed in that has resulted in a Click on your advert. Any word that is included in the search that you don’t wish to appear for can be excluded and your Advert will no longer trigger if that particular word is included in the search. However, be careful as this can sometimes kill your search volume if you do not select the correct match type on the keyword.
Allow your account to be automated
Even though Google provides an option to automate some bidding and budget adjustments, these don’t necessarily result in positive results. Making manual adjustments and manual optimisation allows for tighter control over the account and what is happening. Make sure that your agency is making adjustments accordingly as you should see good increases in account performance month on month the more data they have to utilise and optimise.