1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

Optimizing an Adwords Account

Discussion in 'Adwords' started by Endire, Mar 20, 2013.

Tags:
  1. Endire

    Endire Elite Member Premium Member

    Joined:
    Mar 27, 2012
    Messages:
    1,756
    Likes Received:
    1,061
    Gender:
    Male
    I see questions from time to time on how Adwords account should be modified or setup so I thought I would provide some insight. If you are relatively new to the platform, this post is for you. If you are experienced, feel free to add your thoughts on how to make this thread better.

    Setting up your campaign

    Adwords has a lot of settings for targeting, scheduling and display of your ads. When setting up a new campaign or analyzing an existing one, take note of all the campaign settings and think about how they are going to help you accomplish your goals. Some key areas to focus on are:
    · Targeting location
    · Ad scheduling
    · Bids
    There are a lot of other options but these are some of the most important. You want to be sure you are targeting an appropriate location for your services. For example if you are targeting local people, you can take advantage of ad extensions with phone numbers for local customers.

    By researching when your customers are most likely to be online looking for your products or services, you can take advantage of ad scheduling to make sure you aren’t wasting money showing ads during non-peak buying times.

    Bidding is a little trickier. If you are a complete novice in Adwords, you should allow Google to optimize your bids in order to best use your budget. If you are comfortable setting your max bid yourself, you can do some testing and tweak your max bid to get the most out of your budget.

    Keywords and Adgroups

    The one key thing to remember is that ads in your Adwords account are triggered by the keywords you have associated with them. With this being true, your adgroups and keyword lists should be highly targeted.
    Say you want to target a specific brand name of wireless mouse. Your keyword list should look like this.

    microsoft wireless mouse
    microsoft wireless mouse 3500
    microsoft wireless mouse 3000
    microsoft wireless optical mouse
    buy microsoft wireless mouse
    microsoft wireless mouse 5000
    microsoft wireless mobile mouse 4000
    microsoft 3000 wireless mouse
    microsoft wireless mouse receiver
    microsoft wireless mobile mouse 3500

    Running with the branded mouse keyword group, your ads would look something like this:

    Microsoft Wireless Mouse
    The largest Selection of Microsoft Products
    Visit us Today!
    www.example.com

    and

    Microsoft Wireless Optical Mouse
    Over 300 Options to Choose from
    Check out Our site Today!
    www.example.com

    Notice that in the different keyword lists, all the keyword are related to each other. If you were to have one phrase like “HP wireless mouse” trigger one of your ads, no one would click on it because it has nothing to do with their query.

    Your landing page should also be set up to be highly relevant to your campaign along with a simple conversion funnel. The keywords you have in your keyword list and your ads should be prominent on the page. This should be one of the first things a user sees when the page appears. The value proposition should also be present on the page (this is what was promised in the ad) and the action you want users to perform should be the most obvious thing on the page.

    Structuring your account in this way will ensure that your quality score and click through rates are very good. When these metrics are performing well, then your average cost per click should go down and you will also experience a high average position in SERP’s.

    Broad match vs exact match vs phrase match

    The way you have your keywords configured in your account can drastically affect the performance of your campaign. Google triggers your ads based on broad, exact or phrase match.

    Broad match: Google displays your ad when a portion of a keyword phrase or something very similar (like a misspelling) is used in a query. The drawback to this is that your traffic less targeted. In our Microsoft mouse example above, if someone were to type “fix Microsoft optical mouse” your ad would be triggered. Your ad has nothing to do with fixing a mouse and everything to do with buying a new one so this would not be good.

    Exact match: Google only displays an ad when the exact phrase you have in your account is used in a query. This delivers much more highly targeted traffic and can lead to better click through rates and quality scores. Exact match is a great one to use when you have a very specific goal in mind for your ad. In our example above, we are only interested in traffic that is looking to buy a Microsoft mouse. Were we advertising many different brands of mice, the broad match may be more appropriate.

    Phrase match: Google displays ads only when the keywords in your phrase are matched. This is more the in between option from exact match and broad match. It is more precise than broad match but less than exact match. For example if someone were to type “Mikrosoft mose” into Google, our ads would not show. By contrast, if they were to use “Microsoft wrless mouse”, an ad would be triggered if our keyword was configured as a phrase match.

    Hopefully these basic tips for setting up your Adwords account will help. Here are some other resources to help you get the most out of adwords.

    · Google Adwords editor: http://www.google.com/intl/en/adwordseditor/
    · Google’s adwords learning center http://support.google.com/adwords/?
    · Google Adwords: Managing your advertising program http://www.amazon.com/Google-AdWords-Managing-Advertising-Program/dp/1449308384/ref=cm_lmf_tit_4



    What strategies do you use to optimize your adwords campaigns?
     
    • Thanks Thanks x 4
  2. Endire

    Endire Elite Member Premium Member

    Joined:
    Mar 27, 2012
    Messages:
    1,756
    Likes Received:
    1,061
    Gender:
    Male
    Would love to hear your strategies. What are you doing to optimize Adwords?
     
  3. geezer466

    geezer466 Regular Member

    Joined:
    May 5, 2009
    Messages:
    307
    Likes Received:
    59
    This is good stuff. Thanks for this info, I have been out of adwords for about 4 years but am looking to get back into it again.
     
  4. virtualpurity

    virtualpurity Jr. VIP Jr. VIP

    Joined:
    Nov 12, 2012
    Messages:
    463
    Likes Received:
    252
    Occupation:
    SEO, Hosting
    Location:
    /root
    Home Page:
    Thanks for sharing this info.. I wish i knew this when i tried working with Adwords.. It just eat up all my funds and i didnt got any leads or sales at all.. PPC is a complicated world do not go into it if you know what you are doing..
     
  5. newman21

    newman21 Newbie

    Joined:
    Mar 21, 2013
    Messages:
    22
    Likes Received:
    3
    You have done very basic intro - however there are so many things in adwords. well, you could do two very basic things e-g "modifier keyword" which is something like +wireless +keyboards this increase your add visibility and you could do keyword insertion in your ads copy. eg [Keyword: keyboards] which will help you increase your CTR.

    I think for me most important thing in adwords is - Ads Copy, how you stand out with so many other people advertising at same time.
     
    • Thanks Thanks x 2
  6. sashablack

    sashablack Elite Member

    Joined:
    Jan 8, 2010
    Messages:
    3,697
    Likes Received:
    2,050
    Gender:
    Male
    Very nice tut. Something which should have been covered on bhw a looong time ago :) Great post :)
     
  7. Endire

    Endire Elite Member Premium Member

    Joined:
    Mar 27, 2012
    Messages:
    1,756
    Likes Received:
    1,061
    Gender:
    Male
    Thanks for all the great feedback... I'll definitely start looking at providing more Intermediate to Advanced information as well. :)
     
  8. Marcink99

    Marcink99 Power Member

    Joined:
    Aug 23, 2010
    Messages:
    725
    Likes Received:
    99
    I dont have much tips.... but I found that using phrase match tends to be the best. I usually run phrase match for some time and than use negative keywords option to remove unrelated keywords

    as bidding goes I have it on auto.
     
    • Thanks Thanks x 1
  9. icex999

    icex999 Regular Member Premium Member

    Joined:
    Nov 29, 2011
    Messages:
    222
    Likes Received:
    411
    Good general info. If you want to learn some more in-depth things I'd take a look at some of Perry Marshall's work; I've been through a few PPC courses and readings and whatnot and his info has by far been the best.

    Right now I do manual bidding. I set Max bids at the group level; watch performance, then go in and raise what is placing low but still has a decent CTR and lower what is placing well and isn't doing too well in-terms of CTR.

    And I always split-test ads. Always.


    Cheers,
    - ice
     
  10. icex999

    icex999 Regular Member Premium Member

    Joined:
    Nov 29, 2011
    Messages:
    222
    Likes Received:
    411
    Agreed. This is critical to just about any successful campaign unless you're selling something at a ridiculously lower price than everyone else.
     
  11. ZestMedia

    ZestMedia Regular Member

    Joined:
    Mar 29, 2013
    Messages:
    464
    Likes Received:
    28
    Occupation:
    SEO Specialists
    This is good stuff, thanks for the lovely information! =)