Adwords campaign optimisation is all about being organised and developing some regular habits to monitor and continually improve campaign performance. January is the ideal time of year to start establishing some healthy new habits so we’ve outlined 4 below to help with your Adwords campaign optimisation efforts, for 2016 and beyond.
Adwords Campaign Optimisation Habit #1: Ditch Poor Performing Keywords
When a campaign first goes live, it’s best practice to start with some broad keywords and narrow their focus as more data becomes available. Once you have more data, in the form of clicks and impressions, you will be in a position to start making decisions on which keywords are performing poorly. Any keywords with a click-thru-rate below 1% should be paused. A low CTR is a sure sign that the keyword is not relevant to the visitors you want to attract.
It’s worth remembering that irrelevant clicks don’t just cost you the price of a click, they also use valuable budget that could be spent on search terms more likely to convert. Not only that, a poor CTR will have a negative effect on overall Quality Score and increase the cost you pay per click in the long term.
Adwords Campaign Optimisation Habit #2: Review Search Terms
Good Adwords campaign optimisation relies heavily on the regular addition of negative keywords. You will probably have a list of generic negative keywords that you begin the campaign with but there will always be more that you haven’t thought of.
A great place to find negative keywords is in the search terms report, which lists the search terms visitors used before they clicked through to your site. Adwords makes it easy to add negatives, by simply selecting the search term and clicking ‘add as negative keyword’ directly from the search terms report. Adwords will then automatically add the selected search term as an exact match negative keyword.
However, don’t just stop at adding negatives at an exact match level, identify the offending word within the search term, and add that as a broad match negative as well. An example of this would be a shop selling leather shoes adding [plastic footwear] as an exact match negative keyword. They would then add plastic as a broad match term on its own, to avoid all searches that contain the word plastic.
Adwords Campaign Optimisation Habit #3: Rotate Ad Copy
Each ad group within your campaign should include at least 2 versions of your text ads. You should rotate these ads on a regular basis (as much as once per week) based on the most relevant ad in each ad group. Google makes it easy to identify the most relevant ad by displaying it more often in search results.
The‘% served’ column in the ads report identifies which ads have been displayed the most and, as a result, which ads Google deems to be most relevant. You should regularly pause the ads which have been served the least and create new ad copy, based closely on the ad which has been served the most.
It’s also worth reviewing the keywords report for the relevant ad group and ensuring your ad copy uses the most popular keyword in the ad’s headline. If you have room, don’t forget to use the most popular keyword in the display URL as well!
Adwords Campaign Optimisation Habit #4: Compare Previous Periods
If you’re monitoring and optimising your campaigns on a weekly basis, which you should be, set the date range to the last 7 days. By clicking the ‘Compare’ button in the date range menu; you can also review performance over the 7 days previous to your selected date range.
By comparing the previous period, you can see at a glance whether the optimisation you carried out the week before has had a positive or negative effect. If things haven’t gone as planned, you should review the Change History report to help determine which of your previous changes resulted in a drop in performance. The longer you leave it, the harder it will be to identify where you went wrong.
Adwords campaign optimisation is an ongoing process and you need to dedicate time and effort into making it work for your business. For every performance improvement you make, you’re making a dent in the performance of your Adwords competitors. And you can be sure that they will be making changes to their campaigns, to try and regain their losses. By adopting the above habits in your Adwords maintenance, you will be in a much better position to react to changes and maintain your all important return on investment.administrator