There are a lot of things to consider when building your ad setup in AdWords. Ultimately, by focussing on creating a high quality adscore through CPA (Cost Per Acquisition), CPC (Cost Per Click) optimisation, landing page relevance and ad content quality, you will achieve optimal ad visibility and performance.
Generally, we segment AdWord Campaign creation into 4 segments:
- Technical Optimisation
- Ad Group Optimisation
- Ad Level Optimisation
- Keyword Level Optimisation
Follow these steps and you will be well on your way to a highly optimised and high performing AdWords accounts.
What are the targets you are trying to achieve? Once targets have been identified you can start to predict possible cost per click, conversion costs and performances using the various tools available.
- Ad Groups
Plan the Ad Groups you want to run within your campaign. Each Ad Group should have relevant keyword targets, relevant to your landing pages, targets and overall objectives.
- Auto Tagging
Ensuring you enable Auto Tagging will further ensure the gclid (Google tracking parameter) will efficiently send accurate data between Google Adwords and Google Analytics.
Try not to use the “optimise for clicks” option, as this is only the case level option only to be used at a beginner’s level. Rotate Indefinitely will allow all your ads to get equal opportunities ensuring CTR (Click Through Rate) is more meaningful.
- Placement Exclusion
Placement Exclusions allow you to remove locations that your advert might appear within the Google Display Network. Placing adverts in locations and applications irrelevant to your brand, product or objective is a highly wasteful exercise. Optimising Exclusions will ensure budget is consumed by relevant, high target clicks
Ad Group Optimisation
Analyse performance across all devices (desktop/mobile/tablet), and compare performance. If one performs less than the others, run the Exclusion module, negative keyword module and consider optimising your various landing pages. Improve the focus on the higher performing devices.
- Search Partners
Consider whether you want to use Search Partners which will provide clicks from outside of Google. Some search partners may not be providing reasonable CTR and can be excluded. If Search Partners is performing significantly lower than Google, you may want to pause search partners all together.
- Lost IS (Budget)
The Search Lost IS (Budget) column will show the amount of impressions lost to budget restrictions across the various Ads, Ad Groups and Campaigns. Budgets can be increased on the more important ad groups and lowered on the less important ad groups to ensure the more relevant clicks are coming through.
Campaigns require constant monitoring. Each hour, a report should be considered; metrics compared against the previous hour and tweaked accordingly using the various modules and stages discussed. Dimensions will also allow you to track budget spend per hour across all the ads and ad groups, showing depleted budgets and allowing budget tweaks to take effect. This allows for precision optimisation such as decreasing bids that are not performing and increasing efficiency.
- Accelerated VS Standard
Standard Delivery will spread the budget evenly across the day. Accelerated Delivery will increase bids to ensure and process budget quicker, which can be considered for Ads needing to run at certain times or that need more exposure at specific times.
Ad Level Optimisation
- A/B Testing
A very important phase. Create Two identical landing pages, and run various ad groups against the pages. By monitoring success, you can select the right keywords to represent the selected landing page ensuring maximum efficiency. The remaining keywords can be moved to the next a/b testing phase. A/b testing is a valuable source of research and optimization. If statistical significance is not achieved drastic alterations, keyword changes and usability/content changes can be utilised. Consider heat mapping.
- Advert Tweaking
Usability, user experience and content are extremely important factors in your landing pages. What do you want users to do? See? Action? What data do you want to capture? The design must reflect the expectation and results from a/b testing will allow for landing pages and/or adverts to be tweaked to ensure efficiency.
Keyword Level Optimisation
As the Quality Score is the deciding factor in how long your ad is shown for, your cost per click and positions it is very important to take care of keywords with low CTR (Click Through Rates). Low CTR will affect your Score Quality. If people are not clicking your ad, then your ad is not valuable to Google and Google will show your ad less. So optimising keywords for CTR is important.
- Negative Keywords
You will find clicks and budget consumed by keywords or phrases not entirely relevant to the ad group or campaign. This in turn will lower conversion rate the click capture will need not be relevant. Add those keywords or phrases to Negative Keywords means your ads will not show up under those words, improving CTR, relevancy and efficiency.
Regularly check your highest performing keywords. If your CPA (Cost of Acquisition) is higher than your target CPA then action needs to be taken. There is no point paying for top position if that top position is causing an overall loss of revenue. Lower bids and check performance. If your CPA is lower than your target, you can reverse this method, increase the bids under those terms and monitor
At Fuell we have generated millions of video views for clients all over the world. We have talented AdWords and Content Specialists that can build your video and digital campaigns, drive significant traffic to your content, build brand awareness and increase your sales. It is what we love to do!
If you are looking for digital marketing support, reach out to us via email at email@example.com or call us on +61 (1) 800 512 172.