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Top 10 Tips to Optimize Google Adwords Campaign

Top 10 Tips to Optimize Google Adwords Campaign
Srujana Prasad
January 20, 2017

Google Adwords brings the traffic to your website by running the Adwords campaign, it works on the bidding strategy. Creating an effective campaign will not fetch you the results, you need to successfully run your campaign, for this to achieve one must be proactive to keep tracking and improving your results for improving its performance and achieving ROI.

For better performance of your Adwords campaign we have bring forth 10 strategies to successfully optimize your campaign.

Tip 1: Quality Keywords

Keywords play an important role in optimizing an Adwords campaign; choose the Keywords relevant to your product or services. Selection of right keywords will help your ads reach the right customers. Always think like customers while setting up keywords for your campaign. Try to use specific keywords which directly related to your Ads theme but try to avoid too specific keywords as it may not reach the too many people as per your expectation.The same way you can use generic keyword but try to avoid too generic keywords. Use Broad match modifiers, Exact Match, phrase match to specify the keywords.

To target the right audience always go for high quality and relevant keywords. Adwords works on the bidding system, the quality keyword list will improve the performance of your ad and will help you to avoid high prices and increase your ad position. Using the match types to your keywords will help you to control which searches can trigger your ads. Choose the appropriate match type for your keywords, broad match is the default match type which shows your ad to a wide audience, using exact match to your keywords you can be specific to reach your specific audience, the keyword terms report can be used to monitor which keyword variations triggered your ads. Keep expanding your keywords listing with the keywords which are getting traffic to your website. All the above measures will certainly improve your ad performance and improve your return on investment.

Tip 2: Add Negative Keyword

Negative keywords are the keywords which you don’t want your ads to show up from being triggered. If you place certain keyword as negative word to your campaign or ad group then the search engine will not show your ad for the search containing that keyword, negative match is also used to describe the negative keywords for your campaign. Always check your keyword search report to know which keyword is actually triggering your ad. It’s important to update your negative keyword list regularly if you have placed your ad in broad match, this could save your time and money, which you can invest on other keywords, so that ads will appear only to your targeted people, which in turn will improve your click through rate (CTR), reduce your average cost per click and increase your return on investment.

Tip 3: Increase the Relevancy by Creating Effective Ad Groups

Ad Groups are used to organised the ads by a common theme. An Ad group contains one or more ads with shared keywords, these keywords can be set to CPC bid and can also set prices for individual keywords within the ad group. This results in higher ad relevancy. Make sure you build an effective ad group in a campaign to drive more traffic with low costs and to increase the conversions to your site.

Tip 4: Ad Rotation

Setting up Ad Rotation is recommended in case of an Ad group with multiple ads. Ad rotation is used to determine how often the ads are delivered related to one another in an ad group. Make sure you setup the ad rotation appropriately for your campaign. Among the setting of ad rotation, the optimize for click is the default one which display ads with the highest CTR most often but ad rotation setting with optimize for conversions proves beneficial.

Tip 5: Linking AdWords to Google Analytics

Tracking your data and conversions is the most important task to check to know your Adwords campaign success. This will let you know which keywords and ads are generating sales for your campaign. Tracking your conversion is important to know which keywords need to be prioritized and which ads need to be focus more, also need to check the user behavior on your site whether they are quitting the site after viewing the first page, how long they are spending time on your site, how many pages they have view and so on. Linking Adwords to Google Analytics will help you to track this information from your analytics account such as bounce rate, page views, page visit, new visits and other valuable information.

Tip 6: Test your Ads Strategically with A/B Testing

A/B Testing or Split testing is used to check the user behavior on Ads. With the help of A/B testing you can experiment on bids, keywords and ad groups to know which keywords are performing better, which ad copy among the similar versions is performing better or want to decide by increasing the bid can be more effective for conversions. Make sure you come up with right assumptions and then only you perform test to know whether it works are not.

Tip 7: Setting up your Bidding Strategy

Bid Strategy is determined based on your campaign goals. Based on which network your campaign is targeting and what you want to focus on such as clicks, impressions and conversions you can set your bid strategy. Three basic Bid strategies are Cost per click which focus on clicks if your goal is to generate traffic to your website, you can go for manual CPC, Automated CPC, enhanced CPC in this category. To focus on impressions then bid strategy implemented here is Cost per thousand viewable impressions (vCPM), this strategy is used if you just want to increase the brand awareness. If your goal is on conversions then cost per acquisition (CPA) works good. The recommended bid strategy to implement for new campaign is to start with focus on click and when enough date is received switch to enhanced CPC after receiving consistent conversion every month, switch to CPA bidding for desired results.

Tip 8: Adjusting the Ad Schedule can Save Your Budget

Ads can be shown on certain days and hours of the week or during the business hours so that you will be available to handle customer inquiries and also it proves beneficial if you have a limited budget. This is called Ad Scheduling. It’s always good to have call tracking and conversion tracking to know your customer behavior to notice people timing to trigger your ads to gain ROI on your campaign. Timing is important here, you can schedule your ads to show only on your business hours. During low response periods lower or disable your Adwords campaign, Increase your bid on specific hours which are determined to have higher conversion rate. Schedule your bids per city, state and country that bring you most leads by using location bid modifier. All the above will help you see the ROI for your campaign.

Tip 9: Target Ads to Geographic Location

You can target the Ads based on the location using the Adwords location targeting. This feature helps us to focus on the areas where you can target the right audience. You can create specific ads for specific location and also can compare the ad performance in different location. You can customize your ads based on its location, adjust your budget to high or low based on the location which drive more traffic to your ads this will help your campaign performance.

Tip 10: Blocking your Company's IP Address to Save Budget

Many people within your own company will click on your ads, this will waste your budget, to avoid this check the internal traffic to your ads and block the IP address of your company.

Hope the above mentioned strategies will help you to effectively run your campaign and to increase your ad performance.

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