We’ve put together a list of our top 6 tips when maximising the performance of a Google AdWords Campaign. Follow these tips and you will get the most out of your budget by ensuring you receive relevant traffic that converts.
This should be the first thing that you do once you have set up your Google AdWords campaign. By joining your Google Analytics with your Google AdWords Campaign you unlock data which will be vital to measuring the performance of your campaign. With this extra data you will be able to identify where the campaign is being limited. For example, a keyword that is delivering a high bounce rate and minimal time spent on site should be deleted from the campaign as it shows that the traffic it’s delivering is irrelevant and is therefore wasting the campaign budget.
This is another fundamental part of measuring the performance of an AdWords campaign. By setting up goals within Google Analytics you will be able to see which keywords are making conversions. Conversions come in 4 main categories: Revenue – e.g. placing an order, Acquisition – e.g. setting up an account, Enquiry – e.g. sending an email from the site, and Engagement – e.g. newsletter sign up. You can assign monetary values as a way of giving each goal an importance weighting. For example, if a newsletter sign up is more important to you than someone liking your Facebook page then you could assign £50 for the newsletter sign up and £10 for the Facebook like. By assigning goal values, not only are you able to see which keywords are converting but you can also see which keywords are driving the high value conversions.
By adding negative keywords to your campaign you avoid wasting your budget on irrelevant clicks caused by your ads showing for irrelevant keywords. An example of this would be adding ‘jobs’ as a negative keyword when you are bidding on ‘plumbing’ and wanting your ads to trigger when people are looking for plumbing services and not plumbing jobs. Not only should you add negative keywords before a campaign starts but you should also ensure that you regularly monitor search terms for any negative keyword opportunities once the campaign is live.
In order to achieve high Quality Scores for your ads, you should include your keywords within the ad text, and ensure that the landing page is closely related to the advert. By accomplishing a high Quality Score you receive a higher ad rank and a lower cost-per-click (CPC).
Bidding for mobile ads on page 1 can be a lot more competitive as there is less room on a mobile to display ads. In order to compete we would recommend increasing bids by 10% for mobile devices with full browsers.
Ad extensions show extra information on your ads which improve the click-through-rate (CTR). Ad Extensions can be in the form of Sitelinks, Click to Call Buttons, Business Location, Reviews and Social Annotations such as the amount of G+ followers you have. These extensions come at no extra cost to your campaign, you’ll just be charged as usual per click of your ad or per click of an ad extension.
If you would like some further help with a new or existing Google AdWords campaign or other pay-per-click (PPC) campaign, please get in touch by emailing us at firstname.lastname@example.org or phoning us on 01483 863 338.
17 March 2014