Look at the network that is being targeted
The first thing you need to look for while optimizing an AdWords account is if the account is targeting the search and display network in the same campaign. This wouldn’t necessarily fall into best practices and therefore You need to get it fixed as soon as possible.
Proceed as follows:
1. Duplicate your current campaign
2. Move the display (or the search) campaign setting from the old to the the new campaign
3. Create a shared budget if you do not want to manually share the budget or manualy allocate a portion of the original budget to the new campaign.
Look at the devices that have been targeted
You need to find out if the campaigns of the account that you are analyzing are targeting all devices or just a part of them. You need to analyze the performance by device, independently form your current campaign status concerning targeted devices.
This is very important because it is time for you to create a plan to move all of your accounts to the enhanced system.
Are you taking advantage of all of keyword match types?
Google offers you the opportunity to choose among 4 match styles:
- Broad Match
- +Broad +Match +Modifier
- “Phrase Match”
- [Exact Match]
Each of these match types has advantages and disadvantages. If you manage to combine them all with the use of a smart strategy you would be able to create a system that is easy to manage and that would generate incredibly high ROIs.
Is the account running ad copy tests?
Ad Copies are fundamental as they can influence the overall conversion rate of a landing page. Based on what you say in an ad copy customers would be more or less likely to purchase your product.
You should always run a test on your ad copies. Each time you don’t do it, you are missing the chance to test which ad copy could maximize the conversion rate of your landing page.
How many ad copies should I test at once? That really depends on how much you are currently investing per day. The highest your daily budget is, the more ad copies you can test at once.
Are you running landing page split tests?
The set-up of your landing page could have a big effect on your overall conversion rate. You could easily notice a great change in the conversion rate by simply adding or removing a single string of text.
You should always be testing at least a variation of your current landing page.
I have experienced situations where the change of a single element on the landing page caused an increase of 3% of the conversion rate. Not bad, isn’t it?
Is the account using site link extensions on the search network?
Site link extensions are fundamental in order to give more visibility to your website. You can show 2 to 6 extra string of texts If your ads show up among the first 3 positions on Google.
Make sure to use site link extensions and to use an unique URL per site link extension.
Is the account using call extensions?
Call extensions are fundamental in order to drive new business to your company. Keep in mind how enhanced campaigns will not charge for calls that are dialed by desktop and tablet users.
Additionally, keep in mind how you cannot display any phone number in your advertisements anymore.
Look at the search queries that are being retrieved by your keywords and ask yourself the following questions:
- Is the account retrieving search queries that are irrelevant for your business?
- Is it possible to identify keywords that could be grouped in new adgroups?
- Are there specific search trends that could be taken advantage of?
You can perform this analysis focusing both on AdWords and Analytics.
Analyze the CPC at a keyword level
Do not make the mistake to have the same CPC for all of the keywords in an adgroup. You should rather focus on identifying the best bid for each keyword. Ideally, you need to focus on identifying the CPC that maximizes both conversions and the profit per conversion.
You would need to implement a perfect conversion tracking in order to achieve the goal of setting up the perfect keyword bid.
Look at the quality score and work on improving it
Is your campaign segmented enough to maximize the relevancy of the advertising messages for your keywords?
It is fundamental to have a granular AdWords structure in order to boost the chance of getting a high quality score. Also, this would help to increase the quality score and the conversion rate.
You will not get to a 10/10 quality score by just segmenting, but you will set up the base to work with while optimizing the landing pages of your adgroups.
Do you want to know more on how enhanced campaigns could affect the 10 points above?
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Date: May 19th