Optimizing an AdWords campaign requires the implementation of many best practices. Some best practices are more common than others even though the rarely used ones are often hidden gems.
As always, the goal of any best practices for AdWords account optimization in general is to simplify the process that results in the best ROI for your business.
Below you will find four must-have best practices that you can work on to make your AdWords campaigns more effective.
#1 Segment your remarketing audience by page visited
The most important objective of every retargeting campaign is to target users as segmented as possible. A user is more likely to come back to your site if the ad he sees relates to the product pages he visited. General ads aren’t as effective and might simply be ignored.
Segmenting your remarketing list by "page visited" guarantees that whoever sees the ad is familiar with a given product or service. Consequently, you can serve a highly tailored advertising creative which in 99% of cases results in a higher CTR and conversion rate.
#2 Use AdWords Labels
Creating and using labels helps you organize your account and allows to keep track of important elements that you want to monitor. Some important labels you should use might be:
#3 Focus on the 20% of your keywords generating 80% of traffic
You might have many keywords in your account but it is likely that only a small group of them accounts for the majority of your clicks. This is a group of keywords you should be focusing on since it allows to identify important optimization opportunities, such as:
#4 Align Retargeting Frequency to purchasing cycle
Retargeting is an essential marketing method that every PPC specialists should know and use. Additionally, there are tactical approaches that can maximize retargeting such as the strategy regarding how long you want to show your retarget ads to your remarketing lists.
Evaluate how long the decision making process of your customers is and set up a remarkeing list accordingly. Exposing potential customers to remarketing ads for too long most likely has a negative impact on your brand image or exploits your budget ineffectively. Also consider displaying your ads during main seasons and Holidays.