Optimizing an AdWords account is not an easy task and requires great analytical skills. Specifically, every single detail might make the difference and therefore you need to be very focused while doing it.
We believe there are some parameters you need to consider in order to do a great job:
- The conversion trend: Are your conversions increasing or decreasing over time? You can find out by analyzing your performance on a weekly basis (you can do that by setting up a custom date range). Ideally, you already kept track of changes made in the account so you can cross check the effect on the account of each change. If your conversions are decreasing, you need to work on previous changes that might not have been that effective. On the other hand, if a change boosted your conversion rate you need to follow the same direction (and therefore strategy) to make new changes and optimize the account even more. Please keep in mind that Google won't track changes in the landing page for you so you need to organize an internal system to do that!
- Click quality: This part of the optimization might require some advanced skills but its concept is very simple. You need to look at the search queries that are causing your advertisement to show up and understand if they are relevant to your business. For instance, if you are selling indoor plants and your ad is showing up for indoor fake plants you need to make sure to stop this behavior and get better quality clicks. Most of the time identifying unqualified clicks is not that easy and needs an analysis on a keyword basis (who is competing on a given keyword? Are your competitors mostly advertising your same product or something completely different? What is the CTR on a given keyword? etc..)
- Customers' behavior on your website: This is something analytics can be really useful for as it would give you valuable insights about the way customers interact with your site. Some of the value you are interested in will be available only if you correctly linked your analytics account to your AdWords one. Specifically, you are interested in knowing the page that generates the most conversion, the pages that have an high exit rate (number of people leaving your site), and the pages that have the longest time on page (which is always a good sign). Also, you might want to consider if there are pages that cause a high bounce of visitors (bounce rate = visitors get to your site and leave it without looking at any other page other than the one they landed on). Every site will give more or less importance to various indicators and therefore you need to be able to identify the right ones for you.
These are just 3 of the 10 points we believe fundamental in order to start a good optimization. If you are interested in getting to know more, please contact us and we would be happy to share the rest of the list with you!