3 simple steps to optimize your Google AdWords campaign

Most current posts will tell you how to use a certain feature, give you a list of documents that you "must know" or explain how t...


Most current posts will tell you how to use a certain feature, give you a list of documents that you "must know" or explain how to optimize on a specific element like CTR but You will not see many comprehensive documents about Google AdWords optimization.
Why need to optimize your Google AdWords campaign
The reason is that this is very important because in my opinion, optimizing all Google AdWords campaigns is the most complicated task in managing accounts.

When I say complicated, it means that it requires a lot of effort, but because you have to improve performance among all the 'garbage' data. That is why if you do not work according to an appropriate method, you will find it difficult to get results.

The difference between setting up a campaign and optimizing it is like the difference between setting up a pipeline system and finding leaks in an existing pipeline system - in the first case You know that your goal is to connect with different pipes. In the second case, you have to identify the source of the leak in the dark and without the right tools, you will have a lot of time to do it.

Over the years we have developed a method of working on this topic and that's why I decided to write an organized post with a list of actions that I believe should be done to optimize an comprehensive way without spending too much time.

Of course, I don't suppose to include all of the unique optimization activities because there are countless people who also create similar materials, but this will at least help you stay on track. .

Step 1: Technical optimization
1. Determine your goals
I know that this is too obvious to you, but each optimization must be done for a certain goal.

It all depends on the goals you are trying to achieve, which will of course be the basis for your optimization process, because only after you define them will you be able to compare the campaign. / ad groups / keywords / ads with them.
2. Make sure you have checked 'auto-tagging'
This is the checkbox that will pass Google Analytics and allow Google AdWords to send data to it.

The check box is located in Account Settings. Option after clicking on the wheel in the top right corner of the screen (next to your customer ID and email):

You will then have to link your Google AdWords account to your Analytics account, done through the Google Analytics account interface. Only after doing this will you be able to view AdWords campaign data in your Analytics reports:


3. Make sure your ad rotation is set to "Rotate indefinitely"

The default option in AdWords is ‘Click optimization‘, but most of the default options in the case of beginners. You should place your ad rotation to ‘rotate indefinitely’ all ads will have a fair chance.

This way, your CTR will make more sense and will not reflect an ad with 1,000 impressions while the other only has 10 impressions:

4. Never start a new campaign On Friday
The best tip I can give you is to go through the campaign within 24 hours after it has been uploaded and this of course cannot happen if you upload a new campaign on Friday.

The reason I tell you this is because from my personal experience, you look for keywords or ads that will waste more money than you intended when creating a campaign and by checking the campaign from On down and down the day after you have started running it, you will be able to identify and fix the error as soon as possible.

In addition, the way people search for weekends is significantly different from the rest of the week, so you start running a new campaign on Friday and do the first optimization on things. two - you can make wrong, incorrect decisions.
5. Make sure everything is confirmed
I know that this may be a clear tip but usually you will be able to find disapproved ads that you missed (leading to the entire ad group not working). Important keywords where bids are too low or these keywords compete with other keywords in a different ad group.

To find disapproved ads, go to the Ads tab in AdWords and apply the following filter:


6. Always look for what you want to offer about optimization
The key to an effective optimization process comes from the ability to identify the source of the problem, or the way we call it in the company from where the money is "leaked".
To better understand this, let's consider an example:
Suppose you have defined your advertising activity goals as explained at the beginning of the article - to bring as many conversions as possible, at a cost of $ 30 each time. After a week, you check your account and find that a certain campaign is bringing conversions at 200% higher than your target.

What are you doing now? Do you stop the campaign and build a new strategy?

At this point you need to figure out why - the reason the campaign didn't work and then make a decision to do with it.

Typically, a campaign is inactive, but only one of its components (certain ad groups / ads / keywords / targeting) does not work well and affects the average campaign statistics that you see in the report columns below the Campaigns tab.

Here's an example of a campaign that delivers a conversion that costs 350% higher than the target price for each conversion of an account, but a moment before I turned it off, I applied a segment to it. Let me see from which devices have wasted traffic appeared:


Traffic on mobile phones accounts for 80% of the entire campaign traffic, with conversions more expensive than desktops 3 times.

This of course made me go into the depth of the issue of traffic on mobile devices. Because just talking to a cell phone that didn't work well without any explanation would be part of my irresponsibility (and not really answering the question "Why").

Since I already know that apps are quite often a cash withdrawal tool, I went directly to location reports and applied filters that showed me traffic from the app: here I saw nearly 1,200 wasted clicks carrying a single conversion that I think is not of good quality.

Since then I have had questions and I answered myself:

- The campaign failed? No it does not fail

- Did the cell phone then not work? No it still works

So what is the source of the problem? Probably because of the application. And this is a logical answer to the "why" question I was looking for.

Do you understand what I say? The data in this case does not help me much if I do not understand the logic but behind the number, the context will provide a reasonable explanation for numbers and values.

Only when I know that the app is not working, can I continue to perform the necessary optimization action and exclude the position of ‘adsenseformobileapps.com’:

So, after we have the answer, look at the reports and metrics that will help us accurately identify the source of the problem for each component of the campaign.
Step 2: Optimize at the campaign or ad group level
Do you have a Google Adword campaign it doesn't meet your goals? No problem. Learn metrics that can help you identify exactly what doesn't work and how to fix it.

Remember that our goal is to accurately identify the source of the problem, so the reports listed below must first be applied at the campaign level and then go into the ad group level to narrow our test.
7. The device works
First of all, as I showed you in the previous example, learn how different devices are operating separately. Unsuccessful performance is reflected on all devices or is it due to a single device type?
To find out, apply device segments and see where the problem starts:

If you realize that the problem is in a certain device (desktop or mobile or tablet), you will need to discover and check exactly which devices are not working with it.
8. Network - Search partners
Did you know that not all of your clicks come from Google's search engine? There are other search engines like ask.com, aol.com and other Google products that are included in Google's search engine (for example, Google Maps) and your ads may also appear there.

For the most part, the performance of your campaign in Google is actually quite similar to its performance in search partners, but in an important case we apply that segment to get more information. Details about the source of the problem.

Here's an example from a campaign with a higher CTR in partners but a conversion rate of less than 30%, making me think whether to continue showing there:

Only after you have seen the statistics and decided that you should disable search partner options, you will continue to perform this action optimization. Go to the campaign settings and uncheck the partner search partner box in the network.

9. Lost impressions rate on search network (budget)
Another statistic that has a test level value at the campaign level is the Lost Search column on the IS, which will show you the percentage of potential impressions you lost due to insufficient budget:

If possible, go to the moderator and request a budget increase (assuming the campaign achieves goals and conversions that it creates that are relevant and profitable for you).
10. Hours of the day
Remember that I said earlier that you have to pinpoint the source of the problem?

Yes, you can see the 'Search Lost IS (column)' column in the form of 'No budget enough, please add some details', but we can also be more accurate and accurate. The time of day that we 'ran out of budget and adjusted it accordingly.

To achieve this statistic, go to the Dimensions tab, select Time, then select the time of day and you will be able to see the exact time you ran out of budget:


Now you can make much more accurate optimizations - reduce bids during those hours that spend a lot but don't yield good results or create a separate campaign for hours where budget isn't enough, but you know more profitable and it is valuable for a separate budget.

Similarly, you can apply the same method on different days of the week and determine if the budget is depleted on a particular day and then create a new campaign for that day with increased budgets. more.
11. Speed up compared to standard regulations
In case you don't have the option to increase your budget and you still want your ads to be served throughout the day, make sure you've selected 'Standard' in 'Delivery method' when setting up your campaign and Google will try divide your Budget equally throughout the day:


Also, if you find that your campaign doesn't take full advantage of the daily budget you set for that campaign, consider changing your delivery method to Acceleration and possibly increasing your keyword bids. definitely follow Google at 'below the first page bid':


12. Missing impressions in search (Rating)
This statistic tells you which campaigns are losing impressions due to low ad rankings.

This may not indicate that something is wrong with the campaign's settings, but it will show you which campaigns have problems with one (or more) of their keywords, so you should favor First consider the campaigns that matter to you first.

Step 3: Optimize at the advertising level
If you have 2 ads, one of them has 10 clicks and 20% CTR while the other has 20 clicks with a 25% CTR, don't rush to conclude. A general rule of thumb is to wait until you have 100 clicks and only then perform an evaluation or use this computer to find out whether your data is statistically significant:

13. Test your advertising strategy with A / B testing
An A / B test is a research action like anything and like any research, you must first make an assumption, then check whether it is correct or not.

If you test A / B between the words "buy now" and "buy today" it is likely that you will not get a correct answer because the difference between two user phrases is not too care (unless you have enough time and traffic to achieve statistical significance).

However, if you start with a good research question, such as, "Can the long subject line work better than a short headline," or "Should I attract emotions or feelings?" - it is possible that the A test results are more valuable and teach you about user behavior, not just what has been clicked more.

Notice the following 3 advertising results for the search: the first "Greek holiday" for the first and current holiday packages while the third targeted emotions with the word "discovery." :

14. Does Test fail? Try and Replace Your Ads
Did you not gain statistical significance in your A / B testing? Make drastic changes or trade off your ads completely. Please remove the old post and try a completely new article.
15. Do not work Ads? Consider if there are differences between keywords.
Your ad group will include multiple keywords and statistics of the ads you see as the average of all keywords.

When you test your ad performance and find that your ads perform better or worse than other ads, make sure you apply the Keyword / Placement segment and see if there is a specific keyword located. outside of the average this is a big influence on it.

In the following screen shot, you'll be able to see how the average level lied to me and in all the keywords in the ad group have a keyword that has a CTR that is 7 times higher than the average, of course must be placed in a separate ad group:

Step 4: Optimize keyword level
This is not the last step, but it is the last time the campaign / Ad Group / Ad / Keyword hierarchy goes and this is why I put it at the end.
16. First CTR
Taking care of keywords with low CTR right away, because that is the most influential statistic on keyword quality (QS).

Quality Score is a key factor related to how often your ad will be delivered, in what position, and how much you pay per click. In general, you can say that if you have a QS lower than 7, you will have to pay a fine to make up for it.

In addition, a lower CTR will cause Google to deliver your ads less for the simple reason that if people don't click on your ad, you won't make Google any money, so there will be no value for them to serve Advertising for you.

For example, if my product is a Google Tag Manager course, the word "internet marketing" might suggest that users are interested in the topic, but it is a very broad and distance term. The link between it and the ad provides a great "Tag Manager for a great price" and therefore can be sure that the CTR of the keyword "internet marketing" will be low and thus move it. under another ad group with a more relevant ad.
17. Add Negative Keywords
First, think of which terms you don't want to appear and add them as negative keywords at the campaign or ad group level.

For example, if you sell an expensive product, consider adding the words "cheap", "free", "discount" ... to be negative so that your ad does not appear in search results containing these words.

Note that you can choose more at the ad group or campaign level:

Also, go to the Keywords column and select Search Terms / then select All views. This is where you will be able to see actual search queries used whenever your ad is delivered. This will help you determine when your ad is shown for irrelevant keywords and it may also show you relevant search terms that have triggered your ad through the broad or phrase match keywords and you may want to add it as a match correctly.
18. Check Lost Search Rate (Ranking)
When we test this statistic at the campaign level, we can also view it at the keyword level to see how many impressions your keyword may receive but not the result of ranking. Low ad rank.

In that case, check to see if your ad is appropriate for that particular keyword (if not, put it in a different ad group with a more relevant ad), whether the placement average high enough (if your average position is low, you may not see your ad and therefore do not click on that ad leading to a low CTR) and of course check your bid are you enough

Note the following keyword, very low CTR and the result is a quality score of 1 and 88.16% of its potential impressions due to low ratings.

19. Check your average position

In principle, the average position is a statistic that is worth checking on all elements of the account - starting from the campaign, switching to the ad group and finally the keyword level.

At least twice a week check your 25 highest spending keywords in each ad group and perform bid optimization as follows:

Did you notice that your CPA is higher than your target CPA? Consider reducing the bid of keywords with an average position of 1-2% 25%. There is no point in the top position if it does not benefit you

Also, did you find keywords in the average position lower than 3 and the CPA below your target? Increase their bid to 25% to get more impressions or display ads in higher positions.

Your campaign doesn't take advantage of campaign budgets? Increase keyword bids with an average position from 5 to below 15-25% (their CPA offers have not yet reached your target CPA)

Keywords still not working well? You must ensure that its ads are relevant to it and if not you should move that keyword to another ad group, the ad copy is more relevant.
Conclusion
There are many other optimization tips for Google AdWords campaigns. The article is only directed at you and helps you think in the right direction so that it will be a more focused process for you. Good luck!
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High Tech Brain: 3 simple steps to optimize your Google AdWords campaign
3 simple steps to optimize your Google AdWords campaign
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