Search engine marketers can become spoiled when it comes to paid advertising in Google AdWords. It's based on data, and data comes in quickly after a new campaign is launched. We'll go over some tips for optimizing paid campaigns and add our own to PCG's excellent article, so let's get started!
"Before you start optimizing your campaigns, you should be setting goals, what are you trying to accomplish with your
campaigns. For instance, for an RV Store, one of the biggest factors when starting up a new client is their conversion goals, which can be set up in Google Analytics. The average number of goals to normally create range from 6 to 10. These goals can consist of click-to-call, live chat, form fill, view of the vehicle description, send to mobile, and many more. This is one of the most crucial parts of paid optimization, without a goal, you are essentially running ads that are not targeted."
Setting goals will allow you to figure out where the market currently is, and give you an idea on how to formulate a plan to meet those conversions. Knowing how you’re performing and understanding what the intention of your ads are will overall help create a winning campaign and make both yourself and your client happy.
"Another way to optimize paid campaigns is search query analysis and negative keywords. When you have a fresh campaign, utilize the keyword planner tool to help choose the best keywords for your campaign. After choosing the initial set of keywords for your campaign, the campaign should run for at least 30 days to build up data. Assuming you have conversion goals set up after 30 days, we will look at the search term queries. Search term queries are search terms that are relative to the keywords you initially imputed into the campaigns. Once looking at the data, we can observe which keywords are performing better than others. Two things can be done. First, we can negatively match the keywords we do not want to be searched in our campaigns. This is crucial in preventing wasted spending. As well as, add keywords in our campaign that are relative to the campaign."
This helps tidy up your campaign and makes sure that you’re getting the most ROI on your ad spend. Knowing what works for you and your client is more than half the battle, so making sure to implement this before starting is crucial to the success of your campaign.
Last but not least is campaign extensions, a google ad extension is an additional piece of information that makes your ad more useful to your audience. One benefit is adding more information about your business which will make your campaigns more visible, leading to more clicks and higher ROI. This dramatically makes a positive impact on your account and campaigns. When creating a new account, the first thing to do is clean up or update the extensions, as a result your click-through rate will increase. It is important to test and see which extensions work best for your business and include them in your ads.
Information is key to a successful campaign, so making sure you have everything out there is absolutely crucial. Make sure to follow these tips so you can create a juggernaut of a marketing campaign and make your clients love you!
Ultimately, There are many ways to optimize paid campaigns. Understanding your campaign goals and knowing which campaign is performing well is crucial. Especially in the beginning when it comes to building accurate data. While using that data to filter out keywords. As well as, using extensions to build out your campaigns this can be via Location, Site links, Callout, and many more. In the end, there are many ways to optimize paid campaigns. I always suggest not making too many changes at once because you need to understand if the initial change is going to have a positive impact or not. The more relevant your campaigns are the better results such as more clicks, phone calls, and other valuable user interactions.
We want to again thank PCG for making a killer article, make sure to check them out over at their website, Here!