AdWords campaign management requires real know-how and continuous management to ensure maximum efficiency. The correct configuration and creation of campaigns following all the best practices are 2 important elements which are necessary to ensure good results from the launch of campaigns but this is not enough …
Indeed, your campaigns will evolve over time, your ads will appear on more and more terms, the competition will evolve, your site will develop, Google will release new products … Discover 6 elements that are important monitor to optimize the activity of your AdWords campaigns.
1. Follow the search terms
When you create your campaigns and ad groups on Google AdWords, you enter the keywords you want your ads to appear on. It is important to know that your ads will not appear only on these keywords, unless you have completely blocked the display on other terms and your targeting is in “exact” and again … By default Google also adds displaying your ads on “similar” keywords, others with misspellings…
So AdWords search terms are the only way for you to see precisely the queries that triggered your ads. It is therefore very important to carry out a study and analyze them regularly. You can also use it to optimize your AdWords campaigns by detecting requests generating conversions, unnecessary expenses …
2. Monitor the evolution of CPCs
Generally speaking, there is growing competition on Google AdWords in the various activity sectors. More and more players and therefore potential competitors will enter your sector, which will necessarily lead to an increase in average CPCs.
It is therefore important to monitor this evolution in order to adapt your bids to maintain or increase your volume of displays, conversions while monitoring your ROI.
3. The evolution of the CTR of your ads
The CTR (or click rate) represents the proportion of Internet users who clicked on your advertisement (total clicks) compared to all Internet users who saw your advertisement (total impressions). It is therefore an element that allows you to obtain visibility on the attraction and especially the relevance of your ads in relation to user requests. It is important to change the announcements regularly according to side events such as seasons, company news, special operations …
A good CTR will mean that your ads are relevant to user demand, then you will need to analyze your conversion rate to judge the relevance of your landing pages. It is not useful to “sell the dream” in your ads to improve your CTR if you do not record any sales behind …
4. The Quality Score
The quality level of your AdWords campaigns has a direct impact on the amount of your CPCs since it represents the second variable in the calculation with the maximum bid. Optimizing the Quality Score therefore reduces your CPCs and your expenses. There are 4 main tracks to follow to optimize your level of quality:
- the CTR of your ads;
- the quality and relevance of your landing pages;
- your account history;
- the relevance of your keywords.
5. Evolutions of the website
It is often said that the organization of an AdWords account should reflect the website it is promoting. From this observation it is obvious that it is necessary to monitor the various developments of the site in order to adapt the campaigns.
For example, as part of an e-commerce site, it is not uncommon for new products and even new product categories to be referenced on the site. So think about updating AdWords campaigns based on the product offer of the site.
6. The new opportunities offered by Google AdWords
Google regularly offers new tools to advertisers to go further in the development of their AdWords campaigns. It is important to monitor these different innovations because in the batch there will inevitably be some which may correspond to your problem. For me, the latest major innovations are PLA (Product Listing Ads), DSA (Dynamic Search Ads) and of course universal campaigns!