This article was written by Thomas Champeval of Konversion web agency as a guest. Google Adwords is an advertising windfall, as much for Google who is full of pockets, as for agencies that take their commission and for advertisers who often make very interesting returns on investment …

Today we will discuss various elements to improve your Adwords profitability, by reducing the price paid per click or by eliminating non-performing clicks.

Training & Co'm

1. The Quality Score


Originally, the price paid per click was only a function of supply and demand. Then came the Quality Score, a relevance index on a scale of 1 to 10, allowing to promote the advertisements most suited to the Internet user who is looking for. This Quality Score now has a huge influence on the price, more relevance will make you pay less and will increase the ability of advertising to rank among the top on the page.

The Quality Score is influenced by 3 main factors:

at. The CTR of your advertisement


Don’t expect to reach a quality score high if your CTR is not. You’re wasting your breath. After all, nothing more normal, if no one clicks on your advertisement, it is probably not relevant.

Therefore, continuous optimization of advertisements to achieve maximum CTR is an important process to put in place.

b. The relevance of your ad

There must be a strong match between your ad and the queries you are posting on. This adequacy is partially measured by the CTR of this advertisement, as we have just seen, and by the use of a vocabulary relevant to the request made.

A little trick on this subject, do not forget to test the performance of the tag {KeyWord: Your alternative title} which will display the user’s request, thus increasing the relevance of the ad and its CTR.

Google adwords

But you also have to be careful!

vs. The relevance of your landing page

Finally, the last element of relevance relates to the page on which you send your traffic. This must contain as much as possible the query used by the internet user, a related lexical field and must also be on a credible domain and having a history of use.

Work the quality score campaign is a priority, a quality score too low often limits the profitability of a campaign and its ability to grow.

2. The campaign structure

at. Brand traffic


If you work for a web agency having a brand with a certain recognition as a customer, visitors looking for that brand should be isolated, at least in specific ad groups and, ideally, in separate campaigns.

It is necessary to clearly differentiate visitors coming from the brand from those coming from a generic keyword, because the price paid and their behavior will be different. Customers also appreciate having statistics specific to their brand.

b. Ad groups

In order to serve the most appropriate ads, a campaign should be split into as many ad groups as is logically possible. Each ad group should contain strongly related keywords that appear to reflect an identical desire and / or need in order to respond similarly.

3. Keywords and advertisements

at. Negatives

Anyone who doesn’t use negative keywords can’t pretend to be optimizing. Indeed, unless you strictly use only the type of correspondence exact word, your ads will appear on keywords you did not expect, and some will likely be unprofitable. Using negatives is probably the easiest optimization to do and can lead to very noticeable performance improvements.

In order to easily find keywords to put in negative, and assuming that your conversion data is available in Adwords, you just need to select a keyword, then click on Information about the keyword.

Google Adwords keywords

This report will give you the exact keywords on which your advertisements were displayed. That is to say, it allows you to see specifically what has been displayed for your keywords in Broad Query, with the Broad Query Modifier as well as in Exact Expression. You will be able to realize for example if you buy the word tennis racket in Broadband, that 40% of your traffic actually comes from people seeking tennis results, which obviously would be poor quality traffic, and not translating into conversions.

b. Annex Links

The use of sitelinks or sitelinks is an extremely interesting addition to increase your CTR. These are additional links, appearing under the main ad, which take up more space on the page and direct visitors to specific sections of their site.

See for example the Sarenza sitelinks below:

Sitelinks google Adwords

They can be created under the tab Ad extensions, in the countryside view.

Note that it is currently possible to use the same destination URL for each of the sitelinks, but this will change in the coming months, to increase their performance, since these are used regularly in order to to take up additional advertising space, and not to offer the user another choice.

5. Targeting

at. Geo localization by market

Creating specific campaigns by market allows you to optimize your campaigns more precisely. So if your market is the whole of England, your main markets should each have their own campaign. For example, a campaign for Paris, a second for Marseille, a third for Lyon… and a last targeting all of England, excluding your main markets.

This gives you much more local control as well as an interesting competitive view. There can sometimes be large differences in profitability between regions. This structure will allow you to analyze them.

b. Languages

A simple way to get additional clicks at a lower price is to target people searching in one language but actually having a browser using another language.

For example, you are present at the Spanish border. You could have a campaign targeting the French language, but using Spanish words. Or another targeting Catalan, with French words.

6. Elements of analysis

at. Position preference

It was previously possible to use the option Position preference to tell Google where we want to position ourselves on the page. This option is no longer available, since it contradicts the logic of the quality score. It is however always possible to know how much should be the stake to find yourself in first position. To do this, select a keyword then click on Automate then on Increase keyword bids to reach top CPC.

Google Adwords bidmanagement rule

In the field Max bid, put a high number, for example 50. In the field Required conditions, select state, then click Preview the results. Google will tell you how much your bet needs to be increased to be in first place.

b. Competitive analysis

Just select a keyword and click on Information on the keyword and Bid analysis.

Google Adwords keyword information

This report will allow you to see how you compare to your competitors. Are you displayed more often than they are, in what position they are on average and the percentage of queries on which they are ahead of you in the results.

Google Adwords report

This is information that can be highly appreciated by a client!

We’ve just seen different ways to improve your Adwords campaign by gaining better control, lowering CPC, increasing performance, and eliminating poor performers. Of course, we haven’t covered everything. Elements like A / B and multivariate tests on landing pages are inherent in the success of a campaign. Finally, in the case of major campaigns spending at least several tens of thousands of euros per month, the use of a bid management as powerful as Acquisio can prove to be an attractive investment.

The author: Thomas Champeval

I have been practicing web marketing since 1995. My first web agency was sold to an international communications group a few years ago. I am very active in the affiliate industry, and am also a partner in Konversion, an agency offering various performance-oriented web marketing services.