Google Adwords is an extremely powerful traffic acquisition channel. As long as it is used correctly, it is most of the time very profitable for advertisers in terms of ROI. In fact, Adwords ads are only displayed to internet users interested in a product or service, and the advertiser only pays when internet users click on the ads to arrive on the site. All is not rosy however because without respecting a certain number of rules, the Adwords budget can melt like snow in the sun and the ROI not be up to par. Let’s see some good practices to follow for optimize your investment…
A daily request report
The query report of a campaign informs you about the keywords of the internet users who triggered the display of your ads. On a query report, we can find out the exact terms that were searched, as well as the degree of similarity with the keywords for which we wanted to be disseminated.
To optimize your campaign, it is essential to check the request report every day. The goal is to find out if all the keywords you are looking for match the theme of the campaign. If you can find new keywords to add, others can lose a lot of money.
Concrete case: you sell armchairs and you decide to distribute on the keyword armchair targeting “large”. The day after the campaign starts, you will see the request report and see that the keyword “wheelchair” triggered your ads to appear. This is inappropriate and may cause you to lose money because you are not selling it. You therefore add “wheelchair” to the list of negative keywords.
Actions to take daily:
- Consult the query report available in the “keywords” tab → “information on the keyword” → “search terms” → “all”;
- Add new keywords with finer targeting to gain relevance;
- Exclude unwanted keywords.
Weekly and monthly reports
Export them campaign statistics and analyze them! It is important to have a clear vision of your evolution to take appropriate actions.
Here is a non-exhaustive list of the main data to follow:
- The number of impressions;
- The number of clicks;
- Click through rate (CTR);
- The average cost per click (average CPC);
- The average cost;
- The conversion rate;
- The cost of acquisition;
- Return on investment (ROI).
Separately analyze the performance of your campaigns, your ad groups, then your keywords over defined periods. Rank these results by week and then by month. Watch from week to week, month to month, to make decisions accordingly.
Take advantage of Google Adwords Editor
This software developed by Google greatly facilitates the campaign management sponsored links, especially in teams and offline. Unlike the web-based management interface, it offers many advantages. Here are a few :
- The ability to copy / paste keywords, ads, ad groups, or even entire campaigns;
- Carrying out group actions on the accounts;
- Multiple management of the same account without conflict;
- Local backup of accounts and their associated parameters.
Google Adwords Editor is available for free for Mac and for Windows at http://www.google.com/intl/en/adwordseditor/