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AdWords Optimisation Methods That Are Often Overlooked
Posted by Cameron Francis on May 27, 2014 in Google AdWords

AdWords Optimisation
AdWords Optimisation

The optimisation of an AdWords account can be challenging at times, but you can make the process more straightforward with several optimisation methods that are frequently overlooked. We’ll concentrate on presenting several of these methods to help you optimise your accounts more efficiently and quickly.

Time On Site And Bounce Rate

Quite often you will consider the merits of a keyword that results in a decent amount of clicks but which may or may not result in relevant traffic even when its conversions aren’t so good. This can be a bit problematic and you must find a method for optimising keywords that isn’t based solely on conversions.

A good way to go about this is by linking your Google Analytics account with AdWords so that its data can be accessed via your AdWords interface.

Once linked, four additional columns can be added to the AdWords interface, avg. time-on-site, bounce rate, avg. pages viewed/visitor, and percentage of new visits.

This data is quite helpful when you’re analysing the performance of an adgroup or keyword and they allow you to make more informed decisions when you’re in the optimisation process.

Competitive Position

Are you curious about the performance of your competitors who are using the same keywords as you? This can be helpful information when you’re attempting to determine how to formulate your bids and budgeting.

To obtain this data you must examine a minimum of a 7 day time span. After your date range is selected, proceed to the campaign view and choose the campaigns you have a desire to analyse. Then, from your Auction Insights Menu you need to choose “Details” then “Selected”.

Then a large volume of information will be accessible to you:

  • Average positions of your keywords
  • Average position of your competitors for the same keywords
  • The share of impressions for your keywords
  • The share of impressions of your competitors for the same keywords
  • Overlap rate, which is an indication of how frequently a competitor’s ad is simultaneously displayed with your own for a particular keyword
  • Position-above-rate which is an indication of how frequently your competitors’ ad appears above your own.
  • Top-of-page-rate which is an indication of how frequently your ad and your competitors’ ads appear above search results on the top of a page.

This type of analysis can’t be run on campaigns that use the display network, but it can be used for search campaign keywords. This data can be used to adjust how your campaigns are optimised.

Determine How Your Competitors Are Using Your Top Keywords

 

Usually the best performing keywords are the backbone of an AdWords campaign. When your account is running smoothly there is a tendency to ignore threats, however, you should still be wary. There are several practices you can adhere to in order to be certain that things continue to go well.

Initially, you can run a keyword diagnosis on your campaigns. This will tell you if your ads are being displayed for keywords, and if they’re not being display, it will tell you why. To run your keyword diagnosis, select your keyword tab and then select details followed by keyword diagnosis.

A test with then be run by Google in your target market and results will be displayed in your status column. You will receive messages like, “low bid”, “low quality score”, “ad now showing”.

The next test that you should run will use the top ten keywords in your campaign. You should run the preview tool for these keywords to determine:

  • Which competitors are bidding on your keywords
  • What do their ads look like? Are they better than your ads?
  • Do your extensions, call extension and site links display with your ad?

Be certain to perform this type of analysis on a regular basis and try new ads if you think your competitors are outperforming you.

Lastly, execute an auction insights on your ten best performing keywords. This can be helpful in assessing your level of competitiveness and altering it if needed.

Search Query Report Analysis

This may be the most important part of your analysis. You must ensure that the terms your ads are displaying for directly relate to your business. This procedure can assist you in identifying problems with your campaign.

To begin this analysis choose a time span that has adequate clicks for Google to generate a report that is accurate. You may have to use a bit of trial and error to find the proper date range.

You will have to choose your keywords tab, then select “Details”, then choose “Search Terms”, you also have the ability to analyse a specific number of keywords provided there is an adequate number of clicks.

This report will provide you with the search terms that have been gathered from your keywords based upon your campaign settings. You can download these terms into an Excel spreadsheet and analyse it while considering the following goals:

 Identifying long-tail terms to add as exact match
 Identifying long-tail negative exact match keywords
 Identifying negative broad match keywords

Perform this process habitually to experience an increase in your traffic quality.

Geo-Targeting & Custom Bid Segmentation

Many campaign managers target an entire nation and then segment it later based upon the performance of various regions. Others choose to set up geo-targeted campaigns that can then be optimised using custom bids.

With this approach a campaign manager can decrease or increase spending in a particular region based upon its performance, immediately.

For instance this can be set up by targeting the various states or regions of Australia as opposed to the entire nation, within your campaign settings. After this is done, you can access the settings tab of each campaign base upon location and decrease or increase bids for each based upon performance.

Then you can analyse your geo-targeted reports using AdWords and Google Analytics to determine if a particular region can be optimised to give you an improved ROI. This reports can be found in AdWords within the dimension tab and viewing User Location or Geographic.

Conclusion

Properly optimising your AdWords campaigns can make an enormous difference with regards to your ROI. Be sure to examine your data and use the methods we have outlined above to improve your optimisation efforts.

Using Analytics For AdWords Campagin Optimisation

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Cameron Francis

Co-Founder

Cameron Francis is the CoFounder & Managing Director of ETRAFFIC, Melbourne's #1 Creative & Digital Marketing Agency. For over a decade Cameron has been providing growth marketing and digital strategies for over 2,000 small businesses, start-ups & entrepreneurs around the country.
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