8 Top Tips for AdWords Success

Nina Klausen
Apr 23, 2018
Paid Media

If your campaign performance is starting to slow or struggling to get off the ground, then you may be missing a few key things that can boost your AdWords campaigns.

Improve your return on investment (ROI) on your paid search performance by implementing our 8 tips.

1. Search terms reports

This could be one of the most valuable reports that you run, especially if you use broad or phrase match keywords. It tells you exactly what your customers are searching for in Google before they click on your ads.

Looking at this report will help you find new keyword opportunities and refine current searches by finding negative keywords that you don’t want to appear for.

Search terms report

Benefits of running a search terms report:

Helps to understand audiences – It gives a better understanding of what your target audience wants and needs, allowing your campaigns to grow with these changes in behaviour.

Optimising keyword bids – After gaining insight into which search queries perform better, this allows you to adjust the bids of keywords to better reflect their performance.

Expand negative keyword lists – Opportunity to highlight searches which have a lower conversion rate, poor ROI or are completely irrelevant and also do not convert at all. This will allow for better quality traffic and will improve your quality score.

Expand broad match terms – You can use search query data to gradually expand campaigns in a direction to have the best impact.

2. Ad Scheduling

Make your ads more efficient by only allowing them to show when it is necessary. It is as simple as selecting the hours or days you would like them to show.

Start by scheduling during the businesses opening hours. You can then review your campaigns and lower/disable bids during the low response periods and increase bids for high converting periods.

3. Location Targeting

Search is getting more and more local, especially if you are a business that has physical stores. You can focus your advertising on the areas where you can get great exposure to the relevant people and exclude the areas where you don’t want to appear.

There are several ways it can be set up:

By radius – This is great if you have a physical location and you want to find people within a specific distance.

By postcode – If you don’t have a distance in mind, but know lots of people in a particular area are interested in your product or service, you can target specific postcode areas.

By town/region/country – If you have larger budgets, or your goal is to reach further afield than local people, then you can target nationally, or internationally as well.

Location targetting

If you already have your locations in place, you can set bid adjustments accordingly. Bid higher on areas performing well and lower on locations that aren’t, whether a poor CR or a high CPC depending on your goals.

TIP: Enable location extensions to give more information about your business (phone number & address.)

4. Bid Strategies

Flexible bid strategies automatically set bids to optimise performance goals for your campaign, ad groups and keywords.

There are several ways to use flexible bid strategies across your campaigns:

Enhanced CPC – Use this when your objective is conversions. Apply this to your campaigns and AdWords will automatically adjust bids when a conversion is more likely.

Maximise clicks – Use when your objective is to drive traffic to your site while keeping within a certain budget.

Target CPA – Use this strategy if you have a desired CPA in mind. Bear in mind that AdWords will need sufficient data to optimise, so it’s worth using CPC bidding to begin with.

Target outranking share – Use this when you want more visibility than competitors in the search results. You can apply this to your campaigns to automatically outrank a specific competitor domain.

Target ROAS (return on ad spend) – Use this when your main objective is conversion and wanting to meet a selected target return on ad spend. It’s important to note that you will need accurate revenue tracking to implement this strategy.

Target search page location – Use when your objective is greater visibility in the top positions or on the first page of Google. You can apply this strategy to ensure you appear above all competitors, or that you at least appear in the top few results.

5. Mobile Optimisation

There are many ways to ensure mobile optimisation can be utilised to your advantage. Potential customers often search for a solution through their mobile, making mobile optimisation an easy win.  

AdWords mobile optimisation

Ensure mobile-preferred ads are active within your campaigns as it allows for customised messaging and mobile-specific call to actions to be preferred over desktop versions. You should also implement mobile-specific ad extensions, alongside a mobile optimised landing page to ensure a positive user experience.

TIP: Mobile users could be on the move. Make sure your geo-targeting is right to deliver relevant location-based ads.

6. Account Structure

This one sounds like an obvious choice, but it can be easily overlooked. A quick overview of how your campaign has been performing will highlight the best-performing products or services you offer.

Are your best-performing products or services set up in their own campaigns?

Setting these up in their own campaigns will allow you to have more targeted ad copy. You’ll also be able to optimise your budgets and landing pages accordingly.

7. Ad Copy

Reassess your current ad copy. It’s good to keep your ad copy fresh and tailored to what your customers are looking for. Structure your ad copy from the first headline. This should attract the eye and create interest, encouraging your customer to continue reading. Follow this with a call to action to give your customer something to do once they have read the information.

AdWords ad copy

Further optimise by utilising ad rotation. Multiple versions of ad copy allows Google to test each one in an auction, which in turn can boost your CTR and conversion rate.

TIP: Tailor ad copy. Your Search Query Report can highlight a handful of popular searches that would benefit from having their own ad group and tailored messaging.

8. Ad Extensions

Create multiple ad extensions across all of your campaigns. They are straightforward to put in place and can make a great difference to your account. Not only do they increase your visibility, but in turn increase your click-through rate. A higher CTR will boost your Quality Score and should help to decrease your CPCs.

Select extensions based on your end goal. It’s beneficial to implement at least 4 extensions per campaign.

These are the types of extensions that are available to use:

Location – Add an address and phone number listed in your Google My Business.

Phone – Add a phone number to allow mobile users to call you directly from an ad.

Message – Allow customers to directly message you from the ad (text message).

Sitelinks – Add links to other relevant pages on your website.

Callout – Add additional text to your ad to highlight additional services or USPs.

Structured Snippets – Display additional information that will aid conversion.

Price – Add prices so that customers can browse these directly from the ad.

App – Add a link to download your app from the App Store.

Performance of extensions can be measured in Google Analytics and AdWords. There’s also an automated extensions report for more specific data.

These are some small changes that can be implemented within your account. By following these tips you’ll see an improvement in your CTR, CPC, CPA and the overall quality of your campaigns. For further assistance, our Paid Media team can help you to achieve your goals.



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