Are you using last year's Google AdWords account?

Share this content:
Are you using last year's Google AdWords account?
Are you using last year's Google AdWords account?

If you haven't made significant changes during the past year to the way your Google AdWords account is set up and managed, you're leaving money on the table.

Google calculates Quality Scores for your ads with the goal of increasing relevance to a searcher's query, and it is imperative to organize your account to convey the highest relevance possible. Ad groups that a year ago worked well most likely need some overhauling for peak performance. Keywords within an ad group need to be tightly focused around themes, and ad text should contain the primary keywords. A good guideline is to limit your ad groups to 10 -25 keywords and customize ad text for each. Google not only considers the click-through rate of your keywords and ads, but also the presence of the keywords in the ads.

A common AdWords management technique has been to go after thousands of keywords from the long tail of search. Whether these were scraped from search logs, auto-generated, or a simple product list, the goal was to load up as many versions of keywords as possible hoping for lower cost clicks. While targeting specific search phrases is still effective, you must carefully monitor these terms. Quality Scores are not only calculated for one particular keyword, but also for ad groups and for your entire account.

If you have long lists of keywords, periodically review for keywords with more than 50 impressions but no clicks. While each may not look harmful, as part of your account Quality Score, these zero clicked terms may limit the number of times your ads will be served while inflating your cost per click.

AdWords campaigns should never be considered “done.” Regularly revisit your keyword groupings, ad texts, Quality Scores and click through rates to find those small tweaks that lead to incremental improvements. Add new keywords you find in search logs or the Google keyword multiplier, test them in a variety of ways and then go back and remove any that do not perform well. Organizing an AdWords account once and then just focusing on bids and conversions is a sure-fire way to lose the AdWords game.
Loading links....
close

Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here