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To join search engine marketing in with the festive spirit, this blog post will provide you with 12 tips for optimising your AdWords Pay per Click campaign.
Day 12 – Budget
Always set your daily budget to an amount that you feel comfortable with. You will often see an alert in your AdWords Account recommending that you increase your budget to receive more impressions and clicks. This is just an advisory and should not be taken as given.
Day 11 – Ad Groups
A campaign can contain up to 100 ad groups, use them! By breaking down your keywords into small, targeted ad groups you will be able to create adverts that closely match the keywords in the group, which should improve your click through rate.
Day 10 – Match Types
AdWords offers you the choice of three match types; Broad, Phrase and Exact. Broad match should be used wisely and must be backed up by hundreds, if not thousands of negative keywords.
Day 9 – Negative Keywords
Negative keywords are used to help two elements of your AdWords campaign:
Day 8 – Split Testing
Never run just one advert in an ad group. There is always room for improvement so run two or three ads which, overtime will indicate the best performer.
Day 7 – Ad Scheduling
Ad Scheduling should be used to tell AdWords when you want your ads to be shown. You can choose specific days of the week and also drill down to actual time periods throughout the day. This is an ideal tool to help conserve your budget and ensure that your ads are only appearing when your key customers would be searching online.
Day 6 – Conversion Tracking
The key performance indicator of the majority of AdWords campaigns is the number of conversions it generates. By inserting a simple piece of code to your converting page, you will be able to see the exact keywords that are fulfilling your goal.
A conversion can be:
Day 5 – Quality Score
Quality Scores are becoming more important and Google use this score as part of their ad ranking algorithm, which determines where your ad appears in the results. For more information on this, please read ‘What is Quality Score‘.
Day 4 – The Networks
Google have three networks that your adverts can appear on, Google Network, Search Partners and Content Network. Analyse the results you get from each network which will indicate whether any of the three are not working for you.
Day 3 – Landing Pages
Drive your visitors to the most relevant landing page based on their search term. If a visitor sees what they want on arrival to your site, they are more likely to buy from you.
Day 2 – Google Analytics
Google AdWords and Google Analytics are like brothers and work extremely well together identifying trends in how your visitors interact with your website.
Use Google Analytics to review:
Day 1 – Google Website Optimiser
If your AdWords campaigns are generating a high CTR but you are just not seeing the conversion level you need, the next thing to look at is the actual landing pages on your website.
Google Website Optimiser is a free tool that allows you to run small or large tests on different variations of your web page. The simplest of changes can result in a significant increase in your conversion rate. For more information, please read ‘What Tests Should I Try On My Landing Pages‘.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.