Andrea Melchor PastorNovember 2021 Adwords Optimization consists of implementing changes in the structural and organizational characteristics and in specific details of the Campaigns to improve the Performance Control metrics, such as lowering the CPC (Cost per Click), increasing the CTR (Click Through Rate), lowering the CPA or CPV or CPL (Cost per Action or Cost per Sale or Cost per Lead), improving the Conversion Rate (CR), etc. Based on some research follows some advice on how to improve an ad campaign strategy: 1. Keywords in Adtext to improve Relevance and Quality Score Google's goal as a search engine is to satisfy the user's search experience, showing the results that best match the search terms used in the search, displaying the most relevant results to each user. In this sense, the relevance of keywords in Adwords is a very important factor to take into account, since Adwords will reward us if we have a good relevance factor in our campaigns, giving good quality levels (quality score) to our keywords. Improving the Quality Score of the keywords, will improve the rankings of the ad and we will pay less per click: that is the reward of Adwords when we get to improve the quality of the campaign. When a user performs a search in Google, and it includes the keywords for which we are interested, the relevance is given if these keywords of the search terms are in our campaign, in the ad that appears, and in the landing page destination of the ad. Including the Keywords for which we bid in Adwords within the ad copy is a good trick, since they will appear in bold in the ad copy, improving its visibility and ability to get the user's click. 2.Improve CTR with Keyword Insertion in Adwords Ads The CTR (Click Through Rate) is one of the most important metrics of Google Adwords Campaigns, since it is informing us how good our ads are. The better the ads, the more clicks they are going to receive, and that will mean generating more traffic to our website. One of the tricks to increase the click-through rate of the ads (CTR), is the use of Keyword Insertion . This technique consists of getting the desired part of the ad to dynamically include the keyword of the campaign that has been activated by the search performed by the user. In this way, if the keywords are well worked at the ad group level, in order to achieve a good consistency in their structure, the relevance of the keyword within the ad will be improved, which will also appear in bold when it coincides with the search term. It is for this reason that this technique improves in ad groups with keywords in phrase or exact match. By improving relevance, we will be improving the Quality Score of the keywords in our campaign. Examples of implementation: - {Keyword:keyword} -> keyword - {Keyword:keyword} -> Keyword - {KEYWORD:keyword} -> keyword - {KEYWORD:keyword} -> KEYWORD If we use the Keyword Insertion technique we have to take into account the type of keywords we have in the ad groups, because if we have misspellings, they will be in the Ads. We need to consider all possible variations that can occur in the ads, and testing to evaluate the final result. 3.Initially high bids to achieve good positions When starting a campaign, it is advisable to use the strategy of bidding with high CPCs, this way you get good initial positions, and this will bring us traffic from Adwords. Once the positions are good, the next step is to progressively lower the bids by controlling the average position of the ads, so that we can maintain good positions without overpaying. If your campaign does not have a good structure and its quality levels are low, this initial tactic will be of ephemeral success: after having good positions but start lowering the CPCs, to find the optimal point that at CPCs that are profitable you maintain good positions, your ads will be harmed in the good positions you had achieved, because your campaign does not have the right quality for Adwords to reward you by maintaining the good positions you had achieved. It is very important to optimize your Campaigns to get good Quality Levels, because this way you will be paying less for good positions. This is the way Adwords rewards good campaigns, making them get more traffic for having good positions, and at a lower cost. More traffic at less cost. That is the Adwords gift. 4.Use Analytics to do Keyword Research A very important factor when carrying out PPC Campaign Optimization tasks is having control of the web statistics, through the access, for example, to the Google Analytics panel, which, being free, is the most implemented in all sites. The data that we can extract from Google Analytics to improve our Adwords campaigns are very useful, that is why it is very important to link the adwords accounts with the analytics accounts correctly. In order to see this data in analytics, we have to go to the Traffic Sources -> Sources -> Campaigns section. As Google Adwords has a delay with respect to Google Analytics, we can see before in analytics the searches that users are using to access our site via Adwords, and this detail in large accounts is important, since discovering in analytics an unwanted word that is sneaking from Adwords and solve the problem in time can mean an important budget saving. This is one of the advantages of using analytics: being able to see the search trends and extract negative and positive keywords to improve campaigns, avoiding unwanted impressions in Adwords and incorporating new keywords discovered in Analytics. There are many synergies to take advantage of between Analytics and Adwords, and many optimizations improve their effectiveness if analytics is used to draw conclusions. 5.Use Remarketing Campaigns segmented by objectives. Remarketing is a technique by which a user who accesses a specific web page is marked with a cookie, and when browsing the Google Display Network, will be impacted by ads configured in the Remarketing Campaign. By inserting a javascript code on a particular page of our website, when a user accesses this page is marked with a remarketing cookie, which then identify you as a user marked by remarketing for that landing, and will be impacted by remarketing campaign ads when browsing the Google Display Network, which consists of all the pages that integrate Adsense ads from Google, which are the media used by Google Adwords to target their Display and Remarketing ads. The possibilities of Remarketing Campaigns are many and varied, because depending on the characteristics of our website we may be interested in marking a type of audience that has accessed a particular section, and later impact it with ads containing a particular message, segmenting the types of messages by the particular section of the web that the user has accessed. The idea is to establish different objectives for your Remarketing Campaign, and activate ads with a certain message according to the desired objective for that specific audience, in this way we can better target the messages in order to capture again that user who accessed our website and did not complete the conversion, that is, who did not send us their data in the contact form or did not successfully complete the purchase process they had started. REFERENCES:
2 Comments
LucĂa
1/1/2022 09:41:13 am
So great!
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Jose Luis
1/1/2022 09:41:26 am
Fantastic blog
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