Campaign Optimization Tools

In my previous post I have discussed about keyword suggestion, traffic estimator and related tools. In this post I am going to discuss about more tools for optimizing your campaigns.

1.New Placement Tool

This tool lets advertisers find out new placements i.e. you can choose individual websites in google content network, or specific page or section of those sites. You can choose placement as per categories and placement types like site, video, feed, game, mobile etc. For searching new placements all you have to do put keyword or website in find placement column and you will get related sites then you can select and add it to your campaign. Keywords and placements work together. For more details on how keywords and placement work together you will get to learn from http://adwords.google.com/support/aw/bin/static.py?hl=en&guide=22918&page=guide.cs

2. Edit Campaign Negative Keywords

By using this tool you can manage your negative keywords which help you reduce wasted clicks or unwanted clicks at your campaign level. As I have previously mentioned while explaining AdWords Terminology. For removing negative keywords select you campaign and add them manually in the box given.

3. Site and Category Exclusion 

You can refine your Google Content Network targeting by preventing individual websites or categories of webpage from showing your ads. All You have to do is go to this tool and select campaign and enter domain or sub domains of the websites and click on save all changes.

4. IP Exclusion 

You can refine your targeting by preventing specific Internet Protocol (IP) addresses from seeing your ads. You can use this tool to remove bad hits.

Note: You may still receive some impressions and clicks from excluded IP addresses if a Google Network site doesn't provide users' IP information.

5. Ad Creation Marketplace

This tool helps you to create multi-media ads from specialist. You can start Audio Ads and TV Ads using this tool.

6. Insights for Search

Another tool which can be used while is making a master list of keyword to create Ad groups. With the help of Insights we can compare search volume patters across regions, categories and timeframes. Just enter keyword and select specific region, categories and timeframe

Note:- you can find all tools at Opportunities Tab in your Google Adwords account

Well, I think its enough in my next post I will try to update about analyzing tools for your campaign performance 

Tips for Optimizing Your Google AdWords Campaign

Google Adwords is all about results. Optimization means taking steps to get the results you want by improving the quality and performance of your account – without raising costs. We've designed these optimization strategies to help you achieve success with your advertising campaigns.

1. Identify your advertising goals.

Your optimization strategy depends on the objectives that you define for your campaigns. With specific goals in mind, you can work strategically to achieve your objectives, track your performance, and make the modifications necessary to get the results you want. Here are some typical objectives and sample focus areas for each goal. 

2. Organize your account for maximum effectiveness.

A well-structured account is easy to manage and allows you to effectively target your audience.

a. Organize your campaigns by topic.
b. Target the right languages and locations.
c. Create highly specific ad groups.
d. Avoid duplicate keywords across ad groups.

3. Choose relevant keywords and placements.

The more relevant your keywords and placements are to your goals, the more easily you can reach your potential customers.

a. Choose your keywords carefully.
b. Take advantage of keyword matching options.
c. Use placement-targeted campaigns.

4. Create straightforward, targeted ads.

 
The content of your ads should capture users' attention and set your business apart.

a. Include keywords in your ad text (for keyword-targeted ads).
b. Create simple, enticing ads.
c. Use a strong call-to-action.
d. Test multiple ads in each ad group.
 

5. Optimize your website or landing page for conversions.

 
Ultimately, your website determines how well your ads convert, so be sure it's designed to let users complete the action you want them to take.

a. Point users to the right landing page.
b. Evaluate your site design.
c. Test your way to effective site content.
d. Keep the user experience in mind.

6. Track your account performance.

 
Monitoring your results allows you to ensure you're getting a good return on your investment.

a.    Check your account statistics..
b.    Set up custom alerts.
c.    Create reports.
d.    Use web analytics.
 

7. Test and modify your campaigns to get the results you want.

 
Optimizing your campaigns regularly will help you keep up with users and market trends and ultimately reach your advertising goals.

a. Evaluate your campaign performance and make changes as necessary.
b. Try different bidding options.


For more information on each topic visit http://adwords.google.com/support/aw/bin/static.py?hl=en&page=tips.html

Managing your Adwords Campaign

What are the mistakes done while Managing ppc campaigns?

Here are few mistakes that u should avoid :-

1. Creating a long list of irrelevant and generic keywords

When you create your campaign it is very importance that you donot need to Create long list of less then targeted keywords which is too generic. The reason is being that CPC (cost-per-click) for generic keywords are high instead of descriptive relevant keywords. The generic keywords may bring visitors to the site but do not produce any conversions. If visitor do not found what they are searching for, they will leave soon.

2. Failing to identify unique aspects of your products or services

Before making your AdWords campaign you first indentify your unique products or services which makes you stand out from your competitors. You can also perform competitor analysis what keywords are they using. After conducting competitors analysis & after knowing uniqueness of your product & Services you will be able to rise above your competitors.
 
3. Lack of keywords in your Text Ad

When creating your Text Ad it is important to put keywords into your title and description while maintaining the delicate balance of clarity and relevance.Your Ad copy should be mentioned in such a way that when read by a visitor they know what they are getting into when they click on it.

4. Directing users solely to your home page

Not taking the time to decide which destination URL should be designated to which ad or keyword is an oversight that I come across far too often. When you finish making your list of relevant keywords that describe unique products or services of your business, why would you then send everyone to your homepage and let them navigate through your site in hopes of finding what it is that they are looking for. Instead why not send them straight to the page that contains exactly what was described to them within your ad copy.

5. Using only single ad groups

If you want to have much higher level of control over your entire campaign then categorize your ads that’s are targeting related keywords into a common adgroup. In this way you can create in-depth reports on the performance of every ad-group ypu created.

6. Utilization of single campaign for a website

Once you categorize Ad Groups next step is to create relevant campaigns. Having highly organized campaigns is the key to determining which ads are creating optimal conversions. Which most people don’t use.

7. Use of broad match keywords only

There is chances of missing out potential customer & creating higher CPC when you don’t take advantage of keyword matching options available to you. Broad matches are usually less targeted than exact and phrase matching. Broad matching is the default option your ads will appear for expanded matches such as plurals or relevant keyword variations. When utilizing phrase match your ad will appear for search terms in the order that you specify and sometimes for other terms. Exact matching is by far the most targeted option to use. You will appear for the exact keyword specified. Negative keyword is also a fantastic option to utilize in order to specify which keywords you do not want to appear for.

For more information on Broad, Phrase & Exact Keywords u can visit here http://adwords.google.com/support/aw/bin/answer.py?hl=enamp;answer=6100

8. Failure to optimize ad serving for your ads

When you take advantage of the AdWords Ad Serving service basically what you will be doing is showing your most popular ads more often. The AdWords platform will give weights to ads with the highest click-through rates (CTRs) and display them more often then keywords with lower (CTRs) within the same ad-group.

You can set Ad serving option by clicking on campaign sitting --> Ad delivery: Ad rotation, frequency capping --> Optimize: Show better performing ads more often

9. Failing to track results

In order to have any idea on performance of your AdWords campaign you must be able to see the keywords & Ads that work as well as those that do not. You can also use tracking tools like Google Analytics which provides you with in-depth reporting on all aspects of your campaign performance.

10. Entering the content network without modifying bids

You have Choose to sit different bids for the content network compared to that of search network. If you do not set different bids for content network, you may be paying more CPC than you should be.