Optimizing a Pre-Existing Adwords Campaign
3rd September 2008
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Start off by downloading a Keyword Report for a previous Time Period out of Adwords report center. Sort by your specific success metric (eg: Cost-Per-Coversion, Orders, etc.). Create a new Adwords campaign using the Google Buildout Spreadsheet (Excel). This new campaign will replace the pre-existing campaign. 1. Only use the keywords that converted from the previous time period. This is effectively cutting away all the excessive “no results” keyword spending. After you get client approval, upload the spreadsheet using Adwords Editor. Once the campaign is live here are some things to do for every adgroup in the Adwords account: 1. Pause underperforming keywords that are bleeding the account without converting. It’s ideal to use a significant amount of data to make additional changes. Typically 50-100 clicks per converting term, or another metric to watch like a threshold for Cost-Per-Conversion. No related posts. |
September 4th, 2008 at
I do feel this advice is somewhat limited. If you simply focus on keywords which convert you’ll miss out on a lot of conversions due to the fact you miss out on people who are in the early stages of the buying process.
Somebody may find your site with one keyword, do a few more searches and come in through another keyword. Whilst the second word will be attributed with the conversion, the first word played a big part in getting that person to your site.
Whilst optimising based on conversions is great advice, I think you’re being too crass here.
September 8th, 2008 at
“4. Customize the Display URL’s to contain the keyword representative for that adgroup (eg: mysite.com/keyword).”
Shimon, have you always found that tactic to increase clicks or conversions? I’ve done some testing and I’ve seen little impact on clicks or conversions. In a few cases, I have even seen a negative impact.
September 11th, 2008 at
I have a specific question about keywords that havent yet received traffic. meaning impressions have been shown, but there has been no ctr yet. would you suggest editing copy for these specific keywords and creating another ad group or deleting them completely?
-Respectfully,
Kellen Chase
http://graphicFusionDesign.com
September 12th, 2008 at
@ Tuscan Car Wraps
If you’re running a direct response campaign, depending on the competitive landscape, and the keywords, you could try writing new ad copy, or just deleting them. If you are running a branding campaign, it certainly doesn’t hurt to have more eyeballs seeing your ad, especially if it isn’t costing you anything.
September 26th, 2008 at
I would recommend pulling out individual keyword you want to keep from your existing campaign and creating new ad groups for them. One keyword per ad group. Then you can tailor the ad and the landing page for that one keyword. That should help the quality score and the CTR.
Next, you might might want to up your max CPC bid for tow weeks. CTR is the driving force behind Adwords. Boost your CTR, and your ad will get better placement, more traffic and you’ll be able to lower the CPC.