Before we gather more ideas to enhance your AdWords account’s performance, let us follow a few basic facts about its structure. It’s made up of three key levels, namely account, campaign plus ad group. It includes six major tabs. Each of them may carry one or even more sub-pages that can be viewed by clicking the respective tab. User-friendliness is its feature, and it’s easier to manage and monitor.
Six tabs of your AdWords account
Home tab includes your Account Snapshot page. Campaigns tab helps manage your account. (Create as well as edit campaigns, keywords, ads, and campaign settings). With Opportunities, you can know about key terms, bid, and budget to improve your performance. On the other hand, the Reporting tab carries Google Analytics. It tracks your website’s performance. Lastly, Billing and My account help take care of billing details, and your account information, respectively.
As we have seen in the previous post, Quality Score greatly impacts the performance of a Google AdWords account. It brings into play relevance of all keywords, ad group and webpage in context of an online search activity. The three aspects that your Quality Scores influence are cost-per-click (CPC), eligibility of the ad for the auction and its position.
Now, let us consider a few tips to boost the efficiency of your account.
Tip 1: Consider a click’s value
This is an important area to work on, while setting the maximum CPC bids. In other words, find out how much is it really worth to you to have a user visit your site. If on a higher side, you might look to set a higher bid, accordingly.
A higher CPC bid can let your ad show at a higher position on the search page. Of course, your maximum CPC is merely one of the several factors that affect ad position, something that you need to bear in mind.
Tip 2: Employ negative keywords judiciously
Negative keywords help ensure that your ad does not get displayed for an online search, which includes those terms. They work alongside your other keywords so as to target your ads to the audience that you wish to address.
For instance, to ensure it’s not shown to those searching only for a free product, you may include ‘free’ as a negative term. Such keywords carry a dash in front of them (In this case, -free).
Tip 3: Adhere to strict keyword quality control
A relevant keyword list helps to display your ads to the most interested users, to improve the output and to maintain low CPCs. It is vital that your chosen keywords are relevant to the search activity. They must be of the highest quality and very specific to your business, domain or products/services you offer.
Keep in mind the fact that overly general or generic keywords will make it tough to access potential customers. As a result, your ads will probably get less effective and ultimately, turn less profitable.
By implementing the above strategies you will be successful with your advertising campaigns.