MAKE A REAL IMPACT ON PERFORMANCE IN LESS THAN HALF AN HOUR PER WEEK
We absolutely know you’re short on time. The reality is, you don’t have to spend days or even hours every week working on your PPC campaigns to make a difference.
We are here to explain that you can make a real impact on performance in less than half an hour per week. Freeing up your time to do what you need to do and grow your business.
Follow these 8 tips to manage your weekly AdWords and you’ll see some real differences.
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CHECK BIDS AND BUDGET
The key here is to base bid changes on keyword performance – raise bids on keywords that are performing well, and lower bids on keywords that aren’t making the grade. Remember, there’s no real reason to limit budget on keywords that are delivering a good ROI. In addition, remember that PPC bid management isn’t a one-time and your done task – you’ll need to optimise bids on a regular basis, because keyword performance can improve or degrade over time due to factors outside your control.
Pause Poorly Performing Keywords
Be ruthless. Look for keyword outliers with below average ROI and/or Quality Scores – these are the terms that are costing you money and hurting your results. By pausing those keywords, you can stop the damage. Then, as time permits, you can work on optimising those keywords or simply dumping them from your account. Don’t be precious, you may have researched that this will get most traffic however if it does not return the clicks or convert, get rid of it. Pause the keywords rather than remove, that way you can keep track easier and monitor over time and then, perhaps seasonal work, you can unpause.
ANALYSIS OF THE QUALITY INDEX OF KEYWORDS
The AdWords system calculates a quality score for each keyword. There are several factors that are taken into consideration to measure the degree of relevance of your keyword, to your ad text and to the search of a potential customer. The higher the quality score of your keywords, the greater the probability your ads will appear well ranked and with an average CPC below your competitors.
KEYWORD RESEARCH
Keyword research is an important part of your PPC workflow. This portion of your week should be devoted to:
Adding promising new keyword opportunities to your account
Identifying negative keywords – terms that aren’t relevant to your business.
Experimenting with different keyword match types, such as the more restrictive phrase and exact match options.
As well as kw planner & moz explorer there are also alternative KW research hacks.
Look at questions your customers are asking google and bing, a great website for this is .This site collates all the searches across Google and Bing and you can download a handy csv to use in AdWords.
Also try typing in your search into google, look at what google suggests, look at footer for alternatives.
Long term you want to move to long tail exact match terms, lower volume perhaps but with a higher propensity to convert.
ESTIMATES OF THE FIRST PAGE BID
These estimates are the approximate value of the cost-per-click (CPC) needed for your ad to reach the first page of google search results. To see the metric in its table of statistics, go to tab “Keywords” and click “Columns” and, then, select “Customize Columns” pending on menu. Check the box “First Page Bid Estimate” and click save. This is the perfect benchmark to see, can you compete for the keyword and is it cost effective. If not look for more unique long tail phrases, if you can then bid aggressively for the top spots.
AD OPTIMISATION
Throw out your worst two text ads and replace them with new ad text. Doing this every week will net you higher click-through rates and Quality Scores over time. You can also use this time to try out new ad extensions, which can further boost your CTR. People buy on emotion, look to add an emotive trigger that helps the client, that solves a problem or that taps into their emotion to buy.
IMPROVE CAMPAIGN RELEVANCY
The more relevant your keywords, ad groups and campaigns, the more success you’ll enjoy. Google rewards relevance with high quality scores, better rankings and lower costs, which all contribute to a high ROI from search marketing.
To improve relevance:
Avoid ad expansive groups. Split your largest ad group into smaller, more targeted groups.
Create a new, more targeted landing page. Too few landing pages is a sure way to water down your relevance.
Set a goal to develop at least one more targeted ad group or landing page offer every month.
PPC REPORTING
You’re almost there! The last thing you need to accomplish before you can move on to the rest of your job is reporting. This is now even easier and quicker with google data studio. https://datastudio.google.com Use templates provided or create your own unique sheet with metrics that are important to you. Each month simply change the date range. Done!
That’s should be you for your weekly maintenance of the ad campaigns. This is high level process to help you on the way to success. The AdWords’ dashboard now has many many more options to improve visibility and conversions and to lower costs. Once you have completed these tasks consistently you will see an improvement across the board.