While many clients at Boston Web Marketing are running PPC Campaigns, a common question from many of them is how they can get the most visibility and results for their money.
They want to make sure they are spending enough, or even wondering if they are spending too little. With this in mind, here are some tips to optimize your AdWords Campaign with whatever spend level you may have.
Whether your budget is smaller or on the large size, there are many things that you can do to optimize a campaign and see great results.
First off, you should make sure you are utilizing the “search impression share” metric in your AdWords reporting if you are working with a budget. This metric will compare your number of impressions with a number of impressions your campaign COULD have received. This metric will be helpful for you because it will draw your attention to conversions you may be missing.
Should you build your campaigns “deep” or “widespread”?
A campaign is considered deep when it focuses on its best performing ads and increases the spend in these areas, while decreasing the spend in areas that aren’t performing the same.
A widespread campaign is just as it sounds. The campaign encompasses all ad groups, and tries to elevate underperforming ads to the top level.
Say you’re running a campaign with different ad groups and keywords, but you notice one area is performing better than the others. While your instinct may be to pour money into the best ads, you should try and reallocate your ad spend to the weaker ads to increase your return on investment, OR increase your spend for the lower level groups, and try to obtain additional ad spend for the other groups.
To get a better idea of what keywords will get you the most clicks, you should utilize the Keyword Planner. It will provide you with clicks, impressions and costs. This can help you create the most successful campaign.
After this tool, you can use the following information from Search Engine Land to calculate a loose idea of missed conversions. While the data may concern you, try not to worry too much about this because some pieces of your campaign aren’t taken into effect.
- Open your highest-performing campaign.
- Make sure Cost, CTR, Cost/Conv, Conversions, Conv Rate, Impressions and Impression Share are selected as Columns. (For a generally useful spreadsheet beyond this experiment, also export Quality Score, Avg Position, CPC, Search Lost IS [rank].)
- Export data to a CSV.
- Open in Excel/Sheets/Numbers.
- Create a “Missed Conversions” column with the following formula:
o =(((Impressions/Impression Share)*CTR)*Conv %)-Conversions
o Example: =(((G1/Q1)*P1)*M1)–K1
- Copy this formula for all keywords.
- (Optional) Show estimated difference in spend per keyword with =Missed Conversions*Cost/Conv. This would obviously assume a static Cost/Conversion with scaling ad spend, but if you are concerned about this, it can be adjusted to =(Missed Conversions*Cost/Conv)*1.1 which would assume a 10-percent increase in cost per conversion with increased traffic.
Once you are aware of the conversions, you can focus on how to improve bids and quality score. Keyword Bidding will help you to keep your ads in first position on the first page, and add negative keywords can control where your ads are shown.
Once you complete these tasks on a daily basis, you are well on your way to creating the perfect and successful campaign.