5 Tips to Fine Tune your Adwords Account for 2012

How about this for a New Year’s resolution: Fine tune your Adwords account for 2012 so that you can maximize your online sales and conversions.

If you run your own Google Adwords account you might not be aware of some basic settings and tips that can give your click-through-rates (CTR) and conversions a boost. The Adwords online help section has lots of well-structured tutorials and guidelines that you can apply to your account. If you don’t have time to run through the help section, consider these 5 things you can do to maximize your AdWords Campaigns now.
Google Adwords - the only PPC medium you need.

1. Run separate campaigns for Search/Display/Device

It’s always a good idea to run separate campaigns by network and by device so that you have more control over where your ads run and how much budget to allocate to each. To check the settings for each, go to the Campaign Settings tab.

With the Network settings, you can choose to separate campaigns to show ads on Google’s search results only (Google.com, Google.ca, etc.), Google’s Search Network, or Google’s Display Network. Google’s Search Network includes search engines powered by Google, such as AOL.com and ASK.com. Google’s Display Network displays ads on websites that have partnered with Google (display partners), YouTube, and specific Google properties. Ads are shown that are targeted based on themes in a keyword list, rather than specific keywords.

Google Adwords network options - seperate your campaigns between search and display.
The ‘Devices’ setting determines the kinds of devices where your ad will appear. You can choose one or more of the following options:

  • Desktop and laptop computers: Show ads to those using Google web search on desktop and laptop computers.
  • iPhones and other mobile devices with full Internet browsers: Show standard text ads to those using Google web search on a mobile device with a full browser.
  • Tablets with full browsers: Show ads to those using Google web search on a tablet device with a full Internet browser.

Based on the device you choose, the number of ads and their location may vary. We recommend having separate campaigns for desktop/laptop computers and for mobile/tablet devices.

Google Adwords networks and devices lets you show your ads on desktop, tablet or mobile.

2. Use the Search Query Report to mine additional keywords and root out negatives

One handy feature that not everyone is aware of is the ‘See Search Terms’ option. This handy report lets you see how customers are finding your ad! You can see the actual searches that triggered your ad and led to a click.

You can add search terms from the list to your ad group keyword list to improve relevancy within each ad group. Another useful function of this is to stop your ad from triggering for particular terms; just add those terms as negative keywords and you will notice more qualified traffic.

To access the ‘See Search Terms’ option, just click on the ‘Keywords’ tab, and then the ‘See Search Terms’ tab (as highlighted in red below).

Check the Google Adwords search terms report to see what users are really searching for.

3. Take advantage of Ad Extensions (location, sitelinks, call & social)

The Ad Extensions option allows you to make your ads more engaging for web users by adding extra information which is more relevant to your business or services. For instance, you can include a store address or phone number with your ad, or link your ads to your Google+ Page. These typically help increase ad CTR and ultimately conversions. They are free to set up and just take a few minutes to customize each option.

To make sure the Ad Extensions option is active, you must first enable it by checking the box in the drop down menu at the end of your main tabs list. You can then see statistics for each extension. In the example below, ‘Social Extensions’ is selected in the ‘View’ tab. You can then see detailed performance statistics for each option.
Make sure you use Google Adwords ad extensions in your PPC account.

4. Use the Click Type segmentation to help with bidding strategies

Click on the “Segment” menu in the reporting tab (under campaigns, ad groups, keywords, ads, ad extensions), then select “Click type.” You should see a breakdown reflecting each of the options.

Google Adwords segment types help to inform bidding strategies.

Depending on which options you have activated in your account you may be able to see metrics for headline, sitelinks, Get direction, and Mobile clicks-to-call.

5. Last but not least, ensure your AdWords account is linked to your analytics tool!

It’s super easy to link your Google Adwords and Analytics accounts, yet a lot of users don’t. Linking your Adwords and Analytics accounts gives you access to tons of extra information:

“this will provide you with the actionable information that you can use to increase your ROI by tracking cost data for all of your campaigns and combining that data with conversion information on a page-by-page basis. Google Analytics automatically imports AdWords cost data so that you can track the effectiveness of your AdWords campaigns, and automatically tags your AdWords destination URLs to track keyword and campaign conversion rates with no effort on your part!”

All of this information is presented in clear, visual reports which you can view yourself or send to your boss for extra brownie points.

To link accounts, first of all make sure that you’re using the same Google Account email address for both your Analytics and AdWords accounts and that the AdWords login email address has Admin access for the Analytics account.
Link your Google Adwords and Analytics accounts for access to better data.

Then follow these 5 steps:

  • Select the Reporting tab and choose “Google Analytics”.
  • Select “I already have a Google Analytics account”.
  • From the Existing Google Analytics Account drop-down menu, select the name of the Analytics account that you’d like to link to. If you don’t see it listed, you’ll need to first add your AdWords username to your Analytics account as an Account Admin.
  • Keep the checkboxes selected on this page, unless you’re sure that you’d like to disable auto-tagging.
  • Select Link Account. Easy!

So what are you waiting for? Make sure you have these options in place so that you can get the New Year off to a great start and ensure that your Adwords account will be primed for maximum results.

Need help with your AdWords account? Contact 6S Marketing! We are a Google AdWords Qualified Company and can help you with account set up, optimization, maintenance and monitoring.

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