How to make your AdWords account more efficient

People often ask for different tips and strategies to manage a Google AdWords account more efficiently. When looking into an account in further detail, one can usually identify that the account manager isn’t using all ofindex the resources that Google has provided. Here is a list of four important pieces of data that can help a common account manager implement more strategic changes.

Quality Score

A large number of people who manage their own Google AdWords accounts or are new to AdWords are not always aware of quality score and the advantages a good quality score has on an AdWords account. An easier way of looking at this is that the quality score acts as a bid multiplier. It is a number between 1 and10 that is allocated to each individual keyword in an account.

The higher quality score a keyword has, the more bidding power that keyword receives when it enters a Google auction.  For example, if James is willing to spend £1.00 per click and has a quality score of 4, his ad rank would be 4.  Tom decides to bid up to £0.50p per click and his quality score is 10; Tom’s ad rank would be 5.  Although Tom bid less, he won a better rank on Google.

There are various amounts of metrics that Google uses to determine a keyword’s quality score, like ad relevance, click-through rate, and landing page experience.  To improve your quality score, you need to question, does my ad make sense? It is a good thing to have your keyword in the ad, but try to avoid stuffing your ad with the keyword so many times that it doesn’t entirely make sense. You could also get penalised for this from Google!  It’s good to have your keyword in the ad, but don’t stuff your ad with the keyword so many times that it doesn’t make sense to the searcher.  Ads with great ad copy tend to have a much higher click-through rate than ads packed full of keywords.   Second, does the ad direct people to the most relevant page of the website?  If people are searching for tennis shoes, send them to the tennis shoes page of the website.

Impression Share

Impression share is a great competitive metric that shows you what percentage of time your ads are displayed when an individual searcher lands on one of your keywords. The reasons why an approved ad doesn’t show as frequently as it could are: the Budget Constraints and Rank. It’s simple to decrease lost impression share due to budget by increasing the campaign’s daily budget.  Decreasing lost impression share due to rank, on the other hand, takes more time.  Improving rank to decrease lost impression share requires a bit more work than a simple change of the budget.  To improve rank and lower lost impression share, make changes to improve the quality score.

Analyse Competition

When an individual purchases something that is quite big, like a new home or car, the person with the most information comes out ahead. The same principle applies to advertising. By analysing how competitors in your category are performing, you can determine if the changes you make to your account are helpful or if your competition is outperforming you.

There are a lot ofmetrics in the Analyse Competition section that allow advertisers to determine where they rank.  Comparisons are available for clicks, impressions, click-through rate, and average position.  The Analyse Competition data is located in the Opportunities tab.

Estimated Top of Page Bid

It seems to be a pattern that many people are frustrated that they can’t seem to reach the top position on Google AdWords.  This seems like a never-ending challenge that new advertisers or people advertising in highly competitive searches face.  By adding the top of page bid estimate as a keyword column, you can see what Google estimates the cost to be for the specific keyword to raise to the first position on a search results page.  This is a good feature to utilize in the campaign if you’ve done all that can be done to improve the quality score, there is available daily budget, and there is flexibility to increase bids but still receive a return on investment.

Using these four data points will give you the perspective needed to make smart decisions in your AdWords account.  If you’re already using this information, how do you use it or how has it improved your decisions in AdWords

Chris Wright
Chris Wright
Managing Director of Nettonic Ltd a Bedford based digital marketing company specialising in helping businesses to improve their online brand awareness. Linkedin

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