Overlooked AdWords Optimisation Tips
AdWords Optimisation Mistakes
Some stats show that many AdWords campaign managers are making some basic mistakes in their campaigns. One vital AdWords optimisation mistake is not having enough ads to test in ad groups. In fact, only around a quarter of managers have created multiple ad variations and fewer have run tests to see which is best.
Creating enough ad variations, and testing makes a huge difference.
Further, it’s time to upgrade to expanded text ads, which give in average a 10% improvement in CTR.
Now, when reviewing which ads are best, its important to segment by device. Go into AdWords, select your campaign (or ad group), then select the ‘Ads’ tab. Now select the Segment button, then select Device.
This will show important metrics like CTR by device for each ad. Change your columns to include conversions if you are tracking them, and cost/conv. Now you will see that some ads with a low overall CTR may be very good on mobiles or tablets, compared to computers.
If there is enough traffic through that ad group, it makes sense to duplicate these and rename them i.e. Ad Group 1 – Generic – Desktop, Ad Group 1 – Generic – Mobile, and Ad Group 1 – Generic – Tablet.
Set the bid adjustment to -100% on the other devices, so that ‘Ad Group 1 – Generic – Desktop’ has -100% on Mobile and Tablet.
Now ads are only showing on desktop. This will give you the ability to select the best ads for that device.
Select Ad Rotation
Optimising for clicks, or rotate evenly, are settings currently set at campaign level, under ‘Ad rotation’. This setting is changing however, and the news is you will be able to choose this at the ad group setting. Unfortunately the setting ‘optimise for conversions’ will be dropped. This makes it important to manually review your ads for cost per conversion or ROI metrics, which are ultimately what matters. In AdWords editor this is straightforward. All you have to do is download statistics. In the top right corner of editor is the statistics tab. select this, choose date range, campaigns, and the metrics you want to download. Wait for the data to download into Editor, and you can now easily see all the performance metrics of your ads, one line at a time.
Now, many ad groups will not have high traffic volumes, especially for the longer tail keywords. Because of this you will need to review your top performing ads and identify themes or characteristics of the typical best performing ads, and of the worst. These can form good templates for your lower traffic ad groups.
Ad extensions are important as well. I tend to create duplicate site links so that the text length is different. I can use for example shorter titles for the sitelinks, or site links without description line 1 and 2, so that I can trial these on mobile only ad groups, where shorter text tends to be desirable.
Overall ad extensions can increase CTR.