Optimization—the greatest results for the lowest cost—is the goal of every AdWords campaign manager. What are two of the simplest ways to optimize AdWords campaigns? Google is constantly changing and upgrading its AdWords tools; which recent enhancements are most important to understand and take advantage of? Click-through rate (CTR) is the single most important factor in determining Quality Score, which is as important as bid level in determining how highly an ad will appear in search results. But it isn’t the only factor; what other items are considered, and how can you optimize these?
Get the answers to these questions and many others here in more of the best articles and blog posts from last year on Google AdWords search engine marketing.
Setting up PPC Campaigns 101, Part 1 by Search Engine Watch
Ron Jones steps through the process of structuring content for AdWords campaigns, developing keyword lists and setting up ad groups, along the way identifying helpful resources and tools such Permutator.
2 dead simple ways to optimize your Adwords campaign by CDF Networks
Chad Frederiksen recommends using the AdWords Conversion Optimizer tool and Opportunities tab to increase conversion rates while reducing per-conversion costs.
Although AdWords advertising can benefit a wide range of businesses, it isn’t right for every company. Steve Loszewski walks through ROI calculations to help determine the value of AdWords for a specific situation, as well as what’s involved in properly managing a successful AdWords program.
Rich Media and Video templates in display ad builder by Inside AdWords
Emel Mutlu explains how to use the AdWords display ad builder tool to create ads for Google’s content network that display multiple products, incorporate multiple destination URLs, track unique interactions, include video, provide in-ad coupon codes and more. New templates simplify these tasks, and Emel notes that he hopes they will be “one more great reason to try out the AdWords display ad builder, and reach additional customers in new ways.” More noteworthy posts from the Inside AdWords blog:
- AdWords Editor 7.5.1 for Windows and Mac: Austin Rachlin reports on key changes in the latest updated of the AdWords Editor tool, including the ability to import .CSV files, selectively download specific campaigns, and view and organize new keywords by topical category. In another newsworthy post, Conversion Optimizer is now available to more campaigns, Austin announced that any campaign with at least 15 conversions in the most recent 30-day period is now eligible to use Google’s Conversion Optimizer tool, and that according to Google’s research, “campaigns which adopted Conversion Optimizer achieved a 21% increase in conversions while at the same time decreasing their CPA by 14% (on average and in comparison to similar campaigns).”
- New Interface Thursdays: Keep tabs on your account with custom alerts: Trevor Claiborne explains how to set up custom alerts to get notified about specific types of events or activities in your AdWords account, such as a spike in impressions for branded keywords or when a campaign is close to hitting its daily budget.
- AdWords Conversion Tracking is now even easier: Emily Williams shows how changes to the interface for the conversion tracking tool make it easier to implement and monitor this capability. Of note, the “New Conversion” button allows you to quickly define new conversion actions or import them from a Google Analytics account, and the “Webpages” tab makes it easier to track conversions by page.
Is The Hype Over Google AdWords Quality Score Justified? by Search Engine Land
Craig Danuloff provides a detailed discussion of Quality Score: its importance (high), its ability to function as either a discount mechanism or a tax, why CTR is critical, and why landing page design isn’t. Two other noteworthy posts from Search Engine Land are The 6/90 Rule: 6 Reports Contain 90% Of Actionable AdWords Insights, in which Brad Geddes identifies and demonstrates the value of the six most important AdWords reports, and How important Is Click Through Rate In Google’s Quality Score Formula?, wherein Siddharth Shah illustrates mathematically the importance of CTR to quality score (it explains about 72%; all other factors combined account for the other 28%).
A concise but helpful post that explains how to pull goals and transactions from Google Analytics into AdWords for unified conversion reporting. Analytics and AdWords have traditionally been completely separate systems with inconsistent data, but Google continues to bring the two into closer harmony. Two other valuable posts from PPC Hero are 5 Tips on Passing the Google Adwords Qualified Professional Exam, which provides tips such as knowing how to calculate ROI and AdWords ad text policies before tackling Google’s AdWords certification examination, and 6 Rules to Achieve Awesome Quality Scores & Increase PPC Performance, which explains five factors other than CTR (such as having well-organized ad groups and pruning under-performing ads and keywords) that can help improve AdWords quality scores.