Are you dissatisfied with your Adwords ROI, but don't have a ton of time to manage and optimize your ad campaigns? If so, these four proven and practical AdWords management tips below will help you. Implement them and improve your conversions, stop wasted ad spend, and boost your AdWords return on investment.
Exclusive Bonus: Get The Adwords Savings Checklist for free, and fix the seven most common, costly, and overlooked AdWords mistakes that secretly sabotage revenue.
This is arguably the most important step in your AdWords management process, and also one of the most commonly overlooked.If you want to be able to track your AdWords return on investment - and understand what keywords and audiences are really driving revenue - you must use the AdWords conversion tracking script.First, you need to know what type of conversion (goal) you are going for. What online action do you want visitors to take? Some conversions you can track with Google AdWords include:
To setup your AdWords conversion tracking pixel, sign into your AdWords dashboard and follow these steps:
You should also connect Google Analytics and Google Search Console with your AdWords account, so that Adwords can have extra data to report on - data that will help you improve your AdWords ROI.In addition to using the AdWords conversion tracking pixel, we also recommend you improve and track your AdWords conversions using call tracking software (we use and recommend CallFire) and live chat software (we use and recommend Zopim). This will help you track conversions when people come to your landing page(s), and choose to call or chat with your company instead of purchasing or filling out your form.I once talked with an ecommerce store owner who closed a $250,000 deal over live chat. (Crazy, I know!) It's important that you allow your customers to engage with your business in the way they feel comfortable, and that you're closing the loop on all advertising channels.
Benjamin Franklin once said, "Beware of little expenses. A small leak will sink a great ship." If you're not looking at your pay per click (PPC) dashboards daily - and if you're not working to optimize your ad campaigns - small PPC clicks can drain your wallet fast. This is where AdWord's automated rules can help you stop wasted ad spend.With automated rules, you can automatically pause specific campaigns once they reach a specific spend amount. For example, let's say you don't want to spend more than $3,500 on AdWords this month, and you currently have 10 campaigns running in your AdWords account. You can select all the campaigns and apply an automated rule to them, telling AdWords to pause your campaigns once the total ad spend reaches $3,500.To setup an AdWords automated rule to control your budget, login to your AdWords dashboard and follow these steps:
A second option you can implement to control your ad spend - in addition to AdWord's automated rules - is setting up a shared budget. Instead of having an individual budget for each campaign, you can have one budget shared across various campaigns.To create and use a shared budget in AdWords, login to your AdWords dashboard and follow these steps:
Have you ever been browsing on one website, and then seen an ad for that same product/business while browsing on a different website? That's called retargeting or "remarketing." If done right, it can be an effective advertising channel for your company.With Google AdWords, you can retarget the following audiences:
In order to start retargeting people who visit your website and landing pages, you need to be "tagging" your website and landing page visitors. To do that, you need to use the AdWords remarketing tag: a simple snippet of JavaScript that you copy/paste right before the closing </body> tag of the page(s) you want to track.To setup your AdWords remarketing tag on your website or landing page, sign in to your AdWords dashboard and follow these steps:
Remember: Be sure to check back in 24 hours, to make sure that your remarketing tag is installed correctly. If it is, you should see this:
Once your tag is installed correctly, you can begin running display and search remarketing campaigns.If you need further guidance along the way, here's a helpful article on remarketing from Google.
If you're managing your company's AdWords and are strapped for time, here's a weekly AdWords management process you can follow to keep AdWords performance strong. This weekly process will help you avoid wasted ad spend, increase conversions, and boost your overall return on investment from AdWords.Every week, spend 30-60 minutes doing the following:
This may seem like a lot of time, but if it helps you generate more leads and sales, isn't the time (and money) well invested? You don't want to be running AdWords for your company and have no idea what's going on. This leads to wasted money and a poor return on investment.
Exclusive Bonus: Get The Adwords Savings Checklist for free, and fix the seven most common, costly, and overlooked AdWords mistakes that secretly sabotage revenue.
Google AdWords is an incredibly profitable and effective digital marketing channel. We know that the above four AdWords management tips work well - and that they dramatically boost your AdWords return on investment - because we use them in our own business and for our clients.What AdWords management tips have you found beneficial in improving ROI? Share your experiences and results with us in the comments below. (And don't forget to download our free AdWords checklist, where you'll learn how to stop the seven most common, costly, and overlook AdWords mistakes that secretly sabotage revenue.)