Do you keep checking on your keywords and adjusting bids to make sure they’re showing in top position? Do you run time sensitive seasonal promotions that your ads need to reflect? Do you keep checking conversions and ROI and lowering budget on campaigns that are under-performing? Then you’ll love ‘Automated Rules’ in AdWords. With automated rules you can make changes to campaigns, ad groups, bids, statuses, ads, and keywords based on your custom requirements. You’ll save yourself time and optimize your account based on your unique goals.
Setting up automated rules is easy. In your AdWords campaign management tab, click to ‘Automate’ as shown in the screenshot below and select what aspects of your campaigns you would like to create a rule for.
Next, you’ll want to specify your criteria, such as what the rule will apply to, action, requirements for the rule to take effect, and frequency or when the rule should start running. In the example below, I chose to lower budget by 40% on all campaigns where cost/conversion went above $32. You can select how often you want this rule to run and receive an email with details. Happy automating!
AdWords finally released a feature I’ve been waiting for for years, a setting which optimizes your ads for conversions. You can find it by clicking on your campaign’s settings, under the ad delivery section.
Previously the options were to have the system optimize ads for CTR or to rotate them evenly. Because ads with the highest CTR do not necessarily convert best, I used to recommend most advertisers to set their ads to rotate, then manually pause those ads that are generating a lot of clicks but aren’t converting. That process was manual and time-consuming and AdWords has come up with a smarter way to optimize your ads based on what’s truly working for you.
To take advantage of this setting, you’ll need to have conversion tracking enabled in your account and you will want to create multiple ads per ad group so the system can run them against one another. The ad that is more likely to convert will start to be preferred by the system and will show more often. Have fun experimenting!
Account structure is the fundamental basis of being able to write relevant ads, track, optimize your campaigns, and keep your budget manageable. Poor account structure is one of the most common reasons advertisers fail and can make or break the success of your account. Before you start adding in keywords you’d like to advertise on, think about the following:
- What products or services would you like to advertise?
- Where are your potential customers? What locations and regions would you like to target?
- Do you have different budgets for your various products and services? Are some of your product lines of greater priority?
Next, consider the AdWords account hierarchy and how you can best organize your offerings within that structure. An AdWords account has the following components:
Here are some general guidelines to keep in mind:
Campaigns: You will want to create separate campaigns for different products or services and to take advantage of other settings that you choose at the campaign level. For example, as a carpet cleaning business, you might want to create separate campaign for the different locations you service. I also recommend creating separate campaigns for the different networks and advertising on Search and Display separately.
Ad Groups: Within each campaign, you should have multiple tightly themed ad groups. If an Ad Group has several keywords, all with different themes, your ads are less likely to be effectively targeted. As a carpet cleaning business, you might want to have the following ad groups:
Tip: A good test to double check if your themes are tight enough is to ask yourself is each keyword within your ad group is reflected in your ad text. Make sure you find a balance between relevant groupings and being too specific. Creating a separate ad group for each individual keyword is not the best use of your time!