PPC Settings Review.
Most day-to-day management tasks are about finding new keywords, monitoring CTR, bids and budgets. But don’t forget to check these AdWords PPC settings when setting up or managing a new campaign.
Locations PPC Settings
The default AdWords setting will actually show your ads to outside your targeted area. If you just want people in a specific region, you need to change this in your campaign settings. This will avoid people from other areas triggering your ad when they type, for example, “PPC Company Manchester“.
Ad Schedule Bid Modifiers
It’s very easy to set up ad bid modifiers and forget about it. You could change the day, time or device and only months later notice that things have changed and you are losing budget.
PPC Conversion Settings
Whether you are using the AdWords tag, a Goal imported from Analytics, or an imported file – make sure conversion is correct and accurately set up.
Duplicate Keywords – PPC Settings
Often you’ll find treasure in the search query report that you add over time and they are search terms that seem relevant to how they were matched.
It is easy to add duplicate keywords across multiple groups
AdWords is getting pretty clever in how it automatically identified duplicates and offers a solution in the form of an ‘opportunity’. So keeping on top of a well organised PPC campaign has never been easier.
This is a term used to describe how you funnel a search query to a keyword that’s being bid on.
If you are using Broad match types, Google tends to pick the keyword a search term is matched to, and it won’t always do this consistently. You could end up having one search term matching multiple different ad groups with varying levels of performance.
To match the search term to the best-performing ad group, set as an exact match negative to the Ad Groups or Campaigns where we want it to stop getting matched to. This forces Google to match it the way you want.
Search Partners and Display Select
The default setting for AdWords is to include these in your campaign setup if you are not paying attention.
It’s true that Search Partners can do well, but it can also do horribly and gobble up a budget. Test it on a new (separate) campaign.
Display – in my opinion – is good for raising awareness and brand promotion, but not great at producing a quick return on investment. If a rapid ROI is what you, or your client – is after, leave this well alone. If they are playing a long game with decent budgets, then this could play a key role.
Missing or Disapproved Ad Extensions
In addition to expanding your Ads these extensions, extensions can also help to pre-qualify clicks better and give more information to encourage a click from a user.
AdWords is rarely a quick win. Campaigns evolve and require optimisation. If you are struggling with your AdWords campaign, please feel free to get in touch via the contact form.