Don’t Forget To Check These PPC Settings

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.

Related: AdWords Daily Tasks & Improve PPC Performance

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“.

Commonly missed PPC settings
PPC settings

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.

Keyword Sculpting

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.

In Conclusion

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.


Improve PPC Performance by Using Auction Insights

As the Auction Insight report is built into AdWords, most people will have taken the odd look out of curiosity. However, the Insight tool is a great way to discover how your PPC campaign stacks up against your competitors.

But with a little digging, it can also present PPC opportunities and even outline your competitors PPC strategy.

Related: PPC Management Manchester

Auction Impression Share

Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Impression share = impressions/total eligible impressions

Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget. It also highlights if anyone is dominating impression share. It lists who all your competitors for the keywords are; and you can analyse this report by keyword, campaign or ad group.

Also on this report you will see:

  • How your impression share compares with your competitors.
  • How often you are outranking your competitors (the higher the better)
  • The average position of your ads.
  • Overlap rate – how often another advertiser ad is displayed and the same time as yours.
  • Position above rate – how often another advertiser’s ad is shown in a higher position than yours (when shown at the same time).
  • Top of page rate – how often you and your competitors ads are at the top of the search results.
  • Outranking share – how often you outrank each competitors ads (rank higher or displayed when theirs were not).

Changes to bids, quality and budget all affect the campaign performance results.

Auction Insight report
Example Auction Insight Report For a New Campaign

How the Insight Report Can Help Refine Your PPC Campaign

Scenario: Your impression share is better, and you outrank your competitors the majority of the time.
Option: Can you cut costs and still perform well?

S: Your impression share is better, but they typically outrank you.
O: Increase bids to see if outranking more of your competitors’ results in a significant gain

S: Your outranking share is better, but overall your impression share is worse.
O: Decrease bids with the goal of gaining impression share – get more for impressions your budget. (be careful with a test first).

S: Your outranking share and your impression share are both worse than your competitors’.
O: Increase budgets.

S: You have a lot of overlap with organizations that you don’t consider to be competitors
O: Review your search terms to see if you may be bidding too broadly.

S: Competitors seem to have a lot of overlap with you
O: Are you vying for the best keywords, or do you overlap more on keywords that are of lesser importance?

S: Competitors that have suspiciously low IS
O: Are bidding on keywords that we are missing out on? Check out a competitive research tool to see what your competitors are bidding on that you aren’t.

S: A new competitors appears
O: Learning more about their brand and how your positioning stacks up. Review their landing page – anything that might give you some conversion rate inspiration!

Segmentation – Auction Insights

Days of the Week

You can segment your auction insights reports and get more granular information – such as day of the week.

Which days are competitors are focusing on?
When are they not competing? This could be because they are not open, don’t have budget or they assume people aren’t searching on certain days (for example at weekend for B2B)

If competitors are not competing on certain days, is this an opportunity to get in front with less competition?


Similarly to days of the week, are competitors concentrating on mobile, meaning desktop may offer an opportunity?

In Summary

There are lots the auction insight report can tell you – it’s not something to do everyday, but reviewing it once a month can prove d ideas and inspiration to improve the campaign performance.

Finally, don’t make any account changes that go against your own data. Make sure you do the analysis yourself and test any changes on a small scale first.

Mancheser PPC Management
PPC management – Manchester