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11 AdWords Best Practices To Get More Out Of Your Campaigns

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Have you set up an AdWords account just because everybody is doing it nowadays or because you wanted to use up the free credits you got while setting up your web hosting, like it was in our case and later wondered why the response to your ads was so poor? Well there are simple things you can do to start out with and see immediate improvement in the responses you are getting. There are more complex things you can do with your AdWords account than the points mentioned below. However hopefully the following points will get you started and excited enough to get deeper into this.

  1. Separate search and display network campaigns

You wouldn’t think of creating one ad targeting both teenagers and senior citizens. Why? Because they think differently and have different needs. Similarly both the networks behave very different from each other and the quality scores are calculated differently as well. Combining both the networks in the same campaign is the most common reason where people lose money. Create separate campaigns targeting each network. This will enable you to set different budgets and monitor the campaigns independent of each other.

  1. Segment keywords into ad groups

Don’t group all your keywords into one ad group. Structure your campaigns just like your website. For example if you sell accessories for women, you could create campaigns as follows:

Campaigns – Hats campaign, Earrings campaign, Necklaces campaign
Ad Groups under Hats campaign – 

By structuring your keywords like this the relevancy of your ad to the audience, will get better. Improved relevancy will not just improve your ad rank but it will also bring down the actual CPC you have to pay up in the end.

  1. Use Negative keywords

Using negative keywords will help you get more precise audiences. For example if you are looking at selling computers, you could use ‘reviews’ and ‘compare’ as negative keywords to avoid people searching for just reviewing or comparing computers, from clicking your ad. By filtering the audience, you will be saving money you would have had to spend on the clicks generated through their queries.

  1. Bid the highest on your own brand name

If you don’t put money on your own brand name, the possibilities are that your competitor’s will use your brand name as one of their keywords to get a higher position for their ads than your own. This will not just look bad but your competitors could potentially take all your traffic.

  1. Spread your budget across various keyword match types

Using just broad match keywords will generate more views but the conversion rate will come down. Using exact and phrase match keywords in your campaign will increase your conversion rate without having to increase your CPA bid amount, thereby saving you a lot of money. This is the reason why you shouldn’t bid the same amount for all keywords.

  • Put the highest bids on Exact match types
  • Bid -5% of Exact match types on Phrase match types
  • Bid -10% of Exact match types on Broad match modifier types
  • Bid -20% of Exact match types on Broad match types
  1. Choose Manual bidding

No matter how good a washing machine you may have, there will still be some stubborn stains for which you will have to wash by hand. Similarly while automatic bidding will do a decent job for you, going in for manual bidding will enable you to get more out of your campaigns. So get in there, get your hands dirty and control your bidding to get higher revenues out of your campaigns.

  1. Apply bid adjustments

You can further add bid adjustments that will allow you to increase or decrease every bid in your campaign for searches across devices, locations, time of day and more.


If you find yourself using bid adjustments very often, consider creating different campaigns for each type. For example different campaigns targeting Mumbai and Chennai separately or different campaigns targeting computers and mobiles separately.

  1. Find the optimal ad position for your ads

A top position does not always translate into more conversions. Recent research has shown that the top most positions on the search results page are more useful for branding purposes and the 3rd to 5th positions help in better conversions. By showing your ad in the 3rd to 5th position, the audience is choosing to click your ad because they find it more appealing, rather than just clicking on it because it’s first on the page. By bidding just enough to get your ad in the 3rd to 5th position might just save you some money and get you more conversions. Test and see what position works the best for you.

  1. Create automated rules

Accelerated delivery will use up your daily budget to show your ads first thing in the morning leaving you with potentially nothing to show towards the end of day. Standard delivery will help you spread your ads throughout the day, but it could potentially lead to you losing out to some audiences during peak hours. To avoid both these situations you can schedule accelerated delivery for ads during certain times and standard delivery at others by using automated rules. This will enable you to increase the frequency of your ads more during the peak times and spread your ads for the rest of the day. You can use automated rules to:

  • Automatically pause low-performing ads or keywords
  • Raise keyword bids to ensure ads show up on top of search results page during a certain time of the day
  • Send yourself an email if a campaign’s budget is close to exhaustion early in the day

Following is a video on how to create automated rules

  1. Use ad extensions

Ad extensions may not play a direct role in determining your ad rank. However if there is a tie between your ad rank and your competitors, the ad with the most ad extensions will be rewarded the higher position on the search results page. Apart from this, ad extensions will give another reason for the audience to click your ads, thereby improving your click through rate as well.

  1. Link Google analytics to your AdWords account

  • Linking Google analytics to your AdWords account will help you track the conversions that are taking place through your ads.
  • This will further allow you to enable conversion tracking and conversion optimizer which would enable you to move on from CPC to CPA bidding, thereby making your campaigns more profitable.
  • It will also help you create re-marketing lists to target people who have visited your website.

Following video explains how to link your AdWords account to Google analytics.

No matter how well you manage your AdWords account, if the content of your website and ads is very poor, all your efforts will go down the drain and the conversion rate will still be very poor. So apart from the above mentioned points don’t forget to make your landing pages more relevant to the ads they are linked to, create mobile friendly landing pages and improve your website load time. Happy campaigning!

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