How Can I Make My AdWords Campaign Work Better?

Estimated Reading Time 7 minutes

PPC should be an essential part of your Digital Marketing strategy. The potential PPC has to drive instant visibility and traffic from your desired target audience is unmatched from other areas of Digital Marketing such as SEO but what is needed for a successful PPC campaign?

Below are some important factors to consider…

Campaign structure

One of the most important things to consider is the structure of your AdWords account. Are your keywords all grouped in one campaign or ad group? Are you utilising different keyword match types? Do you have at least 2-3 ad variations per ad group? These are just some of the things to consider in regards to the structure of your AdWords account. Campaign structure should somewhat reflect the structure of your product/service categories on your website and different product categories should be within their own campaign. This allows for much greater flexibility when assigning budgets to these areas as well as much greater clarity on how each area is performing.

adwords account structure

Having every keyword in one ad group or campaign will severely limit the flexibility on the account as well as an understanding of what is performing well and what isn’t. Lastly the challenge with more complex websites where there is a huge range of products or services is that the campaign structure should not be so overly complex that it means managing it on a day to day basis becomes too difficult.

Negative keywords

Negative keywords should are fundamental in improving your AdWords performance. Stop your adverts showing for irrelevant searches by adding negative keywords. This will prevent wasted expenditure on users that are not looking for your products or services and that are very unlikely to convert into a sale or lead.

Conversion tracking

Setting up conversion tracking is vital for gaining an understanding in how your campaigns are performing and which campaigns are leading to sales or leads for your business. Running AdWords campaigns without any sort of conversion tracking is not advised as you will essentially be wasting money without being able to see how your campaigns are performing. This makes it almost impossible to evaluate the worth of your campaigns and where they need to be improved or refined.

Google quality score

Improving your Google Quality Score is a fundamental part of improving your overall AdWords performance. Google Quality Score remains a mystery to many of those who are new to AdWords however it is one of the most important factors in improving your overall account performance. A stronger Quality Score will lead to lower CPC’s and in turn can lead to a significantly improved ROI.

google quality score factors

 

The main focus when looking to improve Quality Score should be ensuring there is a very strong relationship between your targeted keyword, the ad copy text and the landing page. This means implementing a structure where only closely related keywords are grouped together in the same ad group with ad copy that contains text that is highly relevant to the keywords within the ad group. It is also very important to ensure you are sending the users to a landing page that is highly relevant to what they are searching for, in addition your on-site experience such as usability, CTA’s and site speed.

Link AdWords & Analytics

Linking Google AdWords and Analytics may seem like a very simple step but it can be a hugely important one in helping to improve your AdWords performance. Having Google Analytics linked to the AdWords account allows for a much greater understanding of what is happening to the traffic from PPC once it lands on-site.

Link Google Analytics and AdWords

Are there particular pages where users are dropping off? Is the traffic that PPC is driving not interacting with the website and leaving the site immediately? So many insights can be gained from Google Analytics and these findings can be used to refine and improve your AdWords campaign. By running AdWords without the use of Analytics means you have very little knowledge on the traffic you are driving via PPC and considering this traffic is being paid for, it is essentially wasting money. Using Google Analytics you can also compare PPC performance against other channels.

Conclusion

These are just a few areas to consider when looking to improve your AdWords performance, PPC is highly complex and requires a lot of hands on work to get it performing to the levels where it is meeting and exceeding targets. However, if the fundamental areas mentioned above are in a strong position, you will have the strong foundations in place to build upon to see some big improvements on your AdWords account.

Alessandro De Marco
Alessandro De Marco is a Paid Search (PPC) specialist with 5 years’ experience in both client and agency side. Alessandro’s experience includes digital specialty in Google AdWords, Google Shopping, Conversion Rate Optimisation as well as Google Analytics and Mobile Search. This experience has been garnered through hands on work at previous digital agencies, as well as brands such as travel giant Tui, broadcaster ITV and banking group NatWest. In his past time Alessandro is an avid footballer and enjoys running and keeping fit.
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As London Fashion Week is in full swing, this quote from one of the doyenne’s of the industry reminds us that we should never give up. . . . #londonfashionweek #londonfashionweek2020 #cocochanelquotes #inspirationalquotes #digitalclarity #digitalmarketing #digitalconsultancy #motivation

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An intriguing and alternative way to assess agencies – AI . Ad World Masters Agency of the Year highlights the best agencies around the world, based on its underlying technology and unique data. Digital Clarity - Silver Winners . The company uses AI (artificial intelligence) and a unique combination of crowdsourced, raw and verified data to assess the calculation for the Agency Score and ranking . The data of over 10,900 agencies has been processed and assessed by the company’s artificial intelligence algorithms . The Agency Score is a representation of both digital and human-controlled data such as Reviews, SEO, Social, Web performance, Awards, and more. This Agency of the Year title elevates and promotes the best agencies through factual and objective data . . . . #digitalclarity #awardwinning #ppc #seo #digitalagency #digitalmarketingagency #digitalconsulting #digitalconsultant #socialmediamarketing #socialagency #contentcreator #contentmarketing #ai #guildford #surrey #hants #london

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Posted 1 week ago.

As Napoleon Hill says in his book, Think and Grow Rich, “Most great people have attained their greatest success just one step beyond their greatest failure.” . In these volatile times business needs to be resilient and build those business muscles that have carried you this far . One armour that can project confidence and strength is marketing . Sharing your business in the right way, on the right platform at the right time can reap huge benefits . . . . #business #resilience #wilsonluna #growthmindset #digitalclarity #guildford #mondaymotivation #monday #marketing #digitalagency #digitalconsultant

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Great visiting our client Chatsworth House yesterday . A long drive was rewarded by seeing the House, set in the backdrop of the landscaped gardens bathed in beautiful winter sun . Currently working on enhancing the brand online and developing the ecommerce offering . #chatsworthhouse #chatsworth #derbyshire #ecommerce #royalfamily #royalhouse #art #gardens #fineart #statelyhome #prideandprejudice #janeausten #farmshop #sustainability

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In a world of immediate social media gratification, it is sometimes easy to forget the impact one person can have on society . With the sad passing of Kobe Bryant and the no doubt countless tributes he will receive, it shows that the force for human good will always outweigh the bad . His career and legacy will show how one man overcame negativity to become the top in his profession and inspire countless individuals to do better in their lives. . . . . . #kobe #kobebryant #lalakers

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Great day at Bett 2020 @excellondon - Bett is the first industry show of the year in the education technology landscape
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Great day at Bett 2020 @excellondon - Bett is the first industry show of the year in the education technology landscape . The show brings together over 800 leading companies, 103 exciting new EdTech startups and over 34,000 attendees . People from over 146 countries in the global education community come together to celebrate and find inspiration . The show is designed to demonstrate how technology and innovation enables educators and learners to thrive . . . . . #bett #bettshow #bett2020 #bettshow2020 #edtech #technology #education #ict #excel #excellondon #digitalclarity #digitalmarketing #digitalmarketingagency #consulting #digitalconsultant #digitalconsulting

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