Your campaign performance can vary by device. Before 2012 and Google’s rollout of “enhanced campaigns” digital marketing agencies would create separate mobile, tablet, and computer campaigns and control them each independently.
Google then took away the amount of control we had for segmenting by doing this. There is no more a terrific way to run tablet-only, or true mobile-only campaigns. At the time of recently, adwords PPC management has taken back almost all of this functionality. It is possible to bid differently on mobile, tablet, and desktop by utilizing bid adjustments within your campaigns.
The locations you target could be controlled independently, so that you can spend more money showing your ads to the right people and less on the wrong ones. To get this done, you need to get as granular as is possible when setting your geographical targeting on the campaign level. Meaning, that if you target a region like Chicago, you’ll wish to add in the towns that make up Chicago, instead of just targeting “Chicago.”
Target your campaigns as segmented as you can (i.e instead of Chicago, use zip codes or towns). Give the campaigns some time to accumulate data by geography. To analyze, visit your campaign’s “settings” tab, then “location.” Analyze how each location performs for a given time frame, then set bid adjustments on this screen.
Ad Extensions can boost your ads in several ways. They provide additional and frequently more specific details related to the ad. Sitelinks help send website visitors to a more specific page that they may be searching for. Call Extensions and Location Extensions help a searcher more directly discover the contact info they might be seeking out. Use all extensions that are relevant and beneficial to searchers to aid enhance their experience and reduce their search time. Google also rewards Ad Extensions by offering a lift in Ad Rank for ads that utilize extensions. In addition, you obtain the additional advantage of taking up a lot of the Search Engine Results Page’s property to your ad.
In most cases, the more precisely you are able to target a keyword, the higher value it is. To that point, since an “exact match” keyword is likely to bring a more targeted visitor, you ought to be bidding higher on those terms when compared to the same keyword in a more broad match type.
How to put together Match Type tiered bidding: Simply bid more on the “exact match” version of the keyword compared to a “phrase” match or “broad” match.
Optionally, you can elect to separate your keywords by match key in different ad groups. 8. Examine your Ad Group’s “Search Terms Report” and Add Negative Keywords
Your search term report will tell you the actual queries that visitors typed into Google to trigger your ad. When you see irrelevant queries triggering keywords, you’ll desire to add those terms being a negative keyword. Conversely, if you may find queries that you are currently not currently targeting that you should add as keywords.
Now that you’ve explored your “Search Term Report,” you might find that queries hitting one ad group, should really be hitting another ad group. You can control this with the addition of negative keywords for the ad group you don’t wan’t those queries to trigger. Serving your ads on the Search Partners Network, is an option set on the campaign-level. It includes sites like AOL and get.com. Your ads may see different performance on these sites and perhaps one of the campaigns may perform worse, and some perform fine on Search Partners.
While you’ve probably considered the geography you are targeting, many advertisers miss the many ways you can target (or exclude) people in a geography. Did you know your ads could be paced either to run all eavvyq to prevent exhausting your financial budget too soon, or deliver ads for every available auction? Choosing to pace your ads will help maintain your ads running until later in the day, but won’t assist you to understand should your bids might be lower (getting you more clicks for the similar budget).
Once you’ve taken the steps above, you’re off to a fantastic start. However, the information that informed your decisions today, could be away from date in a week or perhaps a month. Spend some time to revisit these areas frequently and update based on the latest data, making certain your bank account is optimized for the best relevant performance.