Wootton SEO
  • Home
  • About
  • Services
    • SEO
    • Web Design
    • Social Media
    • Paid Search
    • Content Writing
    • Online Reputation
  • Case Studies
  • Resources
    • SEO News & Blog
    • Tutorials
    • Code Snippets
  • Contact

Five Quick Ways To Optimise Your AdWords Campaigns

25 April 2017 | by Peter Wootton | Design, Branding
  • Home
  • Blog
  • Five Quick Ways To Optimise Your AdWords Campaigns
Advertisement Artistry Blog Conceptual
  • 300

Data, data and more data. For AdWords professionals such as myself, Google provides seemingly endless ways in which campaign performance can be analysed. From click-through and conversion rates to search terms and quality scores, huge amounts of information is made available. All of which offers many potential opportunities for improving account performance.

The downside of having all of this data is that analysing it can be very time-consuming. Fortunately for those of you in a hurry, there are some quick and simple ways to improve the performance of your AdWords campaigns that won’t mean working late at the office.

1) Negative keywords

Having a comprehensive and regularly updated set of negative keywords is vital to any optimised campaign. Negative keywords are used to stop your ads from showing for searches that are irrelevant and unlikely to lead to a conversion or a sale. When used effectively they can improve ROI significantly.

Take the example of a business which sells ladies but not men’s clothing. In this case, it would make sense for them to prevent their ads from being displayed for any searches that relate to men’s clothes. This can easily be done by adding negative keywords such as ‘mens’ or ‘gents’, etc.

Negative keywords can be set at the campaign and ad group level. However, to really save time where there are keywords that apply across campaigns you should simply create a negative keyword list. These lists can be applied to multiple campaigns without having to set them up each time.

2) Callout extensions

Do you provide a better service than your competitors and want to tell the world about it? Of course, you do. Fortunately, Google’s recently introduced Callout extensions are designed just for this purpose. These extensions allow you to highlight any special offers or unique selling points about your business and display them below your ads to help generate more clicks. For example, if you offer free delivery then you can use the callout extensions to promote this rather than having to find room to mention it within your ads.

Callout extensions can be added at the campaign and ad group level which means that they can be tailored exactly to your requirements. However for those in a hurry they can also be added at the account level which means that they can be set up in just a few minutes.

3) Mobile bid adjustments

Another quick win in terms of optimising your AdWords account is to adjust bids for searches made by users of mobile phones. Click on the Settings tab for any of your campaigns and you’ll be shown how your account performs based on whether the person clicking your ad was using a computer, tablet or mobile. You might be surprised to see that performance can vary significantly.

Unfortunately, Google doesn’t yet allow you to set separate bids for tablet users, it does, however, allow you to change bids for users of mobiles. Therefore if you find that these users convert less well then you can tell AdWords to reduce bids for mobile searches. Conversely, if you have a brand new site optimised for mobiles which convert at a low CPA then you could improve overall account performance by increasing mobile bids. These adjustments are set at the campaign level and are very quick and easy to set up.

4) Quality scores

The position that your ads appear in search results is based on both your maximum bid and your quality scores. The lower your quality scores the more you will have to pay to appear in the top 3 positions. Therefore if your account is full of keywords with low-quality scores then you will be paying much more for each click than is really necessary.

Finding out if low-quality scores are affecting your account is easy. Simply click the keywords tab and choose to order the data by quality score. If you see nothing but scores of five and above then your account is already well set up – well done. If you see that lots of your keywords have scores of two or three then you’ll know where to focus your efforts to optimise performance.

Improving your quality scores needn’t be time-consuming. For each keyword, Google informs you of any problems that are affecting its score. If poor ad relevance is causing low scores then you need to rewrite your ads. On the other hand, if low click-through rates are causing issues then you might want to change keyword match type or add more negative keywords.

5) Low & High CPA keywords

No matter what products or services you are promoting with your AdWords account you’re sure to have some keywords which convert at a low cost while others prove to be much more expensive. Whether cheap or costly these keywords at either end of the scale are perfect for quick optimisation.

Click on the keywords tab and order the data by cost per converted click. Firstly look at the keywords with a high cost per conversion and ask yourself if you are really getting value for money. If the answer is no then you should either reduce bids or pause the keywords entirely.

Next, scroll down to the keywords with a low CPA and look at their average ad position. What you are looking for here are keywords which convert well and at a low cost but which don’t have ads appearing in the top positions. For these keywords, it is a good idea to consider increasing bids to raise ad position and maximise their effectiveness.

Hopefully, by now you should be convinced that optimising your AdWords campaigns doesn’t always need to be a time-consuming exercise. By using the techniques described above big results can be achieved even in just a few hours.

About restaurants Photography
Taking an image, freezing a moment, reveals how rich reality truly

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.

Explore Photography
Peter Wootton

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries.

All author posts
Related Posts
17 july 2017 | by Peter Wootton Five Quick Ways To Optimise Your AdWords Campaigns

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum text...

03 July 2017 | by Peter Wootton Five Quick Ways To Optimise Your AdWords Campaigns

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum text...

22 June 2017 | by Peter Wootton Five Quick Ways To Optimise Your AdWords Campaigns

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum text...

02 June 2017 | by Peter Wootton Five Quick Ways To Optimise Your AdWords Campaigns

Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum text...

10 Comments
  • Herman Miller Reply
    17 july 2017, 6:05 pm

    Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries.

    • Alexander Harvard Reply
      17 july 2017, 6:05 pm

      Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries.

  • Jennifer Freeman Reply
    17 july 2017, 6:05 pm

    Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries.

Write A Comments
Search
About Me
Google Panda Friendly SEO

Peter Wootton is a highly experienced technical SEO consultant who's working in the SEO industry for over a decade.

He has a great comprehensive understanding of all aspects of SEO including but not limited to: Keyword Research, Technical SEO, Outreach, Link Building, Automation & more.

He's also been featured in Grow Traffics Leading SEOs In The UK (2018).

About Author
Follow Us
Categories
  • Business 2
  • Digital Marketing 2
  • PPC 4
  • SEO 37
  • Uncategorised 18
  • Web Design 10
The future belongs to those who believe in the beauty of their dreams. Explore Portfolio
Popular post
  • Learning from your users
    Learning from your users 18th November 2019
  • A World Away From All Your Digital Tech
    A World Away From All Your Digital Tech 18th November 2019
  • The Internet Is Talking About You Behind Your Back
    The Internet Is Talking About You Behind Your Back 18th November 2019
  • What do you do when you see someone sleeping rough?
    What do you do when you see someone sleeping rough? 18th November 2019
tags cloud
AdWordsAhrefsAppleBingBloggingCanonicalisationeCommerceFreelanceGoogleGzipiOSjQueryKeywordsLoading Time OptimisationMajestic SEOMatt CuttsPenguinRedirectsSculptSecuritySEOSitelinksSSLSteve JobsWordPress
Archive
  • November 2019 (11)
  • August 2019 (1)
  • November 2018 (2)
  • October 2018 (6)
  • September 2018 (3)
  • May 2018 (2)
  • April 2018 (17)
  • October 2017 (1)
  • June 2017 (2)
  • May 2017 (11)
  • June 2016 (1)
  • October 2015 (4)
  • May 2015 (1)
  • February 2015 (1)
  • January 2015 (5)
  • February 2014 (1)
  • May 2013 (1)
  • April 2012 (1)
Newsletter
Manchester Based SEO Consultants
On Social Networks
About Wootton SEO

Peter Wootton is a Manchester based SEO Consultant who has been doing SEO over a decade.

He has extensive knowledge in all aspects of SEO and has built up a wealth of experience in not only SEO but a range of digital marketing services including: Reputation Management, Web Development, Social Media Marketing & Pay Per Click Advertising.

Latest SEO News
  • Learning from your users
    Learning from your u... 18th Nov 2019 | by Peter Wootton
  • A World Away From All Your Digital Tech
    A World Away From Al... 18th Nov 2019 | by Peter Wootton
  • The Internet Is Talking About You Behind Your Back
    The Internet Is Talk... 18th Nov 2019 | by Peter Wootton
Subscribe To Our Newsletter

Do you want to learn fresh, new marketing tactics that actually work?

Just enter your email address below to subscribe to my newsletter.

Follow Our Instagram
    WOOTTON SEO IS RATED 5 OUT OF 5 BASED ON 10 REVIEWS.
    © 2019 WOOTTON SEO | SEO MANCHESTER