Best AdWords Tools for PPC Management
If you’re reading this article, chances are you’re already well versed in the basic tools and features that AdWords has to offer. That being said, even the most knowledgeable PPC professionals can find a refresher course helpful. This blog will cover some useful tools within AdWords, and how using these can help you enhance your campaigns and increase the number of conversions you see on a daily basis.
Keyword selection is immensely important. Sometimes it’s easy to forget about checking in on these pillars of your campaign. Remember to use the Keyword tool regularly in order to get a gauge of which keywords are performing at the highest levels, or the lowest comparatively on the general display network. You can search phrases that you might use in your ad headlines, website URL’s and even industry categories to find the corresponding keywords that will work best for you. Having this information should feed into your strategy. You can even estimate the levels of traffic you can expect by selecting certain words. Feel free to click around and experiment with some keyword by visiting this link
Along the same lines, you may find yourself using the “Insights for Search” tool, which will show you how your keyword and campaign performance measures up against your biggest competitors. Here you can see how your keywords are performing in relation to other variables such as categories, seasonality, geographic distribution and more. You can see how you compare in the market by exploring Insights for Search
While we are on the subject of keyword performance, you’re also going to want to know which of them are faulty. You can use the “Diagnose Keywords” tool within AdWords to help decipher which keywords are either performing poorly or are not being triggered at all. Some likely causes for phantom ads might be that the keyword was never approved, poor quality scores, or a number of other reasons. This tool allows you to see these issues upfront.
Once you’re all set up in the keyword department you’ll want access to an easy tool that can show you how you are performing overall. You can do this quickly by using the toggle graphs tool. You can compare metrics at a glance such as your position and CTR ratio, or even conversion rates. You can easily toggle between these graphics to see how your campaigns are performing over a set date range.
If you find certain metrics helpful and easy to navigate, then try visiting the Columns option under the Campaigns Tab. This option gives you the ability to add custom metrics columns to automatically appear within AdWords. These can be swapped at any time and are easy to organize with a user-friendly add and remove setup. You can also access the Filters option from the same tab. You can apply metrics filters on the campaign, ad group, and ads levels. These options allow you to look at and compare the different facets of your campaigns with a click of a button.
It’s no question that as a business owner you want to be cautious with how you spend your money, especially when planning PPC campaigns. Did you know that there is a tool that can alert you to the most economical times to place bids on your keywords? Under the Settings Tab in AdWords you will find a feature for Ad Scheduling. This will act as your personal assistant to allow you to bid more or less during certain times of the day. The idea here is that if you are able bid lower during hours that might be less profitable and higher for higher traffic times. This is all about strategy, so you may find that this tool conflicts with your plan, but give it a shot to see if it works for you.
Google offers you the ability to download reports throughout your campaign, as well. Depending on which tab you’re working under, just click the pointing-down arrow in order to download a quick and handy report. You can also use your segment options to include or exclude any information from the report. You can examine a full list of your Segment Options by visiting the Campaigns tab. You can segment by device if you’re running campaigns for mobile platforms like phones or tablets. You can segment by time, placement – the sky is the limit here. This provides great ways to compare your campaign performance.
Finally, if you’re running multiple campaigns at once, you’re probably finding the PPC rat race to be rather time consuming. The Automate Function can help you manage the amount of time it takes to apply standard rules at the campaign, ad group, ad and even keyword levels. For example, you can create certain rules to all your ads at once instead of having to manually apply a change for each one. You can set a number of rules, but be sure to monitor these closely because as campaigns change, rules can start to conflict. You might find that it is worthwhile in some instances to engage in manual changes to enhance your performance and avoid any problems.
You will need to explore AdWords to find which of these tools are most useful for you. Google is great at providing options for you to customize how you manage your campaigns. In the end, everyone has to find their perfect way to do so. If you are just beginning, these are some great options to investigate; if you’re an AdWords veteran then it doesn’t hurt to go back to basics every once in a while.
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AdWords Account Limit Increases
When your campaigns are showing signs of success, the last thing you want to hear is that you’ve hit the maximum number that you can run simultaneously. Thankfully, this past March, Google increased the limit of campaigns you can run per account up to a whopping 10,000 at a time, with access to use three million keywords (this was a huge increase, with the previous number being 500 accounts and three million keywords.) Although this number may seem overwhelming, your AdWords account options make these campaigns easy to manage and maintain from one place. AdWords Editor, AdWords API and multiple other services have also been updated to work in conjunction with the increase. The 10,000 campaigns can include both those that are active or paused ensuring that you don’t have to eliminate accounts when you are approaching your cap.
As the number of campaigns you manage increases, you may want to consider integrating the use of applications to reach more consumers. The AdWords API refers to the system that allows developers to create applications that directly engage the AdWords functions. The API allows you to manage your accounts by providing access to custom reports based on keyword, ad text, URL and more.
Visit the My Client Center to create your own account for API. Once you are set up, you will be able to access your account details by clicking the “My Account” tab within AdWords. This system provides synergy to ensure that you are getting the most out of your accounts by soliciting your campaigns across a series of platforms. You may want to consider hiring outside developers because of the intense amount of knowledge required for a solid set-up.
Please note that the utilization of AdWords API is most useful for companies managing a mass quantity of campaigns at once. This includes but is not limited to Search Engine Marketers (SEMs) and companies that are responsible for a large number of client accounts. You will need to adjust your accounts to an additional set of revised limits within your API account such as Headline Length, Display URL length, and more. For a full set of limits visit the developer link at the AdWords Help Center: https://developers.google.com/adwords/api/docs/appendix/limits.
With the new increase, it is unlikely that you will have to worry about reaching your limit, however, should you get close, a notice will be posted to your account. When you are building your keyword list, go into the project with the customer in mind. Choose the words that are most likely to be triggered by search queries, and try not to waste space on phrases and words that won’t result in sales. Depending on whether you opt to use broad, phrase or exact matches you’ll want to try to limit your keywords to around 20 per campaigns (give or take a few depending on how specific you want to be). You’ll also want to consider grouping keywords thematically to get the most effective results. Keeping these tips in mind will help you get the most out of your campaigns without maxing out on your AdWords limits. Remember as a rule of thumb, unless you’re managing a huge quantity of campaigns at once, less is usually more.
Despite the new increase, the basic rules for creating your campaigns stays the same. Try organizing your campaigns by theme, and use the appropriate demographics to reach the most relevant audience. You will need to be extra careful to check that you are not using the same keywords across multiple ad groups. Even though you may be handling a larger number of campaigns than usual, still maintain specificity among ad groups and pick placements that are going to be most accessible for your potential customers. When in doubt, imagine that you are working on a smaller scale. Even though the number may have made a jump, your general know-how should assist you in creating successful campaigns. One exception to that: should you decide to work across applications, you may want to reach out to developers who are a bit more tech-savvy in that department. You can view the full list of increases by visiting the AdWords Help Center.