17 Apr 2012
Properly Manage Your Campaigns with AdWords Filters
Google introduced filters to AdWords some time ago, but have you spent enough time exploring this feature? These filters can be helpful for any campaign, whether you are trying to drive business or save money. You have the option to set them up on the campaign, ad group, keyword and ad text levels.
The best part of all – you will find that applying a filter within AdWords is quite easy. All you need to do is log in to your Google AdWords Account and select the tab of the level on which you’d like to apply the filter (campaign, ad group, ad text, etc.). Within the selected tab, locate the filters menu above your statistics table and click “Create Filter”. Here you will set the guidelines of the filter. When you are satisfied, click the “Apply” button. Once your parameters are set, you will see automatic data updates in your statistics table. If you want to see your original settings, you will have to close out of the filters tab.
Setting custom filters is a great way to optimize your accounts and make sure that you are getting the most out of your campaigns. Keep in mind that you will have to set filters for each of your campaigns, even if the guidelines are the same. Because of this, make sure that you remember to apply filters to all of your campaigns separately. You can save your settings by clicking “save”. You will be able to select from these options in the future. You can set filters that are outlined by conversions, costs, clicks, and many more depending on the levels at which you’re looking to apply them.
Campaign filters are most helpful when you have many campaigns running at once, however if you only have a few, you may want to work on a more micro-level to reap the most benefits. Setting a conversion filter can assist you with weeding out campaigns that turn low conversion numbers at a high cost. You can also check this filter against the cost to see the actual value of each conversion through your ad. This will help you decipher which campaigns are turning the most profit. Within campaigns you can even set filters to help you see which campaigns are recruiting the highest level of invalid clicks. Anyone who has run a PPC campaigns knows that these pesky campaigns should be revised ASAP.
Next are the Ad Group filters, which you may decide are the best way to stay organized. These settings can make it easy for you to see which ad groups are lucrative. Filters like “Impressions” can quickly reveal ad groups that are generating the most (or least) exposure for your business. Combining the “Impressions” filter with the “Clicks” filter will uncover which ad groups are actually driving traffic to your site. If you have poor CTR’s, then chances are that may be affecting the success of your campaign. You can decide how to manage your bids using this information.
You should also keep general statistics in mind when setting filters at the ad group level. For example, you already know that ads appearing in the top three positions on the search network tend to perform better than those on the side or bottom. You can fiddle with the “Average Position” filter to ensure that your ads aren’t running in low-yielding positions for longer than absolutely necessary.
Setting filters on the Keyword level is about the same as setting them on the ad group level, with a few important additions. Thankfully, Google already provides to you with a nice, clean list of keywords that yield low search volume on the Home screen. Because of this, you can eliminate or revise these selections with the click of a button. You can also check low Quality Scores, making your keyword list manageable.
Finally, we reach the most minute level at which you can set your filters: Ad Text. Again these are quite similar to the aforementioned, however you can quickly filter out disapproved ads so that they can be fixed and sent back out in the wilds of the search display network. You can also optimize at the ad text level by filtering out specific phrases that may no longer be relevant (such as a special offer, or holiday promotion) or if you need to make changes to outdated landing page URLs. These updates become simple and nearly instant.
Take some time to explore what filters can do for you. These are helpful tools that with the right amount of research and care can bring your campaigns to the next level. Keeping close attention to detail is great, but unfortunately it is not fool proof. These little gems do more than just lend a helping hand; they help you optimize entire campaigns with the click of a button.