Google AdWords Optimisation is the process of tweaking and tuning an AdWords campaign to perform more efficiently. This is most frequently achieved by way of constant testing and refinement.
It can often take months to arrive at a well-performing, somewhat self-sufficient AdWords campaign. Even then, ongoing AdWords management will always be required.
That depends on how quickly you accrue statistics. The main bottleneck to making optimisation decisions is the lack of meaningful statistics. It’s dangerous to cut keywords or increase bids based on anecdotal evidence, so it’s important to ensure you’ve given the campaign enough time to run. Campaigns with higher budgets are generally easier to optimise in a short timeframe as they are able to more quickly accrue statistics.How long does Google AdWords optimisation take?
Why do I need to optimise my AdWords campaign?
Running a Google AdWords campaign isn’t simple. As much as Google tries to pitch that you can simply choose a few keywords and you’re good to go, the reality is that implementing an AdWords program in a successful and cost-effective manner is very complex.
The need for AdWords optimisation is the result of the need to adhere quite strictly to Google’s guidelines and policies regarding quality and relevant advertising.
What is the point of AdWords optimisation?
The actual goal of AdWords campaign optimisation is to:
- Increase number of qualified visitors
- Increase conversion rate
- Reduce cost-per-click
- Reduce cost-per-conversion
- Improve overall ROI
What does AdWords optimisation actually entail?
Some of the necessary methodologies and process generally regarded as part of the AdWords optimisation process.
Reviewing time-of-day reports to identify prime conversion time.Here are just a few of the recurring optimisation procedures:
- Reviewing search query reports daily with a fine-toothed comb.
- Continually adding negative keywords to combat irrelevant search queries.
- Implementing long-term ad copy split-testing.
- Identifying new keyword opportunities based on high-converters.
Can I optimise my own AdWords campaign?
Probably. If you’re a quick learner and you like to read lots, you could probably pick up the bare essentials in a night, the basics in a few weeks and a good working knowledge in a couple of months.
If you are interested in learning to manage and optimise your Google AdWords internally for your business, we’d be more than happy to assist with training and education.
What are the bare essentials of AdWords optimisation?
Rule 1: It’s all about relevancy.
Prepare for a gross oversimplification: if your chosen keywords, ad copy and landing page are closely related, you should be okay. Don’t use keywords that you think might be relevant to your business. If it’s not clearly linked, skip it.
Rule 2: Use niche keywords.
If you sell furniture only, don’t use the keyword furniture. There are too many different intents that would result in that search query. Better keywords would be buy brown armchair online – it’s more specific, shows a better product knowledge level and contains buying intent.
Rule 3: Have a compelling offer.
Give customers a reason to click your ads. If you’re a carpet cleaner, it’s not enough to say “Carpet Steam Cleaning – Book Now!” You need an incentive, something like “Carpet Cleaning Special – 3 Rooms for $97” Obviously not suitable unless you’re a carpet cleaner, but you get the idea. These types of ads have been indisputably proven to have better click-through rates.
Are you guys any good at this?
We’d like to think so. Our team has collectively managed hundreds of AdWords campaigns for businesses in almost every industry you can think of. If it’s a product or service, it’s almost certain we’ve got experience advertising it on Google. We spend a ridiculous amount of time maintaining our knowledge of the platform and the industry to ensure we never become stale.
We invite you to make your own assessment. Give us a call and we’d be happy to provide an honest analysis and report about the current state of your Google AdWords campaign. If you don’t like what you hear, the worst case is you’ve gotten a free report and maybe learned a thing or two about AdWords. If you do like what you hear, we’d love to work together to help your business advertise on Google effectively and efficiently.