Getting the most out of your Adwords campaign isn’t always easy – it’s common to see companies wasting up to 60% of their budgets on keywords that aren’t performing. We've been working with Adwords since its conception back in 2002 and have a great deal of experience providing the following Adwords Services:

  • New account setups

  • Existing account optimization services

  • Building robust, high performing keyword lists

  • Crafting creative, high performing ad copy

  • Testing & optimizing landing pages

  • Installing & trouble shooting tracking

  • Reporting & analytics tie-ins

  • One off custom Adwords services

To receive details and pricing specific to your account – Just fill out our Adwords Optimization Proposal indicating what issues or services you require and we’ll get back to you with details and pricing, or call us at 905-535-0109.

Adwords services are billed on an hourly rate of $44.00. 



Here we'll share our typical Adwords optimization process – your more than welcome to give these changes a try yourself first before getting us involved.  We'd be happy to answer any questions you might have, no charge, provided you limit your questions to issues that don't require us to login and review your account.

First things first – you MUST have tracking enabled on your website.  Without having tracking implemented you’re effectively flying blind. We can’t tell you anything about campaign performance other than what keywords and ads are getting clicked on, anything beyond that isn’t possible to analyze. Be sure to link your Adwords account to your Analytics account so you can easily access Analytics data. 

Tracking types: Goals and Event Tracking.

Goal Tracking

Goals are used for basic types of conversion tracking. Contact form submissions, newsletter signups, PDF downloads, etc… Goals must correspond to a measurable action performed by your website's visitors, for example, a visit to a "thank you" page. This combination of a business objective and a measurable action make up a Goal.

Read more about goal tracking.

Event Tracking

For more sophisticated ecommerce websites, or for businesses that need to track very specific user actions, Google Analytics provides Event tracking. Google Analytics lets you look at data at the page level, while event tracking lets you track performance of tools on your site that don’t link to a “page” per se, or that perhaps link to a page that can’t be tracked. Event tracking allows you to see how many people clicked the play button on a video, and lets you track individual link activity when the same links are repeated on a page.

Read more about event tracking.



Adwords Optimization Process

The following provides insight into what areas we focus on when we're optimizing Adwords accounts as well as what we typically recommend for clients in any category.  There are some exceptions, but this covers most situations.

  • Campaign Settings

    • Language and Locations

    • Networks and Devices

    • Budget

    • Bidding Options

    • Delivery Method

    • Advanced Settings

    • Ad Delivery

  • Account Organization

  • Keywords

  • Ad Copy

  • Landing Pages

  • Adwords Editor

Campaign Settings

This is the most important part of the setup process and is where you set core functionality of your campaign. This includes:

Language and Locations

If you only service Toronto, Ontario, you don’t want your ads showing anywhere other than Toronto. You can do this by city, or by radius around a location.

Networks and Devices

For all campaigns we recommend starting without the Display network. You’ll wind up with a ton of low quality traffic from the display network so only use this AFTER you’ve maximized traffic and performance from the Search networks. Devices allows you to show your ads to users of desktops and laptops, as well as mobile devices. Turn off mobile devices unless you actually have a mobile version of your site that’s served automatically when a mobile device hits it.

Budget

This is where you tell Google how much per day you want to spend for the campaign, you'll be increasing this amount higher and higher as we optimize your account and increase your account performance.

Bidding Options

Set this one to manually set your bids for clicks – the enhanced CPC tends to wind up costing much more because the system looks at a term that converted and then automatically increases the bid for those terms – you can achieve the same thing manually and without spending as much.

Delivery Method

This allows you to show your ads evenly over the day, or always show them until you’ve depleted your budget. We go for accelerated, unless it’s a very competitive category and the daily budget is large.

Advanced Settings

Here you can set start and stop dates – good for running time sensitive campaigns as you don’t have to manually start and stop the campaigns.

The big one here though is Ad Scheduling. This allows you to have your ads on during the day when it’s busy and people with money are online, and turn them off at night when all the tire kickers are online.

Your spend will go much further by shutting down your ads in the night.  Run your ads from 6AM to 6PM unless you’re in a vertical that would appeal to evening users.

Ad Delivery

Optimize for clicks showing the best ads more often is your best choice. The system will automatically show ads that receive the highest click rate.

Account Organization

This is very important as an account that’s well organized into various campaigns and adgroups will allow more flexibility than an account that just has everything lumped into one campaign.

Having organized campaigns (multiple) allows you to control settings by campaign, good for sale campaigns, etc… and also makes reporting more flexible since you can report on an individual campaign and see all your key metrics more clearly. Splitting things up in an organized fashion also allows you to better organize keywords into like groups and allows you to create unique ads for each.

Keywords

This is likely were you’ll see the biggest performance gains (or losses), since what keyword your bidding on impacts everything else. You’ll want to start with as many keywords as you can possibly imagine given your products or services. Use the Adwords Keyword Tool as well as reviewing what your competitors are doing.

Then by process of elimination, by reviewing what terms are converting into sales or other desired action, you’ll weed out the non-performing keywords until you’ve come to a point where you only have the winners in your account. Don't forget to utilize negative keywords to ensure you're not bidding on any other variations of poorly performing terms.

This process really never ends completely as new keywords surface, your products change, etc… But you should be able to get your list to a point where you don’t have any poorly performing terms any more.

Ad Copy

Creating compelling ads is vital to achieving a high CTR (click through rate). We normally have 5-10 ad versions in each Adgroup and then cycle through them based on CTR. The ads with higher CTR’s are copied and modified over and over again until we can see a clear winner – one that really stands out with a much higher CTR.

Also worth noting is we like to use DKI (dynamic keyword insertion), in at least half our ads. This feature {KeyWord: Custom Widgets} will replace the “KeyWord” portion of the title or description with whatever keyword the searcher used, which makes the ad appear more related to what they were looking for. The uppercase K and W causes the title to format in title case so it looks better. Works well and definitely recommend using it.

Ad copy should be descriptive and accurately convey what the user will get when they click on the ad. If what you’re saying in the ad doesn’t line up with what they see on the landing page, the user will likely bounce back and you’ll have wasted a click. So make sure they not only written well, but that they are accurate. As with keywords, optimization of ad copy is an ongoing process that never really ends. You’ll need new ads for new products or sections, and you’ll want new ads for specific promotions and sales.

Landing Pages

This is where the rubber meets the road so to speak and users either like what they see and convert to your desired outcome, or they bounce. While most advertisers use existing pages for ad landing pages, we always recommend taking the time to create multiple versions and most importantly use an A/B or Multivariate testing tool on your landing pages. VisualWebsiteOptimizer is a great tool for this and is very easy to configure and use. Testing will provide you with definitive data on what landing page is working and what page isn’t - separate from other data sources such as pure conversion data. Especially useful if there are multiple conversion goals on the landing page – such as a newsletter sign up, contact form and product ordering.

You should create a series of landing pages for every Adgroup in your account as the more specific the landing page is to the topic of Adgroup, the higher the conversion rates will be. Unique landing pages will also help improve your quality score, thus reducing your CPC and allowing your ad to be shown more frequently.

Google Adwords Editor

This is a must have for anyone working on an Adwords account.  It speeds up the process of adding keywords, creating ads, and general account management thanks to the ability to copy and paste from one campaign to another.  Be sure to download the latest copy of Adwords Editor.



To receive details and pricing specific to your account – Just fill out our SEM Proposal form indicating what issues or services you require and we’ll get back to you with details and pricing.

Call us at 905-535-0109, we'd be happy to walk you through the Adwords optimization process and answer any questions you might have.

 

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