Over the next few weeks, we'd like to walk you through some examples of ways you can use the newest evolution of WordStream to supercharge your AdWords account. Whether you're a novice or an expert, WordStream for PPC has tools that can make your job easier and your campaigns more successful.
“I just recently set up my AdWords account. I have a few campaigns/ad groups/keywords in there, but I didn’t really know what I was doing, so it needs to be redone. I’m essentially starting from scratch.”
Sound familiar? You're not alone. Many of our clients are just getting their feet wet with PPC; they know they need to add it to their marketing channel, but they haven't had time to learn it from top to bottom, and they're nervous that the whole effort could turn into a money pit.
The idea behind WordStream is that the software builds in those best practices you should be following (like starting with a broad list of keywords relevant to your business, organizing them into tight-knit ad groups, and creating negative keyword lists to reduce wasteful spending). Every time you create a new campaign or ad group, you'll automatically be following these best practices.
Here's what you need to do create a brand-new, well-structured campaign from scratch:
Use the Campaign Builder to create high-level campaigns and ad groups. These will be the framework of your account. (This tool is essentially a wizard, so the whole process is fast and easy, but you'll ultimately have control over everything from the actual keywords to the settings and ad text.)
Run campaigns for 2 – 4 weeks (the more you spend, the less time you need to let the campaign run) and monitor performance to see how they do.
Use the Add Keywords Tool to expand your ad groups to include more specific, long-tail phrases from your valuable search query history.
Run the Add Negative Keywords Tool to identify and eliminate areas of wasteful spend – irrelevant keywords that nonetheless eat into your budget.
If your ad groups are too broad, your Quality Score will suffer. Use the Split Ad Groups Tool to refine your ad groups and write more targeted ad text.
Repeat every 2 – 4 weeks depending on your average spend. The greater your spend, the more often you should repeat the process.
"I’ve been running a campaign in AdWords for some time, but I've had a tough time making it profitable. I think it has to do with all the products I try to manage, which has resulted in a lot of wasted spend."
This situation is particularly prevalent among marketers for e-commerce sites. When you're managing many different ad groups and a massive amount of keywords, it's easy for the whole thing to get out of control. You may not even be sure which ad groups are responsible for the poor results.
Here's how you can use WordStream to refine your groups and boost profits:
View your active ad groups in the ad groups tab and sort by the cost per conversion column. This will allow you to identify the your least profitable groups.
Use the Add Negatives Tool to identify irrelevant or non-converting terms from your search query reports, as well as preemptive suggestions from out trillion-search-query database. (WordStream suggests negative keyword candidates proactively, so you don't have to wait until a term costs you money before you catch it.)
Use the Add Keywords Tool to find longer-tail terms that will produce higher conversion rates with lower costs per click (CPC).
Use the Split Ad Groups Tool to refine your ad groups and create more targeted ad text.
Repeat every 2– 4 weeks depending on your average spend. The greater your spend, the more often you should repeat the process.
Next week, we'll take a look at how to use these same tools to overhaul your Quality Scores.