The following is a list of frequently asked questions (FAQ's) about WordStream PPC Advisor. If you have a question that isn't answered here or if there is anything you feel should be added to the FAQs, please feel free to contact us .
What's the recommended workflow for using WordStream's various tools and wizards?
Our powerful tools and wizards are categorized into the following three categories, based on the recommended workflow.
|Keyword Research Tools||Tools/Wizards for Creating New Campaigns & Ad Groups||Tools/Wizards for Optimizing New Campaigns & Ad Groups|
|What are they?||Tools for conducting in-depth keyword research or keyword brainstorming in general.||Tools for creating highly relevant, well-structured ad groups and campaigns.||Quality Score Optimization tools for existing campaigns and ad groups to help you:|
|When should I use them||Whenever you have a need to need to conduct keyword research. For example, brainstorming before creating new campaigns and Ad Groups.||Whenever you're creating new campaigns and/or ad groups.||Periodically, every 1-4 weeks, depending on your account spend. (More frequently for larger accounts, less frequently for smaller accounts.)|
|What tools are available this Category?|
Will WordStream PPC Advisor optimization tools work for all of my existing campaigns and ad groups?
Yes! Our Quality Score optimization tools are flexible and will work on all of your existing campaigns and ad groups. Furthermore you can make changes to your AdWords campaigns outside of WordStream and the product will work – just remember to download any recent campaign changes by clicking the
get button in the
Manage AdWords tab.
Why do the optimization tools sometimes return no results?
WordStream is committed to helping you discover the most impactful keyword opportunities for your account. If no suggestions are found it means that you've done a good job of following best practices and have exhausted all of your high impact opportunities for now. Since WordStream tools are in part powered by your live campaign data, it's important to check back periodically (say, every 2-4 weeks depending on how much you spend) to see if new optimization ideas are discovered.
Why does it take so long to run the various tools and wizards?
Every time you use WordStream's tools, we're busy looking through our trillion-keyword database and your account performance data and history to determine the most impactful campaign optimization suggestions. While this isn't instantaneous, it allows us to ensure that you are always getting the most impactful keyword suggestions for your account.
Will reorganizing my account lower my Quality Scores?
Reorganization won't hurt your quality score or cause the loss of historical data. WordStream helps you implement Google's best practices so that your quality score goes up as your ads become more relevant and generate higher CTR's
Will reorganizing my account cause me to lose my historical data?
No. Google allows you to create reports on paused keywords and campaigns. Your historical data is always available to you.
If I use dynamic keyword insertion do I still need to create targeted ad groups?
Yes! There are several reasons why creating targeted ad groups is important even if you use dynamic keyword insertion. First off, when you use dynamic keyword insertion Google can only use your default ad text to calculate your quality score. This means that you could be paying more than you have to. Second, highly targeted ad groups let you send visitors to the perfectly optimized landing page to maximize your chance of getting a conversion.
Are the WordStream suggestions different from the suggestions on Google's opportunities tab?
Quite different. WordStream's suggestions are designed to be as impactful to your account as possible. This means driving the most qualified traffic at the lowest cost to you. That's why WordStream suggests negative keywords and helps you implement best practices to increase your quality score. Google tends to favor excessively broad keywords that weigh volume over relevancy. Often these suggestions are better opportunities for Google than for you.
How far into the long tail should I look for keyword opportunities?
There is a fine line between finding the keywords that drive highly qualified traffic at a reasonable price and keywords that are rarely searched on. And it's different for each business. That's why WordStream takes cost, search volume and historical performance into consideration so that we recommend the most impactful keywords for your account.
When should I expect to see an improvement in my quality scores?
How quickly you see results can depend on how committed you are to improving your AdWords account. If you leverage WordStream's PPC tools, which make account management easier and faster, and get sufficient traffic it's possible to see results in as little as 1-2 months. That's how long it takes Google to re-evaluate your account and calculate new quality scores.
If keywords are in my Search Query Report (due to broad matching) do I need to bid on them separately?
Yes. Better targeting leads to better AdWords results. While broad matching can be a great way of seeing how people reach your site it doesn't allow you to target your ad copy and landing page to ensure the most qualified leads reach your site and convert. In addition, by increasing your relevancy you can improve your quality score and lower your CPC.
When should I invoke the Add Keywords wizard?
The Add Keywords wizard is great for finding impactful keyword opportunities and should be used on ad groups where you are looking to increase search volume. For example, ad groups with a low number of impressions.
When should I invoke the Add Negatives wizard?
The Add Negatives wizard is great for improving your targeting and eliminating wasted clicks and should be used on ad groups where you are looking to improve performance. For example, ad groups with low CTRs or high spend.
When should I invoke the Split Ad Group wizard?
The Split Ad Groups wizard is great for improving your targeting and refining your AdWord account and should be used on larger ad groups where you are looking to increase. For example, ad groups with low quality scores or low CTRs
How is WordStream different from AdWords Editor?
WordStream goes above and beyond AdWords Editor by incorporating powerful keyword research and Quality Score optimization tools. Our tools leverage WordStream's trillion keyword database, your own campaign history, and powerful, proprietary data analysis algorithms, to give you a competitive edge to increase ROI and productivity from your search marketing efforts.