Workflows in WordStream PPC Advisor

Not sure how to get started in WordStream? Select from one of the following common PPC workflows to learn how to leverage the WordStream tools and make the biggest impact on your campaigns and ad groups:

I'm starting from scratch OR I need to restructure a campaign

This works best when you have to build a campaign for a product or service you've never advertised, because it doesn't require you to build a keyword list beforehand. Do your research, organization and text ad creation in the Campaign Builder. Use the Add Keywords, Add Negatives and Split Ad Group tools for regular campaign maintenance and optimization.

  1. Use the Campaign Builder to create high level campaigns and ad groups to create the framework of your account
  2. Run campaigns for 2 – 4 weeks (the more you spend, the less time you need to let the campaign run) to see how they do.
  3. Use the Add Keywords Tool to expand those Ad Groups to include more specific, long tail phrases from your own search history and WordStream's trillion keyword database.
  4. Run the Add Negative Keywords Tool to eliminate wasteful spend.
  5. Use the Split Ad Groups Tool to refine ad groups and write more targeted ad text.
  6. Repeat every 2 – 4 weeks depending on your average spend. The larger your spend the more often you should repeat.

I have an established account but need to control my costs better

High CPA's can often be attributed to one of three things: expensive keywords, inefficient campaign structure or irrelevant terms. Find less competitive keywords with the Add Keywords tool, create more specific groups with the Split Ad Groups tool and build a negative keyword list with the Add Negative Keywords tool.

  1. 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 least profitable groups.
  2. Use the Add Negative Keywords Tool to identify irrelevant or non-converting terms from your search query reports as well as preemptive suggestions from our trillion keyword database.
  3. Use the Add Keywords Tool to find longer tail terms that will have a higher conversion rate with lower CPC's.
  4. Use the Split Ad Groups Tool to refine Ad Groups and create more targeted ad text.
  5. Repeat every 2 – 4 weeks depending on your average spend. The larger your spend the more often you should repeat.

I need to improve my Quality Scores

The same factors that raise CPA's usually lower Quality Scores. Use the same tools to boost Quality Scores in your account.

  1. View your active Ad Groups in the Ad Groups tab and sort by the Quality Score or Click Through Rate columns. This will allow you to identify the ad groups in the most urgent need of Quality Score optimization.
  2. Use the Add Keywords Tool to add new, more specific, long-tail terms from our trillion keyword database as well as search queries from your campaign results.
  3. Pause your more general and unspecific terms. For example, if you are advertising a car wash and have the word car or cars, pause these and keep terms such as carwash, brushless carwash and self-service carwash.
  4. View your active Ad Groups in the Ad Groups tab and sort by number of keywords column. This will allow you to identify the ad groups with the highest potential for splitting.
  5. Use the Split Ad Groups Tool to segment out keywords into tighter knit Ad Groups.
  6. View your active Ad Groups in the Ad Groups tab and sort by the Quality Score columns. This will allow you to identify the ad with the lowest Quality Scores.
  7. Spend time repositioning ad text and messaging to relevantly target the things people will be searching for when that ad group is displayed.
  8. Use the Add Negative Keywords Tool to eliminate terms that don't pertain to your business's offerings and improve CTR.
  9. Repeat every 1 – 4 weeks depending on your average spend. The larger your spend the more often you should repeat.

I need a system where I can quickly build campaigns for several clients and manage them on an ongoing basis. (for agencies)

The beginning of this workflow is similar to the one outlined in Workflow #1 (starting from scratch or restructuring a campaign). Once the account is established, you can continue to optimize it by using the Add Keywords, Add Negatives and Split Ad Group tools.

  1. Review your clients existing campaigns and make the determination whether you should start from scratch and recreate campaigns or tweak. If you determine you should:
  2. Start from Scratch: Use the Campaign Builder and Ad Group Builder to quickly build out your new clients campaign framework in a matter of hours as opposed to days.
  3. Tweak existing campaigns: Leverage WordStream’s optimization tools for existing campaigns and ad groups.
  4. Stay on top of what is driving results for your clients as well as new areas of opportunity by using the Add Keywords Tool to capitalize on new opportunities.
  5. Quickly identify wasted spend with the Add Negatives Tool.
  6. Continue to stay well organized and highly targeted by using the Split Ad Groups Tool as your ad groups expand.
  7. Repeat on a schedule aligned with your client's reporting needs and requirements so that you can showcase the work you've done on behalf of your client's account every week/month.

I have a healthy AdWords account, but I’d like to make it more efficient and automate tasks that sink my time

Keyword research and organization takes time. The WordStream tools look at our own trillion keyword database and your search query reports and suggests the most impactful keywords, negatives and groupings for your account, without requiring you to create lists on your own.

  1. Use the Add Keywords Tool to stay on top of all of the search queries that drive business to your site.
  2. Use the Add Negative Keywords Tool to quickly eliminate wasteful spend and preemptively add negative keywords to keep CTR high.
  3. Use the Split Ad Group Tool to quickly refine campaigns and deliver more targeted ad text.
  4. Repeat every 1 – 4 weeks, depending on your average spend. The larger your spend the more often you should repeat.
 
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