In this post you are going to learn about:
- Branding Campaigns
- Broad Match Keywords
- Remarketing Campaigns
- Negative Audiences and Keywords
- Keyword Optimization and Maintenance
Time Required: 60 minutes
AdWords Campaign Analysis
When reviewing Analytics of established AdWords Campaigns, it’s important to look at what is working and what is not. Usually, one of your top performers will be your Branding Campaign. If you don’t have one, you should consider setting one up immediately. A Branding campaign is when you use your company name as the sole keywords of the campaign. These campaigns are especially successful because it’s warm traffic. These customers were already looking for your company, so it’s not shocking they are more likely to convert. Even though they were searching for your company, it is important to have a branding campaign to prevent you competitors from taking the top ad spot and potentially stealing your customers.
After reviewing your branding campaign, take a look at your highest performing keywords. One of the keyword campaign types is called broad match. With a broad match campaign, you want to review which terms google is matching the original keyword with and add any undesired matches to the negative keywords list. This should be done at least once weekly. When unmonitored, a broad match campaign can be quite un-targeted. However, with regular review, a broad match campaign can be lucrative.
Another important campaign to review is your remarketing campaign. Ideally, this campaign is directed at two groups: everyone who’s visited the checkout page, but did not purchase and everyone who’s visited your site in the last 7-14 days. Setup a negative audience list for anyone who then purchases the product, since you’ve already acquired the desired sale. Down the road, you can set up your former customers for an up sell remarketing campaign, but that is not needed during initial campaign startup.
When you are reviewing reports, you want to look at conversions first. Ones with a high conversions are keywords you definitely want to keep. After conversions, sort by the number of clicks to double check for any negative keywords needing to be added to your list. Finally, take a look at impressions to make sure there aren’t any keyword opportunities being missed. This process should be repeated every week for optimization. If you take all the steps discussed here, you will be on your way to increasing your audience and optimizing your AdWords conversions.
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