Advanced Options in Google Campaign Management
Kirt Christensen
One reason for a lot of the inefficiency that I see in a lot of Google Adwords campaigns in client after client is due to a simple lack of knowledge about the different options that are available at the campaign level in Adwords. You yourself might be aware of the basic and commonly known features, like the keyword tool. However how familiar are you with the more advanced tools and settings that Google offers?
Here's a short list of four options in Google Adwords management that you may not be aware of, more importantly, how to use them to maximize your ROI. Every one of these options determines how your ads will be viewed and thus has a major impact of how much money you spend on clicks.
1. Manual bidding - This feature was formerly known as set maximum limits. This is the most common way an Adwords management account is set up. What this does is allow you to decide the maximum amount you are willing to pay for any keyword in your campaign.
2. Conversion Optimizer - if you're already using Google conversion tracking, this feature is available, if you have enough traffic and sales. You decide how much willing to pay for an "action" to occur, and Adwords adjusts your bids for you automatically.
3. Budget Optimizer - With this feature, you simply tell Adwords how much money you want to spend every month and then leave your account alone. Adwords will then automatically manage your account to generate the most possible clicks within that budget.
4. Preferred Cost Bidding - this setting allows you to choose the "average" price you desire to pay per click. Adwords then chooses your bid prices and makes sure that it equals what you set. This doesn't mean that your bids are going to be the average amount or less, some will exceed the
To maximize profitability inside of your average campaign, the best option is to select manual bidding. The key secret you need to remember is that not all keywords are worth the same amount!
So, you'll want to manually adjust bidding on all of your major keywords and keep close track of which keywords are making money and which ones are costing you money. Manual bidding is the only option allows you to do this.
Using the Budget Optimizer is probably the biggest waste of money out of all the options above. It's the "lazy way" to do Adwords and you will pay for this laziness through the nose. You simply select a monthly budget and let Google do the rest. That said, there's no way to verify that Adwords is being efficient with your budget.
The conversion optimizer and preferred cost bidding each other place. Mostly used in campaigns where you know what you need to pay to stay profitable and don't particularly care about maximizing profit, as long as you generate sales at the cost specified.
These are the 4 advanced options available in Google campaign management. Use them wisely and maximize the profitability of your campaigns.
About the Author:
Free 2 Hour DVD Reveals Proven Secrets to Success with Adwords! If you've been looking for info on " adwords course", grab this DVD! Kirt Christensen has spent over $214,000 of his own money on Adwords and knows the in's and out's of adwords and more.
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