Therefore, manual bidding ensures that you are not overpaying for clicks. Google is focused on making money for themselves and not your business. However, this may not always be the best strategy for your account. Manual Bidding You might think it’s better to let Google optimize your bidding strategy. Don’t lose potential customers, start bidding on your brand and over time you’ll see the results. People might try to find your business or website through google but it might not pop up if you don’t rank high for SEO. It also increases your client’s recognition. Also, when people search a brand name, their mind is already set on visiting that business’s website increasing the likelihood of making a conversion. This is because business names are typically unique therefore the competition is low. This technique usually has the most conversions, the highest CTR, and the lowest CPC. ![]() If you’ve been using Adwords for a while and you haven’t put your website/brand as a keyword you’re losing not only on conversions but also on brand awareness. Bidding on your client’s brand name, business name, or websites name is the best way to make sales. Bid On Your Client’s Brand Name This strategy gets you the most conversions. These are very helpful suggestions for adding new keywords to the ad group to help improve the overall performance of the ad group. The report also includes metrics such as impression, clicks, and CTR. These are the keywords and phrases that people are actually typing into Google when they view your ads. Look At The Search Terms Report When viewing keywords within ad groups you can click “search terms” and view the search terms report (see below). In addition, you can add extensions to the ad group level if you want to add extensions specific to only certain ad groups. Also add callout extensions, structured snippets and anything else you can. Go into AdWords, then extensions, and apply them at the account level so they get assigned to all ads in all campaigns (see below). Use Ad Extensions Quality score is now impacted by ad extensions so they are important to achieve lower prices and better ad positions. Once you’ve finished you can post the work you’ve done on Adwords Editor to your Google Adwords Accounts. The AdWords Editor allows you to bulk edit by selecting “making multiple changes”, adding many keywords and ad groups importing from excel, adding negative keywords, undo and redo edits, location targeting, creating ad copy etc. The advantage of using the AdWords Editor is that it allows you to make more changes faster. Use The AdWords Editor The Adwords Editor is a free downloadable application provided by Google that allows you to make offline changes. Marketing is all about testing new strategies and seeing which one works the best. You should never have only one ad running in an ad group. Then whichever ads have a lower CTR can be paused. Sometimes you need to wait a while for the data to build up. It is also important to give the ads time to run (at least one month). In campaign settings, make sure ads are running with “rotate indefinitely” selected. For example, one ad copy can have text describing the unique features of the product and the other ad can be highlighting special deals or unique selling points (see examples below). Typically, you can create ads with different descriptions. ![]() Always Test New Ad Copy A/B split testing is a controlled experiment in web analytics where you create two or three ad copies and see which one performs better. Below, we have gathered our 10 best PPC tips to improve campaign performance for eCommerce. Small changes can make a significant difference on your campaign performance. Successful AdWords campaigns require extensive web knowledge and testing several techniques. However, their platform is very complex and utilizing AdWords to generate leads is far from a simple task. Google gives you full control of your advertising strategies and when done correctly allows you to reach more people, target specific audiences, and grow your brand faster and cheaper than traditional advertising methods. ![]() AdWords is currently the most popular and effective digital advertising platform and customer acquisition channel.
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