by Zoe Huden on November 28, 2012
Google AdWords is great at generating sales as it allows advertisers to target customers who are actively looking for a solution. While AdWords can be effective as a brand awareness channel, it’s primarily used for direct response campaigns.
How marketing departments qualify leads is different from one industry to the next, but no matter what industry your business is in you undoubtedly want your ads to show up on that coveted first page of Google search engine results (SERPs) when people search for information, products or services relevant to what you offer.
Google has continued to expand the tools in AdWords as a way to provide advertisers with additional flexibility in managing budgets, targeting and other aspects of their campaigns. Most recently AdWords added three more tools to improve the effectiveness of your AdWords campaign:
Changing the way in which your ads show up in Google Search. Most search ads rely on keywords to determine when they will show up in Google Search, while Dynamic Search Ads display your ad based on your website’s content. This feature is ideal for eCommerce companies with multiple models or stock-keeping units (SKUs), because Google generates an ad based on your website content and so you don’t have to create a display search ad for every single product you offer.
You can select individual web pages or groups of web pages you would like to add in each group of display search ads:
When you create an ad and submit it to AdWords, Google has to approve the ad making sure it follows their advertising policies. This new feature allows you to quickly and easily view the approval status and potential policy limitations for each ad, so before you even submit the ad you know whether or not it follows advertising policies.
To use the status icon hover your mouse over the speech bubble in the “Status” column of the ad you wish to check the status of, if the ad isn’t showing for the default keyword or location your screen will look like this:
We’ve mentioned this new AdWords feature in a recent blog post, where we pointed out that it was intended to make managing multiple campaigns easier by letting marketers control the budgets of individual campaigns from one place, a shared budget. However, as more and more people have utilized this feature a couple pros and cons have come to light:
Pro: AdWords will make automatic budget adjustments across campaigns. If you are unable to closely manage multiple AdWords campaigns on a day-to-day basis, AdWords will automatically adjust your budget to allocate more money for ads that are getting more traffic.
For example if you are selling two similar products (similar in price), and one of the products is getting more clicks than the other, the shared budget will allocate more money toward the product with more clicks so that the product with less clicks isn’t draining money from the more profitable one.
Con: Google isn’t currently regulating impression shares of campaigns in shared budgets. Shared budgets in AdWords let you set a single day budget that is shared by multiple campaigns (example of three campaigns: display ads, mobile search and PPC ads), the problem however, is that because Google isn’t regulating impression shares faster campaigns (ones with higher click-through rates) take up more of the budget than other campaigns.
Conclusion: Use shared budgets for similar (as far as pace: number keywords, impressions, clicks, money spent, etc.) campaigns, that way you can be sure your entire budget isn’t drained by one campaign.
These tips should all help to facilitate streamlining the management process of ad campaigns in AdWords. We recommend that you take full advantage of any tool that will help you cut down on busy-work and get back to the aspects of your business that you enjoy most.
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