Every Adwords expert know, that they could do better, if they had more time and resources.
Adwords is already doing a lot of automating like: Including your in the ad auction, even you don’t have a keyword for misspell/plural/etc., enhance your bid for keywords where the searcher have been on your site before, show your better performing ads more and let your use Conversion Optimizer to make the optimal bid for every possibility for an ad impression etc.
All Adwords experts have also tried to export data into a spreadsheet, analyze it and made adjustments. Then sitting back and wonder about how hundreds of similar tasks would help and then try to figure out how to maintain the changes.
We are working on automation and semi-automate a lot of these takes in our new version of our Adwords tool. Her are some examples:
Out of stock, 404 page or a page that isn’t available
We all know there is a problem when: Some of the landing pages is down/loading very slow, products are out of stock or some other problem.
Because it is a temporary problem, you consider, if it is worth your time to stop the adventising to the problem areals. If it is, you need to find how big a problem it is (one or a million pages) and deal with it. When the problem have been fixed, you need to turn everything back on.
The threshold of what is worth your time is quit high. In a large e-commerce site you could probably be doing it all day for out of stock products and not even consider products that have low stock.
We are working on a one button solution, where you can pause all ads that lead to a page that don’t show and active the ads again when the pages is up and running again.
If you have an e-commerce site, you might want to stop using your money to sent people to products that are out of stock or sure to be out of stock.
By now you probably think is sound great, but you want more. If you have the information about how many items there are in stock on your site. You want to know if that influence your conversion cost in Adwords. Sure lets us make recommendations on bid price depending on item in stock and let you implementing automatic updates easily.
Aggregated and historic quality score
In Adwords you can get a quality score for each keyword and get it specified on expected click-through rate, ad relevance and landing page experience by hover over the speech bobble in the status column.
The problem is it is difficult to get an overview and answer questions like:
– Which keywords have expected click-through rate, ad relevance or landing page experience less than above average?
– Is there specific words in the keywords that have expected click-through rate, ad relevance or landing page experience less than above average?
It is nice to get an overview over which keywords that don’t have top quality score. If you have that information, you are able to fix the problem. Especial if you know the specific problem, like ad relevance.
Lets imagine you have an old ad group focused around the keyword “used cars”. The tool say that the most common word with low ad relevance is “second hand”. You have probably got it suggested at some point and thought it have the same meaning as “used”. To solve the problem you make a new ad group focused around the keyword “second hand cars” (take all keywords that include “second hand cars” and replace “used cars” with “second hand cars” in the ads).
You solved the problem with the quality score and get cheaper clicks and a bigger market share.
Another example could be the low quality score for keywords that include: How, why, what etc. Here you could add the keywords that are post sale (support related) to the negative keyword list and make some new ad groups for the keywords that are pre-sale with a less direct approach.
Which kind of keywords are performing for you
Most Adwords professionals have tried to order the keywords in Adwords editor and paused the keyword with lowest quality score. Filter keywords with no conversions and order them after cost, to find the keywords who drain the budget without giving conversions.
The problem is that it is time-consuming and to advance for average apprentice to analyze the data. But what if you had a whole team of experts that could do the number crunching for you? What would you ask them to do?
– Find patterns of underperforming parts of your Adwords account and make suggestion of how to fix it.
– Find overperforming parts of your Adwords account and make suggestion of how to expand them.
Underperforming parts could be keywords with low CTR, high cost per conversion/no conversion and low ad relevance quality score. Chances are that this group either need some work or need to be put into negative/paused keywords.
Which keywords is overperforming? Do you have keywords that have low-cost per conversion and low search market share? Keywords that indicate overpreforming could have high CTR, high quality score and low click cost.
Could you do even better if your team:
– Analyzed your Adwords account for hundreds of patterns regularly.
– Made recommendations founded on results in your Adwords account.
– Implement change that have proven to optimized the results or are obvious (Ex. Pause if landing page have a 404)
We are working on making an easy to use tool, that will enable you to make Adwords management as good as a whole team of experts helping you. Please let’s us know if you want to help us test our beta version.
What tasks would you automate?