For most of the AdWords campaigns, the success is based on reducing cost and increasing conversions. There are important 4 ways that you should know to achieve your AdWords campaign’s success by reducing cost and increasing conversion.
You should look into 30 days of non-converting keywords data. You need to take account statistical significance of the data and identify the set of keywords that has received enough clicks (traffic) but not converted in that period. To take an informed decision you should also take into consideration the assist conversion, Google Analysis bounce rate and time on website (average session duration) data. You can access the data on Adwords by simply adding additional column while downloading the keywords report.
Day Of The Week And Hour Of The Week Bid Modifier
All businesses do have performing days and hours combinations. Especially if your business customers belong to another business (B2B) you may notice significant less performance during weekends. Similarly for many businesses the night and early-morning hours are less performing. Scheduling your ads for not show (or show limited) during non-performing hours can greatly increase your profitability. You can download historical day-of-week or hour-of-week performance data from AdWords from AdWords Dimensions then set your bid modifiers based on the trendline of the performance data.
One good way to increase profitability is to reach to the users in the right geographical regions. However the internet has a global reach, your business may have some limitation. You may only restrict to ship within the US. In such conditions traffic coming from other quarter of the globe through paid-search channel can only inflate the cost. The spend without any conversion will ultimately reduce the profitability. To address the issue download the Geographical performance data from AdWords, exclude the underperforming locations; split your campaigns based on better performing locations and add more budget to them.
Landing Page Error Check
Many of the websites that you promote through paid search are robust and can have many dynamic URLs. It is manually difficult to keep track of landing pages that stop working. To check this issue, you need to download unique final URLs and run them through HTTP status checker tools. The check can also be done through Enhanced AdWords Script, available in Google’s Developer Resources. By identifying and updating these 404 URLs you can stop money from being spent on wasted clicks.
LXRGuide can automate most of this optimization during a configurational audit when you link your AdWords account with LXRGuide. The one-click optimization and personalized paid search recommendation tool can help your account perform better by reducing cost and increasing conversions.