We’ve discussed the countless changes to AdWords that have both helped and prevented businesses from reaching their goals, providing advertisers with the insight into how they can maneuver in the future after understanding how to identify features that will help them experience more success in the future. As we’ve mentioned in previous posts, a huge part of this process is identifying your goals and discerning the different AdWords features can help you accomplish those goals based on your knowledge of the tool itself. However, this may not necessarily yield to success because in reality, there may be a very different outcome, though you’ve identified a correlation between the success you want and the functions of AdWords features from a theoretical perspective. So, in pursuit of identifying the types of features that will yield to more revenue, it’s important to actually test the feature and identify performance trends based on the outcome, rather than just merely relying on what you know about AdWords features and how it could potentially bring you the results you want.
As mentioned previously, understanding the types of features that could increase your AdWords revenue is an important start to experiencing more AdWords success. For example, if you notice that a significant portion of your relevant search queries are coming from mobile users, then it’s an intelligent decision to consider using the AdWords IF Functionality which customizes ads based on device and retargeting membership and enables you to insert a specific message into ad text through syntax, which is triggered once certain conditions are met. So, it’s logical to assume such a feature would help you appeal to mobile users if you used device-targeting to discern the types of audience making mobile queries and inserted text that would appeal to those audiences in the text of your ad.
However, in reality this may have a very different outcome. Yes, if you used Google Analytics or AdWords beforehand, you may be able to determine if these changes would or would not yield to a significant change based on your current data. For example, you may notice that with the number of mobile queries coming in, there may not be a significant enough increase in revenue if you use AdWords IF Functionality, especially if you already have a range of ad-customizers that cater to audiences who are making these mobile queries and the type of search terms they are likely to use when searching for your goods and services.
But really, what’s the harm in testing it out? You cannot know for sure unless you actually give the feature a chance. Who knows? Maybe the right combination of campaigns with ad-customizers and AdWords IF Functionality can actually increase the browsers hitting your website and drive conversions as a result. And here’s the good news. You can actually stage certain campaign changes in drafts and test other changes in experiments to assess whether these modifications will yield to success or not. While this may not necessarily cater to all features you are trying to test out, it may cater to enough of the equation to allow you to identify whether a certain variable is worth manipulating or not. So the options are there. You have the control. You just need to dedicate the time and energy that is needed to really make the change.
In order to identify other areas of your AdWords account which could be optimized to generate more conversions, or perhaps work side-by-side with other features to generate more AdWords revenue, check out LXRGuide’s very own AdWords Grader here.