We’ve talked about so many relevant topics regarding AdWords and how you can optimize your account. From keyword modifiers to Dynamic Search Ads, the possibilities of curating ads to specific user audiences are close to endless—if not endless when you consider the combination of features you can use at any given time. But more important in this process is learning how to upkeep your ad campaigns so you can continue experiencing success and not suffer the consequences of mistakes that have ‘snowballed’ over time. So here are some tips we have to help you in this process.
1. Update Your Ad Extensions – Ad extensions can give you the opportunity to add additional information to your AdWords text ads so you can attract more promising prospects. Sitelink extensions in particular direct browsers who view your ad to specific areas of your website, whether that be the telephone directory or the store hours. If you do not update the information in each site extension, or any other ad extensions, you risk potential prospects losing trust in your brand overall. So keep this information up-to-date, specifically based on the changes you make to your website and on changes that you suspect are affecting how your consumer-base receives your ad.
2. Combine Features- We’ve mentioned this previously, and we cannot emphasize it enough. It’s very important to combine different AdWords features so you can optimize your website overall. First and foremost, be sure to identify relevant performance trends of your consumer-base by observing your data in Google AdWords. Then think about the types of features that have contributed to this growth and how it could be enhanced even more. If you found a broad match modifier for a certain range of terms increased your web traffic, it’s possible that modifying your text ad around those terms would be the right variable to manipulate. So always think about the combination of features that will optimize your account, as opposed to focusing on one.
3. Use Keyword Modifiers– Keywords are a very important aspect of SEO, as we’ve mentioned in previous posts. Keywords have the ability to draw in users who genuinely need the goods & services you have to offer. When you first set up campaigns, keywords are automatically set up with broad match. This automation accounts for the slight misspellings or other search variations behind the intended search of a user. It’s a great tool and helps to broaden your brand visibility overall.
However, as your user-base continues to change, so will the range of keywords you choose to use in any given campaign. If you make use of keyword modifiers, you will have more control in this process. For example, with the broad match modifier, you can determine what variations in search terms would permit your ad being triggered by web browsers. And with phrase match, you can determine what phrases would need to be searched for in Google to trigger your ad. So explore the full range of modifiers that are available so you can discern what combination of these variations will work best for your ad.
So here it is! Three great ways to maintain your AdWords account. The reality remains that circumstances around us constantly change, so it’s not really logical that we can continue the same strategies and expect growth. So updating your ad extensions, combining AdWords features, and using keyword modifiers are all great ways to maintenance your account. But most importantly, evaluating the trends that create growth—and prevent it—are paramount to your overall strategy because there lies the clues of what variables are contributing to your growth. So start identifying relevant trends in your consumer-base now!