{"id":9913,"date":"2014-06-04T11:00:56","date_gmt":"2014-06-04T16:00:56","guid":{"rendered":"http:\/\/ludismedia.com\/?p=9913"},"modified":"2014-06-04T12:13:03","modified_gmt":"2014-06-04T17:13:03","slug":"ppc-campaign-optimization-4-fixes-maximize-roi","status":"publish","type":"post","link":"http:\/\/ludismedia.com\/en\/ppc-campaign-optimization-4-fixes-maximize-roi\/","title":{"rendered":"PPC campaign optimization: 4 simple fixes to maximize ROI"},"content":{"rendered":"

Your main goal as a Google AdWords PPC campaign manager, both on search and display networks, is to actually make your campaigns generate a profit from the money invested. With this in mind, there are some key techniques and quick fixes I have developed and learned over time that can help you score a positive Return on Investment (ROI) on every campaign. Here are 4 of them:<\/p>\n

1. Filtering search terms that trigger your Google AdWords ads<\/h2>\n

The first thing you want to do each week is find out which keywords actually trigger your ad, and see if these are actually the targeted search terms. Here are the quick steps to do this:<\/p>\n

\"filtering-search-terms-google-analytics-dropdown-menu\"<\/a><\/p>\n

    \n
  1. Sign in to your AdWords account.<\/li>\n
  2. Select the \u201clast 30 days\u201d view.<\/li>\n
  3. Make your way under the \u201cKeywords\u201d tab.<\/li>\n
  4. Beside the red \u201c+ Keywords\u201d button, you will see a \u201cDetails\u201d dropdown menu.<\/li>\n
  5. In the dropdown, click under \u201cSearch Terms\u201d on the \u201cAll\u201d option.<\/li>\n<\/ol>\n

    \"google-adwords-search-terms-table\"<\/a><\/p>\n

    You should now see a table that tells you exactly what triggered your ads, and either add them to your keyword list or block them through your negative keyword list. That way, you will be able to better target your audience and lint off \u00a0non-profitable search queries, optimizing your ROI.<\/p>\n

    2. Measuring your position vs. your Google AdWords competitors<\/h2>\n

    Another thing that can help you better aim your Google AdWords PPC campaign is by knowing where you stand with your current campaigns when competing for first place on bids. Here\u2019s how you can easily find this data:<\/p>\n

    \"google-adwords-auction-insights-dropdown\"<\/a><\/p>\n

      \n
    1. Sign in to your AdWords account.<\/li>\n
    2. Select the \u201clast 30 days\u201d view.<\/li>\n
    3. Make your way under the \u201cKeywords\u201d tab.<\/li>\n
    4. Beside the red \u201c+ Keywords\u201d button, you will see a \u201cDetails\u201d dropdown menu.<\/li>\n
    5. In the dropdown, click under \u201cAuction Insights\u201d on the \u201cAll\u201d option.<\/li>\n<\/ol>\n

      \"google-adwords-auction-insights-report-table\"<\/a><\/p>\n

      What you will get is some sort of magic table like this one. And what you\u2019re looking at are actionable metrics you can use to optimize your campaigns and ROI! From there, you will be able to make changes to your max bids, budgets and quality scores to get to the top of the charts! Take note that my example might not be the best one because I\u2019ve already managed to get to ahead of my competitors.<\/p>\n

      3. Setting up and tracking conversions from your Google AdWords efforts<\/h2>\n

      First off, for those who don\u2019t know what a Cost per Acquisition is, it\u2019s simply the amount of money you currently need to spend to achieve a conversion (also seen as an acquisition or even a sale\/transaction in the case of an e-commerce). In order to track the CPA of your campaigns, you need 2 metrics: clicks and conversions. Here\u2019s how to setup simple conversion tracking for your Google AdWords campaign. Take note that there may be many other ways of tracking, but these two are the simplest:<\/p>\n

      \"google-adwords-conversion-tracking-setup-dropdown\"<\/a><\/p>\n

        \n
      1. Sign in to your AdWords account.<\/li>\n
      2. Right beside the Google AdWords logo, you should see a \u201cTools\u201d option in the menu. Click on it.<\/li>\n
      3. In the dropdown menu, select the \u201cConversions\u201d option.<\/li>\n<\/ol>\n

        From there you have many options. The simplest option (if you have your Google Analytics account linked to your Google AdWords account and already have Google Analytics goals or e-commerce tracking setup) is to follow these steps:<\/p>\n

        \"google-adwords-conversion-import-from-google-analytics\"<\/a><\/p>\n