As any paid search marketer can attest, managing a Google AdWords campaign can be both tricky and time intensive. While all pay-per-click marketing campaigns must continually be monitored and adjusted according to results, a few easy steps can immediately help improve your AdWords efforts and decrease the overall amount of time spent on campaigns.
Here are four to get you started:
1. Adding Broad Match Modifiers to Keywords
Changing your keywords to broad match modifiers will save time going through your search terms to find and add negatives. Broad match modifiers (BMM) place anchors on separate words so that it only accepts very close variations of that word. One issue online marketing professionals often come across is that they cannot use the standard Match Type selector in AdWords Editor to easily change match types of multiple keywords to BMM. In order to convert multiple keywords:
- Highlight all of the keywords you want to change to BMM in AdWords Editor.
- In the Edit menu, select “Append text to selected items.”
- Then add a “+” before existing text in the keywords column. This will place a “+” in front of every keyword.
To remove broad match modifiers from keywords, simply find all +’s and replace them with nothing.
2. Segment Your Keywords in Excel
Breaking your keyword research down into categories can become a very time consuming task. These common themes are the basis for which you will make campaigns and ad groups. To start segmenting your master keyword list, first format your data as a table, making it easier to sort and filter.
By glancing through your keyword list, you should be able to identify particular trends in keywords. In the example below, you can see that many of the terms include the word “review” or “reviews”. In order to isolate all of these keywords:
- Select the entire keyword column and click the Replace function. Find all instances of “review” and replace it with “review” along with a fill color. To do this, click the “Format” from the Format drop down (see below).
- Then, in the Fill tab, select a color to highlight the words containing "review" and click replace all.
- Next, simply sort the keyword column by color and you will have your keywords highlighted in red. Note: be sure to paste these keywords into another excel sheet and delete them from the master list.
Continue this process until you have filtered each keyword into a themed adgroup.
3. Automated Bidding
Keyword bids should be adjusted on a daily basis to ensure that your ads are showing in the optimal ad positions between 2.0 and 3.0. Most of the time, paid search positions above the organic search results will yield better results across the board when compared to the paid search results along the side.
These bid adjustments are best modified in AdWords Editor. However, in 2011, AdWords released automated rules. Automated rules allow users to automatically adjust keyword bids, ads, ad groups and campaigns based upon specific conditions.
- In the keywords tab of the AdWords interface - under the Automate dropdown - select “Change max CPC bids when…”
Here you will see the Create Rule feature where you can setup the rules to replace your everyday techniques. Be sure to always keep an eye on these bid changes to make sure that they are being implemented correctly, especially the first two weeks.
4. Build Your Campaigns in Excel
Creating campaigns on a mass scale is best done in AdWords Editor. However, to speed up this process even more, campaign shells can be created in Excel and pasted into AdWords Editor. Excel can help you create customized ads for each keyword on a mass scale. First, be sure to title and organize the columns in the proper format:
Campaign, Ad Group, Keyword, Headline, Description 1, Description 2, Display URL, Dest. URL
You can also add columns to the right of each ad column to count the character length of each line. These length columns should be deleted once you are done creating ads and you have made sure that each ad meets the required character limit.
Once this is setup, you can begin to create campaigns, ad groups and keywords fast by using basic formulas. For example, if you want to make each headline the exact keyword, implement the formulas like so:
- Then copy the formulas down to all keywords.
When all of the data is complete, open AdWords Editor and click File >> Import CSV >> Paste text
Paste the entire shell, including the column headers, and click Next.
AdWords Editor does not allow keywords and ads to be uploaded at the same time. So at this step, assign each column except for the ads. Upload this data, and then upload the exact same shell, but this time only disable the keyword and keyword match type if is part of the data you want to upload.
And that is it: four steps that can save you some time and headaches. If you have any that you think should be on this list let us know in the space provided below, or shoot us a tweet at @BFMweb.