I don’t actually like the word tricks that much. It implies that you can reach competitive advantage with just a few simple tweaks. This isn’t the case. However. It did get your attention and I think you should know about these things. So means to an end, right?
Here we go.
1. Add your first ad line to your ad title
Here’s a simple little tip. If you add a period to your first ad line, this will happen:
That right. When adding a period to the end of line 1, it will get added to the title in top ads. Who says grammar doesn’t matter?
2. Importing organic data into Adwords
Did you know you can import organic keyword data into Adwords? Well, now you do. By doing so you can find new keywords to bid on and see the CTR of both your organic and CPC keywords. Read more on importing organic data into Adwords in this article.
3. Automated bidding rule for desired position
While you can’t make an automated bidding rule that will always give you position x, you can get there.
Let’s say I want to stay in the top 3 positions. But the campaign is not that big, so I need a week of data to use to make a decision. This could be my rule set up:
So Adwords will now automatically bid 10% more on a keyword if the average position of one week was worse than top 3.
You could go furthers. Let’s say you want position 2 or 3, but not 1. You could use the same rule to bid 10% less if your average position is 1.
4. Adding remarketing lists via Analytics
If you are looking for advanced remarketing lists, Analytics can help you out. To to your admin section and click on ‘Remarketing lists’.
By clicking on ‘Create my own remarketing type’, I can use segments to create a remarketing list. In the screenshot above I’m retargeting visitors that have visited my checkout. I could even use metrics like ‘time on page’ or ‘source’.
5. The Paid Traffic segment in Analytics
By default Analytics has an option to view all your reports for ‘paid traffic’ only. All you have to do is use the dropdown at ‘segments’ and choose ‘paid traffic’.
No all your reports are matched to your paid traffic. You can also use multiple segments. This way you can spot anomalies in your paid traffic.
6. Adding Bounce Rate to your columns
By linking Adwords to Analytics you get some interesting data to work with. For instance, you can import your bounce rate into your Adwords report.
By adding your bounce rate, you get more data on how your ads or keywords are performing.
Tip: never set your ad rotation to let Adwords automatically choose a winner. Adwords will focus on CTR. You should focus on conversions, conversion rate, cost per conversion and bounce rate. Try set ad rotation to ‘rotate evenly’ and analyse your ads yourself.
7. Save money with negative RLSA bidding
RLSA lists are great. you’ve got a set of visitors you can retarget. You can bid more, change ads, broaden your keywords. But, you can also save money with negative bidding.
Here’s an experiment for you. Disclaimer: I’m not saying it will work guaranteed for your business, though.
If you’re spending a decent sum of money on branded campaigns, try bidding, let’s say, 30% less with RLSA. These visitors probably are focussed on visiting your site, so good chance they’ll also click on your ad on #2 or #3.
8. Add negative keywords for all campaigns
Adding negative keywords can be a tedious job. Fortunately, there’s an easy way to add negative keywords to multiple campaigns.
Under ‘Campaign negative keywords’ in the Shared library, you’ll find negative keyword lists. These are lists you can link with multiple campaigns.
9. Share budgets between campaigns
Do you have a lot of campaigns? Then this trick is for you. Last year I set up an account with 200 campaigns. I needed seperate campaigns to be able to control the budgets per campaign.
After a few months we decided to ‘cluster’ the campaigns in terms of budget.
If you go to ‘Shared library’ and then ‘Budgets’ you can add a Shared Budget. You can link this budget with multiple campaigns. So no more individual campaign budgets.
This will give you control over how you spend your budget.
10. Settings ad rotation to Rotate indefinitely
When setting up a campaign, you get to choose the ad rotation options. By default Adwords will choose the best ad based on CTR. This is not what you want, though.
My advice would be to set settings to rotate indefinitely. By adding conversion rate and bounce rate in your columns, you can optimize your ads based on the importants stats. Which should never be (just) CTR.
Read more on this in this article ‘Don’t Test your Adwords Ads Before Reading This’