Is your AdWords campaign under performing? Maybe at some point in the past it was performing better, but over time the ROI has dropped and it is barely scraping by now. In today’s blog, we will discuss three things that could be causing your campaign to under perform.
1. No A/B Testing
The term “A/B Testing” basically means to determine which version of an ad performs the best. The best way to utilize A/B testing in your campaign is to write two ads per ad group. Then let a few weeks or a month pass (depending on the volume of clicks your campaign gets) and then determine which ad gets the highest CTR and/or conversion rate. From there you will want to keep the best performing ad and create another ad very close to the best performing ad, but with some small variations. Repeat the process for best results.
2. No Negative Keywords
Not every variation of each keyword is appropriate for your customers to see one of your ads. For this reason, advertisers can utilize negative keywords to keep specific search queries from triggering their ads. For example, let’s say you sell stuffed Disney dolls and characters. However, you don’t sell DVDs. So you would want to create a negative keyword list that included DVD, blu-ray, etc. This will improve your conversion rate and CTR.
3. Duplicate Keywords
Finally, it is important that each ad group have unique keywords. You do not want to duplicate your keywords because it makes testing your ad to keyword response very difficult. There are some easy ways to de-duplicate a campaign and it is worth your time to keep your campaigns neat and tightly themed with very little overlap on topics, products, services, etc.
To learn more about how an AdWords campaign be optimized give us a call! We can guarantee that you will pay less per click and sell more products after we’ve optimized your AdWords campaigns.