An AdWords account is the house for your paid search efforts on Google, which means that you can use the same approach when it comes to updating and improving it. These 5 tips will help you remodel your PPC account so that it can achieve top-notch performance:
In a kitchen remodel new cabinets can be really expensive (especially if you want custom or high-end cabinetry). This is why many people choose to simply reface them. As long as the bones are still good, you can re-stain/re-paint cabinets, change out the doors, or swap out the hardware. These changes come at a fraction of the cost and can have a huge visual impact.
You can treat your ads the same way! As long as the fundamentals of the ads are solid (i.e. the destination URLs are still valid, the optimization settings are allowing them maximum exposure, etc.) you can just give them a different look and test the results. Be sure to check ads for any outdated promotions or seasonal language and strip that away first. Once you’ve done that, you can minimize the amount of work you have to put into writing new ads by simply swapping out small elements and brightening up the language being used. Changing out just the headline or call-to-action is a good way put a new spin on old and tired ads.
2. Bringing in new Keywords
The big pieces in a home get the most visual attention, which is why bringing in more modern appliances or new furniture can transform the look of a room. Sometimes all that needs to be done in a home is removing some eye sores and cleaning up everything around them.
In your PPC account there may be one campaign or ad group that’s really a dud, which will bring down performance and leave your metrics looking shabby. Instead of spending your time tinkering with all of the various components of your account, focus your efforts on the big flops. This way you’ll get the most benefit out of the time that you invest! Do keyword research and mine search queries to find opportunities to add new keywords to underperforming campaigns. Then test these keywords against the budget-wasters and tweak your efforts as you go.
3. Changing Out Settings
Sometimes it’s not the visual elements of a home that need improving – it’s the functional elements. Things like new doors, windows, and flooring can make a home look much newer while also solving functional problems. When doors are drafty or not locking properly, windows are cloudy, or flooring is cracked it creates an opportunity to improve the aesthetics of a home while also making it more comfortable to live in.
The settings in your AdWords account can become outdated and stop fitting your needs, making it harder to get the results that you want to see. Changing your geographic, ad rotation, keyword variation, and bidding settings can dramatically influence how your account performs. Testing each of these settings is an important part of improving PPC metrics overall.
4. Make the Most of Small Details
During a home renovation sometimes small or awkward spaces arise that need a custom solution. Making the most of these small areas is essential because they can make or break the look of a space. They can also contribute added functionality by offering more cabinet space, shelving, closet room, etc. Often times it’s actually the right use of these nooks and crannies that impresses homeowners and home buyers the most. This is one advantage that the pros have over DIY-ers – they have more experience to draw on in order to find creative solutions.
Ad AdWords account has a lot of small features available for use that are easy to ignore or forget about. Things like ad extensions, custom settings, and conversion tracking options shape not only how your account performs but also how data is reported. Implementing and managing these small details is what sets PPC experts apart from the amateurs.
5. Restructuring Campaigns
Sometimes older homes need serious remodeling like removing walls to create an open floorplan, adding plumbing to create a new bathroom, moving gas lines to rearrange a kitchen layout, etc. These really big changes are costly and time consuming but they can completely remake and update a dysfunctional home – increasing the overall worth of the home substantially.
Depending on the specifics of your account, this kind of full overhaul may be necessary. This is the type of situation where PPC professionals are helpful to bring in because of the value that they can add to an account. But if you want to do it yourself instead, go slowly and be careful. Before taking a chainsaw to your account, do your research to determine if anything is performing well enough to keep it and then work around that. Like a load bearing wall, you don’t want to mess with the most important parts of your account. Instead, go through your campaigns and ad groups systematically to revamp keywords and ads. Continue to tweak things, keeping a close eye on account metrics, until performance picks up.
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Social Media, Web Consulting for small businesses, Copywriting and Local Online Marketing. She lives in the Grand Rapids area with her husband and enjoys cooking, watching sports and spending time outdoors. Like a true digital marketing expert (i.e. geek), she loves talking about marketing theory and SEM trends… so don’t say you weren’t warned!