Spring Clean Your #Google #AdWords

Out with the old, in with the new

One of my favourite times of the year is spring. The frosty mornings disappear, the sun comes out and the trees are in bloom.

I know I’m not alone when I say it’s also the time you should start thinking about your spring cleaning. Before you ask, ‘isn’t this magazine about Google advertising?’ I’m not just talking about the winter dust build up. Your digital marketing needs a clean as well.

Cleaning?! Ugh! I hear you all say. There is no need to be putting it off. Once you get going you’ll be surprised how easy the whole process actually is. Let’s take a look at your data from AdWords from the past year; we’ll start with your highest costing campaign.

Are there AdGroups with a high cost per conversion? Drill down a bit further; which keywords are costing the most for your conversions? Could that keyword be paused? Maybe adjusted by using the search term reports – there could be more exact or relevant keywords you could be using to get rid of that broad match, high cost per conversion keyword. Now that’s the first step done, which wasn’t too bad was it?

Next up are those keywords you thought were always going to work – kind of like those red boots you bought on sale that you’ve never worn. If you don’t wear them they should move on to another home. We should look at your keywords like your red boots. If they haven’t been searched for recently, they should be paused, or adjusted. There’s a lot of options out there that could be getting you traffic, calls or enquiries and could be getting you sales! You’re missing out on them because of keyword sentimentality.

Next up we have the ads themselves. When you created your ads you should have made good use of your keywords, included a reason why the customer should choose you over your direct competitors, and a call to action.

Are you getting an above average ad relevance score? You check this under the Ads tab in your Campaign Manager.  Are your keywords being used in the best way they can be? Maybe that call to action could be changed?

If you’ve been running your ads evenly (which you should be before making changes to them) you’ll begin to see which ad Google has decided is best suited to show for your business. Let’s pause that other ad, adjust the headline, add a new call to action, and test some new ideas out. Do you have call extensions so potential customers can get in touch directly from the ad? Could your callout extensions be better?

Google advertising should never be a set and forget tool. There are always changes you can make to get a better return from your investment. This sort of clean up doesn’t need to be that one time a year change. Google is always changing. Marketing is always changing and customers are always changing – you should be changing with them.

So go ahead, have a look at your account and start the dusting, vacuuming and washing. Throw those red boots away, the ones you’ve never worn, and start getting the return on investment you deserve. If you want a professional looking after your Google AdWords account, then get in touch with us here at SponsoredLinX on 0800 480 078 today.

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