Google campaign management: Advanced Settings
One reason a lot of advertisers on Google Adwords may not be efficient, is due to lack of knowledge of the different options available when setting up a campaign in Adwords. You might be familiar with basic features, like the keyword tool but are you aware of the more advanced features
Here’s a short list of four options in Google Adwords management that you may not be aware of, more importantly, how to use them to maximize your ROI. Every one of these options determines how your ads will be viewed and thus has a major impact of how much money you spend on clicks.
1. Manual bidding – the setting was formerly known as “set maximum limits”. This is how most Adwords accounts are set up. What this allows you to do is set the maximum out you willing to pay, per click, for any keyword in your campaign.
2. Conversion Optimizer – If you are using the conversion tracker feature to track your opt ins and/or sales, this feature is available to you. You decide how much you are willing to pay for a conversion and then Adwords will automatically optimize the performance of your campaign to generate for you the highest return on investment.
3. Budget Optimizer – With this feature, you simply tell Adwords how much money you want to spend every month and then leave your account alone. Adwords will then automatically manage your account to generate the most possible clicks within that budget.
4. Preferred Cost Bidding – This allows you to decide what is the average price you want to pay per click. Adwords will then set your bids to make sure the average price you pay for each click you receive is the amount that you selected. This doesn’t mean that all of your bids are going to be the average amount or less. Some bid amounts may exceed the average amount and some will be lower.
Remember, each keyword is different, and is worth a different amount. That said, the best way to maximize profitability in most Adwords campaigns is to select manual bidding.
So, you’ll want to manually adjust bidding on all of your major keywords and keep close track of which keywords are making money and which ones are costing you money. Manual bidding is the only option allows you to do this.
Budget Optimizer is probably the biggest waste of money out of all of the options available. It’s the lazy way to do Adwords and you will pay for the laziness. You simply select a monthly budget and Adwords does the rest. That being said, there is nothing to verify that Adwords is efficient with that budget. Adwords may be generating lots of traffic for keywords that are not profitable to you.
The conversion optimizer and preferred cost bidding each other place. Mostly used in campaigns where you know what you need to pay to stay profitable and don’t particularly care about maximizing profit, as long as you generate sales at the cost specified.
These are four of the less commonly known about options in Google Adwords. Use them wisely to maximize profit!
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