How can I improve my
campaign performance and Quality Score?
Based on our
experience with managing numerous AdWords ads, we've found a number
of techniques that help improve an account's performance. These
techniques include:
-
Fine-tune your keywords.
- Experiment with
keyword matching options. Some keywords work better as exact
matches, others with phrase match. Sometimes adding a negative
match gets great results. Of course, there are always some words
that just don't work, so delete those.
- Add plurals, synonyms,
and related phrases to your keyword lists.
-
Revise your ad text.
Include a call-to-action - language designed to entice the
customer to take an immediate action.
-
Organize your ad groups by theme
based on your products, services, or other categories.
- Shape your ads around
your keywords.
- Try running 2 to 4 ads
per ad group. We'll automatically monitor the clickth rough rate
(CTR) of each ad and show the better performing ads more often
than ads with lower CTRs.
-
Pick the right landing page.
Make sure the destination, or landing, page for your ad is a page
where users can find the product or service promised in your ad.
- Keep your original
objectives (sales, leads, downloads) in mind.
- Refer to specific
keywords, offers, and calls to action on your landing pages.
- Make your landing page
navigation as simple as possible.
- Help people get what
they want in three clicks or fewer.
- Don't create obstacles
that discourage easy transactions.
-
Enable content bids.
When you enable content bids, you can set one price when your ads
run on Google and its search partner sites, and a different price
when your ads run on Google Network content sites and products.
Learn more in our
content bids FAQ.
-
Track your results. Your
AdWords account will provide you with click through rates and
costs, but it is often useful to understand how many clicks
actually convert into your customers. For this type of analysis,
you can use our free conversion tracking tool. To start tracking
today, simply select the 'Conversion Tracking' link at the top of
the 'Campaign Summary' page in
your account.
We also offer a more
detailed
Optimization Tips page. We suggest that you use this page for
guidance when creating and refining your campaigns. However, these
tips are not exhaustive, and we encourage you to experiment with
your own ad text and targeting techniques to find what works best
for you. You can also
watch these tips in video format (English only).
What are
keyword matching options?
The four keyword
matching options determine which Google searches can trigger your
ads to appear. These options can help you control who sees your ads.
You can set each
search-targeted keyword to have one of those four settings. To use a
keyword matching option, just add the appropriate punctuation to
your keyword:
-
Broad match: keyword
Allows your ad to show on similar phrases and relevant variations
-
Phrase match: "keyword"
Allows your ad to show for searches that match the exact phrase
-
Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase
exclusively
-
Negative match: -keyword
Ensures your ad doesn't show for any search that includes that
term
With some options,
you'll enjoy more ad impressions, clicks and conversions; with
others, you'll get fewer impressions and more narrow targeting. By
applying the appropriate matching options to your keywords, you can
best meet your ROI goals.
