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10 AdWords Tips That Will Make Management More Effective

In Marketing Basics by The Pittman Group

Managing AdWords accounts isn’t easy, and it requires you to run several analyses and reports before making any sort of strategic decisions … but it’s important. Let’s have a look at 10 tips that will help you maximize the use of your time and money.

1. Name Campaigns and Ad Groups Following a Criteria

Most times, you will need to use filters to get access to a specific data set. For instance, let’s imagine that you are selling t-shirts and have different colors. It makes sense to call your ad groups “shirts – red – brand 1”, “shirts – black – brand 1”, “shirts – yellow – brand 1”, “shirts – red – brand 2”, “shirts – black – brand 2”, “shirts – yellow – brand 3” and so on.

Thanks to a standardized methodology in naming the ad groups, you will be able to filter by color or brand and easily get access to only the portion of data you really need.

2. Break Down Your Remarketing Lists

Users visit a site an average of six to eight times before making a purchase. Remarketing is great because it allows you to speed up the conversion funnel while establishing your brand as top-of-mind for the consumer.

It is a best practice to create sub-remarketing lists, so you can customize ads and landing pages based on the content that visitors have actually visualized and experienced on your site.

3. Keep Improving Your Negative Keyword List

Negative keywords are extremely important to be able to allocate the budget only on terms that are actually likely to generate good performance for your site. You should update your negative keyword list every time you run a search term report, which should be analyzed twice a week.

It is also important to set up a long negative keyword list right from the batch, so your campaign can start on the right foot.

4. Test Dynamic Keyword Insertion (DKI)

DKI is used to customize a part of the ad based on the keyword that made an ad show up. The goal of DKI is to boost the effectiveness of the ads by making them more relevant to the users. This means more clicks and a higher CTR. Higher CTRs usually lead to a higher quality score and, therefore, to an overall better ad position without the need to increase the bid.

5. Break Down Geotargeting

It is much better to break down geographic targeting by state rather than targeting the whole country. This is because you can apply bid modifiers to target locations. The more you break down your location targeting, the more you can customize bids based on performance.

For instance, if you target states separately, you might be able to find states that are overspending and adjust your bids accordingly:

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In the example above, North Carolina, Ohio and Massachusetts clearly need to decrease their bids because they are performing at a high CPA. If you wouldn’t be targeting them separately, you wouldn’t be able to apply bid modifiers.

6. Create Exact Match Ad Groups for Top Conversion Keywords

This is a good technique to create a highly customized strategy for top-performing terms in the account. You will be able to customize ads, bids and extensions with the goal to get as much traffic as possible from your best keywords.

At the same time, make sure to create a negative keyword for your exact match top performers, so you can exclude it from the other ad groups in the account.

7. Import Remarketing Lists From Google Analytics

Google AdWords has a remarketing tag that can be easily installed and used. However, this remarketing tag is not as good as importing data from Google Analytics. With Google Analytics, you can import lists based on website behaviors, such as time on site, page per views and number of transactions. This is very powerful and helps businesses create ads that are highly customized to the users. It also helps businesses avoid advertising to users that didn’t seem to show interest in their site.

8. Split-Test Landing Pages All the Time

Landing pages are the key to lowering the conversion cost of a paid campaign. It is a best practice to always split test two variations of a landing page with the goal to constantly increase performance.

You can use Google Analytics or some other third party tool to automate, simplify and calculate the results of your tests.

9. Scale Up Remarketing Efforts on Facebook and Twitter

Instead of just running a regular remarketing campaign, start advertising to your website visitors when they are on Facebook and Twitter. This will increase results but also boost your brand value.

10. Compare Google Search Network and Google Partner Network Traffic

This is often overlooked but it can definitively help you optimize performance. The Google search and partner networks perform differently, and you should break down performance by network to make sure results are heading in the right direction.

We’re Only Scraping the Surface…

Managing AdWords is important for your business, but there is so much more that goes into ensuring your marketing efforts are successful. We want to share our expertise with you, and here’s how: through The Pittman Group Marketing Cloud. Subscribe to our marketing cloud by filling out the form below and gain access to our marketing insight!

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