How Businesses Can Use Google AdWords Effectively for Campaign Management

A large number of online advertisers use Google AdWords to grow their businesses and find new customers. This wonderful application from Google enables you to reach people at the moment they search for what you offer them, control your budget (for example, cost-per-click (CPC) bidding) and identify what’s working in your ad and build on it. In order to make sure your campaigns head in the right way and to enhance your online marketing efforts, it is very important to understand key campaign influencers and how to use AdWords effectively for managing them. Here are those key campaign influencers and best practices recommended by industry experts for AdWords campaign management along with new features to enhance the campaign management.

Google AdWords

Monitoring Overall Investment

The amount you are going to invest in your campaign is a key influencer of what you can expect to receive (conversions). Let’s see how to monitor what you spend at the campaign, ad group and keyword level using AdWords.

  • Campaign – Distribute campaign budgets in such a way as to gain high impression share as possible. Try hard to achieve a 0.00% lost impression share due to budget while managing campaign spends. However, don’t expect a high impression share for display campaigns (since Google Display Network inventory is huge) and competitive campaigns (since bidding on competitors’ brand names tend to be high in cost-per-click or CPC and difficult for rank).
  • Ad Group – Assess what each individual ad group spend within each campaign and pay special attention to Cost-per-Acquisition or CPA values. After that, find out the opportunities where it is possible to reduce CPA values. Check whether a particular ad group is converting or not. If so, make sure it is converting at an ideal CPA. Otherwise, assess how much that ad group has spent. You should also ensure the best use of keywords within that ad group.
  • Keyword – Once your campaign accumulates data, zero in on the keywords driving the strongest Return on Ad Spend (ROAS). These are top performing keywords and you can expand upon them with like-terms, if necessary. Pause keywords which drive poor traffic or weak ROAS. Match types also pay a role in how much to spend for each keyword. Consider using different match types while adding or removing keywords to capture more searches at a certain cost or to enjoy a lower CPC.

Keyword Bid Management

Keyword bids are closely linked with what you spend. Showing your ad within the first 3 ad placements is the best practice though your ad position strategy may differ from the norm. However, you should ensure the average position remains within 1.4 – 2.4 range. In order to ensure, adjust keyword bids weekly. Increase the bids of keywords falling below this range by 10% – 15% using your best judgment. Keywords that fall well beyond this range (say 5.0 and lower) may not be worth increasing to achieve a position within the first 3 placements if they will risk your average CPC. Try to reduce bids by 5% for the keywords that maintain a 1.0 average position so that they stay within the specified range. However, it is not necessary that this will increase your average CPC to maintain a position of 1.0.

Adding Negative Keywords

It is very important to add negative keywords on a weekly or bi-weekly basis depending on how much traffic that you receive through pay per click (PPC) in order to ensure that you are receiving quality traffic, you are reaching in front of right audience and your ads are not shown for keywords that they should not be shown for. Sift through search term reports at the overall account level, individual campaign level and ad group level to identify potential negative keywords. The most efficient practice is adding negative keywords at the campaign level, provided that campaign is well-organized from the perspective of a keyword or ad group. You can see the most searched terms in descending order on sorting by impressions. This will help you to speed up the sifting process.

Adding Converting Search Terms

Adding converting search terms is equally important as adding negative keywords. This will improve the conversion rate. When combined with the additional negative keywords, this will increase quality traffic and reduce wasted spending. You can mine for converting search terms by examining search term reports. If you are using modified broad match types, it is possible to capture leads through search terms not added yet as exact or phrase match types to your campaign. You can then add these terms as exact or phrase match keywords on a weekly or bi-weekly basis.


In order to learn from AdWords campaigns, you need to test your campaigns. You should always be testing and create actionable outcomes out of ad copy and landing pages.

  • Ad Copy – You should have 2 ” 3 spaces for the number of ads within each ad group in order to show up different messaging to prospective customers. By the time enough data gets accumulated to obtain statistical significance for a message defined by confidence level of 95% or greater, you should set a new benchmark and implement new message to check whether that benchmark can be surpassed. Continue this process as long as you are running the campaign. You should not only consider the CTR of each ad, but also the conversion rate as each message attracts a different type of searcher.
  • Landing Pages – You should test the value offer reflected on landing pages just like ad messaging. Your ad message and what is shown on the landing page should be consistent. To be more specific, an offer should be pushed from initial click to final conversion. With landing page optimization, you can put your creative skills to work leaving endless possibilities for testing. In this case, you should test 2 to 3 variants; establish a benchmark on reaching statistical significance and continually perform further test to improve on that benchmark.

Latest Enterprise-class Tools from AdWords

On April 22, Google announced some innovative features for businesses looking for new customers. Online advertisers can perform the above mentioned actions more effectively using the latest enterprise-class tools discussed below.

  • More Bulk Actions – You can set up campaign settings (location targeting, ad rotation) across all your campaigns even if there are thousands of them with the latest bulk capabilities for extensions and settings. This feature is really useful for big seasonal promotions for which you need to update all your campaigns at once.
  • Automated Bidding – Google adds the ability to maximize the number of conversions or the total value of conversions to automated bidding. For example, if your business is about designing a machine, you can set up your campaign to distribute your budget in such a way that it maximizes the number of people who access your site for designing a custom machine.
  • Advanced Reporting – New multi-dimensional data analysis and visualization tools are provided to analyze data within AdWords. You can turn your data into tables, graphs and charts, download them and share with your team.
  • Your Own Lab – There is a lab within AdWords for preparing campaign ideas, see how they will look like and test with live traffic as a trial. You can experiment with bid changes, different campaign settings, special bids for time and locations, new keywords, different types of ad formats and so on.

The service of experienced SEO professionals is available for utilizing these tools better to assess campaigns and making sure they are headed where they should be.

About Rajeev Rajagopal

Rajeev Rajagopal

Rajeev Rajagopal is the Vice President of Managed Outsource Solutions, a leading BPO company in Tulsa, Oklahoma. Prior to joining MOS, he worked as a physical therapist. Having worked in several rehabilitation clinics, Rajeev has learned the importance of good medical records for medical billing and liability issues and the importance of the good back and front office support. He has extensive knowledge in SEO, medical billing and coding, and medical transcription. He has worked with a number of large organizations to effectively manage and provide outsourcing solutions.