So there is a lot of great advice online on how to build and run a great AdWords campaign. But what are the top practical strategies for optimization that will give you the best bang for your buck? The following five techniques will give you the highest ROI with the least amount of time.
1. Check Your Spend
The first and second tips together comprise the Big Picture Review. Understanding your big picture is vital to understanding the performance of your account. This means knowing the healthy vital signs on your account and what it looks like when your account is sick, so that you can diagnose.
The three most important factors in conducting a big picture review include
- Your most important performance metric
- The performance of that metric compared to its performance in the previous time period
First, let’s talk about spend. Spend is how much of your daily budget you are actually spending each day. Are you maxing out every day, or do you have room for growth? Knowing whether or not your campaign is hitting its financial goals every day will help you make other campaign decisions.
There are two ways to look at how much your campaign is spending. The first is to look at the “Status” column on your Campaigns page. If it says “Eligible”, then that means your campaign is not spending its full budget and has potential room to grow. If, on the other hand, it says “Limited By Budget”, that means you are spending the full budget.
The second way you can check your budget is to look at the graph of the last X days on your Campaigns page. Then, compare Clicks and Cost, so that you can hover over each day and see which days spent more than other days.
In the case that your campaign is spending the full budget, you can increase the budget to get more traffic, or you can rest content that, at least for now, each dollar of your budget is being spent on potential new customers.