Un-Beginner Yourself: 3 AdWords Features You're Probably Not Using

OK, you've got your ad groups set up, you're getting clicks, maybe you're even tracking conversions with Google Analytics. Excellent. By the way, make sure you're using ad extensions. They're straightforward and they'll help you rank. After that, it's time to dig deeper into the AdWords platform and optimize better. Have you thought about using these three features?

Bid Adjustments

Bid adjustments automatically increase or decrease a bid by a specified percentage. You can set bid adjustments for devices (computer, smartphones and tablets) or for specific time frames. You can also adjust bids for geographic areas. AdWords allows these "location" bid adjustments for cities, states, and several other geographic segments. This is useful when, for example, you're getting a much higher conversion rate on mobiles. In that case, you could increase the bid for ads served to mobiles by 20%, 50%; whatever you want up to 900%. You can decrease bids up to 90%, as well. Here's how you set up bid adjustments in AdWords.

  1. Click on the "Settings" tab.

  2. Click on the "All Settings" button (and then the "change campaign settings" link, in some cases).

  3. Click on either the "Locations," "Ad Schedule" or "Devices" button, depending on what you want to adjust.

  4. If you're adjusting a bid for a time frame or time frames, you'll have to add that time frame first, by clicking the red "+" button. For location adjustments, first select an option from the "view location reports" menu, which is to the right of the red "+" button. Then select an option from the "view" menu. Device adjustments show up without further steps.

  5. Select any location, device etc., click the drop down "edit" menu, select the option to edit the percentage and enter the amount you want.

Keep in mind that bid adjustments can be applied to a whole campaign or to an ad group. To adjust a single keyword, you need to create single-keyword ad groups.

Automated Rules

Automated rules allow several automated responses to a defined rule. There are about 20 options. Here are a few:

  1. Change ad group default max. CPC when...

  2. Pause ad groups when...

  3. Send email when...

  4. Change daily budget when...

There are a different set of options when you're viewing the campaigns tab versus when you're viewing the ad groups tab. An example of a useful rule is "Increase bid by 10% when CPA is below $x. You can automate single keywords, whole ad groups or whole campaigns.

To set up an automated rule, select a campaign, keyword or add group by clicking its checkbox. Then click on the "Automate" drop-down list to the right of the red "+" button. We recommend taking your time with these. You don't want to set a rule incorrectly. That could mess up your stats badly. For more information, here's Google's help page for automated rules.

Negative Keywords

You might be using some negative keywords. You should be. You should be using a lot, in fact. That's why we're including this tip. The reason you want to use lots of keywords is because the possibilities are endless when it comes to the things people conjure from their brains to enter into a search query. For example, the word "info" can be slapped onto any of your keywords and, if you're using broad match, you'll end up with clicks from people who just want info. That's not good for your ROI. You want purchases, not info requests, in most cases.

There are countless negative keywords that can help prevent unwanted clicks. It's hard to say which ones are right for you but here is a long list you can take a look at to get an idea. Thanks to ChicagoStyleSeo.com. Try not to use any negative keywords that might prevent good clicks, meaning clicks that are likely to lead to conversions.

isoTree specalizes in targeted PPC lead generation, which is the method of choice for quick, low-cost leads. Get to know us.

David Kalla