Pay Per Click,
The New Opportunities Tab: Get More Out of Your Adwords Campaign
January 16, 2014
Google has upgraded its Ad Words Opportunities Tab lately with an initiative to enhance campaign management. Ad words campaigns can be a little quirky at times and its routine updating slightly difficult, especially when there are multiple campaigns that need to be catered to.
The New Opportunity Tab
I’d rather call it an upgraded Opportunities Tab than a new one. So what are the changes in the Tab? Well if you are missing out on any opportunities that could benefit you, this graphical interface will suggest them to you. For instance if the call extensions or site link connections are not updated it will aid you with projections of clicks or impressions that can further be obtained out of your existing campaigns or maybe if a few of your keywords have become out dated it will provide keyword suggestions. This graphical interface will provide enhanced in depth analysis of your current campaign and suggest areas and ways of further pay per click campaign improvement.
The “Conditions Apply” Tag
Well there is a catch to the upgradation too. While Google has made this tool more user-friendly and helpful, the giant has also asked to be aware of the way and the extent to which it is used. Discretion and analysis need to be put to use before making any amendments, suggested by the tool, in your campaign. The major suggestions that such tools suggest are in terms of boosting your campaign budget and addition of keywords.
Campaign owners need to understand the impact of budget changes in their campaign. The monthly budget needs to be kept in mind while changing a particular day’s budget. While there could be week days or day hours when there are less impressions or click obtained, too many fluctuations and variations in your campaign’s daily budget will reflect adversely in your monthly spend summary, making documenting trends a difficulty. Therefore ensure that increases are evenly spread over a daily or hourly basis so that the macro viewpoint is not disturbed.
Keyword suggestions keep appearing while managing campaigns. Again there could be two situations here. Either a few of your keywords have become irrelevant or there are better and more relevant keywords you could use. Discretion again needs to be exercised to gauge how relevant the keywords are with respect to your business. Adding keywords for the sole reason that they were recommended by Google makes no sense.
Note that the projected costs, clicks and impressions provided by the Tab may differ from the actual, as they are mere projections based on previous and current trends. Conclusively, every tool is both beneficial and has its shortfalls. It’s important to know the impact of the changes that will take place once the suggestions are incorporated.
What are the common problems you face in your Ad Campaigns? Do you think this upgrade will be helpful in managing them? Share your stories and challenges with us.