In economics, scarcity refers to the fact that limited resources cannot satisfy unlimited wants. Similarly, from a business perspective, most of the time the more performance the better, but marketing costs are also limited, so we must try to optimize our advertising budget and strive to bring in the most customers within the limited budget.
The following are several ways to adjust keyword advertising accounts, which may be helpful in improving advertising results.
Add keywords
If you use the conversion tracking function in your keyword account, you can view the conversions brought by individual keywords based on the conversion goals you set. With the search term list, if the search terms that come from phrases or broad keywords have a good click-through rate or can bring conversions, you can consider adding nigeria mobile database them as keywords with a narrower comparison type. The advantage of doing this is that after adding these words separately, you can have a more accurate grasp of the effectiveness of the keywords.
You can refer to Google Support for more details about conversion tracking.
Exclude keywords
The second point is complementary to the first point. The words brought by the broader comparison types are effective, but there are also relatively poorly performing or even very irrelevant words. At this time, they should be added to the excluded keyword list to prevent these words from continuing to bring users with low relevance to the product or page.
Adopt an appropriate bidding strategy
In Google Adwords, there are smart bidding strategies based on machine learning algorithms , such as "try to get clicks", "target search page location", "target ranking win rate", "target customer development bidding", "cost-effectiveness management system", "target return on investment", etc. Different bidding strategies are calculated according to different goals. For example, the goal of "try to get clicks" is to increase the number of website visits; the goal of "target customer development bidding" is to obtain more conversions. Choosing a suitable bidding strategy can reduce the steps of manual and frequent bid changes, and let the system determine the bid amount that is beneficial to the goal based on the calculation results. However, before using it, it is recommended to obtain at least 30 conversions in the past 30 days to obtain more accurate bidding decisions.
You can refer to Google Support for more information about automatic bidding .
Find the best performing times
In most accounts, you can always find out the time periods with better performance and relatively worse performance. In the Dimensions tab in Google Adwords, you can see the performance of different hours/days/weeks/months. Select a time segment with enough samples to see the performance of each time period of the day. Do not display ads or lower bids during the period of poor performance, and increase bids during the period of good conversion. The criteria for evaluating performance can be considered from indicators such as click-through rate, conversion rate, and cost per conversion. The same analysis can be applied to comparing days of the week.
There are of course many aspects to consider during the adjustment process. For example, is the purpose of advertising to build brand awareness, get a lot of exposure, or to pursue immediate order conversion? Different approaches will be used for different purposes. Another point to remind you is that when budgets are limited, the precision of delivery and customer base can indeed improve your return on investment. However, if you want to increase overall traffic today and expand your delivery range, it is impossible to maintain the same good return on investment. It still depends on the marketing purpose to measure the means and methods required.
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