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Spring-cleaning your AdWords account:

15 May 2017, 6:53

As you are getting ready for the summer ahead, make sure to not forget to also get your AdWords account ready for a little spring-cleaning. Get your PPC account ready by cleaning up your current campaigns and/or creating new seasonal ones.

Why spring cleaning your AdWords is important to attract more customers:

The change from winter to summer brings out new daily routines and changes our lifestyles for the following months. The improved weather, the added sunlight hours and the coming up bank holidays, among others change our customer behavior and levels of private consumption, as we tend to spend more time with our children or generally with our loved ones.

  1. How changes in customer behavior will impact marketers:

Understanding your audience and optimizing your PPC account accordingly to the new season is key to increase your market share during these warmer months.

With this post, we strive to help you getting your AdWords account ready for the summer to increase your conversions, by understanding the change in consumer behavior and consumption patterns, while keeping a close structure on your PPC account.

  • Freshen up your seasonal strategy

Even though it might sound like common sense to you, we can’t stress the importance of this enough.

Have you already planned your seasonal/holiday promotions? Don’t wait until the last minute to think about it! The time for this is now!

Here are a few ideas to help you get started:

  • Use the right vocabulary

While you are adjusting your new spring and summer campaigns, you’ll want to also adjust your vocabulary. Words that indicate a warmer weather, brighter days and in general more happy days go a long way in your customer’s mind as they have positive connotations.

For example: for a campaign set in winter you’d rather go for words such as “warm and cozy”, but for a campaign set in the summer or spring, “bright, fresh, vibrant, light” etc. would be more appropriated.

  • New product image

You might want to freshen up your e-commerce site as well and for that nothing is better than to replace (or add) some product images with fresh ones and seasonally adjusted images (based on color tones). This will keep your customers engaged, inspired and grow their desire to buy your products.

Go through your website and decide on any changes in imagery and prepare you site for the holiday season.

  • Don’t forget the mobile

Since the sunny weather is an invitation to spend more time outside, a bigger share of people will be accessing the web from their smartphone or tablet (or any other mobile device).

Consumer expect a relevant and friction less experience when using a mobile device for browsing or buying, making it a priority for you to have your website adapted to the screen size and to the device.

Connect with mobile users by setting your AdWords to run on all devices and keep in mind that call to actions on mobile devices tend to be more effective and are more compelling to consumers than on other devices.

 

  1. Tidy your account

Now that your spring strategy is up and running and that your ads have got a fresher look, it is time to clean up the account structure by examining the campaigns and ad groups.

Analyze how your campaigns are performing and pause all the campaigns that are under-performing and not bringing your business any value.

If you are unsure about where to start, ask yourself the following when looking at your campaigns:

  • Are they profitable?
  • Do they generate any leads?
  • Will they improve your ROI?

After having analyzed all your campaigns, a pattern will emerge on what is working and what is not. This will help you decide on what to apply on your campaigns for the upcoming season and what to discard.

Now we move on to restructuring and organizing your keywords into keyword clusters. Make sure that your different ad groups only consist of relevant and similar keywords, so that the message of the ad shown matches the keywords used in a search.

Pause all the keywords from your campaigns that don’t perform well, aka those that have received low impressions over time or no impressions at all, as they influence your quality score.

Remember that users are more likely to convert when there is a correlation between you ads and what they are searching for.

To take it a step further, you can consider placing your top performing keywords into their own group and create targeted ad copies for each of them.

We also encourage you have a look at your analytics, as it will provide you with more data from your campaigns, which will help you answer any uncertainties while cleaning up your account.

 

  1. Make your quality score sparkle

You might have some campaigns that perform very well and have a high quality score. If that is the case, make sure to pay close attention to them, they don’t tend to stay that way forever.

Make sure to review your campaigns to see what you can do to boost your overall quality score.

You can check your quality score by looking into the keywords tab and enabling the Qual. Score column.

The three main factors that determine your quality score are:

  • Expected click through rate
  • Ad relevance
  • Landing page experience

But also be aware of other factors such as making use of more ad extensions for a higher visibility, the load time of your landing pages and that the ads include engaging content and are useful for the customers.

In order to get a high quality score, Google must consider your ad and landing page to be relevant and useful to the viewer, which is determined based on the keywords usage and correlation between the ad and landing page.

The higher quality score you have, the less you have to pay for clicks on your ads, as Google wants you to benefit from giving their users a good experience.

If you happen to have a low quality score on some ads, and you don’t have the time to improve the factors that determine the quality score, then pause them before they cost you too much money.

You should always focus on improving the quality of campaigns with scores within 5-7, as you can easily get them to rank higher, and you have the most to win here.

 

  1. Automation

Time is money, and if automation hasn’t yet saved you some time and money in the past, then it is now the time to apply automation to your PPC account.

You can use scripts to automate common procedures or interact with data. AdWords scripts provide a way to programmatically control your AdWords data using simple JavaScript.

Some of the tasks you can automate by implementing scripts are:

  • Labels

Labels are of great use to organize the elements in your account into meaningful groups for you to quickly filter and report on the data that is of most interest to you. You can apply labels to keywords, campaigns, ad groups and ads, which enables you to see how your custom categories are performing in relation to each other and in relation to the unlabeled entities in your account.

  • Alerts

Why not set up AdWords detector scripts, if you are spending time going over you different campaigns over and over again. With this script, you will get an a-mail if an account is behaving differently to how it has performed in the past. This script is worth having set up because you want to be sure your ads are running without any errors.

  • Automated rules

There are many automated rules you can apply to your AdWords account which can help you save time and be more efficient.

Here are a few of them:

  • Schedule ads for special promotions or events
  • Pause low-performing ads or keywords
  • Change keyword bids to control your average position
  • Raise keyword bids to ensure you ads are shown on the first page
  • Set up your AdWords account to send yourself an email if a campaign’s budget is nearly exhausted early in the day

You can have up to 100 active rules on each account for each user that accesses the account.

To wrap it up…

Spring is here, so get ready to spring-clean your AdWords account!

This includes everything from giving your ads a new and fresher look adapted to the coming season, to cleaning up your back-end, getting rid of under-performing campaigns, ad groups and keywords with little or no impression share.

BUT…. Don’t just stop there. Keep optimizing on your AdWords consistently to improve your ROI this quarter.

Line Rolighed

Digital Marketing Specialist

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