by samWith the impending holiday season, it’s more important now than ever to carry out PPC campaigns effectively and efficiently. As Christmas draws closer, searchers are frantically searching for the right presents for loved ones, and this is the perfect time to ramp up your AdWords campaign, whether you’re a business or internet marketing consultants.
Google have released a number of adjustments to the AdWords interface to improve the effectiveness of campaign management.
Keyword Column
Firstly, a keyword column has been introduced in the search terms report – meaning that you are now able to see the exact keyword that matches a searchers search term to trigger the display of your ad. Using this data, you will be able to edit your keyword lists – to add lucrative keywords or remove keywords, in addition to adjusting budget, bids and landing pages.
To see it, all you’ll need to do is open a search terms report, click ‘columns’ in the dropdown menu and then click ‘customize columns’. Then select ‘Attributes’ and ‘Add’.
Campaign Diagnostics
You may be handling multiple campaigns, juggling between a variety of tasks in your working day. Google AdWords constantly runs diagnostics in the background – meaning that you will be alerted of any errors or critical areas that may arise whilst you go about your daily business. These diagnostic alerts will be improved over time as Google learns from AdWords use.
It is now much faster to make edits to your campaigns, such as adjusting the percentage of bids or to find and replace ad keywords.
Shared Budgets allow users to manage their spending across multiple campaigns by attributing an entire budget to be split among each campaign, streamlining the process.
Impression share reporting has been improved by the addition of search and display columns for impressions, an ‘hour of the day’ section that will allow you to view how your ad performs by the hour. With integrated rules, it’ll allow much more productivity in the analysis and optimisation of impressions.