Google campaign management: Advanced Settings
One reason for a lot of the inefficiency that I see in a lot of Google Adwords campaigns in client after client is due to a simple lack of knowledge about the different options that are available at the campaign level in Adwords. You yourself might be aware of the basic and commonly known features, like the keyword tool. However how familiar are you with the more advanced tools and settings that Google offers?
Here's a list of several of the most important options that can affect your campaign that you may not be aware of. Every one of them determines how often your ad is shown and by whom, therefore they have a major effect on how much money you spend on clicks.
1. Manual bidding - this setting used to be known as "set maximum limit". This is a very common way to have your account set up. What this does allow you to decide the maximum price you're willing to pay for any keyword in the campaign.
2. Conversion Optimizer - If you are using the conversion tracker feature to track your opt ins and/or sales, this feature is available to you. You decide how much you are willing to pay for a conversion and then Adwords will automatically optimize the performance of your campaign to generate for you the highest return on investment.
3. Budget Optimizer - With this feature, you simply tell Adwords how much money you want to spend every month and then leave your account alone. Adwords will then automatically manage your account to generate the most possible clicks within that budget.
4. Preferred cost bidding - this allows you to set what the average price you'll end up paying per click. Google ad words will then adjust your bids to ensure that the average price you pay across the entire campaign is near the amount that you plug in. This doesn't mean that all of your bids are going to be the average amount or less, it's a true average. Half the bid amounts will exceed your average and half will be less than your average.
If you are looking to maximize profitability from your Google Adwords campaigns, the best option to select is the manual bidding option. One thing you have to remember is that not all keywords are worth the same.
As such, you want to manually control the bidding on all your major keyword groups so you can identify which keywords are making you money and which ones are costing you money. Manual bidding is the ONLY option that allows you to do this.
Using the Budget Optimizer is probably the biggest waste of money out of the options that we've covered so far. It's really a lazy way to Adwords and you pay for this laziness. Simply selecting a monthly budget and letting it roll, will only ensure that your money is spent, not that you get a decent ROI.
Conversion optimizer and preferred cost bidding have their place if you know what you need to pay to stay profitable and you don't care whether you are maximizing profitability as long as you generate sales at the cost required.
These are four of the less commonly known about options in Google Adwords. Use them wisely to maximize profit!
Article Source: http://www.search-raven.com
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by: KirtChristensen
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