Set Geo Bid Adjustments – Improve ROI

Optmyzr_-_Geo_HeatMap - blog

When you set up an AdWords campaign you choose the locations you want to target based on where your prospective customers are located. However, it is not enough to just target locations especially when campaign targeting is set up at the country level. One way to make sure you’re optimizing campaigns for better ROI is to identify high performing and underperforming locations and setting bid adjustments for those.

For example, if you’re targeting the United States as a country, you’ll receive traffic from different states. California and Alaska may have completely different performance metrics but under the current structure you’re probably managing them in the same manner. This is why it is important to use geo bid adjustments to manage bids or if you want more granular control over budget, you can split them out into separate campaigns as well.

Setting bid adjustments for locations

Performance data at the country, city and region level is available in AdWords under the dimensions tab. However, taking that data and making it actionable can take hours. This is where the Geo Bid Adjustment One-Click Optimization™ can help. This optimization lets you see data at the country, region, city and postal code  level. You can analyze performance, add locations as targets and set bid adjustments in a few minutes. This process can be done for multiple campaigns at the same time. In AdWords, it will take 3-4 steps to do this for each campaign. When you have to do it for multiple campaigns, you can easily spend a few hours doing it.

Optmyzr_-_Geo_Bid_Modifier - Screenshot

 

Why use the Geo Bid Adjustment One-Click Optimization™?

View geographic performance at any level (country, city, region). For example, if California is added as a target location, you can choose to view data at the city level and see how campaigns are performing across different cities like San Francisco, Los Angeles etc.

Automatically calculate bid adjustments based on goals. You can enter the target goal value for the account or campaign and the system will automatically recommend bid adjustments based on performance.

Set bid adjustments for locations that are not added as targets. If you choose to add a bid adjustment for a location that you’re not targeting, the system will automatically add it as a target location and set the bid adjustment.

Use aggregate data to set bid adjustments for campaigns that don’t have enough data. You can use the overall performance of a location to set  geo bid adjustments for campaigns that don’t have enough data to make a decision.

Watch a demo video | Try the Geo Bid Adjustment optimization

Optmyzr Case Study: An AdWords Management Game Changer

According to Merriam-Webster, a game changer is “a newly introduced element or factor that changes an existing situation or activity in a significant way.”  And I can assure you, Optmyzr has been a game changing force in my business life.

 

I manage AdWords campaigns for a living, and when I say I manage AdWords campaigns, I manage AdWords campaigns, and a lot of them.  I’m in AdWords 60+ hours a week managing a large number of campaigns for a large number of clients.  I’ve worked very hard to do a great job managing these campaigns for my clients, and I’ve worked very hard to build my reputation as an honest, hard-working, and professional operator.  And it turns out that when you skillfully provide a trade or service, and do it in an honest and professional way, new business will stampede your way and you’ll quickly find yourself to be very busy.

 

And in June of 2016, that’s the situation I found myself in.  I was very busy managing lots of AdWords campaigns, but I still had new clients wanting to hire me.  Initially this was a very stressful situation.  I was just about out of working hours each week, but I still had people wanting to hire me.  So I felt like I was leaving opportunities on the table.  But at the same time, I wanted to keep my current clients happy and continue to provide great AdWords management services for them.

 

So what was a young, driven, (and some would say) good looking lad to do?  There was only one answer.

 

Increase efficiency.

 

I knew that if I could get the same weekly AdWords management tasks done in a smaller amount of time each week, then I could keep doing a great job for my current clients while freeing up more time to bring on new clients and grow my business.  So I knew that efficiency was the only way to grow my business.

 

Initially I thought hmmmmm, this will be easy.  I’ll just use AdWords scripts and save myself a bunch of time.  But then, after spending an hour or so trying to learn scripts, I was coldly reminded that I don’t really know anything about scripts or writing software, and that trying to learn that stuff would take a ton of time… and remember the problem in the first place… I HAD NO TIME LEFT IN MY WEEK!!!

 

Enter Optmyzr

 

Once I realized learning scripts and writing my own software was too big of a learning curve, I thought to myself, let’s look for an AdWords management software.  I Googled “AdWords management software,” and that’s when I found Optmyzr.  It was love at first sight.

 

Why I Gave Optmyzr a Try

 

I immediately liked two things about Optmyzr.  The first thing I noticed is that two of the co-founders of Optmyzr had worked at Google.  And that one of the co-founders, Frederick, had been one of the first 500 employees at Google and had spent “10 years building AdWords.”  What more can you as for in terms of being credible?  These guys were building AdWords when I was looking for a prom date.

 

And the second reason why I gave Optmyzr a try is because they made it easy for me to give them a try!  They offer a free trial and you don’t have to enter a credit card.  This made it very easy for me to say, okay let’s try it out.

 

Why Optmyzr Works

 

Optmyzr works great for two reasons.  One, it makes me more efficient at Google AdWords management.  And two, it makes me better at Google AdWords management.

 

The reason I started looking for an AdWords management software is because I needed to free up more time each week so I could take on more clients, but I didn’t want to sacrifice management quality. So again, efficiency was the only answer.

 

And Optmyzr helps me be more efficient.  I can do almost all of the weekly AdWords management tasks I like do right from inside Optmyzr, and the efficiency is tremendous.  I’ll cover a specific example below, but just so you know, with Optmyzr you can add new, relevant keywords from the search terms report, you can smartly manage bids, you can A/B test ads, and you can find negative keywords from the search terms report… and you can do this all from inside the Optmyzr dashboard.  You can also do a ton of other stuff too, including quality score analysis, report generation, removing duplicate keywords, and on and on.  There’s so much you can do inside of Optmyzr, and it’s so much faster than manually doing these tasks in AdWords.  Optmyzr makes me a much more efficient AdWords manager.

 

The second reason why Optmyzr works so great is because not only does it make me a more efficient AdWords manager, it makes me a better and more-effective AdWords manager.  Optmyzr’s software helps me see things I can’t see with just the human eye.  

 

For example, in the A/B testing tool for ads, it shows you clear winning and losing ads in Ad Groups where the confidence level is 90%, 95%, or 99% depending on your preference.  

 

How do I know what the confidence level is when manually managing ads without Optmyzr?  I don’t.  I don’t have the statistical skill set or time to determine confidence levels when I judge ad performance manually.  But Optmyzr’s software does.  Optmyzr can examine the data, and find ad groups where the confidence level is high enough to warrant pausing a poor-performing ad.  And it does this in an instant.  Being able to access and analyze data that I could not realistically come up with on my own is why Optmyzr not only makes me a more efficient AdWords manager, but also a better AdWords manager.  And this A/B ad testing tool is just one of the many ways Optmyzr makes me better at my job.

 

And while we’re speaking about the A/B ad testing tool.  Let me cover another game-changing feature of Optmyzr.  In the A/B ad testing tool, not only can you find and pause poor-performing ads that need to be paused, you can also quickly create new ads to test the existing winning ad against.  And when I say quickly, I mean quickly.  Creating new test ads is one of the most important but also one of the most time-consuming aspects of AdWords management, but with Optmyzr’s fast copy the winning ad and edit this new test ad tool it’s both fast and easy.  And again, this is just one of the many great features of Optmyzr.

 

Excellent Customer Service

 

One of the coolest aspects of Optmyzr is the excellent customer service they provide.  I have an issue, then fix it.  I have a question, they answer it.  Optmyzr’s people go above and beyond to not only answer questions about their software, but they actually will take customer feedback and make improvements to their software based on customer suggestions.

 

It’s clear that Optmyzr’s people get Google AdWords.  They know what it’s like to manage Google AdWords campaigns and they make solutions that are perfect for AdWords managers.  And beyond that, they deliver those solutions with some of the best customer service I’ve ever seen.

 

Good For One or Many Accounts

 

I think Optmyzr is a great solution for AdWords management, regardless of whether you’re just managing your company’s one AdWords account, or if you’re an AdWords management agency managing many client accounts.


The solutions Optmyzr offers will work great for one account and for many accounts.

 

I strongly encourage anyone managing an AdWords account to give Optmyzr a try.  And if you’re managing many accounts, I think it’s a must-have.

 

Optmyzr is an ever-growing tool that has many cool features.  A lot of Optmyzr’s tools are very intuitive if you’ve been managing AdWords campaigns, and you can start using them right off the bat.  But I also encourage you to take some time to read through Optmyzr’s documentation to learn about all of the cool features they have because this tool really can do a ton of stuff, and I’m using more and more of its features every week.

 

Good Luck

 

Providing a service in the tech-advertising world can be a scary career choice.  There is constant innovation and change.  If you don’t keep up, your business will die.  A business dying is a very sad thing.  And I try to avoid sad things.

 

Optmyzr has been a game-changer for me.  It’s helped my business grow, innovate, and not only get more efficient, but also get better at providing AdWords management services.

 

As someone who lives in AdWords every week, I can strongly recommend Optmyzr for all AdWords advertisers.  It will make you more efficient and help you get better performance.

 

Note from Optmyzr: Thanks Jason for sharing your story! If anyone else wants to share their success story about using Optmyzr and have it published on our blog, please get in touch with us.

Top 9 Costly AdWords Mistakes to Avoid

This is a guest post written by Phil Frost, Founder and COO of Main Street ROI. Phil will be presenting a webinar, “How to Improve Adwords Profits With Proper Conversion Tracking” on October, 5th at 12:00PM EST. Click here to register.

 

Google AdWords is the sports car of online marketing. It’s fast, intuitive and draws a lot of attention. When firing on all cylinders, there’s really nothing like it.

 

Neglect or disrespect it, though, and your campaigns can quickly lose traction.

 

A number of issues can stall your AdWords efforts. Some issues are easily fixable, while others require a closer look under the hood. Here we’ll review nine common problems that keep advertisers’ campaigns out of the fast lane.

 

Mistake #1: Targeting Both Networks at Once

AdWords is powered by Google’s massive search and display networks, connecting businesses with endless scores of potential customers. The Search Network includes Google.com and partners such as Ask.com and AOL.com. The Display Network encompasses websites such as YouTube, Gmail and Blogger as well as millions of other websites, blogs, and apps.

 

Unfortunately, AdWords urges advertisers to run their campaigns on both networks. This is problematic because Web users on each network behave entirely different. People on the Search Network are usually shopping or doing research, while folks on the Display Network are often just surfing the Web. Different approaches are required to market toward each group.

 

Don’t follow Google’s advice here. Instead, create separate campaigns for each network. You’ll see the payoff when optimizing for better results.

 

Mistake #2: Using the Wrong Keyword Settings

Are you getting tons of clicks but few conversions? Or is your campaign getting a high volume of impressions with very low CTRs? If so, check to make sure you’re not using broad-match keywords.

 

Broad-match keywords are undesirable because they’re far less likely to send relevant traffic to your website. Even if those uninterested users don’t click on your ad, you could still end up paying if low CTRs drag down your quality scores. You’ll get less traffic from phrase- and exact-match keywords, but you’ll also get better CTRs and landing page conversions, and your quality scores won’t suffer.

 

Mistake #3: Ignoring Negative Keywords

Negative keywords can stop your ads from being shown to completely irrelevant users, boosting your CTRs and conversions. However, many advertisers completely overlook them. Always, always, always set negative keywords when building your campaigns.

 

An example of a negative keyword: If you owned a barber shop, then you’d want to set variations of “dog,” “cat” and “pet” as negative keywords. Otherwise, you’ll be inundated with traffic from people seeking haircuts for their four-legged friends.

 

Mistake #4: Not Using AdWords Conversion Tracking

AdWords Conversion Tracking helps you understand what happens after Web users click on your ads. Do they respond to your landing page by calling your business, downloading apps or making online purchases? Do they click around your site or bounce without taking any meaningful actions? This information is absolutely essential when optimizing for better performance.

 

Installing AdWords Conversion Tracking is fairly simple, though you might need help from a Web developer. You need to add a snippet of code to your website and/or mobile app. You can also use a Google forwarding number to track phone calls resulting from website visits.

 

Mistake #5: Not Linking Your AdWords Account to Google Analytics

Google Analytics provides you with data you can’t get within AdWords alone. With Google Analytics, you can run various reports to get detailed information about your campaigns, ad groups, ads, keywords and traffic sources. It’s free and easy to set up, although you’ll need to install code throughout your website.

 

Mistake #6: No Separation of Mobile and Desktop Traffic

More people view the Internet now using smartphones and tablets than desktop PCs. And while online shoppers share similar motivations, key differences in the mobile and desktop experiences mean people behave differently when using their smartphones. For advertisers, that means remembering that campaigns optimized for desktop users probably won’t appeal as much to smartphone users, and vice versa.

 

The easy mistake here is setting up your campaigns to run across all devices. Instead, create separate campaigns for mobile and desktop users. Also, make sure your mobile campaigns are using responsive landing pages that display properly in smartphone Web browsers. Don’t even think about campaigns for mobile traffic if your website isn’t optimized for mobile viewing.

 

Mistake #7: Ads Lack Important Keywords

Writing compelling ad copy is anything but an exact science. However, an easy way to attract eyeballs is to include your best keyword terms in your ads. People are more likely to click your ad if it literally contains what they’re looking for.

 

As your campaigns pick up steam, you’ll eventually learn which of your keywords drive the most high-quality traffic to your ads and landing pages. Use this information to build new ads and ad groups around your top-performing keywords.

 

Mistake #8: Incongruent Landing Pages

Does your landing page deliver on the promises you make in your ad copy? If not, there’s a good chance people are bouncing as soon as they hit your landing page.

 

Make sure that whatever you claim in your ad copy is clearly represented on your landing page. If your ad offers free shipping, then your landing page should have information about your free shipping policy.

 

When advertising a sale, your landing page should prominently feature the sale event or items. Nothing sinks conversions faster than incongruent landing pages. And you definitely don’t want to draw complaints about using bait-and-switch tactics.

 

Mistake #9: Refusal to Seek Help

Anyone is capable of cultivating AdWords campaigns that help their bottom lines. However, it’s common for marketers and business owners to plateau or experience diminishing returns. Sometimes, seeking help from a knowledgeable third party is the key to further progress.

 

That said, don’t be too quick to hand over the keys to your AdWords account. The more you learn about AdWords, the more you’ll know whether your account is in good hands with a third-party professional.

 

Conclusion

Google AdWords is as powerful a vehicle as you’ll find in online marketing, but you won’t get far without knowing which features can help your campaigns. It’s easy to get in the driver’s seat and launch a few campaigns, but there aren’t any shortcuts to long-term success.

 

Fortunately, using AdWords is much less risky than driving a high-powered sports car. You just need to know the rules of the road.

 

Want more tips to improve your AdWords performance?  Click here to Get your free copy of our Ultimate Google AdWords Checklist.

 

Free Script For Expanded Text Ads

Expanded Text Ads (ETAs) from Google AdWords are now available for all advertisers to create. To help everyone who’s too busy to write thousands of new ads but who still wants to make the transition quickly we’ve just released a new free AdWords Script.

The script uses your landing pages’ meta tags to make suggestions for the new longer ad components. The title tag gets split into 2 lines of ad headlines and the meta description’s first 80 characters become the basis of the ad description line.

The script outputs a Google Sheet that can be imported into the AdWords Editor after you make any final tweaks to your ETAs.

You can read more about it on Search Engine Land.

The AdWords Script

Copy the code into your own AdWords account and give it a try:


Step-by-step for Using AdWords Scripts

If you’ve not worked with AdWords Scripts yet, this is a great way to get your feet wet. The script simply outputs a spreadsheet of data and makes no changes to your account so it’s a very low-risk way to try things out. Here is a quick step-by-step:

  • Copy the script code from the section above
  • Copy-and-paste it into the Bulk Operations > Scripts section of your AdWords account
    • put it into a child account and not in an MCC account
    • the code should completely replace any other code already in the script

AdWords-Scripts-How-To-1

  • Edit the text between lines 23 and 29 to customize the script
  • Authorize, Save, and finally Preview the script
  • Switch to the “Logs” view of the output and make sure the script ran successfully

AdWords-Scripts-How-To-2

  • Open the just-created Google Sheet and make final tweaks to the bulk sheet of expanded text ads

AdWords-Scripts-How-To-3

  • Go to the AdWords Editor and go to the menu for “Account” > “Import” and either import the data from a file or by copy-and-pasting

AdWords-Scripts-How-To-4

  • Do a final review of changes and apply the changes to your account.
  • Congrats! You just used AdWords Scripts to save yourself a ton of time…

Try Some Other AdWords Scripts

We have lots of other scripts to try and they’re all on our patent pending Enhanced Scripts™ platform so that the code will work equally well on MCC and child accounts, you can maintain multiple settings per account, easily maintain different settings different accounts, and most importantly, all without ever touching a single line of code. If you can copy-and-paste, you can use our Enhanced Scripts™ for AdWords.

3 Ways Granular Marketing Improves Landing Pages With Optmyzr

Many paid search marketers are familiar with Optmyzr as a great tool for time-saving scripts and one-click optimizations. But do you know that Optmyzr can also help you create better landing pages? It’s true. This post will show you three tools you can use within the interface to help you improve your landing pages and convert more customers!

 

Quality Score Tracker

In this view advertisers can get clear, visual snapshots of their account quality scores. The visuals are also color-coded to make it easier to see where you stand. (Red: QS 1-3, Yellow: QS 4-6, Light Green: QS 7-9, Dark Green: QS 10). In the example below, you can see this ad group is getting dinged on having a poor landing page experience. With simple, easy to find visuals, you’ll be able to see your faltering landing pages in no time.

quality score snapshotYou can also drill down to various levels (depending on if which view you start with) to compare changes in quality score data. All of the quality score components, including landing page experience, are included as default columns.

quality score columns

This report is easy to print which will give you the ability to share it with the right people in your  teams to start making new landing pages!

 

Landing Page Analysis

The title of this tool is pretty straightforward, but extremely effective. There are three sections to this report…

  • High Performer – High Conversion Rate and High CTR
  • High Potential – High Conversion Rate but Low CTR
  • Expensive (seen below) – Good CTR but Low Conversion Rate

landing page analysis

You can see in the Expensive image above that these particular ad groups have ads with fairly good CTRs, but little to no conversions. The destination URLs all had good quality scores because they were relevant to my target keywords as well as my ads. While those URLs were relevant, they still weren’t converting and also spending lots of cost. This report will show you which landing pages need conversion rate improvements to get better ROI on the great work you’ve already done.

 

Non Converting Keywords

The Non Converting Keyword report will show you all of the keywords that had zero conversions in the date range you select. You can view these keywords from the account or campaign levels, and also pause any of the flagged keywords right within the Optmyzr interface.

non converting keywords

Similar to the destination URLs reported in the Landing Page Analysis tool, you might see certain keywords that have high engagement but poor conversion rate. This data can give you some evidence to go back to your landing pages to see if any improvements can be made before you rule out these keywords completely.

 

Final Point

Optmyzr is a great tool to help PPC advertisers find and make adjustments within their AdWords and Bing accounts, but that’s not all it can do. The three tools we just went over will help you improve your landing page quality scores and performance. Take the time to dig in and make a concerted effort to make improvements to your landing pages. You can thank Optmyzr for the extra conversions later.

Optimizations and Tools for Bing Ads – Now Live!

Optmyzr has launched One Click Optimizations™, Data Insights and Reporting tools for Bing Ads. These tools make it easy to manage multiple Bing accounts by automating time consuming and routine tasks performed by PPC experts. Read on to find out more.

Optmyzr for Bing 

One Click Optimizations for Keywords, Bids and Ads

For Keywords
Keyword Lasso: Add high performing search terms as new keywords with the Keyword Lasso optimization. This helps increase conversions and drive good traffic to your site.

Non-Converting Keywords: Reduce cost per acquisition by pausing under performing keywords using this optimization. It helps pause keywords that drove clicks but did not convert.

Negative Keyword Finder: Add negative keywords to your account to reduce wasted spend. This optimization analyzes the search terms report to find irrelevant words that can be added as negatives.

For Bids
First Page Bridger: This optimization recommends increasing bids for high potential keywords. These are keywords with a high Quality Score that can be pushed to the first page of search results with a small bid increase. It helps make the most of the account budget.

For Ads
A/B Testing for Ads: This optimization identifies underperforming ads and enables you to pause them with a single click. This ensures that only the best performing ads remain active in each ad group. Suggestions are based on statistically significant data and losing ads can be determined based on CTR, Conversion Rate and Conversions/Impression.

 

Data Analysis Tools

Account Dashboard: The new dashboard for Bing gives a quick overview of how the account is performing across key metrics like impressions, clicks, conversions, cost and more.

Performance Comparison: This tool compares performance for campaigns and ad groups across date ranges. It lets you aggregate performance for multiple campaigns and ad groups to compare as well.

PPC Investigator: This tool help you investigates why a metric like clicks or conversions saw a change in performance. It lets you view a cause chart to analyze which elements of an account are affecting performance. The root cause analysis helps you go a step further to find the potential causality at keyword/ad group or campaign level.

 

Reporting

The Report Designer for Bing lets you create and share customized account performance reports. You can include KPIs, daily metric charts, segment performance and more in the reports. In the Pro plan, you can also combine data from different AdWords, Bing and Analytics accounts in the same report.

You can select a Bing account from the Optmyzr dashboard and access the tools for Bing here. Let us know which other tool you would want to see for Bing Ads next, and we will work on it to help you optimize your Bing accounts quickly and efficiently. Till then happy optimizing!

New Tools for Managing PPC Budgets

Managing PPC budgets can get extremely tedious so we’ve recently introduced 4 new tools to help make life a little easier.

Spend Projection Tool

Our newest addition to Data Insights is our Spend Projection tool. It helps predict how much you will spend by a certain date and recommends how much budget you should allocate to reach a target level of spend.

See an estimate of how much your PPC campaigns will spend by the end of the month or any other date in the future.
See an estimate of how much your PPC campaigns will spend by the end of the month or any other date in the future.

As you can see in the example above, the projected spend ranges from $968 to $1,305 and is most likely going to come in at $1,202. The way we calculate the range is based on recent performance and we show that performance in the “recent trends” view shown below.

See how much your PPC has spent for the past few days and get a sense of how consistent your spend is from one week to the next.
See how much your PPC has spent for the past few days and get a sense of how consistent your spend is from one week to the next.

You can enter a target spend and target date to get some further insights in this tool. Based on your actual performance we can tell you how you are pacing against your target. For example, if you should have spent $100 by today but your actual cost is only $90, then you are pacing at 90%, slightly behind where you should be.

See how your actual spend compares to the target and the amount you should have spent by today to reach that target.
See how your actual spend compares to the target and the amount you should have spent by today to reach that target.

The final insight this tool provides is how much you should spend for the remainder of the budget period in order to hit your target spend. The recommendation takes into account very recent performance trends since you may have already adjusted budgets recently based on how you were pacing.

Get a recommendation for how much to spend per day to reach your target PPC spend for the month.
Get a recommendation for how much to spend per day to reach your target PPC spend for the month.

With this recommendation, the next step is to change budgets to meet that recommendation. That brings us to our second new tool…

Try it now.

 

Optimize Budgets Tool

The Optimize Budgets One-Click Optimization™ is designed to help allocate budgets in the most efficient manner. Remember that AdWords operates with daily budgets at the campaign level or shared budgets that encompass one or more campaigns. This tool helps translate monthly budget targets that are commonly used by companies to daily budgets as required by AdWords.

As with all optimizations, using the most granular setting should produce the optimal results, so we recommend using individual budgets for every campaign. However this tool works equally well with shared budgets, or even a mix of shared budgets and individual campaign budgets.

By enabling the custom columns for the key performance indicators (KPIS) you care most about, you can quickly prioritize campaigns that should have their budgets changed.

Re-allocate budget between campaigns and shared budgets to optimize overall PPC account performance.
Re-allocate budget between campaigns and shared budgets to optimize overall PPC account performance.

In the example above for a lead-gen focused advertiser, we have enabled the column “Cost / Conv” as well as “IS Lost (Budget)”. Now we can easily see if there are budgets with opportunity for increased spend that also have a great CPA. Advertisers could also use the data in this tool to reduce spend, or improve performance for branding or ecommerce focused accounts.

Try it now.

 

Advanced Budgets – Pause When Things Spend Too Much

The 3rd new tool is an Enhanced Script™ for AdWords and is one of 2 new scripts to give you the ultimate level of automation for budget management. In fact, most advertisers will want to use both of our new Enhanced Scripts™for budgets at the same time.

This one prevents you from spending more than intended. If you’ve been spending time manually checking budgets at the end of the month to make sure you’re not overshooting the target, this script will automatically do this for you every single hour.

Here’s how you’d set this one up to prevent an account from spending significantly more than $10,000 per month:

Don't spend more than intended in an AdWords account using this Enhanced Script.
Don’t spend more than intended in an AdWords account using this Enhanced Script.

This script can be copied-and-pasted into AdWords (either at the MCC or individual account level) and scheduled to run automatically every hour. As soon as the script detects that the cost for the month exceeds the maximum, all active campaigns can be paused and labeled. The script can even re-enable all campaigns it had paused at the start of the next month.

While this script is very useful for automating monthly budget management, it can do a lot more. For example, you can apply budgets at any level of the AdWords hierarchy: account, campaign, ad group, keyword, or ad. You can set budgets to be monthly, weekly (Monday through Sunday), weekly (Sunday through Saturday) or daily. An example use case is to enforce a daily budget for a set of experimental keywords (which you have labeled) so that they are not taking up too much budget from old keywords you already know to be performing well.

Try it now

Reach Target Monthly Spend

The 4th and final new budget management tool is another Enhanced Script™ but this one updates daily budgets based on how much money is left to be spent for the month.

Just like clients don’t like it when you overspend their target budget, they also don’t like it when you don’t spend enough. When used in combination with the previous script, this one can help ensure you end the month as close as possible to the target spend without having to monitor and tweak it manually.

Use this script to automatically update daily budgets to help reach a target spend by the end of the month.
Use this script to automatically update daily budgets to help reach a target spend by the end of the month.

This script works with either campaign-level or shared budgets. You simply specify the name of the budget (or the campaign) and how much you’d like to spend for the month. Tell it what to do when the budget has been exceeded (normally I leave the budget as-is because the other script handles that situation) and how to divide the remaining spend over the days remaining in the month. You can either split it evenly, front-load or back-load it, or use our most sophisticated method which uses historical data to determine the typical spend on different weekdays and then allocates bigger budgets on days with a higher usual spend potential. For most advertisers, this setting would set a higher budget on Mondays than on Sundays because there are usually more searches and more clicks on Mondays than Sundays.

There are additional settings to tell the script how many weeks of data to use for determining day-of-week spend, and to allow the script to carry over unused budget from last month.

When you run this script using the verbose output mode (this is an advanced setting you can enable), you’ll see something like this:

When running the script you might see logs like these indicating that the daily budget has been adjusted to help meet the monthly target spend.
When running the script you might see logs like these indicating that the daily budget has been adjusted to help meet the monthly target spend.

Try it now.

Conclusion

We hope you’ll give our new budget management tools and automations a try. We built these based on customer feedback and we’d love to hear more feedback about how else we can make these more useful, or what completely new methodologies you wish Optmyzr would build next.

Optmyzr automates PPC account audits with PPC Investigator

Finding answers to frequent questions like why an account saw an increase/decrease in clicks or conversions is tedious. A drop in conversions or clicks can be attributed to multiple elements like keywords, placements, or an entire network, which makes answering such questions difficult and time consuming.

Optmyzr has automated this investigation process through its new PPC Investigator tool. If someday, your account experiences a sudden decrease in clicks, just ask PPC Investigator what brought on the change and you will get an answer within seconds.

How does it work?

As the performance of every metric depends on the performance of other underlying metrics, PPC Investigator uses the relationship between different metrics to show potential causality. Then it takes it to the next level and highlights exactly which element (keyword, ad group etc.) in the account caused performance to change. There are two levels at which the performance change can be investigated – Cause Chart and Root Cause Analysis

Cause Chart

The Cause Chart breaks down a metric’s performance into its underlying related metrics and highlights the metric that impacted performance in red. Analysis from the Cause Chart can help find those areas in an account that can benefit from a bid or ad optimization. For example, if conversions dropped and the underlying reason is identified to be an increase in impression share lost due to ad rank, a bid optimization will help. Subject to availability of budget, an account manager can choose to bid higher for better impression share, higher CTR and more conversions.

Optmyzr_-_Cause Chart1

But wait! That’s not all! PPC Investigator also helps in examining and identifying the positive and negative top movers in an account. It shows the elements in an account (keywords, ad groups. campaigns) that were significant contributors to the change in the account over a period of time. This analysis is available under the Root Cause Analysis tab.

Root Cause Analysis

PPC Investigator’s Root Cause Analysis evaluates the exact Campaigns/Ad groups/Product partition/Keywords etc. responsible for change in an account. The tool finds the top contributors by taking into consideration individual keywords/ad groups/network/device and even their combinations like keyword+device or network+ad group. You can view the top three positive and negative movers for a particular account which are further broken down to check sub-contributors. Here is a quick overview of the account insights the Root Cause Analysis can give:

  1. Identify the pain points which impacted account performance to streamline workflows. You’ll know exactly which keyword or ad group caused the change and needs to be investigated.
  2. Check the impact of paused campaigns/ad groups/keywords and make a decision on whether you would like to enable them or keep them paused. These are keywords or campaigns that shows a 90-100% drop.
  3. Find optimization opportunities by viewing the networks or devices that might be pulling down the performance of an ad group or campaign. 

Optmyzr_Root Cause Analysis -2

Read more about the PPC Investigator here. You can try it out in your Optmyzr account under the Data Insights tools.

 

Automate SKAG creation in AdWords

A good account structure is still one of the most important aspects of managing an AdWords account. It makes it easy to manage different types of bid adjustments and track performance.

Keyword grouping is essential to a good account structure because it affects ad relevance and in turn Quality Score. Over the years account managers have come up with different methodologies to structure AdWords accounts. All these methodologies target a stronger keyword-ad relevance and a higher Quality Score. One such methodology is SKAG or Single Keyword Ad Group that is probably the utopia of keyword grouping. As the name suggests, each keyword has it’s own ad group which makes it possible to achieve a very high keyword-ad relevance. However, this is not always easy to do.

Optmyzr has automated routine processes like adding new keywords, pausing non-converting keywords as well as adding negatives through One-Click Optimizations. One such optimization is the Keyword Lasso where our system recommends adding high performing search terms as keywords. This enables users to manage them better by setting bids and writing relevant ad text. Suggestions from the search terms report also bring out new keyword themes that require keywords to be put in individual ad groups.

New Keyword Lasso – With SKAG Support

keywordlasso1

In the new version of the Keyword Lasso One-Click Optimization we’ve added a feature that lets you create new ad groups from within Optmyzr. This feature can create ad groups using a template which enables automating methodologies like SKAG. It’s as easy as selecting a list of search terms and clicking a button to move them into individual ad groups.

KeywordLasso2

Also, the tool automatically copies over all the ads from the ad group that triggered the search term. If search terms across multiple ad groups are being combined, it selects all the ads from the best performing ad group and uploads them to the new ad groups. It also sets bids for the search terms that are being added to be the same as the keywords they matched to. You can read more about the new Keyword Lasso and SKAG feature here.

Try the new version of the Keyword Lasso One-Click Optimization!

AdWords Announces Longer Text Ads and Tablet Bidding

Google just revealed some exciting changes to be announced at its annual AdWords event, the Global Performance Summit, held at the Fairmont hotel in San Francisco. Here are the changes I am most excited about…

Text Ads Are Getting Longer

Jerry Dischler, Vice President of AdWords Product Management said that text ads have fundamentally not changed since the introduction of AdWords but in a mobile-first world, his team thought they should rethink that. The result of this work is the first exciting update for advertisers: Expanded Text Ads will offer nearly 50% more space to write ads than before!

In the coming months, ads will have 2 headlines of 30 characters each and a single description line of 80 characters. That’s a whopping 45% more characters than before and because the description will be consolidated in one line vs two, it means we can finally start to write in a more natural way without needing to find a short enough word to bring description line 1 as close as possible to its old 35 character limit.

adwords-new-text-ad-character-limits

So what’s the impact of this? According to Google’s measurements, the CTRs of expanded text ads were up 20% compared to regular text ads. Seems normal given that they occupy more space. I’m curious to see how this normalizes once every advertisers can take advantage of the new format and once it becomes the new normal for users looking at ads.

Set Bid Adjustments For Tablets

Ever since the introduction of Enhanced Campaigns, advertisers have been clamoring for more control over bids on different devices. While we’ve been able to control the mobile bid adjustments between -100% and +300%, tablet traffic was grouped with the same bids as computers.

AdWords will be rolling out tablet bid adjustments to give advertisers the additional control they asked for but the bid adjustments will still only be available down to the ad group level. Advertisers won’t be able to set keyword-level device bid adjustments unless they create single keyword ad groups (SKAGs). Speaking of  which, did you know we recently introduced support for automatically adding good queries to single keyword ad groups in the updated version of our Keyword Lasso One-Click Optimization™? Try it out if you haven’t already.

According to Jerry Dischler, some advertisers have seen more value from mobile traffic and as a result they will increase the limit for bid increases from 300% to 900%.

In a more subtle but equally important change, bids will no longer be anchored to computer traffic. You’ll be able to set a bid based on the device you choose and then set adjustments for the remaining 2 device types. This opens up the intriguing capability to easily run mobile-only campaigns by setting computer bids to -100%.

Here’s why all this matters… In this hypothetical example from Optmyzr, you can see a case where tablet (and mobile) cost outweighs conversion value from those devices.

why-you-need-tablet-bidding

A smart advertiser would optimize this to bring value in line with cost. With mobile, they already could, but tablet traffic simply came along with computer traffic so it was either a money-pit because it was too expensive and couldn’t be scaled down, or it was a lost opportunity because it outperformed desktops and the bids couldn’t be raised without impacting desktop traffic.

Other Announcements

In addition to my 2 favorite announced product updates, there were a few other announcements from Google:

  • Responsive display ads based on an advertiser-provided headline, image, description, and URL.
  • New customizable local business pages with data from inventory feeds and promotion feeds.
  • New promoted pins on Maps
  • Enhancements to how Google measures store-visits that result from an interaction with an ad, possibly with the use of a beacon based technology.