Optmyzr has a lot of really cool data and we want to make sure you can make the most of it. This is the first blog post in a series of posts that will give you some tips on how to use Optmyzr’s tools efficiently. We’ll start with the basics and then move on to tips for more advanced analysis.
Optimizing Keywords & Ads
Keywords and Ads are the two functional components of an AdWords account because they are the ones that put your product in front of the user. Both need to work in tandem to drive traffic and sales which is why it is important to optimize them regularly. If you only have 30 minutes a week to spend on your Optmyzr account, then optimizing keywords and ads should be at the top of your list. Some quick tips and suggestions on how Optmyzr’s tools can help optimize keywords and ads.
One-Click Optimizations for Keywords
When it comes to keywords you want to make sure that you’re optimizing for what is important to your business. Do you want to drive more traffic to your site or increase sales. Keyword optimization includes adding relevant keywords, selectively increasing bids for high potential keywords and making sure the right ads show for search queries. The six one-click optimization techniques in Optmyzr are designed to cover these. The Conversion Lasso, First Page Bridger and Conversion Grabber help drive more sales and traffic. The Traffic Sculptor gives you more control on which ad shows for a particular search query. There is a suggested time interval for each of the one-click optimizations. Read more about the right time interval to run these optimizations.
If you have a set of techniques you use to optimize keywords, the Custom Filters option in one-click optimization suggestions let you replicate those techniques and implement them with just one-click. For example, in the Conversion Lasso optimization, if you only want to add search terms that have a CTR of more than 2%, you can do exactly that by using the custom filters feature.
Ad Text optimization
Remove under performing ads
Using the right keywords is the first step to reaching your target audience. The next step is to get users to your site and this is where ad text comes in. Leading traffic to an ad that users are less likely to click on is like wasting a good lead. Often it is difficult to understand what works in an ad and what doesn’t which is why it is important to run different ad variations and then pick the one that works. You need statistically significant data to decide whether an ad is working or not. For example, if there are two ads in an ad group:
Ad 1: Impressions = 10, Clicks = 2, CTR =20%
Ad 2: Impressions = 15, Clicks 4, CTR = 26%
Even though Ad 2 has a higher CTR, the traffic received by both ads is not statistically significant to make a decision. The A/B testing tool for ads uses statistical analysis to suggest which ads to keep and which ones to remove. It only suggests removing an ad when there is statistically significant data to say it is not performing well. The tool lets you remove the least performing ads with just one-click. You can choose to pick the best performing ads by CTR or conversion rate.
Tip: To get the best results, set the ad rotation setting in your AdWords campaigns to rotate equally.
Write winning ad texts
After removing the least performing ads the next step is to write new ads. To get ideas on the kind of ads you should write, run the Ad Template Report AdWords script to find best performing headlines, description line 1, description line 2 etc. Use this data to create new ads. This not only saves you time but makes sure you’re using ad text that works.