So – you have diligently set up a Google AdWords account and have hopefully crafted your keywords into a sensible structure of campaigns and adgroups. Time has been spent writing the most compelling advert text possible and you are confident that you have implemented a sensible bidding strategy.
But how do you now intend to implement your pay per click management? How will you measure monthly ROI? What metrics will you set to ensure you are getting the most out of your monthly spend?
The most important thing is to work out your desired cost per acquisition figure – how much are you willing to pay per conversion? If a product you are advertising is likely to bring in say, £150 in profit, then it makes sense that your cost per acquisition figure is much lower so that you don’t eat up your total profit in advertising costs! At digital marketing agency Intergage, we preach that this is the golden rule of adwords – set your cost per acquisition figure firmly in your mind and then analyse your account daily to ensure that only the keywords which are converting below this figure are left active.
But what if time is short? You might not have an hour a day to spend rifling through your keyword statistics to weed out high cost per conversion keywords.
This is where the automated rules functionality from Google AdWords comes in! You can now set rules within your account to automatically make changes that you have stipulated. For instance, you could set a rule that dictates all keywords with a cost per conversion over £50 are automatically paused. You could set a rule that automatically raises bids by a certain percentage if your advert falls below position two or three. There are a huge number of different rules that can be set up and as long as you have a clear idea of what metrics you are measuring the success of your account by – you can simply create your rules and save valuable time in the day!
To access this functionality simply navigate to campaign level and click on the “automate” button which currently sits to the right of “alerts”. It is very simple to define rules and you can request an email be sent to you ever time a change is made so that you are aware of your account activity.
If you would like to know more about automated rules in Google Adwords then please do call our specialist Web marketing team on 0845 456 1022 and book a consultation today!
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