Working with contextual advertising has always been not easy and was quite laborious. But. setting up the RK is only a small part of the necessary work. Much more effort and time are spent optimizing the campaign. But Google Adwords has certain life hacks that can save you a lot of time, and PPC help will share some of them with you.
1) Set UTM tags for all ads.
In order not to register tags for all ads manually, you need to register the following template in the settings:
{lpurl}?utm_source=google&utm_medium=cpc&utm_term={keyword}&utm_content={creative}&utm_campaign=gl-search
2) Do auto-shutdown of the sites on which clicks occur.
To do this, you need to create an automated rule in “placements”. If the click-through rate is more than 4%, and the transitions themselves are more than 10, then the site should be automatically disabled.
3) Are our ads on the Display Network performing well?
To do this, you need to enable a separate “relative ctr” column at the ad group level. It shows how effective the ad is relative to others. Which are shown on the same placements. The value must always be greater than 1, otherwise, the creative or text needs to be recycled.
4) Turn on uniform ad rotation.
For statistical data for each ad to be reliable, you must enable this option. By default, AdWords optimizes ads based on clicks, which can distort the data.
5) No need to run RK on Friday.
The fact is that the behaviour of users on weekdays is significantly different from their behaviour on weekends. This significantly complicates the optimization of advertising campaigns, which must be carried out immediately 24 hours after launch.
6) On the “Keywords” tab, add a “quality score” column.
It is hidden by default, but the higher the Quality Score, the higher the ad rank and you can advertise cheaper and get more clicks if the Quality Score is 10 out of 10. If the Quality Score is less than 5, then you will overpay for clicks.
No matter how many secrets we write, new ones appear every day. Do not stand still, study, read blogs and use useful links!
