Keywords are the backbone of a good AdWords account. These are the words that are driving your website visitors so they should be focused on achieving your business objectives. The keywords you use should be reflected in your ads and landing page in order to ensure relevance and receive a higher quality score.
As of today, according to internet live stats, there are over 3.8 billion internet users and there have been over 4.3 billion searches on Google so far today. With so many searches, it is important to make sure that the keywords you use are not too broad.
For example, if I’m a plumber and I bid on the word “plumber,” then I will end up paying for clicks from people that are not even looking for a plumber. The traffic derived from internet advertising is not necessarily good unless it is quality traffic from interested consumers.
Instead, it is much smarter to use the same language that someone would type into the browser when looking for your services. A keyword like “plumber near me” would result in much better customer acquisition. One of the best free options for researching keywords is the AdWords Keywords Planner.
So, how do you start? Watch this informative 3-minute tutorial to learn how to use the AdWords Keyword Planner.
Do you want to know how to link your conversion reporting from AdWords & Facebook into one easy to ready report? Read this to find out a free solution from Google.
Today we are going to be building an AdWords & Facebook cost per conversion report using Google Data Studio. This will provide an easy real-time report to view how much it costs you to get a website visitor to convert by the overall accounts, campaigns, and ad groups/ad sets. Make sure you are logged in using the email that you use for your AdWords & Facebook marketing campaigns so that Data Studio can pull the information.
Watch the Online Marketing Techs instructional video or follow the step by step below.
First, we will select start a new report.
Then we will name it. I will name this one E3 Cost Conversion Report.
Then we will need to create a new data source.
Select your AdWords account and connect.
Name your data source and add to report.
Click on the Insert menu and select the Date range
Select the text option from the drop-down menu
Draw a text box and label it AdWords. You can change the text properties in the property settings on the right-hand side.
Select the scorecard icon and draw out an icon box.
Select the metric picker from the right side of the screen.
Search for Cost/conv. from the search bar and select the metric.
Select the scorecard icon and draw another icon box.
Select the metric picker, search for conversions, and click on the metric.
Select the scorecard icon and draw another icon box.
Select the metric picker and search for click conversion rate.
Draw another scorecard, select the metric picker, and search cost.
Select table icon and draw a table box.
Go to metric picker and search cost/conv.
Now add a metric to the table and search for conversions
Add another metric and search for click conversion rate.
Add another metric and search cost.
Copy table and paste.
Move the table and resize it to your specifications.
Select the dimension picker and search for ad groups.
Let’s look at the AdWords cost per conversion report.
That’s a good looking report.
Watch the video at 5:51 to see how to add the Facebook data.
So, today I’m going to show you how to set locations in AdWords and how to set bid adjustments based on data you’ve received. First, you’ll select the campaign you want. Then you will go in and select locations. You’re going to want to go up here and hit the geographic report. Since we’re targeting the United States, I’ll just select that. You can select the region, state, Nielsen regions, congressional district, county, municipality, city, postal code airport, borough, city region, neighborhood, university, and district. I’m going to select the state. Select all. I’m going to add target and set bid adjustments, but I’m not going to actually set the bid adjustment just yet. Save. Now, I’ll see that I have all of these targeted now, and I can set bid adjustments based on the data. I have this collum set to cost per conversion. I want the highest cost per conversion so I can set a bid adjustment based on “that’s too high for me.” Really, in this campaign, it’s not too high for me. But, since it’s significantly higher in Wisconson, I think I can pay less for that and I’m going to decrease by 5%. I’ll come back in a week and see what Wisconson looks like, and based on the data I’ve received because I’ve put enough money into this campaign, I know that a week is enough data for me to see that this will either be performing the way I want to or not. I’ll check and see how high of a cost per conversion. Now, I want to see what’s costing me the most. California comes in at 353 clicks. That’s significantly higher than the rest and it’s costing me $55.02. But, I get a good cost per conversion and this is a good portion of my audience for this campaign specifically. I can also see here what is also costing me and not converting. This cost me $0.32, Missouri. I could set a bid adjustment on that. But, I might monitor that for another week or so and see if we don’t get any conversion in there, I might decrease by 5% and just keep bumping it up if I don’t see conversions. In fact, right now, I’ll go ahead and decrease this for Missouri because in the last 30 days there hasn’t been a lot of conversions for Missouri. Nevada $0.32 – Washington – New York. I’m going to monitor the rest of these for now. Missouri is not really a highly targeted one for this specific campaign based on what we’re trying to sell, they’re not a high demographic. So, now you know how to set your locations. You can set your bid adjustments. Use the data right here. If you’re looking for more impressions, you’re trying to brand more you’ll want to focus on impressions and maybe set higher bid adjustments for that. Or, if you’re trying to see more traffic, you know, see where you’re getting the most clicks, focus on those. If you’re trying to get a lower cost per click, focus on the data that’s important to you. For me, really, right now, it’s about cost per conversion and cost and my conversion data. I hope I’ve helped you out. Don’t forget to subscribe. And if you need any help, contact Online Marketing Techs at onlinemarketingtechs.com to help you out with your online marketing needs.