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Secrets to Managing Adwords ROI

Posted on 21st Mar 2016 by David Ogletree

There’s no magic pill for managing ROI. Sure, there are a couple tips and tricks you can use. We’ll be highlighting some more great strategies in our upcoming whitepapers (make sure to sign up here if you aren’t on our mailing list!). But for now, let’s talk about some beginner ways you can optimize an Adwords account to save a little money.


1.     Sorting by Conversion and CPA

You’d be surprised how many advertisers still aren’t doing this. You must regularly go through your account’s performance data to find areas where you’re spending unnecessary money. The quickest way to decide if a keyword needs changing in some way – or needs paused – is to root through your conversion data and see what it’s telling you. And while we’re on the subject of conversion data...


2.     Get conversion tracking in place. 

This is not something you do after a week of running your ads. You don’t do it the first day of running your ads. Get conversion tracking in place before the first ad is ever turned on. If conversion tracking isn’t possible for whatever reason, you must find a way of analyzing whether or not Adwords is working for you. Consider other resources such as Analytics goals, phone tracking, etc.


3.     Give more money to something after you’re sure it’s performing.

It’s a rookie mistake to feel like something is doing well without substantive data. Rather than making that mistake, focus on rewarding performers and burying anything that doesn’t.


4.     Making daily changes

The quickest way to waste your budget is to make changes to keywords, ads or any other part of the account before the previous round of changes have generated results. A good rule of thumb is to leave anywhere between 3-7 days before things like bid adjustments and ad group max CPC increases, and 30-60 days between rotating or split testing ads.


When it comes to managing Adwords, there are right and wrong ways, but ultimate account success depends on how you decide to manage. Managing to ROI will always ensure that you get the most bang for your buck – even as a beginner

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