3 Huge Ways to Improve Your Adwords Campaigns

  • By Phil Taylor
  • 26 Nov, 2015

Almost all AdWords optimisation is aimed in one of two directions: 

  1. Expanding your high-quality traffic to increase conversions
  2. Cutting back your lower-quality traffic to improve conversion rates and CPA.

Of the three tips shared below, the first two are designed to identify the lower-quality traffic from your campaigns, and take simple action to address it. The third one will help expand the coverage of your activity, when you’re already maxed out in all the most obvious ways.

  1. Concentric geo-targeting


When running a campaign targeted around a very specific location, the most precise way to hit your desired area is with ‘radius targeting’, drawing a circle of any given size around your target spot, and showing your ads to users within that area.


How large you draw that circle depends on several factors, including budget, the size of the population available to target, and just how proximity-sensitive your campaign is.


But what if you want to test the effect on your traffic of distance-from-source… or you need to target a relatively large area, but you’re pretty sure that conversion rate will improve, the closer in your users are? Then draw a circle within a circle, and bid higher within the closer area.

You will usually find that this works in the way you would expect (as in the example above): The closer in to your target, the better the conversion rate and cost per conversion.


The drop-off - if it exists - will be different in each case, but armed with data of the sort shown above, you will be able to adjust bids appropriately to make more of your better-converting traffic, and lower bids elsewhere accordingly.


2) Search Partner traffic


It isn’t broadcast as widely as it used to be, and it’s easy to forget, but a high proportion of AdWords search traffic, often comes from sites other than Google.


Unless you opt out of it explicitly from your settings, you are likely to be showing your ads on a network of ‘search partners’ including aol.com, ask.com, ebay.com.

As you would expect this traffic often performs differently from your core Google traffic, but the differentiated data isn’t as obvious as it could be in the Adwords interface.


To analyse search partners traffic, from the campaigns, ad group or keyword ad tab, from the ‘Segment’ dropdown, select ‘network (with search partners)’.

You will then see a breakdown of performance separating pure Google Search and the search partner element.

In practice, you will often find that search partner traffic is less cost-effective, in which case, you may well want to exclude search partner traffic, which is easily done from within your campaign settings.


3) All languages


As promised, the final tip offers a way to expand the reach and volume of your campaign, when you just want more.


The tip is, quite simply, change language settings from the default ‘English’ to ‘All languages’. You will now show your ads to a great new segment of otherwise untapped users.


This change is not nearly as risky or quality-compromising as it might sound. The language targeting simply determines which ‘default language’ setting on a user’s Google interface settings, make the user eligible to see ads.


Whether the user actually sees your ad is still determined by your keyword selection, so the user still has to show an interest in your services (and do so in your language) to trigger your ads. Although it might look like you’re opening the floodgates, provided your keyword selection is tight enough (be wary of unmodified broad match) - you’ll still be filtering your traffic perfectly well - just from a larger pool.


When you’re looking for more traffic , but you’ve reached your limits on impression share, keyword selection and CTR, this is a simple but very useful settings change just to expand the reach of your activity.

Recent posts

Digity Blog

By Catherine Dove 12 Jun, 2017
This month's edition of Berkshire & Buckinghamshire Life  Magazine has a new feature focused on Men in Business.  It's a title we are often placing ads for clients within rather than featuring in ourselves but it looks like a great addition to the publication.  They contacted Chris as a result of our six year association with them and wanted to run a Q&A covering a lighter mix of topics for business owners to give their readers some more insights and background.
By Ellie McDaniel 08 Jun, 2017
On the 25th June I will be participating in the 35 mile Wokingham Bikethon in support of local mental health charity Sport in Mind . It will be a huge personal challenge to complete the route, and I am excited to be supporting such a worthwhile cause. 

Sport in Mind uses exercise and physical activity to help aid the recovery of people experiencing mental health problems across Berkshire. Through activities such as football, yoga, and running, the charity encourages individuals to move their lives forward in a positive direction and boosts self-esteem.
By Catherine Dove 02 Jun, 2017

Regardless of your industry or business, Father’s Day is a great opportunity to grow your client or customer base, stimulate sales and boost your profits. With Father’s Day fast approaching (Jun 18th), you need to start taking advantage of this great gift-giving holiday with effective and innovative marketing techniques! 

Through creating a great Father’s Day campaign that consistently goes across all of your online marketing platforms, you can be sure to boost exposure and drive conversions for your brand.  Here are our tips to make the most of it.

By Chris Lunn 01 Jun, 2017
Over the years we've supported lots of different causes as a company and I'm a big believer in experiencing new things and helping where I can. With this in mind I recently took part in a charity abseil for Emerge Poverty Free and the fundraising went well.  I know a few others who are doing similar things at the moment so I've put together a quick guide to help everyone who is about to embark on a fundraising mission.  

So here are my 8 top tips which are all really quick and easy to implement - I hope they come in handy:

  1. Set-up your online donation page ASAP - we hear the Virgin Money Giving set-up is very good

  2. Tell everyone you know what you're doing via email - create a sincere email to let them know what you're doing, when and most importantly why!  Give them a link to your donation page.  I included some people I hadn't spoken to for a while and others who I flat-out thought would never sponsor me - but I figured if you don't ask, you don't get.  I was amazed by what happened!

  3. Depending what you're doing there's likely to be some training involved so keep people updated via social media (all your accounts) as to progress - with every post make sure there's a link to your donation page

  4. With every donation you receive, thank that person publicly on your social media account and if you're friends with them, tag them in (this will encourage even more support and interest from them but equally it's a subtle reminder to the other onlookers).  Definitely post a link back to your page too every time - I can't stress how important adding links continually is on social media along with great images - either of you or related to the quest!

  5. Add a banner to your email signature - you no doubt send a lot of emails so make use of it with a link back

  6. Ask certain people to sponsor you early - you need momentum for a campaign so the sooner someone starts the ball rolling the better

  7. On the day (or through the days if it's a longer challenge) get various photos and you could even do a Facebook live stream to showcase the event itself - guess what I'm going to say here?  Yes, add a link to your sponsorship page!

  8. In the days after, thank everyone for their support again and remind them why it was so important to you - with a link to your page.  Equally, tag the charity (and use any hashtags) in to all your posts throughout as you'll get extra likes and shares when you do.

Overall you get the idea - hammer home the awareness of what you're doing and you'll wear down those who are either a bit resistant or just lazy.  I set a goal of £250 for my abseil and I hit that after step 2 (inside 24 hours).  As a result of continually following the other steps I ended up generating £848 including gift aid which I was blown away by.  

It didn't take a lot of time or effort, 10 minutes a day in the fortnight before (google image searching and writing some posts) was plenty.

Good luck and if it helps, feel free to copy and share this advice as you see fit.  It's the difference between a little and a lot and we all know every extra pound raised really does help.

The best bit... and this was an added bonus, but people really cared about what I did.  One client even signed up to do it with me with only 2 days to go which was awesome and the whole thing resulted in conversations with people I wouldn't have had otherwise.
By Alix Davis 30 May, 2017
When it comes to designing logos, arguably one of the most important aspects is the colour choice. This will change how a consumer feels about any particular brand, and they will subconsciously categorise it based on the colour. To make sure your brand’s logo stands out from the crowd, it's key to use appropriate colours which differ from the competition.

Colour has a very integral link to emotion and we instinctively link certain colours with feelings. For example, in western culture, blue tends to be associated with calmness, professionalism and integrity. This makes it a highly popular choice, especially for more corporate brands who want to exude a feeling of calm authority without being intimidating. Green is seen to promote growth, freshness, nature and health. Green and blue are often used together in the health industry. Many logos for dentists, physiotherapists, health services and also science and environmental companies will use one or a combination of these colours.
More Posts
Share by: