Almost all AdWords optimisation is aimed in one of two directions:
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.
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.
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.
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At the end of October a new version of Google Chrome was released that clearly labels any website without an SSL Certificate as ‘non-secure’. This will be shown in the browser bar clearly to the online user.
This will effect a huge range of websites, particularly e-commerce sites or any that contain input fields, like password requests and contact forms. Studies indicate up to 84% of online shoppers will abandon their purchase once seeing that a site is not secure ( Source ). Having an SSL certificate gives your website the green padlock, reassuring customers that they are in a safe location to purchase goods and enter their details.
Not only do your customers prefer secure sites, but Google does too. With Google favouring secure sites, your search engine rankings are more likely improve and your conversion rates more likely to increase. It’s simple!
Get in touch with our expert team today on 01189 100 012 for more information on how to ensure your website is living up to its potential online.