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4 Advanced Options in Google Campaign Management You May Not Be Aware Of
One reason why many advertisers using Google campaign
management may not be running their ppc management
campaigns as efficiently as possible is due to a lack of
knowledge of the different options that are available when
setting up a campaign in Google. You might be aware of the
basic features, like the keyword research tools. However
are you aware of some of the more advanced features that
Google management offers?
Here are 4 advanced options in Google Campaign Management
that you may not be aware of and most importantly, how to
use them to maximize profitability in your campaigns. Each
of these options determines how your ads will be served and
thus has a major effect on how much money you will spend on
your ads.
1. Manual bidding – This feature was formerly known as
set maximum limits. This is the most common way an Adwords
management account is set up. What this does is allow you
to decide the maximum amount you are willing to pay for any
keyword in your campaign.
2. Conversion Optimizer – If you are using the conversion
tracker feature to track your opt ins and/or sales, this
feature is available to you. You decide how much you are
willing to pay for a conversion and then Adwords will
automatically optimize the performance of your campaign to
generate for you the highest return on investment.
3. Budget Optimizer – With this feature, you simply tell
Adwords how much money you want to spend every month and
then leave your account alone. Adwords will then
automatically manage your account to generate the most
possible clicks within that budget.
4. Preferred Cost Bidding – This allows you to decide
what is the average price you want to pay per click.
Adwords will then set your bids to make sure the average
price you pay for each click you receive is the amount that
you selected. This doesn’t mean that all of your bids are
going to be the average amount or less. Some bid amounts
may exceed the average amount and some will be lower.
If you are looking to maximize profitability from your
Google Adwords campaigns, the best option to select is the
manual bidding option. One thing you have to remember is
that not all keywords are worth the same.
As such, you want to manually control the bidding on all
your major keyword groups so you can identify which
keywords are making you money and which ones are costing
you money. Manual bidding is the ONLY option that allows
you to do this.
Budget optimizer is probably the biggest waste of money
out of all of the options available. It’s the lazy way to
do Adwords and you will pay for the laziness. You simply
select a monthly budget and Adwords does the rest. That
being said, there is nothing to verify that Adwords is
efficient with that budget. Adwords may be generating lots
of traffic for keywords that are not profitable to you.
Conversion optimizer and preferred cost bidding have their
place if you know what you need to pay to stay profitable
and you don’t care whether you are maximizing profitability
as long as you generate sales at the cost required.
These are the 4 advanced options available in Google
campaign management. Use them wisely and maximize the
profitability of your campaigns.
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