Managing Google AdWords campaigns can be very time intensive.
Often when your campaigns have grown in size, it can be tricky to know where to best spend your time.
Here we discuss some time saving tricks by honing in on the most important areas using the “FILTER” function in the AdWords console.
To access the FILTER, click the <KEYWORD> tab, then just below that tab, click <FILTER> and CREATE FILTER, and the yellow FILTER box will appear.
This filter will quickly enable you to hone in on your most important areas. Depending on your particular campaign circumstances, there are lots of different things you could look at.
Here are a few which should get the brain cells firing.
1. Find high cost keywords that are not converting:
Setup the 1st filter where “CONVERSIONS < = 0”
Set a reasonable date range e.g. 4 weeks of data.
Sort in descending order of COST (highest cost items at the top)
Add a 2nd filter where COST > $100 (the amount you choose will depend on your spend and how many keywords you have time to manage)
Now decide what you need to do with these high spending keywords that are costing lots of cash.
Perhaps delete them, pause them, create new ad groups, write new ads, or change match types etc
2. Find low quality score keywords costing you money
Setup 1st filter where QUALITY < 6
Set a reasonable date range e.g. 4 weeks of data & sort in descending order of COST (highest cost items at the top)
Add a 2nd filter where COST > $100 (again, the amount you choose will depend on your spend and how many keywords you have time to manage)
Now you can focus on the low quality keywords costing you money (a subject for another post…)
3. Find keywords with low click through rates that are impacting overall account performance
Set a reasonable date range e.g. 4 weeks of data
Sort in descending order of IMPRESSIONS (highest number of impressions at the top)
Add a 2nd filter where IMPRESSIONS > 5,000 (again, this value depends on your particular circumstances)
This list of low performing keywords is where to focus on to improve your account performance.
You may need to create new ad groups and ad copy to make these keywords start firing.
Low CLICK THROUGH RATE means the search query is not relevant enough to the ad. Also consider your match type, because often BROAD match is too vague. Try change the match type to PHRASE and EXACT match.
A quick note, the values you choose for these filters will obviously affect the number of results you will get. Don’t be afraid to set these numbers relatively high so you don’t have too much to work on. This requires some judgment. But what’s most important is you don’t get overwhelmed, and that you take get some quick action. Nothing motivates like it!
There are almost limitless ways to use this FILTER function. Get stuck in, and the ideas will start flowing.
Do you have any recommendations on how to use this nifty tool?
By Philip Shaw
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