Question

Optimize ad campaign in Adwords

Answer 1

When we publish an ad campaign in Adwords , we must perform an analysis and research in order to optimize keywords and ad text, in order to obtain a higher CTR (percentage of click).

Strategies to Optimize keywords

There are many strategies that could be applied, here we will expose 2 strategies that will be used to investigate keywords and obtain information to optimize the Adword campaign.

one)

Investigate keywords with Google Analytics

We can use the data that Google Analytics obtains from the web to determine which keywords are generating visits to our website.
This can be done by looking in the menu Traffic sources> Searches, here we have three options to select General View and also two differentiated options in Organic and Payments.

According to the option we choose, it will show us a list of keywords that are related to our website, the Organic ones coming from SEO and the payments coming from Adwords.

To be able to obtain information from searches You must first link the Adwords and Google Analytics accounts.
Here's how to link an Adword account with a Google Analytics account.

Link Google Analytics Accounts

Access our Adword account and go to the menu Tools and analysis> Google Analytics , then continue clicking on the Admin tab and then Data sources there select the account we want to link.

two)

The Google Adwords KeyTools Tool

This tool is accessed from the Adwords account, in the Tools and Analysis menu> Keyword Tool. It serves to make queries of one or several keywords, sectoring according to some parameters that we can configure.

Here what we do is write the keywords that can be one or several that we are interested in research, and then we can configure parameters such as country, language, type of keyword match. We can also choose the type of device from which the user connects, such as a laptop or mobile phone, to further diversify the search. This tool allows you to simulate the behavior of a keyword according to the parameters configured in the search.

When we obtain the search results we can evaluate the level of competence of each keyword, the number of global and local searches estimated in monthly intervals and the cost per click, that is, an estimate of how much we should pay for each click if we decide to include that word key in our Adword campaign.

This tool is very useful to test different options and simulate many situations to see which is more convenient.

To avoid erroneous analysis with Adword Keytools, it must be known that the data are revelations about advertisers and keywords that are being used in all advertisements globally, a common mistake is to think that the Competency indicator indicates competition between websites and actually It's competition between advertisers for that keyword.
The number of visits and searches are only paid ads does not include organic searches.

Within the optimization of keywords this is the most important, there is much to investigate.

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