Digital Marketing - account management for Google Adwords
How to manage account for Google Adwords (PPC Management)
Google AdWords account management can be tricky business, but regularly monitoring and adjusting your AdWords account is necessary for optimal account performance.
Foundation Of A Well Managed AdWords Account: Well-Researched Keyword Taxonomy
A proper keyword research for the AdWords marketing account is most important.
1) Leverage the firm's private data (including Web analytics and Web server log files) to build a proprietary, relevant database of keywords
2) Monitor and mine the traffic for new AdWords keywords, so our database grows over time and is always timely and accurate.
3) Grouping keywords by relevance forms the basis of the ad groups in your AdWords account.
It's much easier to create relevant, compelling text ads and AdWords landing pages for close-knit, targeted groups of keywords, so keyword grouping has several positive effects on your paid search efforts:
- Increased click-through rate (CTR)
- Increased conversion rate
- Lower cost per action (CPA)
- Increased Quality Score
In other words, a well-organized keyword taxonomy can lower your overall PPC costs while improving AdWords account KPIs.
Connecting Analytics With Action
Getting to your AdWords account to:
- make ad group or ad campaign changes
- adjust bids
- create new text ads
keep track of your workflow and tackle tasks as they arise.
- segment a large group
- convert a traffic-driving keyword group into an ad group
- "cleanse" your groups by assigning negative keywords
- associate groups with pages on your website
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