Many people who are familiar with PPC and AdWords are always looking out for new features and additions to keep ahead of competitors. This is an important thing to keep on top of, keeping up to date and making yourself familiar with changes will enable you to optimise the very best of your AdWords campaigns.
There has recently been two new features that have been added to AdWords that perhaps you are not aware of. Plus one very underused strategy that should be utilised.
Ads Suggestions Beta
Part of the Google test of Ads Added by AdWords that was released earlier on in 2017, Ad Suggestion Beta is the second part.
It was released to a small number of test accounts in the new AdWords interface only at first, it works by taking the existing copy and then creates a new version that it thinks will convert better.
This new version of ads will appear in the Opportunities area of the latest AdWords version. If you look at the AdWords help section it details how the new ads are generated. It is a good idea to look out for any notifications as the new ad will go live automatically after two weeks of the advanced notification.
You have the option to allow or reject the suggestion, and by reviewing the information may be highly critical to keeping the consistency of your ads campaign. If there are compliance rules for advertisers to follow the suggestion may contravene them.
Changes to Daily Budgets
On October 4th 2017, Google announced a major change in AdWords campaigns to the manner daily budgets are spent. Prior to this change the daily overspend to be as much as twenty percent of the total daily spend.
The new setting of budgets increases this by thirty percent to half the daily settings to take advantages of any variances in any search traffic that happens daily. Google has allowed the daily but not the monthly budget to be exceeded.
What To Look Out For
Perhaps you have over-set the daily budget in the past to boost traffic and have had a problem with an increase in activity, this could impact your bottom line at month end. You need to keep an eye on your daily spending so it is consistent with your goals.
If analytics are showing you have less than good quality of traffic on certain days or times, you might want to turn off the ads at these times. You are able to opt to use a bid adjustment for reduction purposes.
Bid to Outrank Your Competitors
This is not a new feature to AdWords but it is a really effective way for a bid strategy to go back to taking into account the recent features.
This is the automated bid strategy, it will allow Google AdWords to set your bids so they outrank your competitors.
It is based on how often you wish to outbid them, the maximum you wish to pay for a bid, and to choose a domain you want to beat the bids from.
You might not know which competitors you want to outbid, and some of your direct competitors might not be utilising PPC. So the simplest was of knowing which competitors to compete against is to look at the Auction Insights tool, as this shows what domains are preparing to bid.
This tool also highlights, top of the page rate, overlap rate and position above rate. However this strategy only allows you to outrank one competitor per AdWords campaign.
Pay Per Click is forever evolving due to the complexity of all the Google AdWords features. It is common sense to keep up with all new releases and decide which will give you the most impact in your campaigns, and which changes may be to the detriment of how you run your campaigns.
If all of this sounds a little complicated, then why not use the expertise of a professional digital marketing company to help you. Voova Digital are experts in Google AdWords and PPC campaigns, contact us today to clarify any queries you may have and how to boost your ad campaign.
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