The new “Search Funnels” data allows project managers to optimize their AdWords campaigns incorporating the “Search Funnels” data into your Google AdWords campaigns, ad groups, keywords, and ads tab through customizing your columns. The addition of the Search Funnels data will make it easier for project managers to make a more informed decision based on actionable decisions.
As I previously mentioned, the addition of the Search Funnels data columns will help project managers to make more informed decision based on actionable data, allowing them to optimize your campaigns, ad groups, keywords, and ads accordingly. And if you’re anything like me, you’re probably experiencing that warm and fuzzy feeling right now. After all, these metrics existed before day, but they were hard to incorporate into your campaigns.
Whether you’re a novice or veteran Google AdWords project manager, here are some tips on how to optimize your campaigns, ad groups, keywords, and ad text based on the new Search Funnels data.
Take a look at your keyword report and identify the keywords that have a high assisting conversions number with a low click-through-rate and try moving those keywords into their own ad groups with dedicated ad text. By segmenting these keywords into their own ad groups with dedicated text, you will be able to improve quality scores, user experiences per keyword, and help lower your overall CPC per keyword.
Within the same keyword report, identify the “assist keywords” that have resulted in a conversion, review their performance, CPC, and determine if you should adjust the max CPC to warrant more conversions. Even though these keywords have assisted in a conversion, it is possible that you are missing out on valuable conversions because your “assist keyword” average position is too low. Remember, these keywords help in the conversion cycle and you should optimize them accordingly.
Lastly, you should enable the “assist impressions” and this will give you insight into how your ads are performing. As project managers, we typically gauge the effectiveness of an ad by measuring the ad’s CTR and conversions (if available). By reviewing the “assist impressions” data metric, you will be able to determine if your ad is under-performing by seeing if your ads have a high “assist impressions” and a low amount of clicks. And if this is the case, you will probably want to revise your ad copy to help build the relevancy between the search query and ad copy, as well as adding stronger call-to-actions to help improve your CTR. You may also want to raise your keyword bid to raise your ad position to warrant more clicks and reduce your high “assist impressions.”
There you have it. There are some tips and tricks to help improve your Google AdWords campaigns by utilizing the new “Search Funnels” data metrics available within the AdWords interface.