Modify AdWords Settings To Optimise Your Digital Marketing Campaign

It is important for digital marketing professionals to check their Google AdWords settings occasionally, to fine-tune it to changing market conditions. Some things they should particularly look at are:

. Syndication settings: Check if you have selected only Google, or its plus search partners, as well. Also find out if you have opted-in to Google's display advertising network, and if you should be running ads over the full network.

. New ad group structure: If you have chosen display advertising, think about creating a separate ad group structure for this digital marketing channel. Remember, the display ad server matches relevance against entire groups, rather than certain key phrases, and your search strategy may not work well here.

. Device settings: The amount of search queries originating from mobile devices is increasing. While for some digital marketing campaigns, this might lead to an increase in conversions, for most brands it may negatively affect ROI. Change your device settings, depending on whether you want mobile visitors or not.

. Enabling remarketing: If you have enabled the Display Network, you can consider changing audiences or targeting specific types of websites. If you add a remarketing list to your digital marketing campaign, you will be able to deliver certain types of messages to various groups of people.

. Test different ads: In display advertising, there is a greater chance of ads getting overused and boring, than in search advertising. Check the performance of different ads, over a period of time, to learn which ones are best for business.

. Match types: Today, people are typing in much longer search queries than ever before. Hence, you should change your mixture of exact, phrase, and broad matches.

. Negative match keywords: Check if your digital marketing campaign would perform better with more negative match keywords, or think of reducing some prior negatives, if they are unnecessary.

. Geo-targeting: If you wish to localise your digital marketing campaign, select the service area, accordingly. You can also re-check your dayparting analysis by time zone, and make any required changes.

. Languages: Ensure it suits your digital marketing strategy.

. Budgets: Do not put yourself in a position where your most profitable keywords are not working, because enough resources were not allocated. If your previous budget is proving to be inadequate, raise your budget sufficiently.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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