If your AdWords campaign is eating through your marketing budget but not providing sufficient ROI, then your AdWords management agency isn’t doing its job. To be effective, your AdWords agency needs to be proactive about your campaigns and constantly looking for new ways to help drive results. One of the main reasons why campaigns fail is that the agency isn’t consistently checking it and making necessary adjustments.
Your agency should be taking a hard look at the following on a regular basis:
1. Conversion Tracking Code
Campaigns rely on conversions to be successful. This is because improper conversion tracking will lead to misinterpreting the results of a campaign and poor decisions being made as a result. Both online and offline conversions need to be tracked if you want to get a real picture of how many conversions a campaign is generating.
2. Ad Extensions – SiteLinks, Call Extensions and Callouts
Studies have shown that proper usage of ad extensions can boost CTR (click-through rate) by as much as 30%, which is why extensions are vital to your success.
While some extensions are automatically enabled, but not all. If your agency is ignoring the following extensions it can result in lackluster ad performance:
- SiteLinks: Sitelinks help visitors find what they are looking for with links to your most vital pages, such as your “specials” page.
- Call Extensions: Call extensions place a “call” button next to your ad, making it easy to call your business.
- Callouts: The callout extension allows ads to be accompanied by descriptive text further explaining your offer. “Free shipping” and “Request Quote” are two examples of a callout.
3. Mobile Bid Modifiers
Mobile searches are on the rise and the best way to take advantage of this is to use mobile bid modifiers.
Performance metrics will change from desktop to mobile for most campaigns. Using mobile bid modifiers, you can bid more or less for mobile clicks and get results similar to (or in some cases, better than) those of your desktop campaigns. Setting the right bids for mobile should be a part of every AdWords management agency’s strategy.
If mobile is performing poorly and clicks are too costly, your agency should be lowering your bids.
4. AdWords Scripts
Efficient usage of AdWords scripts allows an AdWords agency to:
- Create custom reports
- Analyze data faster
- Create custom-tailored ad-tracking and analysis
There are scripts created by other developers to allow quick reports for ad and keyword performance, declining ad groups, and dozens of other uses. Creative script usage will allow your agency to make vital changes to a campaign faster and more efficiently.
Doing these activities on a regular basis will ensure that you are properly utilizing every last marketing dollar while increasing your campaign’s ROI. If your AdWords management agency is not doing this already, it may be time for a change.