Improve Campaign Performance with AdWords Tools
AdWords has lots of powerful and effective tools to help you with keywords, conversions, placements, and more. Which ones you use will depend on your campaigns’ specific goals. Here’s a brief description of six of these tools, and where you can find more detailed information.
Keyword Tool
Helps you find new keyword ideas and add them to your campaigns. Using the Keyword Tool, you can also get historical statistics for keywords, like search volume, competition, and more. You can even identify terms to exclude — and use those as negative keywords. To estimate search traffic, you can use Traffic Estimator. Learn more about the Keyword Tool.
Placement Tool
Helps you find websites and other placements where your ad can appear in the Display Network. Find video placements on YouTube, browse websites within a specific category or about a specific topic, or see if a specific placement on a specific webpage is available in the network. If you find sites or other placements you like, you can add them as managed placements to help your ads appear there. Learn more about the Placement Tool.
Traffic Estimator
Estimates how well a particular keyword could perform, including estimated clicks, cost, and impressions. The Traffic Estimator provides traffic and cost estimates for new keywords before you add them to your campaign, as well as for keywords you’ve already added. Learn more about the Traffic Estimator.
Google Analytics
Shows you how people found your site, how they explored it, and how you can enrich their experience on your site. You can use this information to increase conversions and improve your return on investment (ROI). Learn more about Google Analytics.
Conversion Optimizer
Uses your AdWords Conversion Tracking data to get more conversions at a lower cost. Conversion Optimizer optimizes your placement in each ad auction to avoid unprofitable clicks and get you as many profitable clicks as possible. Learn more about Conversion Optimizer.
Website Optimizer Google Analytics
Helps you design a page that maximizes the effectiveness of your site. Your site’s goal should be to persuade visitors to take some action — purchase a product, donate to a cause, or take a survey, for instance. It’s easy to track webpage traffic and conversions once they happen, but it can be tough, and time consuming, to anticipate what sort of content will motivate your potential customers to take that desired action. This tool helps. Learn more about optimizing landing pages.
The Opportunities Tab
The Opportunities tab is an entire section of your AdWords account dedicated to helping you improve your ad campaigns. It’s like a personal assistant who can help you discover more keywords and make the most of the budget you’re comfortable with. People who’ve managed their AdWords account long enough to have developed some goals and an account history should try the tab.
How the Opportunities tab works
The Opportunities tab looks for ways to make reasonable changes that could have an impact on your account if you choose to accept the changes. You start by choosing a goal. Then the Opportunities tab runs with your goal, looking over your historical campaign data, Google search volume and trends, and your campaign settings to automatically generate ideas for you to consider.
The goals that you can tell it to work with are:
- Increase traffic: Increase impressions and clicks, even if costs rise
- Balance cost and traffic: Raise impressions and clicks with moderate cost changes
- Maintain or decrease cost: Get as much as possible with your current budget
What the Opportunities tab helps you do
If you have an account history to work with, the tab can help you:
Make improvements without spending a lot of time and money
The Opportunities tab looks for opportunities for you so you so that you can focus on making decisions instead of conducting research. And you’ll keep costs in check because the Opportunities tab works to make small improvements with what you’re willing to spend.
Keep your campaigns fresh
Have you been using the same keywords for awhile? When’s the last time you changed your bids? The Opportunities tab can help you keep your account fresh.
See performance estimates based on historical data
While the Opportunities tab doesn’t predict whether your ads will do well, it does tap into a lot of data from the past like your campaign performance and what people search for on Google, to show you possibilities.
Get ideas to improve your campaign using the Opportunities Tab.