What tools do you use for finding new opportunities in your AdWords PPC campaign? Most likely you’re using Google Keyword Planner (formerly Keyword Tool), SEMRush, Wordtracker, MOZ, among others.
But those are all guesstimates at best. One of the most often overlooked tools in my opinion is your AdWords campaign itself.
When was the last time you looked at how your AdWords account was set up? Is it time for a restructure? Are there opportunities to create new ad groups and campaigns based on what users are searching and what websites they are visiting?
Most probably don’t think to go under the “Display Network” tab for help in paid search, but it’s a great place to start. If you running display, and have it set up for automatic placements, you can get great insight into your customer.
I recently took over a pay per click campaign for a client and while using the Display Network tab, I grouped the placements into buckets (note data below is fake data used as illustration purposes only).
A large amount of the company’s budget was being allocated toward large financial and news related sites. But when I noticed there was better response from financial sites geared towards bargains and coupons. It helps paint the picture of the customer profile. Click through rates were significantly better. It’s worth pointing out that the low amount of impressions likely are impacting the results, but it’s worth building out a test or being more aggressive with your bids on keywords and terms around savings and discounts.
While conducting a deep dive, I found a number of Christian sites driving clicks. It’s not something my client had ever considered before, but given the number of sites that kept popping up, it was worth adding new ad groups in AdWords paid search.
So what are some creative ways you’ve found that works to reveal new opportunities in AdWords paid search? Post your tips in the comments box below!