- [Mike Mancini] Mike Mancini here again with our
Adwords Optimization, week number one, day number two.
Something that you can take and use to help optimize
a newer adwords campaign or a campaign that maybe
has never really been touched.
So for the next step, what I want you to do
is log in to your campaign.
We're here inside a campaign that we recently took over.
And go to the campaign and then click on keywords.
Now I want you to click on that status column.
You might see a bunch of things here that say eligible.
But click on it to resort it.
And then what you also might see here
are a bunch of red warnings.
First of all, this ones says it's below the first page bid.
So if we hover above that, it says the ad is showing
but it isn't performing well because it's bid is too low.
So scroll down to the next one.
Now this one is not showing because it doesn't have
a high enough bid to basically get on the first page.
So obviously these can be a problem
and can give you an idea of exactly what you
need to be spending on your keywords.
So when I go in, I will look at this
and maybe under brake rotor service I might be all,
I don't know if I want to pay up to five dollars
and 50 cents a click.
Now depending on, just because you bid that,
does not mean you will necessarily pay that.
It comes down to your click-through rate,
the quality of your ads, the quality of your landing pages.
There's obviously a lot of
different factors that go into that.
But what I want you to do is, take a look in your accounts,
because a lot of people don't realize that sometimes
this is happening and some of their
best keywords are not being shown.
This is something you should
at least check a couple times a week.
Just go in, click on your campaign as a whole,
and click on the keyword area and see what comes up.
Now this one, find a mechanic, yeah.
Bidding 259? Sure.
I'm willing to up that.
So let's up it.
I will usually up it by at least 25 cents or so.
So let's just say 276.
(mouse clicking)
And save, and then you can see
that now that keyword is eligible.
And then I might go down to the next one.
And so on and so forth.
Now I'll also take a look at where
maybe the average position is.
Maybe it was running a bit low.
And then you might see these other ones that are saying,
rarely shown due to low quality score.
And if you hover above those, it's basically saying
that you can see your quality score down here.
It really has a below average click-through rate,
and a below average landing page experience.
So one thing we could do to maybe switch this up right away
is redo the ad for this specific keyword.
And if you go through, you'll see
different quality scores for different keywords.
And you might see a different diagnosis here as well.
Then you'll find other ones here
where it says, low search volume.
So it says, this isn't performing well
because not many people are searching for the keyword.
But it has a great quality score, an eight out of ten.
And it's got a great click-through rate.
There's one conversion for 15 dollars.
That's actually for this company, that's not bad.
I'm not gonna touch that keyword.
If anything, I might, because of the average position,
I might up my bid a little bit.
And here's an example where you can see,
we are bidding a maximum cost per click
of five dollars, sixteen cents.
But we're only paying an average of
three dollars and fourteen cents for that click.
So just because you have a maximum CPC here,
a larger amount does not mean you'll be paying that.
So, in fact, what I'm going to do is
I'm going to up this a little bit
to hopefully improve this position.
So at least twice a week, I would go through
and just double-check your keywords
and make sure that they are working.
Make sure they're operating.
Make sure that they're actually eligible
and showing to people.
I can't tell you how many times we go into new accounts,
and when we go there we realize
that some of their biggest keywords are
not showing because they're not eligible.
Perhaps there was changes made to the account.
You might have a keyword that has been eligible
ever since you turned the campaign on.
Maybe that's been a year, but as time changes,
as the campaigns change, that status might be updated.
And maybe it's no longer showing
because maybe there's more competition for that keyword,
or maybe it's not performing as well as it used to.
So take some time, a couple times a week,
go into your account, make sure that
that keyword status is eligible.
And we'll see you in the next video.
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See you next time.
(futuristic music)