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March 30, 2011

AdWords Updates Home Tab

Google has revamped the home tab for AdWords.

They’ve simplified the layout and put a big account performance summary at the top of the page.

The biggest change is the replacement of the Account Snapshot tracking with a system that “widgetizes” filters from your Campaigns tab to create discrete views of your campaign.

Any custom filter you create can be added to the Home page tab. With some tweaking, it can be a valuable dashboard giving you quick hit summaries of the specific (filtered) views you spend the most time watching on the Campaigns tab.

They’ve also added some default “keyword performance modules” (aka widgets), which now also show up in your filters drop-downs on the Campaigns tab, they include:

  • Keywords below first page bid
  • Good quality but low traffic keywords
  • Cost-effective keywords
  • Costly keywords with no conversions
  • All enabled keywords
  • All non-active keywords

All useful views, but you’ll probably want to take a closer look at each to see the rules Google chose to apply. Then you can update them or replace with your own custom filters.

For example, “Costly keywords with no conversions” simply shows you all keywords with no conversions. You might want to add Status = Active to exclude paused keywords from the results.

Here’s a filter I like to run to manage straggling keywords in an account, low-level stuff that might not be costing you a lot (though it can if you have lots of keywords) but can drag down the Quality Scores for your ad groups and campaigns.

Note: Assumes you are tracking conversions.

Settings to filter adwords keywords by impressions, conversions and quality score.

  1. Set your time frame to last 30 days.
  2. CTR <= 1.00%
  3. Conversions <= 1
  4. Impressions >= 500
  5. Status: Eligible (Uncheck ‘Not eligible to run’)
  6. Quality Score <= 5

If you really think the keywords in this report should be converting, take a look at your ad copy, and your landing page. Make sure the ad copy is relevant to the searcher’s intent (check the organic results for hints as to what’s on their mind), and include the keyword on your landing page, if possible within the title tag, or an HTML h1, h2, or h3 tag on your page.

Otherwise, pause or delete these keywords, and shift that money into better performing search inventory.

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