5 Tips to Break Your Routine with Adwords
Routine is something that happens in almost all aspects of life, generally when it arrives it is already late and it does not correct itself, it needs us to pay attention and take action on it.
For example, I stopped taking guitar lessons 1 year ago and I have not learned new techniques since then, I could have improved my Tapping a lot or learned Sweep Picking, but nevertheless I still play the same old thing.
OK, OK. But what does this have to do with Google Adwords?!?!
The routine can also attack the way you manage Adwords accounts, and in this case that means that You may be missing VERY valuable opportunities.
It is very comfortable to structure the campaigns as we always do, use the tools that we already know and prepare our reports in the same way as always, but You can always improve, it's just a matter of getting out of your comfort zone.
Sometimes I also feel the routine attack and that is when one must mentalize to take a step to the next level.
I prepared these 5 tips on how I face these moments to keep improving.
1) Restructure your campaigns
Maybe the current structure of your campaign is not the best it could be, think of different ways in which you could restructure it so that it performs better, is easier to analyze, etc.
It can also happen that there are useful keywords that you are not taking into account or on the contrary, it can happen that several of your keywords have very poor performance and you have to eliminate them, lower their CPC or change the match.
Are you structuring your campaigns in the best way? Are the keywords well distributed in atomized ad groups? Is my current structure easy to analyze?
Those are the questions you should ask yourself.
2) Learn to use new tools and functionalities.
Google Adwords launches new tools and functionalities practically every moment, so it is very understandable that one can lose the thread from time to time.
A good way to break your routine is to learn deeply how to use tools that you have never used before or of which you do not take advantage of all the possibilities.
Some good Adwords tools and functionalities to learn are:
Remarketing: An excellent option to reconnect with those users who visited our site and did not make the expected conversion, very useful also to implement upselling techniques or to recover the interest of users.
You can read more here: Remarketing Google Adwords
Website Optimizer: A useful tool that allows you to carry out A / B and Multivariate tests in a simple way, this tool is free but VERY robust, ideal for all those who want to enter the world of landing page testing.
More info here: Google Website Optimizer
Adwords Campaign Experiments: ACE (Adwords Campaign Experiments) is a tool that allows you to perform bidding, ad and keyword experiments in a controlled way.
I wrote an article some time ago: Adwords Campaign Experiments
Contextual Targeting Tool: A keyword research tool for the Display Network, very useful if you use the Display Network a lot and are looking to expand your campaigns.
You can find it in the tab «Reports and tools» >> «Contextual orientation tool».
There are many more tools and features that you may not have taken advantage of from Adwords, but the ones listed above are a good starting point.
3) Try other writing styles for your ads
Inadvertently, sometimes we get stuck in a single ad style that we know gives good results or that so far works well for us, however it may be that we are missing opportunities to improve the CTR or the Conversion Rate.
I know that the space that Google gives us for Adwords ads is VERY VERY limited, it even feels much more limited if we write in Spanish, but there is always a way to reinvent your ads.
The challenge is to write 2 or 3 new ads with a different style than the one you use so far, the goal is to see if any of those styles has a better response from users.
4) Optimize your processes
This is something more internal and depends on how you organize yourself as a professional or agency, but generally out of habit there are always some processes that can be improved.
These processes range from the creation of a client's first campaign, through optimization and reporting of the results obtained. How can you improve these processes?
Perhaps there are certain aspects of your processes that can be automated or improved so that they take less time per day.
Spend an hour thinking about how you can improve your reports without taking more time to prepare or how you can improve your account analysis process.
Optimizing your own internal work processes can be more profitable for both you and your clients than any other tool.
5) Don't go crazy!
Let's face it, it all sounds very nice, but it is practically impossible to apply ALL the points mentioned above, mostly due to timing issues since one generally has to serve current clients, meet potential clients and live.
It is important not to go crazy or feel overwhelmed by the amount of information that needs to be assimilated, before trying to cover EVERYTHING it is better to choose one or two things to improve with sniper precision.
Personally, I decided to deepen Remarketing, Website Optimizer and my internal processes during the months of May and June.
What do you do when the routine attacks you in your day to day with Adwords? 😉
