One of the most important things we need to ensure when managing AdWords accounts, especially when starting out, is to always
spend the budget customers have assigned to their campaigns.
It is only by spending this budget that we will collect information that we can eventually use to optimize these very campaigns.
So, below is a list of steps to consider when your campaign is not reaching its daily budget.
You will notice that I placed “consider” in bold text. The reason behind this is that while there are always certain basic steps AdWords managers take to get to a desired result, there are many factors we need to consider that will interact with each other and may therefore lead to different outcomes.
So before making any changes, be sure to analyze all possible outcomes carefully. A feat, you will come to find, not as easy as it seems.
1. Increase Bids
The first step you should consider when not reaching daily budget is to raise bids. Normally, the higher your bid, the higher your position will be, which translates into more traffic.
However, when increasing bids be very careful that your CPA is not increased beyond your target goal. It is possible to raise bids to a point where your Cost Per Conversion is no longer affordable. So, we must avoid crossing that fine line.
Since increasing bids will result in increased traffic, we should see increased conversions, so make sure you’ve achieved a healthy conversion rate. If you have not, reconsider this move.
Also, ensure that you have sufficient budget to accommodate the resulting increase in prices and overall cost. It is true that our aim is to increase traffic, but limiting your traffic (due to increased costs) is something we want to avoid.
2. Add Keywords
Adding keywords is a surefire way to increase traffic to your site. But we need to make sure that we are adding relevant keywords that are neither too broad nor too specific.
Are you starting to see why managing AdWords is not as easy and straightforward as some might think? No? Well, keep reading.
Below, I’ve included some places you can turn to for new keyword ideas:
SST – the Search Term Report
This report is going to be a great place for getting new keyword ideas. This report gives you the actual search terms visitors are using to trigger your ads. If a specific search term has high search volume, consider adding it to your keyword list.
The Keyword Planner should be your number one go-to tool when trying to find new keywords. Apart from being your initial source when creating your campaign, you can revisit this tool once you have expanded your keyword list via other avenues. Entering these new keywords into the tool should result in some new suggestions.
The opportunities tab, much like the Keyword Planner, will suggest new keywords. However, this tab is tailored to the specific account in question.
The new Opportunities tab will even create new ad groups to which you can add the suggested keywords, although this feature should be used at your own risk.
Analytics data holds a wealth of information waiting to be discovered. You can see which organic search terms have led visitors to your site and add them if you feel they are relevant.
To see these organic terms, visit the Organic section under Keywords in the Acquisition area.
Another tool we often use to perform keyword and competitor research is Spyfu. Although this is a paid service, the insight you can gather is definitely worth the price.
This is a handy tool when you are at a loss for words and you can’t seem to find the right .… term.
3. Ease Up on Match Types for Keywords
Duplicating keywords into less restrictive match types will oftentimes prove worthwhile when your campaign is not reaching daily budget.
Keywords in Exact match, although more relevant, may not drive the necessary search volume. This would be a good time to consider Broad Match Modifier. But again, consider how the increased traffic will affect the rest of your campaign.
You may even want to create a separate campaign with its own assigned budget to ensure these highly trafficked keywords don’t cannibalize your entire budget.
4. Increase Targeted Location
Increasing your targeted locations will also result in increased traffic and clicks. However, you must make sure that this new traffic is relevant to your business.
For example, I would not be so quick to target an area for a pizza restaurant of more than 10-15 miles away from the establishment.
But if we are dealing with an Ecommerce store and we are not yet targeting multiple states, increasing our target locations might be a good idea.
Check out your Analytics account to determine which areas are bringing in the most organic traffic. You can then add these profitable locations to your AdWords.
5. Remove Ad Schedule
If you have ad schedule enabled, you may want to consider running a test to see whether your desired conversions increase when you show during all days and times.
You should of course take into consideration whether customers can always perform the desired goal at all times.
For example, if you want customers to call your store, then you should have a system in place that allows customers to contact you at all times. If no one is around to answer the phones, you may want to exclude your ad at those specific times.
6. Improve Ad Copy
Improving ad copy will almost always bring in more traffic.
A/B testing will allow you to test different ad variations and determine which ads people respond best to. A higher CTR will improve account performance all around.
We should always try to stand out from competitors’ ads. Researching your competitors’ ads (as easy as performing a search with the Ad Preview Tool) will help you decide whether to add a price point in your ad or mention that you offer free shipping.
7. Enable Previously Paused Keywords
Through optimizing your account, you will notice that what once started off as a robust list of different keyword variations and match types is now much smaller.
This is the result of pausing keywords with poor CTR, high CPC’s and low traffic. But with time, as we modify bids, exclude irrelevant searches and improve account structure, we level the playing field.
So, when all else fails, try enabling your paused keywords again. Optimizing your account may have improved their metrics and what was once a poor performer might have turned into a star.
Track Your Changes
Again, the above must be viewed analytically and all possible outcomes should be weighed before implementing any changes.
It’s necessary to keep a close track on which changes you make, and I suggest you make them in stages so that you can identify what works and what doesn’t.
As you can see, navigating the AdWords landscape can be a little tricky, but by following some simple guidelines you can be on your way to managing successful campaigns.
What do you do to increase traffic when your campaigns aren’t reaching daily budget? Feel free to share in the comments!