Tricks to optimize your keywords in AdWords

Written by

Juan Vila Bou

SEM · 16 / 04 / 2020

The success of your campaigns depends largely on the choice of your keywords in AdWords. Badly selected keywords not only waste the traffic earned by your website, but they cost you a lot of money.

Depending on the size of your website, your marketing budget and the types of products and services you offer, traffic through AdWords may not be optimal in terms of ROI. For example, your site may belong to a very high cost-per-click niche and in which a PPC campaign may have lower returns compared to getting organic SEO traffic, so it is necessary to have a very high conversion rate to be able to make this traffic profitable.

Combining organic SEO traffic and PPC traffic is usually the best approach, although some small businesses cannot afford it.

Small businesses, particularly those that are starting, often need immediate and specific traffic to get going. Of course, any website can get organic traffic with SEO positioning, but it requires patience and time; Thanks to PPC advertising in AdWords, now, any company can start getting qualified traffic and closely related to their business immediately; which also allows to validate business models quickly and make modifications or know niches where greater efforts can be made.

In today’s post we will explain how you can identify the keywords in AdWords most valuable and also how to find more.

First and one of the most important aspects to clarify is the metric Quality Level (Quality Score) This metric is recorded on a scale from 1 to 10 which tells you if your keyword and ad is relevant, as is the Potential customer experience on your landing page and the expected clickthrough rate on your ads. If these three factors go in the right direction, obtaining scores close to 10; Google will reward you with CPC savings; if your scores are negative, it will be necessary to pay more for each click. 

Unfortunately, optimizing a landing page is expensive and ad rotation is endless. With this in mind, if you want to optimize keywords in AdWords in the short term, it’s best to focus on click-through rates and conversion rates.

Why is CTR so important for AdWords campaigns?

The CTR represents the percentage of people who see your ads (impressions) and also interact with them (clicks).

The formula is therefore: Total clicks on the ad / Total impressions = CTR

Whenever your ad and your landing page are related to a specific keyword, you will see an increase in the quality level and a decrease in the CPC. For this reason, achieving a high percentage of clicks is essential for the success of your campaigns.

If a user clicks on your ad, and when he enters your page he is satisfied, you have a great opportunity to obtain a sale (conversion) or a potential customer. On the other hand, if you see a keyword with a high CTR but do not see conversions, it could mean that your landing page is not the right one or that you are targeting keywords in Adwords incorrectly.

How to identify high-quality keywords in AdWords through the CTR?

You can find the keywords in AdWords most valuable easily by using custom filters.

First of all, you will have to take into account a sufficiently wide range of dates to get a true view of performance. For most accounts, 30 days would be appropriate. Then, in the “Keywords” tab, click on the “Columns” button and select “Modify columns”.

Once you have accessed the custom column interface, organize your field of vision as follows, and click “Apply.”

Now that you have the right period and columns in order, it’s time to customize your high-value keyword filter.

Why these indicators?

  • A CTR greater than the average of the account: it is one of the two most important fields to include. To determine it simply check the total row at the top of the view.
  • Cost / conversion lower than your target CPA or ROAS: essential if you have hundreds of keywords and have a CPA or ROAS in mind to achieve your conversion goal.
  • Impressions: If a keyword has 90% CTR but has only had two impressions, it is statistically insignificant. For smaller accounts, you can use 100 impressions as a threshold; If you are working on a larger account, choose the level you consider appropriate.

Once you have established these parameters, give them the name “KW High Value” and save it, so you can be constantly aware of the most valuable terms in your account without wasting too much time and discover keywords with which to have new opportunities for success. It can also be your starting point for optimization: high CTR keywords and low conversions.

What happens to keywords in Adwords with high CTR and low conversion rate?

If you are clicking on a keyword in Adwords, but have not yet generated conversions or many clicks that are needed to get a conversion, you need to pay special attention to these words as it is a clear symptom that something is not working properly due to: 

    • You are paying for each click, many clicks generate a huge advertising investment that is wasted.
    • They do not add any value to the account.
    • You do not provide solutions to users.

These terms are harming your Adwords keywords with high-performance, using their limited budget. Luckily, there are a number of things you can do to change that situation.

Types of match your Adwords keywords

The use of matching types broad can actively affect the CTRs and conversion rates of our keywords in Adwords;

By using keywords in adwords with broad matches, we run the risk that the traffic we capture or for which we show our ads is of lower quality, since search terms that are not related to our business can be cast. Having traffic unrelated to our business may mean that the user stops clicking on the ad because it is not exactly what they are looking for (penalizes our CTR) or that they click thinking that it is the answer to their need, but upon entering the website find something totally different from this (penalizes the conversion rate).

Therefore, at this point it is necessary to closely mark the words with broad matches, which although they serve as inspiration to search for new keywords and will probably not be the most profitable or at least not as much as the exact keywords. 

Optimization of the landing page

The best starting point to determine which will have the greatest impact on improving the conversion rate is the level of quality of the status of a keyword. This indicator will tell you if the problem is related to the landing page. And although changes to the homepage are expensive, they are relatively simple.

The first thing you should see when you are looking to optimize your homepage is the title. A header that is relevant to your keyword and ad text and forces visitors to become potential customers improves the quality level. You can also use some online tools, such as PageSpeed ​​Insights, to see if your problem is related to the loading time. From there, an attractive and professional design that is consistent with your brand will help you convert a keyword in one click, and a click in a conversion in AdWords.

Segmentation and Bids RLSA

Part of the problem of keywords in Adwords with low CTR and few conversions could be that your potential customers when clicking simply do not find a page that meets their needs, but that does not mean that they do not click on your keywords. Now is where the goal and the RLSA come into play.

Typically, RLSA is used to adjust bids in the search network through remarketing. How can this help you?

If you have Adwords keywords with a high CTR and a low conversion rate you can limit the audience that sees your ads, so that only people who have visited you before seeing them. This limits your exposure to users who are already familiar with your brand and are more likely to convert.

Final tip!

If all these don’t help you, you can always find more keywords in Adwords for your campaigns.

Once you’ve identified those with high CTR and conversions, and optimized those that required it, it’s time to open up to new opportunities.

Download them and keep in mind as a personalized period for a whole year. Adjust the filter to write in “Keyword text” those most successful terms to date.

Now, one by one, write them down and the long-tail keywords containing fragments of these will appear, which will give you new opportunities keyword in Adwords that are based on the historical success of your account.

We hope this post has helped you to improve the performance of your keywords in Adwords, remember that although Google increasingly suggests the use of automation, it is essential to take care of our campaigns, to enhance the profitability of this type of advertising that focuses on words and search terms. 

Do you agree with us in these methods? Do you want to bring us a new one? Feel free to share your comments with us, as well as the tricks you like best to optimize AdWords campaigns.


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