When it comes to AdWords campaigns, there are literally hundreds of levers at your disposal to help create performance outcomes for your campaign. It only takes one of the levers used incorrectly to completely destroy your campaign ROI, so the better you understand these levers, the more likely you are to get the very best return possible for your marketing spend. This article will outline some of the main levers you can pull within your campaign in order to get the very most out of your AdWords budget.

1. Getting More Out Of Your PPC Budget
We all want more for less, right? Well, if you’re currently running an AdWords
campaign, you’d probably be pretty interested if I told you that you could take
your current AdWords campaign and increase your sales by 10%, 20%… even
100% without increasing your marketing spend. The good news is that this could
be very possible for your business.
So how is it possible to see such significant increases in sales without increasing your
marketing spend?
When it comes to AdWords campaigns, there are literally hundreds of levers at your
disposal to help create performance outcomes for your campaign. It only takes one of
the levers used incorrectly to completely destroy your campaign ROI, so the better you
understand these levers, the more likely you are to get the very best return possible for
your marketing spend. This article will outline some of the main levers you can pull
within your campaign in order to get the very most out of your AdWords budget.
1) Be as granular as possible with your Geo-targetting.
As an AdWords specialist, I’m often asked to perform audits on campaigns that clients
have previously created themselves, or had built by another AdWords management
agency. Almost 100% of the time, clients are only using one geo-targetting option for
the campaign. For example, if they service Australia wide, then they’ll simply have
“Australia” set as their geo-targetting option. Sounds like the right thing to do right?
Wrong. This type of targetting gives you no flexibility when it comes to setting specific
bids for areas within Australia, so a much better approach would be to target specific
states within Australia, and even key cities and regions so that you can set higher bids
for traffic that comes from areas where higher conversion rates are obtained for your
business.

2. 2) Make use of new AdWords features.
It’s no secret – AdWords is THE revenue driver for the massive corporation that is
Google. Because of this, Google are very active in updating the AdWords system to
ensure that other PPC platforms are always 2 steps behind. Using new AdWords is a
great way to see significant improvements in performance, because chances are that
the majority of AdWords advertisers simply aren’t using them yet. Two great examples
of some new features worth testing are 1) PLA or “Shopping” campaigns for e-
commerce sites which allows you to list products for sale (with product images) right on
the Google home page, and 2) Google Call Forwarding, a feature which allows you to
record on-ad business calls (and as you should know, the more you know about where
your conversions are coming from, the easier it is to optimise your campaign).
3) Landing page optimisation.
By far the best way to increase conversion rates and reduce your cost per sale is to
optimise your landing page. You should constantly be testing different selling points and
other content on your landing pages to get the absolute most engagement out of your
AdWords visitors. At no point do you want to sit back and say “I’m not going to be able
to improve my landing page”- ever.
Have you tested any of the above strategies to improve your campaign?
I’d love to hear about the kind of results you may have seen from one of these points so
please feel free to leave a comment!