3 Ways to Diversify Your AdWords Account (And Improve Your Efficiency!)
877-655-8227

Blog

3 Ways to Diversify Your AdWords Account (And Improve Your Efficiency!)

Analyst, Search & Social
January 25, 2017

Trying to improve your AdWords performance but you’re out of ideas or not sure where to start? Whether you have an internal PPC team or an agency working on your paid search account, you should check to see if there are new ways to structure it. Diversifying your accounts helps your business spend less on ads but receive more clicks.

 

Introduction

Let’s face it. The sheer amount of data you get from AdWords each day can be overwhelming, especially if you don’t check up on it daily.

AdWords offers the flexibility to tailor your account just for your company’s needs. While that’s something to love about it, this flexibility also means you can often get lost in the data.

That’s where campaign diversification comes in. When you diversify a campaign, your PPC team can make more granular optimizations to the account. This typically leads to greater efficiency.

Here are three ways your business can benefit from a diversified AdWords campaign.

 

1) Locations

Breaking out campaigns by different locations is a strategy that has helped a lot of my accounts.

Here’s what it could look like. If you’re a company that sells pet supplies online and in multiple store locations, you shouldn’t have one campaign for all of your brick-and-mortar locations.

Instead, having a campaign for each location is the way to go. This way, your PPC team can control your daily budget, device bid adjustments, ad schedule adjustments, bid strategy, and more for each location.

Some locations are more efficient at driving sales and leads for your business. By splitting out your keywords into different locations, you can make different bids to these keywords and to your campaign based on its performance at a specific location. From ad schedule adjustments to keyword bids, you want to make sure any adjustments to the campaign are efficient across all locations.

Plus, you’ll be able to target your ad copy directly to people searching for a pet supply store in Chicago (or Austin or Omaha!). This will make your ad messaging more enticing to those people and could boost in-store visits or phone calls.  

 

2) Users

When you’re dealing with a number of conversions, it’s easy to lose track of the fact that there are real people clicking your ads.

Understanding what type of user interacts with your ads and your website can help you be more informed when making optimizations to your account. That’s where diversification comes in handy.

By using remarketing list search ads (RLSA), you can add bid adjustments to those who have already been to your website before. These remarketing lists can come from tags you place on your site or through an email list you provide. You can even target your ads to people who have already made a purchase on your site and those who haven’t.

Breaking out your campaigns (or ad groups!) based on remarketing can help you cater your messaging to people who have already seen your website but may not have converted.

 

3) Products & services

Lastly, splitting out your campaigns by the types of products and services you offer is one of the most straightforward ways to diversify out your campaigns.

You can split them out based on an individual service you provide. For example, if you’re a plumbing company you can have one campaign for broken pipes and another for winterization services. You can also split them out based on your primary (or most expensive, highest profit margin, etc.) service. The possibilities are endless! 

This allows you to target more specific keywords, write more specific ad copy, and make these campaigns more efficient overall. 

 

Conclusion

When restructuring your campaigns, you ultimately want to ask yourself what ads and keywords need their own budget and would benefit from being optimized separately. 

Your business could try diversifying ad campaigns by locations, users, and products/services—but there’s more out there too. By diversifying campaigns, you get more control over your data and the adjustments your team makes. In turn, your campaigns become more efficient. This means you spend less money for more purchases, phone calls, signups, and beyond. Who doesn’t want that?

 

--

Any questions on campaign diversification? Tweet us at @Perfect_Search.

For more AdWords tips, check out Anthony’s post on how to simplify your paid search accounts with a decision tree

Analyst, Search & Social
Justice is a recent Northwestern University grad who believes that her true alter ego is President Obama. A dream day of hers might include building her own furniture while snacking on corn dogs and Szechuan boiled fish.
"What I love most is the way Perfect Search does business: full transparency and a high-level of on-going communication in determining performance goals and reviewing progress towards those goals with very detailed reporting."
Ryan Rouse

Tweets

Perfect Search Media
10h

Over the past few months, non-profits like the & have inspired us with their game.

Perfect Search Media
16h

It's time for a spring refresh. Why not clean up your site's with audit tips from

Perfect Search Media
1d

RT : While you weren't watching, the Senate voted to gut rules protecting your internet privacy

Perfect Search Media
1d

The SERP is going under an extreme makeover in the US & Brazil. are *probably* going to be a thing.

Perfect Search Media
2d

What's more 90's than frosted tips? People were afraid to put credit card info online. Not true anymore.

Perfect Search Media
2d

RT : We tried to post fake news on Facebook, this is what happened

Perfect Search Media
2d

While single page sites are great for experience, they're not the best for . Here's why.

Perfect Search Media
3d

Are you competing with yourself on ? Don't be. Here's how to fix that.

Perfect Search Media
3d

Finding a perfect match is always hard. is making it even harder by diluting exact match keywords.

Perfect Search Media
3d

Take a break from watching at your desk. Read about & the big dance instead.

Perfect Search Media
4d

RT : Helpful Tips for Doing Search in a Low-Volume Niche by

Perfect Search Media
4d

isn't done in a day--but there are a few items you can churn out quickly. Helpful tips from

Perfect Search Media
4d

OK . Glad you removed the audio ads from Google Home so fast. Hopefully that won't become a thing.

Perfect Search Media
5d

What do you do when you're tryna slide into those DMs without being weird? 's got answers:

Perfect Search Media
5d

If your business isn't already getting hyperlocal, now's the time:

Perfect Search Media
5d

Don't panic if your view-through conversion metrics seem to nosedive next week!

Perfect Search Media
5d

Pro-tip: they use a local angle for each of their six markets

Perfect Search Media
6d

Awkward… Google's metrics aren't as accurate as you might think:

Perfect Search Media
6d

Time to remove some of the mystery of :

Perfect Search Media
6d

If you've ever fallen into a black hole of Wikipedia pages, you'll love Google's "People Also Ask" feature:

Perfect Search Media
6d

Constantly feeling pressed for time? Do yourself a favor with these tips:

Perfect Search Media
1w

The line between and is getting blurry:

Perfect Search Media
1w

Bidding on your brand, remarketing, and more: here are 5 strategies to use in 2017

Perfect Search Media
1w

You might have heard about blockchain in relation to , but it has potential too:

Perfect Search Media
1w

ICYMI, Mac users: there is finally a version of Editor for you

Perfect Search Media
1w

TV networks are good at more than just creating hit shows:

Perfect Search Media
1w

Particularly relevant for after the Facebook ad views debacle: what defines a "view" anyway?

Perfect Search Media
1w

Facebook Live is about to get realer than ever:

Perfect Search Media
1w

Thought you knew ? It's all about bot-to-bot marketing now:

Perfect Search Media
1w

We can't pretend we wouldn't use this just to find every cat in a video:

Find us on Facebook

Over the past few months, non-profits like the & have inspired us with their game.