Google AdWords is far and away the best search platform to manage for a PPC’er. However, certain elements—such as transparency, flexibility, and reporting—could be improved to allow advertisers to significantly boost results.
That being said, here’s my wish list of Top 5 Ways To Improve Google AdWords:
1. Ad Group-Level Sitelinks
- Sitelinks are great, right? Generally they will increase the click-thru rate of your campaigns and help get users deeper in the conversion funnel … but sitelinks are currently only available at the campaign level. Right now, you need to create more campaigns in order to use different sitelinks, and if you don’t have an unlimited budget, this can be very difficult to do.
- By moving sitelinks to the ad group level, advertisers would be allowed to create more specific ads (which would improve relevancy and click-thru rates).
2. Search Partners Transparency
- So Google is about halfway there. You can see great performance data in the form of Google Search vs. search partners, but it’s not enough.
- You cannot see which “search partners” do well and which do not. You should be able to exclude under-performing publishers. Even Microsoft adCenter is ahead of Google on this one … it’s more transparent and allows users to create an entire campaign targeting “syndicated partners” only. Why is Google not allowing advertisers the flexibility and transparency that adCenter is?
3. Ad Group-Level Targeting
- Here’s another aspect of adCenter that is more flexible than AdWords: Ad group-level targeting (such as “settings”) overwrites the campaign-level settings.
- Having ad group-level settings in AdWords would be advantageous, especially for advertisers that have a limited budget.
4. AdWords Campaign Experiments (ACE) Campaign Settings Testing
- Currently, ACE is limited to predictions like testing match types and the maximum CPC for a keyword.
- My vision of a better ACE would consist of allowing advertisers to test campaign settings, such as ad rotation, keyword-matching options, ad scheduling, geo-targeting, languages, ad delivery, etc. This would allow advertisers to easily see what different campaign settings positively and negatively impact the ROI of PPC campaigns.
5. Google AdWords Annotations
- Take a page from Google Analytics and allow PPCer’s to use annotations within their accounts to keep track of all the various changes. This would be especially helpful when significant changes are made, so users can get a better idea of what impacted the results!
Alright, who else wants these same AdWords changes to help improve management of your campaigns and their results? What other aspects of Google AdWords management could be improved?