Make Ad Campaign Active, Target URL, A/B Test, Budget Help

[argento]

Hi,

as a Google Adwords noob, I was pushed into handling an Adwords Account.

Now I have a few questions, maybe someone can help me?

There already a campaign in the account, which I'm now supposed to optimise. The Campaign says "active" for status, but it doesn't have any target URLs for the keywords. How can this be?

I want to assign more than one Target URL for each Keyword, as an A/B Test. But I haven'T found any way to do this.

I have a budget of 1000€ per month for this campaign, how should spend this the best way? Buy more keywords, make an higher offer for each keyword? How can I see the total cost for this Campaign?

Thanks for your help!

[buckworks]

The primary target URL resides in the ad. You can set individual target URLs at the keyword level but only one per keyword.

First things first - Invest some time to poke around the back corners of AdWords and get to know what's in there. The better you know the tools, the better you'll be able to optimize.

A few suggestions for basic optimizing:

Mission-critical - make sure that conversion tracking is installed and functioning properly.

Geo-targeting - make sure your ads are only running in areas that you serve.

Negative keywords - review your query reports to look for words or phrases that should be blocked from triggering your ads. Do this regularly.

More keywords - brainstorm with a good keyword suggestion tool and collect every relevant query you can find, even fi it's low-volume. As you do this, also keep an eye out for more negative keywords.

Organize by themes - the better your ads relate to the user's query, the more effective they'll be. Create separate ads and ad groups for blue widgets, red widgets, fuzzy widgets etc. Build your keyword lists by themes.

Test different ads - then test some more.

Bid adjustments - you can set bids for ad groups or individual keywords, and you can also create bid adjustments so that users who meet certain criteria get a higher or lower bid. Gender, age group, the device they're using, whether they're a repeat visitor, etc. Be aware that bid adjustments will "stack" if more than one would apply to the same click.

Understand match types and how they behave. Broad, phrase, exact, modified broad match.

ROAS - return on ad spend - the bottom line - the benefit to your company needs to be greater than the cost of the ads.