11.2. Optimizing Your Ads
Once you've determined that there are specific Ad Groups that need improvement, either by monitoring CTR statistics or by using the Ads Diagnostic Tool, Google provides a number of tools you can use. It's in your interest to try to improve your targeting, because more focused matching means that the most appropriate prospects see your ads and your CPC goes down. A good place to start honing your keywords is the Keyword Tool .
11.2.1. Keyword Tool
You can open the Keyword Tool in either of two ways:
Figure 11-10. You can open the Keyword Tool from the Tools window to experiment with keywords generally
Figure 11-11. When you open the Keyword Tool from an existing Ad Group, more specific, similar, and additional keywords to the ones already targeted by the Ad Group are suggested
A goal of keyword optimization is to make sure that your ads will run according to the Ads Diagnostic Tool. For example, consider the ads shown in Figure 11-6 that were not displayed in response to the search query "digital photo blog". It makes sense to use the Keyword Tool to get these ads performing better.
You can run the poorly performing keywords for the ads that failed the Ads Diagnostic Tool through the Keyword Tool, as shown in Figure 11-12, to generate a long list of alternative suggestions.
Figure 11-12. Running failing keywords through the Keyword Tool is the best way to start coming up with better alternatives
The problem with the first ad shown as failing the Ad Diagnostics Tool in Figure 11-6 is a broad match with the phrase digital photography. Deleting digital photography and replacing it with exact matches [digital photography tips] and [digital photography techniques] improves the CTR for this ad.
The problem with the second ad shown in Figure 11-6 is the broad match targeting with photo blog and photo blogging. The Keyword Tool makes lots of suggestions, but most of them are not appropriate (for example, erotic photo blog or blogspot). CPC for this ad might be improved by dropping the keywords related to blog and focusing on keywords related to digital photography. However, that would actually diminish the relevancy of the advertisement, which is attempting to drive traffic to a photo blog. The recommendation here is to live with a low CTR and increase the likelihood of ad placement on search results pages by increasing the maximum CPC you are willing to pay.
11.2.2. Estimating Traffic
The Traffic Estimator is best used to get a quick idea of how keywords will perform and how that performance will impact the cost of running an Ad Group, without actually adding the new keyword(s).
To open the Traffic Estimator, with the Content Management tab open, click the Tools link, followed by the Traffic Estimator link. In the Traffic Estimator window, shown in Figure 11-13, enter the keywords you want to investigate, as well as a maximum CPC, language, location targeting method, and countries to target.
Figure 11-13. You can enter the amount you are willing to pay for a click through or let Google suggest a value, and Google will give you a traffic estimate for the keyword
Click Continue. The Traffic Estimator results screen, shown in Figure 11-14, gives you an idea of the average position, clicks per day, and cost per day you can expect, given the keywords you entered and the maximum CPC you specified.