How To Use Optmyzer To Increase Your AdWords Conversions
PPC marketing is a fantastic way to boost your eCommerce business. However, this strategy is only as effective as the way you use it. In this Substack, I will show you how to use Optmyzer to effectively manage your eCommerce PPC ad campaigns.
Why use a tool like Optmyzer?
If you're using eCommerce ad campaigns to drive traffic to your online store, you're probably doing everything possible to ensure your ads are as effective as possible.
You've got a reasonable budget, a great landing page, and the perfect keywords, but is that enough?
Not quite.
Optmyzer is an incredible tool for managing your eCommerce PPC ad campaigns. It can help you:
Pinpoint new keywords that will attract more customers.
Find new sites where your ads will appear.
See how much each keyword or site costs per click so that you can adjust your strategy accordingly.
Continue reading to learn more about how to use this tool to maximize your PPC ad campaign strategy.
Set goals
Setting goals is an integral part of any PPC campaign. Goals are the measurable results you want to see from your ad campaigns, from increasing sales to driving traffic to a landing page.
Setting Goals in Optmyzer
To set goals in Optmyzer, click on "Goals" in the left-hand menu of your dashboard:
Select a goal type (e.g., Conversion Rate).
Determine how you want your goal measured (e.g., Cost per Conversion).
Enter an amount that represents what you consider a successful outcome.
Create an Ad Campaign
The next thing you'll want to do is create an ad campaign.
You can do this by clicking on "Campaigns" in the sidebar of your account and then clicking on "Create New Campaign."
Once you've created a new campaign, it opens in edit mode, where you can set up some basic settings for your campaign:
Name: Add a name for reference.
Budget Amount: How much money will Google spend on your ads each month (or year)? This number must stay consistent as Google uses this number when determining how many impressions they should serve per day based on historical data from other advertisers with similar budgets and similar keywords targeted by those ads. For instance, suppose one advertiser has set their monthly budget at $100 per month while another has set theirs at $1k per month. As a result, even though both advertisers may target similar keywords during different parts of the day (e.g.., lunchtime vs. after work hours) - there may be massive differences between how many times each advertiser gets seen by potential customers because one might get more exposure than another due to having higher bid prices being placed against them each time someone searches something related within their respective categories.
Analyze Ad Performance
Now that you've set up an ad campaign, it's time to analyze its performance. Optmyzer has several ways of analyzing ad performance to ensure your ads are getting the most clicks and conversions possible.
Campaign Performance Analysis: This report provides a glance at how well each keyword in your campaign is performing, including impressions, clicks, conversion rate (%), cost per click (CPC), average position, and CTR (click-through rate). In addition, you can see which keywords have been paused or disabled by clicking on their names. This report gives you a good idea of how many people saw your ads and whether they clicked on them--information that will help guide future ad creation decisions.
Ad Group Performance Analysis: This report provides detailed information about each ad group within your account so that you can evaluate which ones are working best for both clicks and conversions before deciding where additional budget should be allocated next month when creating new campaigns or expanding existing ones with new keywords/keyphrases based off what worked best last month.
Monitor Ad Impression Caps
Optmyzer allows you to set an impression cap for each ad group, the maximum number of times your ads will be shown in a day. This feature can be enabled by going into Ad Performance > Advanced Settings and selecting "Impression Cap."
Say you set your impression cap at 100 impressions per day for your campaign's first ad group, but a setting has yet to be made for other ad groups.
When Optmyzer sees that 100 appearances have been reached for this particular campaign's first ad group (and not all other campaigns), it will stop showing these keywords from running until tomorrow--or whenever we decide to reset them again.
Use the Optmyzer Recommendations Bar
The first step is to go to the recommendations bar and see what Optmyzer has recommended for you.
What can you expect?
You'll see a list of all the changes Optmyzer recommends making to your campaign, along with an explanation of why it recommends those changes.
You can then click on any recommendation for more details about how this change would help improve performance and reduce costs.
If an improvement seems worth trying, click "Add" next to its name to add it to your ad group(s)..
Manage Your Bid Strategy
Optmyzer allows you to easily control your bid strategy.
There are two main types of bidding strategies: Cost-per-click (CPC) and cost-per-thousand-impressions (CPM).
A CPC bid will pay for each click on one of your ads, while CPM pays only when someone views an ad.
The difference between these two options depends on the products or services you sell. Suppose you have high-value items that require more research before purchase.
So, using a CPC strategy may be better suited for your business model than CPM would be because it encourages people who are interested in purchasing something from you but haven't yet done so yet.
However, if most customers make quick purchases online without doing much research beforehand then using CPM might make sense since this type gives them more time with their eyes on the screen while considering buying something from me.
In conclusion
I hope my Substack has helped you better understand how to use Optmyzer to manage your eCommerce PPC ad campaigns.
Whether you're just getting started with paid advertising or have been working ads for years, there's something here for everyone.
If you have any questions about anything I touched on today, don't hesitate to reach out via email or social media--I love hearing from readers!