Learn to Love Keyword Labels
Welcome back to the Efficiency Optimization Series. As noted before, we will be posting a series of articles dedicated to optimization techniques across different digital marketing platforms. The first article dealt with negative keyword optimizations. You can read that article here. Today's article will deal with a completely overlooked, but powerful feature, labels.
According to Google, “labels are a quick and useful way to organize your ads and campaigns. With AdWords Editor, you can add any combination of labels to campaigns, ad groups, ads, and keywords, and then filter by label.” While true, labels also provide a useful tool to improve the overall efficiency of your campaign. We will specifically address keyword labels in this article.
Search keywords are the heart of any PPC campaign on the search network. Therefore, it is crucial to understand how to manage keywords towards efficiency. This includes pausing keywords and adjusting keyword bids to improve or lower average position. But, labels provide a way to use keyword match types to our advantage. As we know, there are basically four keyword match types. There are broad, modified broad, phrase, and exact match keywords.
Step 1: You should create labels at the keyword level, based on match type. Click here to read the Google AdWords support article detailing how to create labels in the new AdWords interface. I recommend using the following labels; Broad, Modified Broad, Phrase, and Exact. Depending on your campaign structure, you might want to further stylize the label based on location, service, program, etc. For example, if it is a plumbing campaign within the account, you could add keyword labels, such as, Plumbing - Broad, Plumbing - Modified Broad, Plumbing - Phrase, and Plumbing - Exact. Do this with ALL keywords in your account.
Step 2: You can find the data related to these keyword labels under the Reporting icon in the new AdWords interface. Here is how you access that data:
- - Click the Reporting icon. This is the icon at the top right of the page between the words "GO TO" and the Wrench icon.
- - In the drop down menu, Select Predefined Reports.
- - In the drop down menu, Select Labels
- - In the drop down menu, Select Labels - Keywords
Step 3: Now you know how to access the data. It is time to learn how to use said data. Assuming that conversion tracking is set up properly, you will be able to determine what keyword match type is driving the most conversions. You simply allocate additional budget to that keyword match type. Simply put, you feed what works and starve inefficiency. You can also use this data to know what parts of your keyword list need your attention due to inefficiency. As a note, you can also create campaign, ad group, and ad labels.
Final thought: This is, by no means, a magic bullet. It is just another tool in your campaign management tool belt.
If you have further questions, or you want assistance with creating, and using, keyword labels, feel free to reach out to us. We would love to work with you to make your campaigns more efficient.
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References
Google. (2018). About negative keywords. Referred from https://support.google.com/adwords/answer/2453972?hl=en on March 7th, 2018.