Rather on reach, CTR or a low CPM

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5. Gain insight into the quality score
Google AdWords works with quality scores and that is the most important way to quickly gain insight into the quality of the campaigns. Each keyword is given a quality score: the higher the quality score, the better a keyword performs. A high quality score results in higher positions at lower costs.

A high quality score is achieved by, among other things, a high CTR (click ratio), a good match between keyword, advertisement and landing page and a high speed of your landing page. Make sure that you as a client are always reported by your agency on quality scores. Be critical of keywords with low quality scores and discuss with your agency whether it makes sense to continue using these keywords.

6. Focus on conversions
conversionUltimately, it is of course important that you achieve concrete results with your Google AdWords campaigns. Think of a sale, a lead or a download, for example. Make sure that this is measured together with your agency and that you are reported on the returns of the various campaigns and ad groups. Discuss the less performing campaigns and ad groups and remain critical about whether or not you want to continue using them.

Of course, you can also use Google AdWords to run campaigns that are focused on branding. In those cases, you do not focus on conversion, but

7. Ensure automatic optimization
Google AdWords offers various possibilities for automatic optimization. Your agency then has less to turn the knobs and therefore has more time to, for example, coordinate the strategy with each other. Good possibilities for automatic optimization are, for example, improved cpc, the conversion optimizer and automatic campaign optimization. Ask australia phone data your agency if this can be used for your campaigns, so that you can get more out of your campaigns with less time and lower maintenance costs.

8. Activate ad extensions
coupon

Google Adwords offers more and more ad extensions. These are nice extensions to well-performing ads, such as extra links under your ads (sitelinks), a Google Maps card, a phone number and discount coupons. Ask your agency which ad extensions exist and whether they are also activated in your situation. There are no extra costs for showing ad extensions and it can yield a lot.

Managing an agency is never easy, but with a complex subject like Google AdWords it can be extra difficult. Unfortunately, there are still agencies that do not work transparently enough. Hopefully these tips will help. Do you have any tips or practical experiences.