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Lessons Catalog
Lesson 7a: Account Performance Tools
Campaign Optimizer
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Objective: Learn how to use the Campaign Optimizer to get a customized proposal for improving your campaign's performance.
The Campaign Optimizer uses Google's advanced technology and experience with AdWords ads to your advantage. The tool automatically analyzes your campaign (including your budget, keywords, ad text, and landing page) and generates a proposal to improve your campaign's performance. You can then review the proposed changes and accept the ones you want to apply.
Here's more detail about how we analyze your campaign:
- Budget analysis. We assess your campaign history to determine whether you've missed ad impressions due to a low budget. If we find this is the case, you'll see a summary of the clicks and impressions you could be getting, along with a budget proposal.
- Keywords. We automatically analyze your landing page and the current performance of your keywords to determine what is or isn't working well for your campaign. For each ad group, we use this information to propose changes to your keyword list. Changes may include:
- Adding new keywords
- Deleting poor performers
- Changing keyword matching options (broad, phrase, or exact)
- Adjusting cost-per-click (CPC) bids
- Ad text. The Campaign Optimizer automatically reviews your ad text and may propose small changes in capitalization or punctuation. These changes are based on optimization tips we've found to be successful
We're aware that you know your business best. In order to ensure the success of your campaign, please review the Campaign Optimizer's automated proposals carefully. Some of the proposed changes may not suit your advertising goals, so only accept those changes that you like.
Follow these steps to use the Campaign Optimizer:
- Sign in to your AdWords account at https://adwords.google.com.
- Click on the name of the campaign you want to optimize.
- Click Optimize Campaign above your ad group table.
- Click Get Started after reviewing the introductory page.
- Review the campaign-level proposal (if present) and choose the action you wish to take.
- Click Save and Continue to view a list of your ad group proposals.
- Click Review to see detailed proposals for an ad group.
- Follow the instructions in the Campaign Optimizer to review the remainder of the ad group proposal.
- Click Apply Changes and Continue when you're finished with the ad group.
- Repeat steps 7-9 for any remaining ad groups.
A few additional tips for reviewing your proposal:
- Don't navigate away from the proposal until you're finished with it. If you exit the proposal before applying your changes, your proposal will be lost.
- Review your proposal carefully. The proposal is automated, so some changes may not be relevant for your campaign.
- Check the Approve box next to the changes you like. Only changes that you approve will be applied to your campaign.
- You can also access the Campaign Optimizer from the Tools page on the Campaign Management tab. Click Campaign Optimizer, then select the campaign you want to optimize.
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