Advanced settings for Google Campaign management

One reason why many advertisers using Google campaign management may not be running their ppc management campaigns as efficiently as possible is due to a lack of knowledge of the different options that are available when setting up a campaign in Google. You might be aware of the basic features, like the keyword research tools. However are you aware of some of the more advanced features that Google management offers?

Here's a list of several of the most important options that can affect your campaign that you may not be aware of. Every one of them determines how often your ad is shown and by whom, therefore they have a major effect on how much money you spend on clicks.

1. Manual bidding - the setting was formerly known as "set maximum limits". This is how most Adwords accounts are set up. What this allows you to do is set the maximum out you willing to pay, per click, for any keyword in your campaign.

2. Conversion Optimizer - If you are using Google conversion tracking code to track your leads or sales, this feature is available to you, if you have enough traffic and sales. You decide how much you're willing to pay for an "action" and Adwords automatically bumps your bids up and down to optimize the performance on a keyword level.

3. Budget Optimizer - using this feature, you can tell Adwords how much money you want to spend each month, and then you can let your account sit. Adwords will then automatically manage your account to generate the most possible clicks, within budget.

4. Preferred Cost Bidding - this setting allows you to choose the "average" price you desire to pay per click. Adwords then chooses your bid prices and makes sure that it equals what you set. This doesn't mean that your bids are going to be the average amount or less, some will exceed the

To maximize profitability inside of your average campaign, the best option is to select manual bidding. The key secret you need to remember is that not all keywords are worth the same amount!

As such, you want to manually control the bidding on all your major keyword groups so you can identify which keywords are making you money and which ones are costing you money. Manual bidding is the ONLY option that allows you to do this.

Using the Budget Optimizer is probably the biggest waste of money out of the options that we've covered so far. It's really a lazy way to Adwords and you pay for this laziness. Simply selecting a monthly budget and letting it roll, will only ensure that your money is spent, not that you get a decent ROI.

Using the conversion optimizer and preferred cost bidding has its place, if you know what you need to pay to stay profitable.

These are four of the advanced options in Google Adwords that are mostly unknown. Use them wisely and maximize your profitability and ROI!

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