<< by on November 29th, 2012
Google heard the cries from search marketers buried under mountains of data and responded with a wonderful and flexible solution: labels. Using labels, AdWords users can essentially assign tags to campaigns, ad groups, keywords, and ad copy. These tags allow users to slice and dice account performance data for all items marked with these tags. Being the analytics geek I am, I was excited to start slapping tags on everything in the hope of finding new perspectives on account performance. After calming down a few months later, I have put together the following seven practical ways to turn AdWords data into actionable information.
1. Monitor promotional campaigns and ad copy
Just launched 5 new campaigns for your pet holiday costume line? Monitor seasonal product performance separate from year-round product performance with labels.
2. Manage Budgets for Separate Pools of Money
Along the same lines as the example above, whether you need to manage separate budgets for seasonal campaigns or you manage individual budget pools year-round, assigning labels to these campaigns can help keeping track of budget clean and easy.
3. Group Common Themes Across Campaigns
It is best practice to separate campaigns by logical theme, but what if there is a secondary theme that runs consistent across multiple campaigns? As shown in the example below, adding a label for “polka dot sweaters” will allow you to view performance from that angle as well.
4. Test Ad Copy
Ready to test your top performing ad copy against something new? Add labels to both your original ad copy and your new ad copy to easily compare performance results across ad groups and campaigns.
5. Monitor Ad Copy Performance by Call to Action
Assign labels to each ad copy according to the call to action. Of course there are many factors that play into CTR and conversions, but test this out for yourself to see if you can find any interesting trends.
6. Monitor Comprehensive campaign success across Targeted Devices
Are your campaigns separated out by the device they are targeting? Throw a label on each campaign according to the campaign type to view how the effort is performing overall.
7. Note Keyword Bid Adjustments
Do multiple users manage your account? Avoid redundancy in bid adjustments by making a note of the bid adjustment and date.
These are just a few ways labels can provide actionable information. Have AdWords labels made your life awesome? Share how you use them below or find me on Twitter @CaseyDavenport.