Last week, I learned about AdWords Scripts and how automation can save you time and effort towards interpreting your activity. This week I wanted to explore another aspect that is available in Adwords called Labels. This is a function that I had seen a lot of chatter on this lately, and wanted to know for myself why this could be useful to me.
Labels allow you to place a label or title on every part of your pay per click campaign, from keywords to ads, to ad groups and even campaign names. The first time I read about this, my thought was that this was another way to spend more time than I wished on a function that I might be able to do without. After I started to implement it myself, I saw the light.
I have a client who has campaign targeted to specific cities in the U.S., as well as campaigns targeted for the entire U.S. They have a combination of branded and non branded terms, separated into ad groups, each with competing ads rotating constantly. This is a mammoth project to try to interpret efficiently. I needed a way to look at this information from a global perspective in order to save time and make better decisions. Labels have now made it that much easier.
I dove into the account, starting at the keyword level first, because I wanted to separate and compare branded against non-branded keywords. I first used the Search bar to set aside all keywords containing the brand. I soon realized that it was contained in several variations. I also saw that in order to get more insight, I had to further filter the non-branded keywords to truly understand how each functioned. So I created labels for every keyword theme in the account, under each ad group. A portion of the report I generated is below:
This helped me to understand which terms were successful for us, and what opportunities are available. This was the kind of insight I needed. That was one level. I then organized the ad groups by keyword. Each ad group is tightly themed to the keywords they contain, so I was then able to correlate keyword activity to ad groups.
In the Ad Group Label List, I am able to see which ad groups converted the most, in which campaign, and the ir impression share, or how often our ads were sent to search results pages. Again, this tells me more about the activity of the campaign, which ad groups could have their impression increased, which ad groups were most expensive, and had the highest click through rate.
I was even able to add labels to the corresponding ads in order to see which ads were most successful at attracting clicks, their click through rate, as well as which campaign they were in, and ad group.
Once my labels were in place, I was able to generate these reports by label, and can be further filtered based upon my needs or what insight I’m trying to glean from them. I know now that I can use this function to better manage my campaigns, to make more informed decisions and to cut down on the time it takes to make necessary adjustments. The massive amount of information I deal with weekly had to be distilled into a form that I could more easily approach. We are responsible for showing attribution to our clients in the least complicated ways possible. These labels provide a global view that I had been lacking.
I would recommend anyone who is managing several accounts at once to install these in their own interface. You can learn more about these through Google’s support: (http://support.google.com/adwords/answer/2475865?hl=en) or from this helpful blog by PPC Associates (http://www.ppcassociates.com/blog/google/adwords-labels-why-i-love-them-you-should-too/)
Labels are not just Post-Its on computer screens anymore.
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