As I am sure you already know, Google AdWords is Google’s advertising platform. It provides companies with three payment options for advertisements displayed on Google.com and its partner sites. These payment options are pay per click, pay per impression, and pay per conversion. Google AdWords can be a highly effective and cost efficient marketing strategy. However, if you don’t know exactly what you are doing, it can also be an expensive nightmare with little, if any, results. If you are new to AdWords, experimenting could be a costly mistake. Fortunately, there are several tools that can help. These services will optimize your campaign while reducing the time you spend on research. Here are the top three tools to enhance your Adwords campaigns.

Google Conversion Optimizer

Google Conversion Optimizer is a free tool provided by Google. It requires Google Conversion Tracking to work, but it is very easy to turn on and use. In fact, there are no new interfaces to learn. Conversion Optimizer works best for advertisers whose primary goals are conversion or other direct responses. The goal of Conversion Optimizer is to get you the most conversions for your advertising budget. It works by using algorithms to predict which clicks are likely to be the most valuable for your company. It then uses these predictions to set higher cost per click bids for more valuable clicks and lower cost per click bids for less valuable clicks. As a result, your ads are shown where you are most likely to get the most conversions.

So, how exactly do you put Google Conversion Optimizer to use? Look at your Conversion Tracking data to find your current realized cost per conversion and use that information to set a target cost-per-acquisition (CPA) bid. Your CPA is the average amount you want to pay for each conversion. Conversion Optimizer then finds your optimal cost-per-click (CPC) bid for your ad every time it is eligible to appear. Using Conversion Optimizer you no longer have to adjust your bids manually to reach your advertising goals.

AdWords Campaign Experiments

AdWords Campaign Experiments (ACE) is a Google tool that allows you to test changes to your ad campaign on a small section of the actions in which your ads appear. In other words, you can test changes to your keywords, ad groups, bids, and placements BEFORE you make the changes permanent. The results will help you make more informed decisions, which will result in a better return on your investment.

Google Analytics

Google Analytics is the most widely used website statistics tool today. In real time, it tracks visitors from search engines, social media networks, referring sites, and direct visits. It also integrates directly with AdWords, which allows users to review online campaigns by tracking advertising statistics. You can determine how well your ad campaign is performing in terms of sales and lead generation. You can also find out how often users download a file from your website or view a particular page.

Knowledge is power, and the aforementioned products give you knowledge. These are the top three tools to enhance your AdWords campaigns.

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