Normally those of us who manage SEM campaigns as part of our day to day life suffer from “platform blindness”, that is, we stick to the data that Adwords provides us in its own way. But there is a world of tools and accessories designed to see more than what the platform allows us.
With them we can understand or how to extend them to other locations, to Display campaigns or to know what the competition is doing.
Here some of them:
- : The quintessential spy. It will help us study the words that the competition uses, the words that we already position through SEO and which ones we should reinforce in Adwords, analyze positioning against the competition and terms with the highest search rates.
- : Some of its functionality is similar to Semrush, but we use it to create the initial campaign planning based on suggested terms and bids. It is very useful to launch a first estimation of the necessary investment and expected results. Then we enrich the selection and type of matches with the other tools. On other occasions, they serve us to expand Kws in .
- : the older brother of Adwords. We find it essential for massive modifications or in-depth reviews of campaign configurations. For example, if we have to include many populations to the geographical segmentation of each campaign, with the Editor we will do it easily by cutting and pasting, in Adwords it would be an endless task.
- : the tool still in Beta phase that Adwords is developing to create reports in real time. It has more and more connections for different tools and it is very useful to create graphs that are easy to analyze. For example, the results obtained by devices, the conversion funnels or the impressions lost by campaign.
- : Ideal for getting new segmentation ideas in this type of campaign. It is very useful for us to enter the client’s url and analyze the recommendations that it suggests.
- : It is a very little known Google tool with which you can investigate the level of searches and the cpc of your kws. It is about entering the target word and it will give you the results for its translation in a long list of countries. It is interesting for international companies or those considering starting this type of campaign outside of Spain.
- : A creator of landings for those who do not know programming. With a Photoshop-like interface and easy integration with content managers like WordPress, Unbounce is an easy solution for creating landing pages for your campaigns. You can create responsive designs and even a different version for mobile thanks to its templates by objective and campaign sector. With it, you will surely improve the conversion rates of your clients and .
Adwords increasingly provides more estimates, experiments and forecasts internally. And all this, without mentioning the possibilities of the scripts () that we told you about recently.
We recommend you try some of the tools and combine them with the ones you currently use, seeking the balance that allows you to get to know your campaigns well without it becoming a cumbersome task.
And what tools do you use? Are the ones we have discussed useful to you?
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