What can I do in the Manage tab?
Under Manage, you’ll find Campaigns and Campaign Groups. Use these tabs to solve common account management issues: view and compare large amounts of data, see new metrics, organise your campaigns by target or conversion type, and more.
Campaigns brings together every campaign, ad group, keyword, and ad in a single, unified table. Select a date range to see a wealth of data, from impressions and CPCs to quality scores and average ad position. Click the Filters button to add in smart calculations, like the percentage difference between CPA and Target CPA.
Learn more about how we approached the creation of the Campaigns interface here.
To get the most accurate suggestions in Opteo, we advise setting up Campaign Groups. It will only take a few minutes, but it will feed valuable extra data into Opteo’s improvement engine and drive more useful recommendations.
You may recognise the concept of campaign groups from the AdWords interface, but Opteo’s version runs a little deeper. While AdWords' campaign groups allow you to organise campaigns by theme, these groups have no implications on data breakdowns in your account.
In Opteo’s Campaign Groups, you can:
- Group campaigns to reflect your account structure
- Select conversion types for each group
- Set CPA targets for each group
Why should I use Campaign Groups?
Knowing the ideal scenarios for each campaign means Opteo can better spot outliers, and give you the most appropriate, tailored improvement tasks.
Most AdWords account managers find that different campaigns have different purposes, different targets, and different conversion types. In short, Campaign Groups answers key questions for the Opteo improvement engine: what’s the ideal CPA for this campaign? And what conversion types matter for this campaign?
For example, imagine you’re working with an AdWords account for a cat-sitting platform, matching up cat owners with people willing to feed their pet whilst they’re on holiday. Your account might contain campaigns targeting cat owners looking to make a booking and campaigns for the cat sitters looking to apply to the platform.
Imagine it’s easy to get cat sitters to sign up, so the average CPA of those campaigns is very low. Getting cat owners to sign up is more difficult, so the average CPA of those campaigns is much higher. Blending the data from both these campaign types and using it as a benchmark will be misleading — cat owner campaigns will be flagged for comparatively high CPAs, when they may actually be doing well.
By organising your account into Campaign Groups, you can set relevant conversion types and CPA targets for each group of campaigns. In our example, you could do a group for cat sitter campaigns and a group for cat owner campaigns. This way, improvement tasks can use the information specific to each campaign group and advise more relevant bid adjustments, keyword management moves, and budget changes.
Here are a few more examples of common campaign groupings:
- Branding vs. non-branding campaigns
- High-value items vs. cheaper items
- Location targeting taking into account domestic shipping vs. international shipping
In each of these cases, different campaigns have varied CPA targets and possibly distinct conversion types (“booked cat sitting” conversion vs. “filled cat sitter application form” to continue our example).
Organising your campaigns into groups also makes Opteo’s Performance tab more useful. Hit the Filters button to choose which group’s data set you’d like to see in Graphs, Segments and Table to get a precise understanding of how the account is performing.
See Setting Up Campaign Groups for more info.