Post on 18-Jul-2015
PPC OptimizationTips & Strategies
March 7, 2014
Why Don’t Campaigns Perform?
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Poor Set Up
Huge Ad Groups
Bids Too Low
Poor Quality Scores
Need More Keywords
Not Enough Negatives
Bad Landing Pages
Dropped Ad
Position
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Keywords:
Search Query Report – Review to weed out negative traffic. Great resource to discover new keywords
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Keywords:
Negative Keywords – Growing the list of negatives should be an ongoing process as the campaign evolves.
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Match Type – Broad, Phrase, Exact and Modified Broad. Match Type Can Have An Effect On Quality Score. Consider Changing Broad to Phrase, or Phrase to Exact
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Keywords:
Keywords:
Max CPC – Consider bidding strategy against keywords. Underperforming keywords may require more aggressive bidding
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Keywords:
Filter
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Things To Watch Out For
Low Burn - Try adding additional keywords, update bids, update match types (Try Modified Broad)
Delete keywords that have no impressions or clicks
If keyword has lots of impressions but no clicks, is it relevant?
Keyword Quality Score
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For getting a good quality score
• Small relevant ad groups• Bids priced to show ads on first page• Keyword, ad copy and landing page
relevance• Compelling ad copy that gets clicks
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Quality Score
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Quality Score Cost Per Click Ad Position
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Ad Copy
Ad Copy Performance – Test different ad copy
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Ad Copy
A/B Testing – Take an ad and create a duplicate with one variable to test performance
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Ad Copy
Ad Extensions – Make sure you have call, site link and location extensions
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Ad Copy
Call To Action – BUY, SHOP, GET A FREE QUOTE, VISIT, CONTACT US
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Ad Copy
Dynamic Keyword Insertion
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Ad Copy
Mobile
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Campaign Settings
Distribution Networks
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Things To Watch Out For
Low Conversions
•Check the proxy numbers, are they working?
•Image replacement?
•Call Extensions?
•Add proxy header if phone number not prominently displayed
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Key To Success
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