ppc optimization

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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