PPC Activity Review
How is your PPC Campaign coming on??
Need to inject some change??
Here are a couple of quick tips that might help :)
Review your ad copy
Upgrading decent ad copy into fantastic ad copy almost always leads to better campaign performance, driving more sales and increasing conversions. In my opinion, itts some of the lowest-hanging fruit around.
In prospect audits, we almost always find ad copy that is lackluster or that simply hasnt been tested or updated in a while. Here are some easy ad copy suggestions to get you started:
Ensure all ads have the two-headline (expanded text ad) format. Its easy to overlook ads which may still be using the old format, especially in large accounts. While auditing prospect campaigns, we are still seeing many with one-headline ads, so be on the lookout for this.
Explore extensions. We like that extensions allow ads to include more information, but we really like them because they make ads more visible and, as a result, more likely to get clicked. We also like that the larger ad units can push competitors farther down the page.
For a long time, the old mobile-only ads were still performing well in campaigns, but that no longer seems to be the case. As these ads are no longer performing as well for us, we’re removing them from campaigns. From a management perspective, its easier to manage ad groups when there are fewer ads in them.
Review your bidding strategy
I also recommend reviewing bidding strategy. One of my tips is to review bidding rules, as there’s always room to improve and/or enhance them. I use the data I extrapolate from reviewing rules to help make decisions and create new rules.
In my opinion, itt’s important to examine campaigns to see what is actually happening and then enhance or create new rules so they work specifically for your advertising goals.
We get the biggest bang for our buck with these rules:
Reduce bids for keyword with high CPAs.
Increase bids for converting terms below X position (usually 3.5 or greater).
Decrease bids for non-converting terms.
There’s always room to expand parameters or add new parameters. You may also decide to create entirely new rules with tighter parameters.
Review your keywords
It’s also a great idea to review keywords. Continue to build out keyword lists and ensure relevant keyword terms are in the account. Google recently reaffirmed that 15 percent of all searches are new and have never been searched before. This has been the case for basically as long as the company has been around.
Also, with voice search, more keyword terms can be incorporated in accounts, as people talk very differently from the way they type. Currently, 20 percent of mobile queries are voice searches.
Also, make sure all match types are in accounts. It seems obvious, but we often find them missing, especially in large accounts. The Google keyword tool is good for this.