There are so many ways to optimize campaigns, here are some suggestions.
1. You can break out your broad and exact match keywords and place them into their own ad group, and negative exact match the keywords in the broad ad group. This will prevent any bleeding between match types so you know that any traffic going into your broad or exact match ad group is in fact that match type.
2. Another to look into is ad scheduling. Depending on the business model, each PPC program may perform very differently depending on the day of week or time of day, and it’s always a good idea to bid more during times that perform well, versus saving some money during off hours. Just be sure you have enough historical data or research to make the judgment of lowering or raising your bids.
3. Creative optimization is also an important one. Other than the usual of making your ads enticing, test multiple ads in your ad groups with the same landing page. Setup ads to be displayed evenly and review the performance of each ad over a period of time. In conjunction with some of all of the above, you can have one keyword per ad group structure so you have the most optimized keyword-creative pairing. If you’re taking this approach on an existing ad group, remember to keep the best performing keyword/creative pair in the existing group and move out all the other keywords to preserve the quality score.
- Sam
Answered: Feb 4, 2010 - 12:59 pm EST What do you think?