Once you have set up your PPC account, it is important to continually optimize the account. Imagine buying a brand new home. You put so much work into it, you wouldn’t want to neglect it for the rest of the year and let your investment go down the drain! You would need to maintain it over the years in order to prevent that.
Just like you wouldn’t do that to your brand new house, you should not do this to your PPC accounts. Optimization is basically maintenance on your PPC account.
It increases relevancy of your ads to the searcher by preventing irrelevant clicks
It increases performance and quality of the account
There are many ways to optimize your account; below you’ll find some of the most common ways.
Optimizing at the Campaign Level
When you optimize a PPC account at the Campaign Level, you are looking at the account very broadly and seeing if there is anything within the data that you can quickly manipulate to increase the performance of your account. Here are some ways to do that by adjusting the settings.
One of the easiest ways to optimize at the campaign level is through the settings. You can click on the “Settings” tab in AdWords and then adjust things such as device and locations.
From there, you can easily see the locations where your advertisement are showing up, the dates and times your ad is showing up, and even the devices your ads are showing up on. You can review the data and make decisions based on that.
Moreover, you can control each campaign’s budget. This will allow you to decide how much you want to allocate to each product or service.
Optimizing at the Ad Group Level
The next level that you want to look at is the ad group level. In order to see if you should create new ad groups, you should take a look at the keywords that are targeting your ad. You can do this by looking in the Search Terms Report. The arrow in the illustration below shows how you can get to that report.
Once you have reviewed the report and have an understanding of what people are searching for, you can decide if there is anything that people are searching for that may you may want to consider creating a separate ad group for and expand upon those selected keywords.
One of the main reasons account optimization is important is to keep ads as relevant as possible to the user and to expand upon your current account. A higher relevancy generally increases the click-through-rate, quality score, and conversion rate!
Optimizing Your PPC Ads
Next, you will want to look at your advertisements. If you are not already testing multiple ads, you need to do that right now. In the long run, you will be able to see what users are more likely to click on.
You can test new ads by testing a number of things. This may include:
New calls to action
New benefit statements
The display URL
Optimizing at the Keyword Level
Another way to optimize your account is by optimizing the keywords that you are targeting. In addition to taking a look at how each one of your targeted keywords is performing, you will want to take a look at the Search Terms Report again.
This time, you will be looking for keywords and negative keywords to add to your keyword lists. This will help to increase relevant traffic and eliminate irrelevant traffic.
Once you are done taking a look at the Search Terms Report, you will want to look at metrics such as:
After you take a look at those metrics to evaluate the results, you may want to pause underperforming keywords or maybe even increase or decrease bids. You may find that some keywords need to be added or paused and maybe even have their bid either increased or decreased.
Sign Up for Google AdWords Campaign Management
Google AdWords is a self-service platforms. You don’t need to hire a professional PPC company to set up and manage your PPC campaign. However, most small business owners lack the time, expertise, and tools required to maximize ROI. Even if you don’t understand the complexity of AdWords, you should still have picked up on one thing from this page—Blue Corona does. We specialize in all aspects of online marketing for small to medium sized businesses.
Contact us today to get started with Google AdWords or to have us analyze your current campaign.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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