Optimizing and Testing Campaign Performance
While it may appear obvious which areas of an ad campaign require attention, it is the steps we take and/or the process we use to change or improve that area that deliver the most benefit and qualify us as one of the most unbeatable PPC Management companies.
It is important to note that we cannot directly affect all metrics through campaign management. In fact, it’s only possible to directly affect these four variables.
- Impressions
- Average Cost Per Click
- Click Through Rate
- Conversions
Affecting Impressions
- Cost Per Click Bidding Strategies
- Deleting Non-performing Keywords
- Selecting Keyword Match Types
- Selecting Long-Tail Keywords
- Adding Negative Keywords
- Utilizing Dynamic Keyword Inserting if Necessary
Affecting Average Cost Per Click
- Adding User Intent Long-Tail Keywords
- Raising and Lowering Keyword Bids Accordingly
- Improving Ad Copy and Creating More Relevant Copy
- Adding Negative Keywords at Ad Group or Campaign Levels
Affecting Click Through Rate
- Raising and Lowering Keyword Bids
- Utilizing Dynamic Keyword Insertion
- Testing and Improving Upon Ad Copy and Removing Under-Performing Ads
- Adding Negative Keywords
Affecting Conversions
- Creating User Intent/Quality Ad Copy
- Improving Landing Pages to be More Relevant
- Driving Traffic to Specific URLs
- Utilizing Both Ad and Site Call-to-Actions
- Adjusting Bid Strategies
- Adding Negative Keywords
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