Do you look at your PPC account on a daily basis? Weekly Basis? Or not at all anymore because you can’t bear to see the ever decreasing conversions and increased costs? It’s time to dive deeper and possibly revamp your account. The days are gone where you can just throw up hundreds of keywords and start to see conversions. You need a strategy. These five simple tips should get you well on your way.
1. ALL Brand Terms Should Be Put Into One Campaign
Brand terms are exactly what you think: any term that includes your brand name. If they are interspersed throughout your entire account, you are probably compromising your reporting. Put your brand terms into one campaign, and even consider separating them into their own ad groups based on the categories they represent. This way, you can ensure you are tracking your most popular terms correctly AND sending potential customers to the most relevant pages.
2. Turn Off Broad-Match When Possible
When your entire account is set up on broad match terms, you are setting yourself up for excessive cpc costs. Broad match terms allow for clicks that will have little to no value to you. Find your top performing terms and list them in phrase and exact. This way, you can ensure you are getting the most relevant clicks, which will give you the most for your money.
3. Test. Test. Test.
When is the last time you took a look at your ads? When is the last time you checked your landing pages? Test out different sets of ad copy to find the one that works the best. Then, test again after a few weeks. Check your landing pages and test out which one gets the most conversions. Always test as much as you can! You never know, you could increase click-through-rates and conversions more than you even thought possible.
4. Thoroughly Organize Your Campaigns.
It’s a great start to organize your campaigns based on site navigation. But what happens when you see one campaign or adgroup drastically out-performing, or even under-performing the rest? Take a closer look and break it down even more. It’s better to start thinking about organizing your campaigns based on performance. You’ll have an easier time optimizing the campaigns in the future.
5. Check Your Query List
So you think you thought of all the possible keyword combinations that work for your company? Think again. If you’ve never checked your search query report, then you could be missing out on one of the most important tool available. You may just find tons of keywords you would have never thought of before. What you may even find are keywords that you would rather not be showing up for. If that’s the case, then start to build out your negative keyword list. Don’t undermine the power of your search query list.
Utilize these five tips, and you are on your way to a more successful PPC program. Remember, PPC is all about relevancy. The more relevant your keywords, copy and landing pages are, the better performance you will see.
Do you have a favorite PPC tip that works for you? Share it with me in the comments.