4 Key PPC Optimization Tips
May The Fourth Be With You
With Star Wars fans celebrating everywhere on this 4th of May, we felt it was fitting to breakdown four key PPC optimization tips across Google AdWords. There is only so much time in the day and when you are managing many accounts at once, it is important to know what your top optimization tactics are that have the greatest impact on account performance. You typically start making small tweaks here and there when an account first launches, but you begin to find what changes have the greatest impact as you gain more experience. So without further ado, here is four PPC optimizations to get the greatest performance out of your campaigns.
(1) Device Bid Adjustments
It’s no surprise that mobile has taken over the online search industry. But what can be a shock, is the fact that mobile traffic behaves differently of your site compared to desktop traffic. When users click to a mobile site, they want to navigate using features natural to a mobile device (swiping, scrolling, clicking). Filling out a long form is not as simple on mobile as it is on a computer so if your main conversion method is filling out a form, you may not get the same results as you do on desktop. AdWords allows you to bid up (or down) depending on what device your ad is being shown on. An easy and impactful way to boost performance is to check out your performance by device and adjust bids accordingly.
(2) Day Parting
Performance can also vary depending on the time of day the ads are being clicked. AdWords provides great insights on how metrics differ based on day of week or hour of day. If you find a campaign under-performing, check out performance by time and bid up or down when you see performance peaks and valleys. This can also be very beneficial if you are working with smaller budgets where you can cut costs by only showing ads during the times performance is best.
(3) Check out the Search Term Report & Add Negative Keywords
Depending on what keyword match type your campaign is using, a lot of inefficiencies can be found in irrelevant search terms off broad keywords. A lot of marketers will start with broad match modified keywords in order to add in long tail keywords that prove successful. But keywords you didn’t intend to match with can also slip in here so it is important to keep an eye on what search terms are driving most of the clicks and add any negatives for traffic you don’t want. A classic example of this would be the keyword +glasses +for +sale, if you are selling eyeglasses. Your ad would eventually be triggered for “wine glasses for sale” or “drinking glasses for sale”. Adding in these negatives is a quick and easy way to make sure all of the traffic getting to your site is relevant.
(4) Pause Inefficient Keywords
If you have gone through all your search terms and still have a keyword under-performing, it may be time to pull the plug and completely pause it. I like to sort keywords by CPC or CPL and see if the keywords spending the most money on are also bringing in the most conversions. It is important to have a good balance of keywords in your campaign. If those high CPC keywords just aren’t providing results, your budget may be better spent elsewhere. It is important to remember to give keywords enough time to gather an appropriate amount of data before deciding to pause. I like to give them at least 20 clicks before making a decision on whether to adjust bids or just completely pause.
So there you have it Star Wars fans! These are a few of the many optimizations we go through in order to get the best performance out of your campaign. Get that winning formula for your campaign and bring home the victory in online marketing for your empire.