PPC Optimization Guidelines
CREATE YOUR CAMPAIGN (Build your Ad, define Keywords, Bid)
You may not know if specific keywords or targeting options will work, but you can always adjust when you see how it performs.
OPTIMIZE YOUR CAMPAIGN
Once your ad runs for a few days/weeks you will be able to see what is working and not working by analyzing your campaign’s data. Only then can you actually optimize.
Adjust Your Budget
If you’re meeting your maximum daily budget early, you’ll want to adjust your bids for your most expensive keywords. If you have the opposite problem, try increasing your bids or adding keywords.
Optimize Your Keywords
Open up a keyword report and sort it so that you can easily see how each keyword is helping you. If a keyword is not bringing you closer to your PPC goals, delete it or lower your bid. Increase bids for high-converting keywords.
Build a Blacklist of Low-Performing Sources
Maximize your budget by building a blacklist. Now that you have a list of your low performers, clone your original campaign. Make sure to also add them to the original campaign’s blacklist.
Decide What to Advertise
You’re probably going to need to tweak what you are trying to sell based on the volume available around keywords that resonate with that product.
Write Your Ad
Use a headline that grabs attention. Use the description to give more information on your offer, and make sure your call-to-action is strong enough to close.
Set Your Budget
Enter your daily campaign budget, to ensure this budget aligns with your short-term and long-term CPA goals.
Target the Audiences You Need
Make sure your location, device, and time targeting is set so that you’re reaching the right people at the right moment, in the right place.
Select Your Keywords
Avoid wasting spend on uninterested searchers by setting exact match and negative keywords.
Determine Your Bids
Bid more on keywords that you expect to have a higher CTR (click through rate), like branded and exact match. If you’re not sure what results to expect from a keyword, allocate less spend to it at first.
Set up A/B Testing
If you’re testing multiple ads, set an ad rotation that ensures you’ll get sufficient data on each.
Check On Your Tests
If you’re A/B testing something like your headline, description, call-to-action, or display URL, check to see how each version is performing.
Turn On Your Campaign!
Constantly continue to be optimizing and improving your campaign for the best results.