1. Keyword Selection:
Only bid on keywords that are highly relevant to your product or service. This might be obvious, but as a PPC agency taking over management of existing AdWords accounts for new clients, it’s quite common to discover keywords that are way too vague, or don’t have much in common with the service or good that the client offers. Don’t make the mistake of wanting your ad to show for anything and everything, especially if you have a limited budget. Be selective with the keywords you choose.
2. Multiple Match Types:
Most PPC managers are aware of the top performing keywords in their campaigns, but they may be missing other qualified clicks if they are only utilizing one match type. Try using multiple match types of the same keyword in your campaigns. If your top keywords are only using exact match, then try phrase and monitor the ROI. If already using phrase match, then try using modified broad match and exact match. They AdWords Editor will show a warning in the system when you have multiple match types in an ad group, but it’s within Google’s guidelines, so don’t worry.
3. Conversion Tracking:
What gets measured, gets improved, or so the saying goes. So, create a conversion code script for your PPC account and tag your website’s confirmation page so you can get valuable data on whether or not a keyword is producing sales or leads. Do you have Goals setup in Google Analytics? You can import those to AdWords for even more conversion data. Your Google AdWords and Analytics accounts will need to be linked to enable this feature.
Google makes it easier than ever to show ads to visitors who have previously been to your website. Create a remarketing code to place on your website and target past visitors with either text ads or display ads across the Google Display Network. You can filter out visitors who have already converted so you don’t annoy your customers. Also, consider setting a daily impression limit to your remarketing campaign so you don’t overwhelm and ultimately turn-off past visitor who may still be considering your service or product.
5. Automated Rules for Keywords:
Do you find that your ads convert best when in a certain position range, like positions 4-6 for example? If so, then create automated rules to change keyword bids if the average daily position from the prior day was below 7 or higher than 3. You can raise or lower bids by whatever percentage or dollar amount your choose based upon previous position data.
6. Automated Rules for Budgets:
Scared of exceeding the monthly click budget for a certain campaign? This is every PPC campaign manager’s nightmare at any search engine marketing agency. Eliminate this fear by creating an automated rule to pause the campaign if it hits a certain dollar amount within the month. I like to set my rules to run every night at midnight and they check the mont-to-date spend to determine if a campaign has hit its budget.
7. Multiple Ads per Ad Group:
Always test ads! Two to three ads per ad group is a good rule to go by. It allows for testing of different headlines or call-to-actions, but won’t spread the clicks and impressions to too many ads. Keep an eye on CTR, average position, conversion data, and other metrics which should indicate how the ad copy resonates with your audience.
8. Segment Search & Display Campaigns:
Never, never, never run search and display ads in the same campaign. It will make keyword management very difficult, and your stats will be skewed from a top level perspective. If you want to create a display campaign from a search campaign then copy/paste that campaign via AdWords Editor, change the settings to target only the Display Network, and give it a name like: d_Example Campaign, so you can more easily identify it within the AdWords interface (d_ is to signify a “display” campaign, and s_ could be used for search campaigns).