What to look at when optimising PPC performance

Implementing changes to improve and optimise a PPC account isn’t a one-off thing that can be done as and when you feel like it. To be successful, each and every PPC campaign needs continual monitoring and maintenance. Although this is bound to use up valuable time and resources, the culminating results will undoubtedly exceed the initial outlay.

Account structure

Start from the bottom and work your way up. Take a close look at how many keywords are in each ad group and how many ads are in these groups. The relevancy of keywords between each other should be another major consideration too.

Having some tightly themed ad groups alongside campaigns that are focused around specific things like products or locations is highly advantageous and strengthens the account’s structure.

High performance keywords

First of all, find out high performing keywords by identifying your goals and important KPIs such as click-through rates and conversions. You should be able to delve into your historical performance and find the keywords that stand out.

From there, create an ad group based on that keyword and can come up with some variations. You’ll be able to create new and appropriate ads that directly correlate to the high performing keywords in question. Think about bidding on the same keyword with all four match types. The exact phrase is more targeted, but a broad match will result in higher volumes.

Negative keywords

To reduce costs and improve results, you should consistently build out and monitor negative keyword lists. Searches that are not relevant or related to your business can waste lots of money.

By using search query data, you’ll be able to identify and set up single or multiple word negatives. There could be instances where people are searching and clicking for keywords that your business does not provide, which will impact on cost. However, always be aware of negatives that are potentially blocking beneficial terms.

Poor performance keywords

If a campaign has been running long enough to acquire accurate and precise data, then you can make the decision to pause poor performing keywords.

However, before performing this step, try and get to the root of the problem. If the keyword’s bid is not high enough or has a low search volume, something will need to be done. You may also find that the match type is too broad or too restrictive.

Ad copy and text

Everything about your campaign could be perfect, but without compelling and relevant ad text, no prospective customer will want to visit your site. Experiment with copy variations and make adjustments accordingly.

Even though you want to attract and entice visitors, ad copy should clear, concise and to the point. Text should be written in a naturally sounding way but always include an obvious call-to-action.

There are a myriad of different elements and metrics to look at when it comes to optimising PPC performance, but the most important thing to remember is that this should be a continuous process, not a one-off procedure.

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