Pay Per Click (PPC) campaign needs to be analyzed on regular basis and optimize the campaign in order to improve the performance. We are discussing here about the ways to optimize the PPC campaign. These are:
1. Best account structure
The account structure is the basic and most important part of the ppc campaign. Account structure should analyze based upon following points:
- Keywords in the ad group
- Ads in the adgroup
- Revevancy of keywords and the ads
You should modify the campaign structure in case required.
2. Take care high performing keywords
Keywords that performing good should be analyzed minutely. How do you know if a keyword is high performing? Well, you can check the through following stats:
- Exact CPC
- Quality Score
- Landing Page
- Click through Rate (CTR)
- Keyword match type
3. Negative Keyword
The most effective way to recognize negatives is of course by looking at what people are actually searching into Google to make your ads appear. It is also important make sure negatives are not blocking terms that could be beneficial to your account.
4. Poor performing keywords
Analyze the poor performing keywords and pause those keywords. The common conditions are:
- The keyword bids are not high enough
- The keyword has low search volume
- Match type is either board or restrictive
5. Optimize Ads copy and write attractive Ads copy
If you are not optimizing the keywords on regular basis then it is problem! You should regularly testing and tweaking ad copy in order to improve PPC performance. You should also consider writing attractive ad copy for campaign if required.
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