With some very complex PPC schemes, including concepts like different bidding styles, negative keywords, broad matching, phrase matching and exact matching, there are many traps for the inexperienced. Luckily all of our account managers are trained Google AdWords Professionals and knowledgeable on all aspects of campaign optimization.
Once we have set up your PPC campaign following best practices it is recommended to allow the ads to run for at least 30 days in order to build up some meaningful data before making any adjustments. After this time our skilled account managers will analyse the data and continually tweak your campaign to improve click costs, click-through-rates and ultimately sales and leads.
If you already have Paid Search running or set up before you sign up with us, we can begin optimising your account following some preliminary and keyword research to ensure your current campaign set up is the best it can be.
When optimising your PPC campaign on a monthly basis we look at every element of your campaign. Below are some of the typical changes we make:
Improve quality score
The position and click costs of your ads will depend on the 'quality score' they achieve. There are many factors that contribute to quality score, so we look at improving all of these, including
- Improving and testing new ad text
- Improving the pages on your website where the ads are pointing to (landing pages)
- Pausing keywords with low click-through-rates
Review Ad Positions and Manage Bids
To ensure that your ads receive a high click-through-rate, we want to make sure your ads are positioned at the top of the pages as much as possible. We will review where you are currently positioning for keyword searches and adjust your bids if necessary.
Add negative keywords
Negative Keywords are terms that Google could mistakenly deem as related to your ads unless told otherwise. For example ñ showing ads for a Jaguar car when someone is advertising for tours of a Jaguar animal sanctuary ñ by adding 'Jaguar car' as a negative keyword to this campaign the ads would no longer show for that term.
Improve conversion rate
Ultimately what you want from your ads are sales and leads, so we look at how we can improve the conversion rate of your ads, and also the conversion rate of the clicks into leads or sales.