Daily Pay-Per-Click Optimization
Managing an AdWords account on a daily basis can become clouded. As advertisers, how can we make the best use of our time? Whether you have inherited a pre-existing campaign or are building a new campaign from scratch, performing daily optimizations to a PPC campaign is crucial to its success.
Search Queries Report
Tip 1: Search Queries Report (SQR) review. The search queries report should be your best friend as an advertiser. As your campaign gains new traffic on a daily basis, it is important to be segmenting that traffic regularly.
What do I mean by this?
Filter out the non-converting traffic and filter in the converting traffic. Going days upon days without reviewing the SQR report can become costly and damaging to the campaign that you are managing. The search terms report reveals to us as advertisers what we need to be optimizing our campaign’s intent for, in order to achieve maximum ROI and lower CPA.
Tip 2: Bid adjustments. Part of staying on top of your SQR report is implementing bid adjustments to receive top-of-page bids. This can be done through a variety of different mediums. Implementing automated bidding strategies can be an effective way to manage bid adjustments, and save time in performing daily bid optimizations.
The reason this is important is because, as the advertiser, we want to make sure that our campaigns are maximizing their ad position in the SERPs. Keeping up with daily CPC’s and adjusting in the auction is incredibly important to your ad campaign’s success! Get to making those adjustments!
Tip 3: Keyword additions. Are you seizing new keyword opportunities? One of the worst things that I see when performing an audit of a client’s previous AdWords account is the lack of adding high-converting terms into the keyword list. You may think this would be obvious to do, but when trying to rank for a list of keywords you’ve come up with, it can be hard to remember to look for those new opportunities. However, adding new, high-converting terms that you may have not thought of is just as important as implementing new negatives in your campaign buildout. Don’t lose sight of the good traffic that you may be able to receive from adding new search queries!