10 Killer PPC Optimization Tips

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

7 Killer PPC Optimization Tips

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

Analyzing Google AdWords can be an infinite job.

Here are 7 tests you should always conduct

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

#1 – Analyze Quality Score Breakdown

• Benchmark your accounts and history

• Count the percentage of keywords with QS ranges:

• Maximize the 7-10 and you’re guaranteed success!

Client

Name 1

Keywords with QS

1-3 (%) Keywords with QS

4-6 (%)

Keywords with QS

7-10 (%) Campaign

#1

6% 19% 75%

Campaign

#2

15% 27% 57%

AVG 10% 23% 66%

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

#2 Account Structure

• Build to scale

• Separate Search, Display, Retargeting

• Separate PC, Mobile, Tablet

• Separate Countries / Languages

• Separate Brand

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

15%

85%

Branded

Non-Branded

#3 Brand vs. Non-Brand

• Separate Brand vs. Non brand

• Assign different goals to each

• Report the share of the brand – set a goal!

• Differentiate messaging

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

#4 Broad Match Weight

• Analyze the % of impressions, clicks, conversions from broad

• A high % mans your exact/phrase are not pulling the searches properly. Aim to minimize the broad numbers

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

#5 Match Type Bidding

• Broad – lowest

• Phrase – mid

• Exact – Top

• Use negatives extensively to make sure each keyword is pulled to the right bucket

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

#6 Display URL

• Display URL Works!

• Make sure your landing page domain name is friendly and brand relevant

• Make sure you add a virtual /?phrase to your display URL

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

#7 Ad Structure

• Title: Repeat Search Phrase

• Description #1: Product Feature

• Description #2: Benefit + Call to Action

• Display URL: Friendly URL+Search Phrase

Ophir Cohen, CEO Universal McCann Search

ophirc@usearch.co.il +972-52-4466044

http://www.usearch.co.il

Key Takeaways

Manage QS Breakdown and Improve as you go

Create Modular and Scalable Account Structure

Brand VS. Non Brand

Manage the Weight of Broad Match

Differentiated Match Type Bidding

Leverage Display URL

Maintain Ad Structure