10 Killer PPC Optimization Tips

Ophir Cohen, CEO Universal McCann Search

[email protected] +972-52-4466044

http://www.usearch.co.il

7 Killer PPC Optimization Tips




Analyzing Google AdWords can be an infinite job.

Here are 7 tests you should always conduct




#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%




#2 Account Structure

• Build to scale

• Separate Search, Display, Retargeting

• Separate PC, Mobile, Tablet

• Separate Countries / Languages

• Separate Brand




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




#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




#5 Match Type Bidding

• Broad – lowest

• Phrase – mid

• Exact – Top

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




#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




#7 Ad Structure

• Title: Repeat Search Phrase

• Description #1: Product Feature

• Description #2: Benefit + Call to Action

• Display URL: Friendly URL+Search Phrase




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

Self Improvement

10 Killer PPC Optimization Tips