QUICK WINS FOR PPC

WANT TO GET BETTER RESULTS WITH YOUR PPC? WANT TO DO IT… IN UNDER TWO HOURS? HERE’S HOW TO MAKE IT HAPPEN.

1. IDENTIFY NEGATIVE KEYWORDS QUICKLY

Negative keywords prevent ads from showing up if a query includes certain terms. By far the most common negative keyword is “free” and should be standard for most marketers. However, there probably are some other ones that would help you narrow your focus. You can find them out by going to the Keywords menu, click the Keyword Details drop-down menu, and selecting All under Search Terms.

2. ADJUST YOUR BIDS BY DAY OF THE WEEK AND HOUR OF THE DAY

Check the Dimensions Tab to find ways to optimize your bidding based on the day of the week or hour of the day. Most companies will find that they either do very well on weekends or on weekdays, but almost never on both. It isn’t a good idea to completely abandon your weaker-performing days, but you can shift the bids around a little bit to take advantage of your stronger days.

3. CUT UNDERPERFORMING GEOGRAPHIC REGIONS

Unlike times of the day or days of the week, you can and should completely abandon underperforming geographic regions. If Western Canada does not want what you have, for example, then you have more marketing funds to capture the market in the rest of the world.

4. ADJUST BIDS BASED ON COST PER CONVERSION

Use a filter on the Keywords tab to find keywords with costs per conversion above your benchmark or limit. Don’t get emotional here: even if a keyword seemed like a great idea when you added it to the list, the numbers don’t lie.

5. IMPROVE THEME ALIGNMENT

Make your ad groups tighter to specific themes by removing keywords that don’t exactly match to your ads or content. Move those keywords to more appropriate ad groups, or even make a new ad group that fits them more appropriately.

6. ALIGN AD COPY AND CONTENT

Content that fails to deliver on an ad’s promise is poison for SEO. Pretending to be a customer, check out your landing pages and see if they give you exactly what is promised by the ads. If not, adjust your content or links to increase alignment.

4 REASONS WHY PPC ADVERTISERS SHOULDN’T SWITCH FROM AGENCY TO AGENCY

1) They Have To Start From Scratch Every Time

2) You Will Never Explore Retargeting, Display Or Other New Ad Formats

3) Already Failed Approaches Will Be Tried Again

4) AdWords Need Time To Perform

8 SIMPLE WAYS TO LEVERAGE SEO DATA & IMPROVE PPC RESULTS

Find new keywords.

Save money on broad match. 

Prove that the sum is greater than its parts. 

Find pages with high bounce rates.

Pick out load speed issues.

Identify the conversions that may have never been.

Watch for new competitors in ranking reports.

Determine new geographic targets

REFERENCE

http://www.adluge.com/blog/marketing-intelligence/paid-search/quick-wins-for-ppc/

http://www.ppchero.com/8-easy-ways-to-leverage-seo-data-improve-ppc-results/