Pay per click optimization means making a campaign or adgroup more successful by increasing its returns. The basic units of a campaign or adgroup are ads (sometimes called creatives), landing pages (such as this), and keyphrases. To increase an account’s profitability, there are several steps that can be taken:
- Find keyphrases that are unsuccessful (are not profitable). Delete these phrases, narrow their matching, or replace them with more specific phrases.
- Find adgroups that are unsuccessful. Rewrite the ads for these groups; try always to have multiple ads circulating if dealing with an Adwords account. Make sure the adgroup is well themed according to the ads’ text. Consider breaking up the adgroup to make several more targeted adgroups. Add negative keywords or phrases to limit what queries your ads show for (can also be done at the campaign level).
- Find campaigns that are unsuccessful. Consider using more specific geographic targeting or language settings. Consider opting out of the content network or search network if dealing with an Adwords account that hasn’t seen much success in these networks.
- Find landing pages that are unsucessful. Make it clear that your site is the one the user is looking for. Let the user know what action they should be taking. Make it easy for the user to execute the desired course of action.
- Adjust bids and budgets. Lower bids on converting keyphrases that don’t have a high enough conversion rate to cover costs. Consider raising bids on profitable keyphrases in order to get more click-throughs. Even though the difference between the value per conversion and average cost per conversion will be smaller, with the increase in clicks the ad may generate more revenue.
Contact Pure Visibility for Pay Per Click Optimization
Pure Visibility tracks campaigns and employs these optimization tactics to increase your account’s profitability. Contact Pure Visibility and have a Google Adwords Qualified Professional build and manage your accounts.
