Optimization is the process of creating and editing keywords and ad text and adjusting other parts of our clients account to improve ad performance. It helps lower our clients’ cost, improve their return in investment(ROI), get more traffic and better leads, or accomplish any of their other advertising goals.
Account Goal: Return on Investment
The way to measure your ROI is your CPC and Conversion Rate. There are a few tips to increase your RIO:
Keyword Tips:
Adding negative keywords
Delete duplicated keywords
Optimize low performing keywords to increase ROI
Ad Text Tips:
Use call to action phrase to entice people to click
Understand the buying cycle
Choose to most relevant landing pages
Bidding and Budget Tips:
Adjust keyword bids for better ROI
Budget according to performance
Use conversion optimizer or more conversions at a lower cost
Ad scheduling to automatically change bids throughout the day
Account Goal: Click Through Rate (CTR)
Ad Text Tips: (differentiate your client from others)
Include unique selling points
Write a compelling headline
Use a descriptive display url
Ad text should reflect your keywords’ theme
Targeting Tips:
Language
Location
Account Goal: Increasing Conversion
Ad Text Tips:
Keyword prominently displayed
Clear call to action
Inter-capitalized URL
Keyword Tips:
Search terms report: find relevant keywords
Keyword tool: refine and expand your list
Keyword matching: test your options
Targeting and Budget Tips:
Evaluate your potential reach
Use site links to provide additional information
Use insights for search to refine your campaign targeting
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