How to Optimize a Paid Search Campaign
PPC campaigns rely heavily on data, but often, there is so much data available that it can muddy the waters. All PPC campaigns need a goal. Otherwise, progress will be limited, and it will be impossible to verify how successful the campaign is/was. Read on to learn how to optimize a paid search campaign.
Budget Allocation
Before the campaign starts, optimize your budget, and decide how much budget you have allocated and where. It is usually sensible to allocate a reasonable proportion of the budget to your brand’s keywords but remember to allocate money to keywords that convert well, too. Regularly review the number of impressions you are getting and adjust your budget accordingly.
Allocate your budget according to which channel performs best. This is important when you are targeting multiple channels or running several paid search campaigns concurrently. Some channels will show a higher conversion rate, but there may be supporting channels that also play a crucial role in those conversions.
Adjust Bids for Time and Location
While adjusting bids for keywords is important, it can also be useful to adjust bid settings for time and location. Look at when you get the most impressions and exclude times when performance is low. This maximizes your budget and results.
Location performance data is equally important. There is little point in allocating a budget to a wide area if most of the locations within that area perform poorly. Focus on key locations that perform well and allocate more of your budget to them.
Search Partners
Whether you are using Google or focusing on a different search engine, like Bing, pay attention to your search partners. Low-performing search partners can be excluded.
Generally speaking, you have to work with both good and bad partners when you use Google and Bing, but tools like this Bing Syndicated Partners spam list from Digital Strike are very useful for identifying less valuable search partners that have no real traffic or fake traffic.
Optimize Landing Pages
Don’t overlook the value of a great landing page. After all, it is pointless spending time and money on a paid search campaign if a poor landing page kills your conversion rate. Bear in mind that a good landing page can really boost conversions, so it is worth investing some of your budget in making improvements to the layout, navigation, and sales copy.
Keyword Performance
Continually review the performance of your chosen keywords against your end goals. If some keywords are not performing as well as you had hoped, despite optimizing location and time, and also landing pages, it may be worth getting rid of them so you can spend more on better-performing keywords.
Review Your Audience Demographic
There will likely be some audience segments that perform better than others. For example, your brand might appeal more to women, or teens. Make adjustments as the campaign progresses and adjust your bids accordingly.
Other areas worth optimizing include how well pages perform on different devices and how your keywords are matched on search queries.
