Posts tagged pay per click
Pay-Per-Click Strategies: Spring Cleaning for Your Ads, Part 2
In the first part of this series, we examined everything from ad copy to geographic targeting. Now, here are the rest of the pay-per-click strategies you should be looking over in order to ensure that your PPC campaigns are up-to-date and earning you the returns that they should be.
Have you thought about landing pages? Many times, especially when it comes to dealing with massive amounts of URLs, many remnants that should not still be active are. The more keywords used in the URLs, the more clean up there usually is to do.
Ad scheduling, rotation, and delivery. Can be trouble spots as well. Throughout the year you may have made adjustments to your campaigns. Are these changes still valid? Many people when asked do not even know why their ads are scheduled the way they are. Get involved and get informed. Setting your ad delivery system to “accelerated” may turn better results for you.
AdWords has now offered a helpful tool in shared budgets. This can be very advantageous, but make sure to review which ads are sharing which budgets and how much these budgets are allotted.
You may have put in place a seasonal ad extension. You should check to make sure that all of the site links are still good and that the URLs are as well.
Many take a guessing approach to mobile bid modifiers, so now is the time to think about these enhancements and make sure that they are in line with your objectives as you move forward.
A big one to look at is automated bid rules. These automatic adjustments should be checked to make sure that the changes they are making are still valid.
Across all of your ad campaigns, you can also create a list of shared negative keywords. You should check to make sure that these lists are correct and attached to the correct campaigns.
Make sure your audience lists are targeted correctly, not including anyone they shouldn’t and not excluding anyone they shouldn’t. You should also check this in relation to any changes you may have made to the website.
Check to see that any ads you may be running on the Search Partner Network within AdWords are functioning correctly and effectively. Bing offers more control options in regards to this, so be sure you check those out too.
Lastly, take a look at your display network. As you go clean up your Google Display Campaigns, remember that they tend to not work as well on mobile devices, so check those settings carefully. Also examine the “Bid Only” and the “Target and Bid” settings.
It may seem like a lot of little things, but every item on this list is important if you want your PPC campaigns to really pay off for your company in the long run.
Organizing your PPC Campaigns: Spring Cleaning for Your Ads
The time has come once again to take a good look at your pay-per-click (PPC, or cost-per-click, CPC) campaigns. You may have changed your ad schedule during the high season and now it might be time to make sure your normal settings are put back in place. Now is the right time to check on any changes or modifiers that you made have implemented over the last year. Organizing your PPC campaigns can help you get ready for next season.
A good place to start is with ad copy. To be the most effective, you should be checking your ads constantly. These checks can result in hundreds of changes a year (maybe thousands depending on how many PPC accounts you manage). So, now is a good time to make sure that all the URLs that you have for your ads are correct and that retired messages are not left over.
Another place to look would be at your language targeting. Just automatically choosing English for all your ads is tempting, but you could be missing out on a lot of potential if you do not give it a close look.
Next up are URL parameters and tracking parameters. If you have experience with PPC campaigns then you know from experience that these parameters are very delicate. One wrong key stroke and all of your information is no longer correct. For this reason, it is a good idea to review all of your parameters. This is especially important if you use Bing since they don’t auto-tag.
Possibly one of the most important areas to review is your auto-targeting with AdWords and product listing ads (PLAs). Every aspect of these targets should be reviewed.
In view of all the changes that were implemented with enhanced campaigns, you should also take a look at your geographic targeting. It is smart to take a look at your average order value, or AOV, region by region. Now is the time to make any adjustments that could be helpful.
Reviewing and tidying up all these areas of your ad campaigns will help ensure that you are not wasting your efforts or energy on something that is not thought out and purposeful. Organizing your PPC campaigns in such a way will help maximize profitability.