Since it’s been a while since we’ve had a post with an at-a-glance view of typical optimization strategies for trouble areas, I thought it was time we revisit this topic. As this is meant to be useful to readers across a wide spectrum of experience in search engine marketing, I’m keeping it brief with additional detail available by clicking on the links below.
PROBLEM: Low CTR
• Test multiple ads
• Use dynamic text
• Make ad groups more focused
• Make ads more relevant (to keywords and landing pages)
• Adjust match types:
- Use phrase match instead of exact match
- Use broad match instead of phrase match
• Add negative keywords
• Implement demographic targeting
PROBLEM: High CPC / Low ROI
• Ensure landing page URLs are current (no broken links)
• Revise ad copy; make it more concise, mention special offers, use calls to action (e.g. “buy”, “shop”, etc.)
• Adjust bids (lower)
• Match types: bid on broad, phrase, exact
• Add negative keywords
• Set daily limit to monthly budget
PROBLEM: Low Traffic
• Shorter keyword phrases
• Expand keywords (try Microsoft Advertising Intelligence)
• Increase bids to improve page position
• Use broad match
• Remove or expand geographical targeting
PROBLEM: Low Conversion Rate
• Update landing pages
• Bid higher on the keywords that perform the best
PROBLEM: Low Page Position
• Increase base bid
• Review keywords and ad copy relevancy
• Dynamic text in ad title, text, display URL
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