Campaign Optimization Quick Reference Guide

I'd like to share the checklist I use daily for quick optimization tips for my adCenter clients. Here are some common scenarios and possible steps to address them.

Low CTR?

• Test multiple ads
• Repeat ads that have higher CTR
• Remove poor performers
• Static ads:
  • Capitalize the first letter in keywords and ad copy
  • Insert {Keyword} or {param2} in ad title, description or display URL
• Unfocused ad groups:
  • More detailed ad groups 
  • More keyword coherence
  • Tightly targeted ad copy
  • Try demographic targeting
  • Increase ad relevance with concise, specific offer, call to action, unique selling point like 'Free/fast Shipping' etc.
• Review keywords relevancy to ad copy
• Match types:
  • Use phrase match instead of exact match
  • Use broad match instead of phrase match
• Add negative keywords

High CPC / Low ROI?

• Update landing page URL
• Revise ad copy: concise, specific offer, call to action
• Adjust bids (lower)
• Match types: bid on broad, phrase, exact
• Add negative keywords
• Set daily limit to monthly budget

Low Traffic?

• Shorter keyword phrases
• Expand keywords (try Microsoft adCenter Labs and adCenter Add-in Beta for Excel 2007)
• Increase bids to improve page position
• Use broad match
• Remove Geographical Targeting

Low Conversion Rate?

• Update landing pages
• Weight bids towards high-performing ads and keywords

Undesirable Page Position?

• Increase base bid
• Review keywords and ad copy relevancy
• Dynamic text: {keyword} or {param2} in ad title, text, display URL
  • "When the keyword is included at the beginning of the title and within the description, users rate the quality of the site 60% higher." Source: AC Neilson – Aug. 2002
  • According to a recent study by Advertising.com, inserting the exact keyword into a paid listing improves CTR by 38% on average

Be sure to visit the adExcellence classroom to watch Flash tutorials on many of these topics, including:

• Campaign Optimization
• Writing an Effective Ad
• Ad Optimization Best Practices
• Ad Copy Best Practices
• Introducing Dynamic Text
• Dynamic Text Best Practices
• Targeting Ads

Questions or comments about this post? Please visit the adCenter forum.