Campaign Optimization At-A-Glance: Troubleshooting and Fixing Common Problem Areas

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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