10 Ways to Optimize a Paid Search Campaign

September 8, 2020

When it comes to making your PPC marketing efficient and improving your ROI, the key is optimization. Fortunately, there’s no shortage of data to help you make your decision. Follow these 10 paid search tips and you’ll be on your way to optimizing your PPC campaigns.

1. Manage Your Account Structure

If you’re selling several products or services, you can quickly accumulate multiple campaigns and ad sets. If you’re managing them manually, it can be overwhelming. Google suggest less than 30 keywords per ad group and 2-3 ads per ad group using keywords within the ad copy.

2. Organize by Margins

Organize your PPC marketing campaigns by priority. Focus the majority of your efforts on the high-profit margin products or other company priorities. Optimizing these will the biggest impact on the bottom line.

3. A/B Testing

You should also be running multiple copy sets and testing which are performing the best. The key to optimization is constant testing and tracking.

4. Conversion Tracking

Impressions and click-throughs are great, but you want to make sure you’re spending your money on ads that are getting the job done. Make sure you have the right tech on your landing pages, product pages, or website to track conversions.

5. Consistency in Content

Before you decide something isn’t working, take a look at the customer journey from click to conversion. Many organizations send mixed messages or have inconsistent pathways. You keyword, ad text, and landing page should have consistent phrasing, branding, and even colors. For example, make sure your ad for “women’s red shoes” sends you to the page with women’s red shoes and not just your home page.

6. Eliminate Poor Performing Keywords

If a keyword isn’t performing well, it may be time to eliminate it. First, though, you want to see why it’s not performing well. Your bid value may be too low, too broad (or too narrow), or it may have low search volume. Check conversation rates and see if they are in your target for ROA (return on advertising). If it’s not, drop it.

7. Build Out Negative Keywords

Another effective strategy is to create a list of negative keywords so you can avoid paying for keywords that won’t lead to conversions. If you’re selling products online, you might want to use “free” as a negative keyword to avoid showing your ads to people that use free in their search.

8. Use Long-Tail Keywords

Long-tail keywords get less traffic, because they’re longer and more specific, but they typically lead to a higher conversion rate because of their specificity. They’re usually a lot less expensive than board search terms as well.

9. Check Quality Scores

Search engines don’t always show the highest bidder. Google uses Quality Score as a ranking factor when deciding which ads to serve up. Three factors determine your quality score:  expected CTR, ad relevance, and landing page experience. If you have low quality scores, you’ve got work to do to optimize your paid search.

10. Repeat

Optimization of your PPC marketing s a never-ending battle. Don’t forget your competitors are trying to ramp up their efforts to so you’ll need to continue to stay vigilant.

Follow the Data

When it comes to optimizing your PPC marketing, follow the data. The data will show you the way to use these 10 paid search tips and keep optimizing your paid search campaign.