All marketers have the same goal for their paid search campaigns: increase conversions and keeping costs down. If you’re like most marketers you’ve probably seen an increase your cost per click over the last year and find yourself spending more and getting less. Or, like many of us, maybe your performance is fine but your budgets have been slashed, forcing you to produce the same results with less spend.
Improve Your Quality Score. Lower quality ads require higher minimum CPC bids, so it’s always good idea to do a little quality score sculpting. So test different keyword match types can help lower your impressions, increase your click through rate, improve quality score. In Google, try testing multiple match types. In Yahoo, adjust advanced match settings.
1) Make sure you keywords are broken down into adgroups that only contain keywords that are very similar.
2) Make your ad text relevant to the keywords in the group, and create a specific, compelling call to action by preparing the searcher for the end conversion, such as “Buy keyword today and save 20%.”
Eliminate irrelevant traffic. When you’re paying per click, you want only relevant traffic. Many campaigns are hindered by irrelevant traffic. You can often reduce irrelevant traffic drastically in just few quick steps that will ensure that your ad doesn’t come up in search results under irrelevant terms.
1) Identifying negative keywords. The best way to find negative keywords is to look at your search query report and create a list of negative keywords. Then decide if they should be at the applied at the campaign level or the adgroup level.
2) Make match type adjustments. Change your match type from broad to phrase or exact match. Start with your keywords that have the most spend and impressions.
Optimize ad copy. To keep out unqualified traffic, you have to be specific. Remember you only want to drive quality traffic and not just clicks. If the majority of your traffic is irrelevant, it doesn’t help you. Including a call to action can be an excellent tool. Be sure to create a specific, compelling call to action by preparing the searcher for the end conversion, such as “Buy widgets today and save 20%.”
Improve your landing pages. Have consistency between your ad and the landing page. This can be one of the easiest fixes, but it is often overlooked by search managers. Make your shopping cart easy to use and goals easy to achieve. Remember you lose people after each and every click.
Test. Don’t forget to test! Test offers, calls-to-action, forms, design, landing pages, new ideas-everything.
Feb 09th by admin
