10 Killer PPC Optimization Tips

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10 Killer PPC Optimization Tips

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10 Killer PPC Optimization Tips

  1. 1. 7 Killer PPC Optimization Tipshttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  2. 2. Analyzing Google AdWords can be an infinite job. Here are 7 tests you should always conducthttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  3. 3. #1 – Analyze Quality Score Breakdown• Benchmark your accounts and history• Count the percentage of keywords with QS ranges: Keywords with QS Keywords with QS Keywords with QS 7-10 (%) 75% 4-6 (%) 19% 1-3 (%) 6% Client Name 1 Campaign #1 57% 27% 15% Campaign #2 66% 23% 10% AVG• Maximize the 7-10 and you’re guaranteed success!http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  4. 4. #2 Account Structure• Build to scale• Separate Search, Display, Retargeting• Separate PC, Mobile, Tablet• Separate Countries / Languages• Separate Brandhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  5. 5. #3 Brand vs. Non-Brand• Separate Brand vs. Non brand• Assign different goals to each• Report the share of the brand – set a goal!• Differentiate messaging 15% Branded Non-Branded 85%http://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  6. 6. #4 Broad Match Weight• Analyze the % of impressions, clicks, conversions from broad• A high % mans your exact/phrase are not pulling the searches properly. Aim to minimize the broad numbershttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  7. 7. #5 Match Type Bidding• Broad – lowest• Phrase – mid• Exact – Top• Use negatives extensively to make sure each keyword is pulled to the right buckethttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  8. 8. #6 Display URL• Display URL Works!• Make sure your landing page domain name is friendly and brand relevant• Make sure you add a virtual /?phrase to your display URLhttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  9. 9. #7 Ad Structure• Title: Repeat Search Phrase• Description #1: Product Feature• Description #2: Benefit + Call to Action• Display URL: Friendly URL+Search Phrasehttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044
  10. 10. Key TakeawaysManage QS Breakdown and Improve as you goCreate Modular and Scalable Account StructureBrand VS. Non BrandManage the Weight of Broad MatchDifferentiated Match Type BiddingLeverage Display URLMaintain Ad Structurehttp://www.usearch.co.il Ophir Cohen, CEO Universal McCann Search ophirc@usearch.co.il +972-52-4466044

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