How To Optimise Google Adwords PPC
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How To Optimise Google Adwords PPC

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This ebook contains the techniques we use when implementing and managing our clients campaigns and the secrets of how we can achieve a minimum of 20% reduction in costs (either cost per click or cost ...

This ebook contains the techniques we use when implementing and managing our clients campaigns and the secrets of how we can achieve a minimum of 20% reduction in costs (either cost per click or cost per conversion).
Part C explains how to optimise your PPC account to get the most form your budget

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  • Nice tips Ann -

    I've written a short book on how to setup Google Adwords, free for the iPad, and a free PDF version if you'd be interested in having a look or sharing.

    You can get it on my website - www.mangopublic.com/how-to-setup-google-adwords/

    Regards,
    Darren.
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    How To Optimise Google Adwords PPC How To Optimise Google Adwords PPC Presentation Transcript

    • Optimising a Google Ad Words pay per click (PPC) account Part C - How to use Google to optimise your account By Ann Stanley Anicca Digital Solutions
    • Step C:1 Pruning keyphrases with low CTR
    • Step 1:1 – Display campaigns with sufficient data and ordered by impressions Ensure enough data has been accumulated by adjusting timeframe and order campaigns by impressions
    • Step 1:2 – Order ad groups according to impression and click into top ad group
    • Step 1:3 – select the keyword tab to view the phrases
    • Step 1:4 – sort keywords by CTR pause phrases with <1% CTR and no conversions •Sort keywords by Click-Through-Rate •Pause keywords < 1% CTR and with no conversions
    • Step C:2 Optimising for position 4-8
    • Step 2:1 – sort by average position
    • Step 2:2 – Select all phrases with positions 1-3 • Select all keywords in positions 1 -3 and decrease bid by 10-30p (~10% of current bid). • Ensure you start with the lowest CPC keywords. The click ‘Edit Keyword Settings’. See below:
    • Step 2:3 – use “Edit keyword settings” to reduce bid •Insert new CPC and click down arrow to filter to all keywords. Save changes. •Repeat for higher value CPC for all keywords in 1-3 positions
    • Step 2:4 – increase bid for phrases with positions >8 • Increase CPC for all keywords in position 8 and over (by 10% of current CPC value) and repeat step 2:3 but this time increase the CPC bid accordingly
    • Step C:3 Prune ads with low CTR
    • Step 3:1 – review ads and pause poor performing ads Pause this ad
    • Step C:4 Prune phrases with high clicks and no conversions
    • Pruning keyphrases with poor conversions
    • Step C:5 Conversions always take priority over CTR
    • Based on CTR the phrase in both boxes should be paused, but the one in green has a conversion so it is kept
    • Any questions? ann@anicca-solutions.com