Challenges in SMB Campaigns Small budget Small data sets Cannot programmatically optimize campaigns Hard to track ROAS - Many conversions from phone Paid Search often not the primary role of the optimizer...
So what do we do?
Best Practice: Consistency
Ad Diversity Can Work Too!
Focused Ad Groups
Long Tail Keywords
Dynamic Keyword Insertion (DKI)• Advantages:• Improves Click Through Rate• Improves Quality Score Improves Ad Relevance• Disadvantages:• Lowers control over ads• Lowers conversion rate
Match Types Broad MatchImpressions Modified Broad Match Phrase Match Exact Match Control Source: Brad Geddes, Certified Knowledge
Negative KeywordsReduce cost by lowering the # of unproductive clicksImprove CTR and Quality Score- Reduce ImpressionsBetter overall campaign performance
Landing Page Optimization ✔ ☓
Landing Page Optimization ToolsLanding Page Creation• Unbounce• Omniture Test & Target• Ion Interactive- Live BallA/B Testing• Optimizely• Google Web Site Optimizer• Visual Web Site OptimizerHeat Maps/Eye Tracking• Crazy Egg
How do we know if it is Working?For SMBs a lot comes down to anecdotal feeling