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ACTIVITY
R E V I E W
www.snug-digital.com
PPCP E RP A Y C L I C K
Review your
ad copy
Upgrading decent ad copy into fantastic ad copy almost always leads to better campaign
performance, driving more sales and increasing conversions. In my opinion, its some of the
lowest-hanging fruit around. In prospect audits, we almost always find ad copy that is
lackluster or that simply has not been tested or updated in a while.
Here are some easy ad copy suggestions to get you started:
Ensure all ads have the
two-headline (expanded
text ad) format. Its easy
to overlook ads which
may still be using the old
format, especially in large
accounts. While auditing
prospect campaigns, we are
still seeing many with one-
headline ads, so be on the
lookout for this.
Explore extensions. We like
that extensions allow ads to
include more information,
but we really like them
because they make ads more
visible and, as a result, more
likely to get clicked. We also
like that the larger ad units
can push competitors farther
down the page.
For a long time, the old
mobile-only ads were still
performing well in campaigns,
but that no longer seems
to be the case. As these ads
are no longer performing as
well for us, we’re removing
them from campaigns. From a
management perspective, its
easier to manage ad groups
when there are fewer ads in
them.
TWO HEADLINE
FORMAT
EXPLORE
EXTENSIONS
manage
ad groups
2
Review your
bidding strategy
I also recommend reviewing bidding strategy. One of my tips is to review
bidding rules, as there’s always room to improve and/or enhance them.
I use the data I extrapolate from reviewing rules to help make decisions and create new
rules.In my opinion, it’s important to examine campaigns to see what is actually happening
and then enhance or create new rules so they work specifically for your advertising goals.
We get the biggest bang for our buck with these rules:
Reduce bids for keyword with high CPAs.
Increase bids for converting terms below X position (usually 3.5 or greater).
Decrease bids for non-converting terms.
There’s always room to expand parameters or add new parameters.
You may also decide to create entirely new rules with tighter
parameters.
3
James Gaubert
Chief Executive Officer
Snug::Digital
52 Space Business Centre
Molly Millars Lane
Wokingham
Berkshire
RHG41 2PQ
t: 0739 190 4692
e: James.gaubert@snug-digital.com
www.snug-digital.com
Review your
keywords
It’s also a great idea to review keywords. Continue to build out keyword lists and ensure relevant
keyword terms are in the account. Google recently reaffirmed that 15 percent of all searches are
new and have never been searched before. This has been the case for basically as long as the
company has been around.
Also, with voice search, more keyword terms can be incorporated in accounts, as people talk very
differently from the way they type. Currently, 20 percent of mobile queries are voice searches.
Also, make sure all match types are in accounts. It seems obvious, but we often find them
missing, especially in large accounts. The Google keyword tool is good for this.

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PPC Activity Review - James Gaubert

  • 1. ACTIVITY R E V I E W www.snug-digital.com PPCP E RP A Y C L I C K
  • 2. Review your ad copy Upgrading decent ad copy into fantastic ad copy almost always leads to better campaign performance, driving more sales and increasing conversions. In my opinion, its some of the lowest-hanging fruit around. In prospect audits, we almost always find ad copy that is lackluster or that simply has not been tested or updated in a while. Here are some easy ad copy suggestions to get you started: Ensure all ads have the two-headline (expanded text ad) format. Its easy to overlook ads which may still be using the old format, especially in large accounts. While auditing prospect campaigns, we are still seeing many with one- headline ads, so be on the lookout for this. Explore extensions. We like that extensions allow ads to include more information, but we really like them because they make ads more visible and, as a result, more likely to get clicked. We also like that the larger ad units can push competitors farther down the page. For a long time, the old mobile-only ads were still performing well in campaigns, but that no longer seems to be the case. As these ads are no longer performing as well for us, we’re removing them from campaigns. From a management perspective, its easier to manage ad groups when there are fewer ads in them. TWO HEADLINE FORMAT EXPLORE EXTENSIONS manage ad groups 2
  • 3. Review your bidding strategy I also recommend reviewing bidding strategy. One of my tips is to review bidding rules, as there’s always room to improve and/or enhance them. I use the data I extrapolate from reviewing rules to help make decisions and create new rules.In my opinion, it’s important to examine campaigns to see what is actually happening and then enhance or create new rules so they work specifically for your advertising goals. We get the biggest bang for our buck with these rules: Reduce bids for keyword with high CPAs. Increase bids for converting terms below X position (usually 3.5 or greater). Decrease bids for non-converting terms. There’s always room to expand parameters or add new parameters. You may also decide to create entirely new rules with tighter parameters. 3
  • 4. James Gaubert Chief Executive Officer Snug::Digital 52 Space Business Centre Molly Millars Lane Wokingham Berkshire RHG41 2PQ t: 0739 190 4692 e: James.gaubert@snug-digital.com www.snug-digital.com Review your keywords It’s also a great idea to review keywords. Continue to build out keyword lists and ensure relevant keyword terms are in the account. Google recently reaffirmed that 15 percent of all searches are new and have never been searched before. This has been the case for basically as long as the company has been around. Also, with voice search, more keyword terms can be incorporated in accounts, as people talk very differently from the way they type. Currently, 20 percent of mobile queries are voice searches. Also, make sure all match types are in accounts. It seems obvious, but we often find them missing, especially in large accounts. The Google keyword tool is good for this.