WANT TO GET BETTER RESULTS WITH YOUR
PPC? WANT TO DO IT… IN UNDER TWO HOURS?
HERE’S HOW TO MAKE IT HAPPEN.
1. IDENTIFY NEGATIVE KEYWORDS QUICKLY
Negative keywords prevent ads from showing up if
a query includes certain terms. By far the most
common negative keyword is “free” and should be
standard for most marketers. However, there
probably are some other ones that would help you
narrow your focus. You can find them out by going
to the Keywords menu, click the Keyword Details
drop-down menu, and selecting All under Search
2. ADJUST YOUR BIDS BY DAY OF THE WEEK AND
HOUR OF THE DAY
Check the Dimensions Tab to find ways to optimize
your bidding based on the day of the week or hour
of the day. Most companies will find that they either
do very well on weekends or on weekdays, but
almost never on both. It isn’t a good idea to
completely abandon your weaker-performing days,
but you can shift the bids around a little bit to take
advantage of your stronger days.
3. CUT UNDERPERFORMING GEOGRAPHIC
Unlike times of the day or days of the week, you
can and should completely abandon
underperforming geographic regions. If Western
Canada does not want what you have, for example,
then you have more marketing funds to capture the
market in the rest of the world.
4. ADJUST BIDS BASED ON COST PER
Use a filter on the Keywords tab to find keywords
with costs per conversion above your benchmark or
limit. Don’t get emotional here: even if a keyword
seemed like a great idea when you added it to the
list, the numbers don’t lie.
5. IMPROVE THEME ALIGNMENT
Make your ad groups tighter to specific themes by
removing keywords that don’t exactly match to your
ads or content. Move those keywords to more
appropriate ad groups, or even make a new ad
group that fits them more appropriately.
6. ALIGN AD COPY AND CONTENT
Content that fails to deliver on an ad’s promise is
poison for SEO. Pretending to be a customer,
check out your landing pages and see if they give
you exactly what is promised by the ads. If not,
adjust your content or links to increase alignment.
4 REASONS WHY PPC ADVERTISERS SHOULDN’T SWITCH FROM
AGENCY TO AGENCY
1) They Have To Start From Scratch Every Time
2) You Will Never Explore Retargeting, Display
Or Other New Ad Formats
3) Already Failed Approaches Will Be Tried
4) AdWords Need Time To Perform
8 SIMPLE WAYS TO LEVERAGE SEO DATA &
IMPROVE PPC RESULTS
Find new keywords.
Save money on broad match.
Prove that the sum is greater than its parts.
Find pages with high bounce rates.
Pick out load speed issues.
Identify the conversions that may have never
Watch for new competitors in ranking reports.
Determine new geographic targets