One of the best things about PPC is the ability to constantly improve your campaigns. You can move around your spending and optimize its efficiency, even just a few days after your ppc campaign launch.
Here are a few things you can do to make sure your campaign is optimized for the best outcome!
Check Your Traffic and Ad Approval Status
It may seem obvious, but it is SO important to make sure your ads are doing their job. Especially when you put a lot of time and effort into creating the campaign, you need to make sure they’re bringing in traffic.
You should also double check the approval status of your ads. Just because you’re seeing impressions doesn’t mean your ads aren’t missing out on some traffic because they were disapproved or have limited approval. You can look in your Google policy manager to check on these!
Optimize Your Conversions
When it comes to your conversions, you need to be checking ?
- If the conversion tracking is working.
- If the primary conversion is your business’s primary KPI.
- If the conversion tags are on the correct page.
- If the Google Analytics goal is still the correct page.
- If you’re tracking too many conversions.
You should also evaluate if you have too many or contrasting conversion actions. Having too many or having actions that are very different can give you an inaccurate portrayal of the true return on ad spend.
Instead, you should have one or two primary conversions with AdWords, and then with Google Analytics have secondary or micro-conversions.
Check On Your Bids
You spent so much time researching keyword bids before the campaign launch, so you need to make sure you’re checking on them after your launch.
If your bids are low, then they probably aren’t bringing in much traffic. To view the keywords that have bids below the first-page estimate, try setting a filter on your Keyword view in Google Ads.
You also might notice keywords that are above Google’s first page bid estimate that aren’t getting much visibility. Using Search Top IS, you can pull in some impression share metrics to see if your ad benefits from a bid increase.
You’ll want to check spend and conversion volumes, and raise your bids for more visibility.
Look at Your Search Queries
Nobody likes throwing money away, so make sure you’re checking your search queries for irrelevant search terms. Regardless of how put together your account structure, negative keyword lists, and match types are, you’re bound to experience some bumps in the road.
By watching your search queries after your campaign launch, you can save yourself money and time.
Set Reminders to Review Your PPC Campaign Each Week
You should always be reviewing your data and adjusting your campaigns as necessary.
Once you’ve launched the campaign and let data generate in AdWords, you can evaluate your ads and make edits where it’s needed.
Keywords are constantly changing, as are CPCs and quality scores, so you need to be ready at the drop of a hat to adjust your campaigns.
If you find that you’re getting plenty of clicks but the conversions aren’t matching up, you’re probably attracting the wrong audience or have landing page copy that just isn’t making your audience follow through.
Make sure to schedule in time to review your date weekly and make changes as you see fit
Try to experiment with copy, content, and keywords. Sometimes small changes can make the biggest impact!
Focus On Your Quality Score When Reviewing Campaigns
Quality score should be a major player when optimizing your campaigns!
Quality score measures the relevancy of your ads to your landing pages and keywords.
Google breaks your quality score into three categories:
- Expected click-through rate.
- How many clicks your keywords are projected to instigate.
- Relevancy of your ads.
- How relevant are your ads to your landing pages and keywords?
- Where do your keywords appear?
- Does your ad include your keyword?
- Landing page experience.
- How is your keyword density?
- Is the content organized and unique?
- Is your landing page relevant to your keywords and ad groups?
- Is there a distinct conversion point?
While there are a couple of other factors that Google considers, like geographical and historical performance, you should have your focus on those three.
You want to make sure you keep a close eye on your quality scores so you won’t be blindsided by any drastic changes. When you have a good quality score, you’ll experience a lower CPC, lower bid estimates, and awesome ad position!
You can’t launch campaigns and then forget about them. You should constantly be evaluating your ad performance so you can make necessary changes to experience a great ROI.
By following the steps above, you’re sure to experience a great outcome of your campaign launches and see a great response.
Don’t forget to keep an eye on your quality score! A good score will boost your campaign traffic and ROI tremendously, but a poor score can ruin all your hard work.