ppc consultant

PPC Campaigns – Optimization – Strategies

Campaigns are optimized through the settings options made available to advertisers. These options include, but are not limited to:

  • Network selection (search, display, search & display)
  • Device selection (desktops, laptops, mobile devices and tablets)
  • Location targeting (country, city, region, zip code and custom)
  • Bidding selection (focused on clicks or focused on conversions)
  • Budget setting (total per day)
  • Ad rotation selection (evenly over time or as quickly as possible)
  • Ad extension selection (site links and contact info)



Few strategies to optimize your ad groups

  • Identify an Ad Group per Keyword (theme).
  • Add different titles and texts for your ads.
  • Remember to integrate your Keywords into the URL’s that will appear on your ads.
  • Use a variety of targeting and the Ad Extension option to the Ad Group theme.



Figure out your few bidding strategy

  • If you have low CTR, High CPC, but the keyword is relevant to you, you can do one of two things; reduce your Max CPC for it or use Flexible Bid Strategy to “Maximize Clicks” and set a bid limit. That way you might get the maximum amount of clicks for your limited budget.
  • If you have low CTRs and low CPCs, then pause and replace it with a more relevant ad and keyword.
  • If you’re using acquisitions instead, and have high CPA pause or delete them.



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