This blog covers the chapter “Optimizing ad performance”
The topics included in this post are:
- Optimizing ad performance
- adCenter Best Practices
- ad copy best practices
- Dynamic Text Best Practices
- Quality Advertising Experiences
Optimizing Ad Performance
- Optimization is the process of adjusting campaign adjustments to increase the ROI
- You can run performance reports to optimize your campaigns
Campaign Optimization
- Low click through rate
- Low number of impressions
- Low ROI
- Underutilized budget
Strategies to improve click through rate
- Optimize keywords by adding relevant and negative keywords
- Organize each campaign by a theme and make sure included ads and keywords are specific to the theme
- Consider placing more ads in each group
- Consider typing dynamic text
- Target your ads to specific groups or times of day
Low impressions may be caused by:
- Low relevance
- Disapproved keywords
- Low keyword bids
- Low click-through-rate
Strategies to increase impressions
- Adjust keyword match types
- Expand or narrow the match type to make the ad more visible to the right audience
- Raise bids to help improve ad position
- Evaluate targeting by gender and geographical location
Strategies to improve ROI
- Delete expensive or underperforming keywords
- Lower the bids on certain keywords
- Divide ad budget across the month
- Target customers by specific day of the week or time of day
Strategies to maximize available budget
- Increase bid price
- Increase number of keywords
- Apply target bidding
Remember performance reports
- Modify keywords
- Change bid prices
- Use targeted bidding
adCenter Best Practices
- Test your ads
- Increase impressions
- Improve click through rates
- Increase conversion rates
- Delete underperforming ads and create new ads based on tests
Ad Copy Best Practices
Dynamic Text Best Practices
- Transforms a generic search into custom ads using dynamic text.
- Include default values if the dynamic values exceed the character limit
Quality Advertising Experiences
Help control the position of your ad by following best practices for monitoring and managing your ad rank Improving your bids by increasing your keyword bids and set incremental bids for targeted audiences