There are 8 ways to optimize PPC that are not the only ways, but will work well. One way is through the use of good keywords. Make sure keywords fit closely, and keep the number to about 15-20 keywords. Review search words that triggered the match and use negative keywords to eliminate bad or irrelevant matches. Use negative keywords on Google Display Ads, so you ad will not show on inappropriate page. Test ads using either 2 ads per group, a control ad and a test ad, use 3 or 4 ads abs and let Google test them or use 3rd party testing software. Eliminate ads on mobile aps and games because they are unlikely to generate traffic. Target ads to the correct location. Check tracking of conversions, and ensure they are being track properly and are not to broad. Analyze budget allocation based performance appropriately.
- There are experts that maintain that it is not a good idea to use negative keywords on the Google Display Network.
- When deciding the number of ads that should be used per ad group, consider using a control and and test ad, thereby developing an ad strategy.
- Google, however, recommends creating several ads with varying messages, to see which ads perform best.
“Because people never stop searching, there are always opportunities to improve an account through frequent and consistent PPC optimizations.”