I'd like to share the checklist I use daily for quick optimization tips for my adCenter clients. Here are some common scenarios and possible steps to address them.
Low CTR?
- Test multiple ads
- Repeat ads that have higher CTR
- Remove poor performers
- Static ads:
- Capitalize the first letter in keywords and ad copy
- Insert {Keyword} or {param2} in ad title, description or display URL
- Unfocused orders:
- More detailed orders
- More keyword coherence
- Tightly targeted ad copy
- Try demographic targeting
- Increase ad relevance with concise, specific offer, call to action, unique selling point like 'Free/fast Shipping' etc.
- Review keywords relevancy to ad copy
- Match types:
- Use phrase match instead of exact match
- Use broad match instead of phrase match
- Add negative keywords
High CPC / Low ROI?
- Update landing page URL
- Revise ad copy: concise, specific offer, call to action
- Adjust bids (lower)
- Match types: bid on broad, phrase, exact
- Add negative keywords
- Set daily limit to monthly budget
Low Traffic?
Low Conversion Rate?
- Update landing pages
- Weight bids towards high-performing ads and keywords
Undesirable Page Position?
- Increase base bid
- Review keywords and ad copy relevancy
- Dynamic text: {keyword} or {param2} in ad title, text, display URL
- "When the keyword is included at the beginning of the title and within the description, users rate the quality of the site 60% higher." Source: AC Neilson – Aug. 2002
- According to a recent study by Advertising.com, inserting the exact keyword into a paid listing improves CTR by 38% on average
Be sure to visit the adExcellence classroom to watch Flash tutorials on many of these topics, including:
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