Big clients who are running their campaigns for years, have tonnes of keywords in their account...and as part of optimization, there is constant addition of keywords, adcopy changes, bid changes etc. but few have realised that a simple change in account structure can have a meaningful impact.
Following changes in account structure is recommended :-
1) Review if your site structure matches with the account structure in search. Is there any change on the site that should be replicated in the account.
2) Do we have our adgroups tightly themed and we have not more than 10 keywords in each adgoup?
3) Review all the keywords in each adgroup. Keywords with low Quality Score, low impressions and clicks should be moved to more relevant adgroup or create a new adgroup for them. They may not be getting enough opportunity to perform in current location.
4) Another action for keywords should be -
i) Keywords with low impressions and clicks since last 3 months should be paused/removed from the client.
ii) KWs with high impressions and low clicks need to be shifted to different location.
iii) Keywords with low impression and high clicks are valuable and therefore bids should be up so that they get more exposure.
5) Match Types - are all your Keywords in Broad? if yes then thats not ideal. Broad match types are not always good...though it fetches more impressions than others but there's lot of wastage. And not to mention, negative keyword addition becomes very important. It would be good to do lot of match type testing to see which match types work best for each keyword.
6) Ad-creative - First point sale for marketers in Search advertising. it is important to be catchy enough to grab audience attention and get clicked. There should be at least 3 creatives in each adgoup, having more creative doesn't mean good performance. Not all creative will have equality opportunity to show up. So, its better to do regular adcopy testing and keep the best performing ones. Adcreative should be most relevant to the adgroup.
Just add these simple tasks in regular optimizations and one should surely see the difference...
1) Review if your site structure matches with the account structure in search. Is there any change on the site that should be replicated in the account.
2) Do we have our adgroups tightly themed and we have not more than 10 keywords in each adgoup?
3) Review all the keywords in each adgroup. Keywords with low Quality Score, low impressions and clicks should be moved to more relevant adgroup or create a new adgroup for them. They may not be getting enough opportunity to perform in current location.
4) Another action for keywords should be -
i) Keywords with low impressions and clicks since last 3 months should be paused/removed from the client.
ii) KWs with high impressions and low clicks need to be shifted to different location.
iii) Keywords with low impression and high clicks are valuable and therefore bids should be up so that they get more exposure.
5) Match Types - are all your Keywords in Broad? if yes then thats not ideal. Broad match types are not always good...though it fetches more impressions than others but there's lot of wastage. And not to mention, negative keyword addition becomes very important. It would be good to do lot of match type testing to see which match types work best for each keyword.
6) Ad-creative - First point sale for marketers in Search advertising. it is important to be catchy enough to grab audience attention and get clicked. There should be at least 3 creatives in each adgoup, having more creative doesn't mean good performance. Not all creative will have equality opportunity to show up. So, its better to do regular adcopy testing and keep the best performing ones. Adcreative should be most relevant to the adgroup.
Just add these simple tasks in regular optimizations and one should surely see the difference...
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