The GYNOT Pay Per Click Optimization Process
If not already done, it is best to separate the keywords into more narrow ad groups. The first thing I like to do if it has not already been done is to separate the ad groups into three keyword match type groups for each individual keyword theme. For instance, if are a builder who specializing in window and door installation, it would be best to create 6 ad groups. Windows broad match, windows phrase match, and windows exact match. Then for Door the same, Doors Broad match, Doors Phrase Match, and Doors Exact Match. This allows you to monitor CTR more precisely, and also to adjust the daily budgets for each campaign.
This adjusting of the budgets is important because as the volume allows, you can change the budget to make sure that the maximum budget possible is being used for exact match searches first, then phrase match searches, and finally for the least relevant and least cost effect match method of broad match.
After organizing all the different campaigns into match types, I like to go into the keywords; this is where I make sure that all relevant keyword are in place. Attempting to make sure that every possible lucrative keyword is present, including some popular misspellings, typos, and, even URL mistakes are being bid on. I like to top off my keyword improvements with some new negative keywords if possible just to make sure I am not bidding on anything that is not relevant to client business marketing objectives. For instance in the above example where I worked on a Door and Window reseller, I would ad keywords to exclude anything Microsoft Windows related.
Each campaign should be reviewed for geographic targeting. There are several options that can be used here to make Geotargeting a highly profitable time investment. If the clients business is a local market, then it is best to make sure that only people in the region he can drive for profitable business + few miles can see advertisements. For instance, a businesses owner may be in the outskirts of the area in witch you could like to geogarget, but he may live and research his or her future purchase from home, which may be outside your geographic location. This is why it is important to identify each in which ads will be purchased, and then ad anywhere from 5 to 30 miles to catch the few who may be researching slightly out of your area. After all, it’s better to turn down business rather than never have the opportunity to get it at all.
There are other Geotargeting conditions that may arise where you actually exclude some areas. Use of such geolocation could include situations where one would be trying to exclude certain areas such as a low income neighborhood, or an entire city. In one case I was working for a realtor who specialized in people looking to relocate from outside the area to her area. I accomplished this my setting up a separate campaign and excluding her city, and used positive and negative keywords exact and phrase match keywords to highly target those people from the rest of the country (or English speaking world) who were trying to find real estate in her area. Be creating to very similar but separate campaigns, one locally and one excluding locals, I was able to very accurately adjust her advertising spend to target those out of area relocators and investors that she was seeking.
It is also debatable whether to change the URL path to make it more readable and stand out. Take our website address. www.getyournameoutthere.net . Consider using the url display text as GetYourNameOutThere.net instead. This will make it easier to read and your display URL will stand out more than it would otherwise. I am slightly reluctant to commit to this because in my expernce many clients and professionals have been reluctant implement this strategy. The opposing argument is that using the URL path in this way does not follow traditional web marketing, and can be considered unusual. It is really best to judge the client no this one, and if they raise any form of objection save this point for later PPC optimization efforts.
This is a good time to mention how sensitive business professionals are to what the publics is able to see of their marketing efforts. This is another reason the PPC marketing specialist should be care with the use of automatic keyword insertion, especially in situations where a misspelling keyword variation could mistakenly be inserted into ads. Before sending and PPC changes live, be sure to double and triple check anything that a client could possibly see in a live high placement pay per click ad.
At this point I like adjust my bids on my various campaigns and watch them for a few days to a few weeks depending on the time budgeted for the account and the monthly advertising spend.
