If your PPC advertising is sluggish, some PPC campaign rejuvenation can be the ticket to improving your pay per click metrics and overall campaign ROI. The longer you delay and put it off, the longer you will continue to waste your campaign spend and suffer from poor performance.
Sometimes going through your PPC campaign with a fine-tooth comb is a simple way to eliminate problems quickly, and realize that there were some problems in the way the campaign was originally structured. You might have unrelated keywords dragging you down or there may be too many keywords jammed in a single ad group. Your ad copy might not be receiving adequate impressions and your click through rate might be poor. There is always room for improvement, which is one reason many companies come to us to handle their pay per click management.
Once you determine that changes need to be made, you can either start from scratch or audit your current campaign and make changes to improve your PPC performance. The easy way out is to start fresh, but you lose all of that old data. Some prefer to pull the “good” data from the old campaign and start fresh in order to start with fresh ad groups. Do whatever you are most comfortable with, as the same five PPC campaign rejuvenation steps will be used regardless of which option you go with.
Use these five steps to help restructure your PPC campaign, resulting in an overall performance and ROI increase.
1. Eliminate Weak Keywords
If you just added all of the keywords that they keyword tool suggested this could take some time, but the effort is well worth it in the end. It is time to delete all of the keywords that are just dead weight. If they aren’t receiving impressions, generating traffic or conversions they are absolutely useless. Numbers don’t lie, so don’t think too hard when auditing your keywords. If they aren’t winners clip them!
You will want to pull your data from the past 2 months and go through all of the filters, including click through rate, quality score, conversions, impressions, average cost per click, and average position. You will need to determine the cut off point and use some logic as well.
If there are keywords that are not receiving impressions and not producing conversions then the decision is simple. Delete them. They are not helping you at all, as they are actually bringing down your overall click through rate. Common sense comes into the picture when you find things such as keywords that have a horrible quality score but are receiving clicks and have a high conversion rate. Even though the QS is low the keyword is a winner in your campaign.
2. Several Ad Groups With Fewer Keywords
Once you have your keyword list trimmed down it is time to make your ad groups more effective by only including a handful of keywords per ad group. Put about a dozen keywords with similar themes into each ad group. This improves the performance and really allows you to see what works and what does not as you move forward. This is something that comes directly from Google’s mouth, so it is considered a best practice in Adwords.
3. Single Out Your Best Keywords
Most business owners are simply too lazy or don’t have enough time to dedicate to this step, and it is a prime example of why pay per click management services are a huge asset. If you have keywords that are performing great then take them and put them into their own ad group. This allows you to build highly targeted ads and ad copy directly related to the keyword. This increase your quality score, increases your impressions and lowers your cost per click. Now your best keywords won’t be competing against other keywords. This is a great way to turn great keywords into excellent keywords, and increasing the performance of your campaign. All it takes is a little bit of time and effort.
4. Eliminate Generic Ad Copy
Once you restructure your PPC campaign you will be left with some ad groups that have generic ad copy that isn’t relevant to the keywords. This is not going to benefit your campaign in any way, so it is time to get your ad copy correct. Since your ad groups should only have relevant keywords in them it will allow you to write highly relevant ad copy while including your keywords in the ad title and description.
Always try to include your keyword in the title (if it makes sense) and if you can’t do that, try to include it in the description. Make sure that your call-to-action is strong and use copy that is compelling and commands attention. Also, use custom display URL’s as often as possible. These do not have to match your destination URL, so use them to your advantage. For example, if your keyword is “blue widget” then set your custom display URL to something like www.yoursite.com/blue-widget or www.yoursite.com/best-blue-widget.
5. Landing Page Audit
While you are going through your entire PC campaign it is also a good time to audit your landing page. Your landing page should include relevant content and include keyword(s) and a call-to-action that is identical to your ad copy. PPC success happens when your Adwords campaign as well as your landing page is perfectly optimized. Don’t be afraid to test several landing page variations to see what performs better. If you are receiving a lot of clicks on your ads but your conversion rates are low then you need to work on improving your landing page.
PPC campaign rejuvenation isn’t something that happens overnight, and pay per click advertising isn’t something that you just optimize once and let it roll. It requires constant monitoring and optimizing to keep progressing and improving the performance of the campaign. Make slight changes and monitor the changes. Continue to do this, as each little improvement can have a huge impact on the overall performance.