Analyze your Campaign Performance

When optimizing your PPC campaigns, you should always make positive changes all month long.

You need to test different things on your campaign to know, which works better. This way, when you make some great changes, your account will have the effects for a long time with good results.

There are many optimization techniques, which can be learned by experience. I would like to discuss, a report for on a day.

Keyword Report: Run a keyword report

a) Focus on cost consuming but less converting keywords - In this task, you need to look at the keywords, which are consuming cost (generating clicks), but generating less number of conversions.

Analyze each keyword's performance, which you think it’s not profitable.

You can run a search query report for these particular keywords, using new adwords interface.

Add negative keywords or change match type of the existing keywords.

But keep a track of it, so that you can compare the results after a week.

b) Focus on converting keywords - We need to look at non-profitable keywords as well as profitable keywords, in order to increase the performance. Now, based on the performance, you can choose the best performing keywords for your campaign.

o Try adding variations of keywords.

o Increase the bids and test the performance in different positions.

o Run the search query report for those particular keywords and see what the user is searching for. Add these terms in the keyword list in order to reduce the average CPCs and increase the possibility of converting more.

However, you need to keep a track of all the changes what you have done, so that you can test the results perfectly. And if the performance goes down, you can revert back.

Hope this helps!!!

Happy Advertising :-)

Thanks,
Arun