When we optimize our clients’ Pay per Click campaigns, there are three main things that we do for them.

1. Ad Position Optimization

Try to get your ad between positions 2 and 6. On Google AdWords there are two ways you can increase your ad position: by raising the bid amounts and by making the ad more relevant –or a combination of both. On Yahoo! Search Marketing and Microsoft AdCenter, ad relevancy is not an influential factor; they only car about bid amounts.

2. Ad Copy

You should always be running split-tests. They are free, setting up the test will take you less than a minute and most of the time a tiny change can boost your Click-Through Rate (CTR). Last week we replaced the word “amazing” with the word “great” for one of our clients and CTR went up 46%. That’s a huge improvement and all it took was a tiny change. Unless you constantly test, you won’t know what works and what doesn’t.

3. Emotional Living

The conversion rate optimization is the most important component of a PPC campaign optimization. You need to figure out what keywords convert very well and which ones convert poorly or don’t convert at all. Then there are a few things that you should do about non-converting keywords: get rid of them, add negative keywords to your campaign.If you have keywords that convert very well, this is what you need to do: perform more keyword research and add similar keywords to your campaign, create an ad group for these specific keywords so you can keep a closer eye on them, increase the bid value and use these keywords to do Search Engine Optimization (SEO) or PPC using other search engines.

Tags: PPC, Search engine optimization

This entry was posted on Monday, June 1st, 2009 at 4:11 am and is filed under PPC, SEO. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.