Is your cost per conversion too high? Are you disappointed with your Google Search Ad Campaign's return on ad spend?
Well here are the top 3 ways I like to optimize the campaigns I manage to lower the cost per conversion and increase return on ad spend week over week and month over month:
Most campaigns I manage I use Manual CPC or Maximize Clicks Bid Strategies. There's fewer bid adjustments to be made with Maximize Clicks but there is still a lot of bid adjustments to be had, just not at the keyword level.
With either bid strategy, I make percentage bid adjustments on the following dimensions:
I set up all of my campaigns with each match type. This means that at the start of the campaign I'll be getting some clicks from search terms that aren't very relevant. I simply add those as negative keywords as I come across them, which becomes less often over time.
So why do I use broad match if it leads to a higher number of irrelevant clicks at the start of a campaign?
Because it's also a way to find really great search terms that I didn't think to target at first. When you identify them, you simply create new ad groups around them.
It's important to test different ad copy and landing pages. While this may seem like 2 different things, I group them together here because your landing page is part of the ad. Important aspects to test with your landing page are:
That's the gist of it! That's what it takes to optimize your Google Ad campaign and increase your return on ad spend over time (i.e. make more money!).
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