Tommy Landry knows a lot about search marketing, and has just given us some advice on Search Engine Journal with 10 Ways To Breathe New Life Into A Floundering Google AdWords Campaign. This isn’t a formula for a magic fix, it’s just a good look at how a professional team will go about analyzing and improving an AdWords campaign that might just need a tweak to make it work well.
Here are his suggestions:
- Re-evaluate the keyword targeting strategy.
- Restructure ad groups using tighter themes.
- Amp up your negative keywords to avoid bad clicks.
- Get more aggressive with budget and/or max bids.
- Step up your ad text testing approach.
- Consider deploying a bid automation solution.
- Build a custom landing page for each ad group.
- A/B test landing pages to improve conversion rate.
- Try out dynamic search ads.
- Automate schedules and budgets to improve ROI.
In addition to looking at a campaign professionally, it’s a good idea to look at that campaign from the customer’s perspective. How well does it translate to a mobile device? Are keywords actually based on what your targeted audience would use? Getting to know your customer personas will greatly aid analysis and strategy.
The way a professional tweaks an AdWords campaign is worth understanding because they will have a good reason for the way they make changes. Adjusting a campaign according to a predetermined formula without understanding why it has become a strategy is like saying magic words and hoping there’s a good result. You can learn more about PPC management at http://www.reciprocalconsulting.com/pay-per-click.php.