That is something quite many of us would like to do. CPC’s get more expensive constantly so therefore getting the most out of the budget is important. For those interested in more background on PPC marketing: https://en.wikipedia.org/wiki/Pay-per-click
Google is getting quite smart about understanding what kind of clicks are valuable to the user (=the searcher in this case) so ad-relevance, quality scores and landing page experiences are very important.
Here I go through some steps to optimise your PPC marketing.
Max out on your best performing PPC marketing campaigns, ad-groups and keywords
Find the campaigns with the highest ROAS or the lowest CPA. Make sure you are not losing impression share on these.
This is easy with a tool like windsor.ai but can also be done with other tools that do multitouch attribution and combine the performance and cost data.
- Rank (Bids, ad-relevance)
- Low quality Scores (This can then depend on expected CTR, landing page experience etc.) Will go into how to optimise these in a separate post.
Decrease spend on low performing PPC campaigns
These are the campaigns eating up the ROAS and budget frm the best you should cut spend on them. Again, easy to find them with windsor.ai as it does multitouch attribution so you dont have to worry about cutting campaigns that work early in the funnel.
Images are censored a little here.
Many tools we have help with this:
- Bid optimiser
- Budget optimiser
Also we are developing a tool that will make it easier to find actions from all the data.