ppc optimization Archives - WebSiteOptimization.com

PPC Optimization: Ad Title Tweaking

In our continuing series on PPC optimization this time we look at optimizing text ad performance by tweaking ad titles. Technically called the “Business Name” field, we’re calling it the ad title for brevity. By isolating higher performing ad text you can vary different parts of similar ads to see which variant performs better. This …

PPC Optimization: Enhanced CPC & Maximize Clicks – ECPC vs. Target CPA

Last time we explored the option of using experiments to optimize your PPC campaigns in Google Adwords. This time we put that knowledge to the test. In this article we show how to improve an existing call only campaign with a lowball enhanced CPC bid strategy (ECPC).

Optimizing PPC Campaigns with Experiments – Target CPA vs. Maximize Conversions

Continuing our ongoing series on PPC optimization, this time we look at PPC drafts and experiments. Drafts and experiments lets you propose and test changes to your Google Adwords search and display campaigns. Using experiments you can optimize the performance of your campaigns to squeeze more leads our of less spend. This article shows how to set up a PPC experiment for a dental client.

PPC Optimization: Early Warning

When testing new PPC ad copy, you can get an early warning on ad performance with the “phone calls” and “PTR” metrics. Using these metrics can give you an early indication of the performance of a text ad in call only campaigns. We’ll explore an actual example of using these metrics to optimize ad text copy.

PPC Optimization: Wordplay & Humor

Sometimes in advertising you need to think different(ly). In PPC advertising, standing out from the crowd is becoming more difficult as more advertisers join the fray. One way to stand out and attract short attention spans is to use wordplay and humor. We already covered strange attraction using unusual word or character combinations to boost performance. This time in our PPC optimization series we look at wordplay and humor.

PPC Optimization: Strange Attraction – ad text optimization boost performance

Continuing our series on PPC ad text optimization, we look again at minimizing the cost of PPC text ads. With apologies to the Cure, we look at using ad text that offers a strange attraction to viewers. Using letter and symbol combinations that attract the eye can both increase click-through rates and lower cost per click.

PPC Optimization: Abbreviate Ad Text – lower CPC & cost per conversion

In previous articles we’ve explored optimizing the conversion rate of call only text ads. Now we take another approach, minimizing the cost of PPC text ads. You can, of course, limit the cost-per-click (CPC) for particular campaigns, but set your CPC limit too low and Google will flag your campaign as “limited” by click budget. One approach we’ve found to be effective is abbreviating commonly used phrases. Abbreviation lets you squeeze in more text into a headline, or use shorter headlines.

PPC Optimization: Display URL Expansion

Last time we explored optimizing your PPC campaign with gender targeting. We found that men tend to convert better than women for our example cosmetic dentist. In this article we’ll show how to optimize a Call Only campaign with Display URL optimization. You can expand the Display URL with keywords and calls to action to boost click-through and conversion rates. This article shows an example of display URL optimization.

PPC Optimization: Gender Targeting

Last time we explored optimizing your PPC campaign with age range targeting. We found that middle-aged people tended to convert better, for a particular client. In Google Adwords you can also target demographics by gender. Studies have shown that men and women tend to browse and shop differently on the Internet. Let’s look at how you can use differences in gender behavior to optimize bids to boost PPC conversion rates.

PPC Optimization: Age Range Targeting

Last time we explored optimizing your PPC campaign with ZIP code targeting. Like the other demographic targeting options that Google provides, age and gender targeting can help improve your conversion rates to squeeze more leads out of your advertising spend. In this installment we look at how you can use age range targeting to optimize conversion rates.