Growing a business usually starts with a great idea, building something, marketing, sales, and execution. Focusing on saving money on digital ad spend becomes a chore once everything is setup and running, statistically enough data has been generated, and if your money saving activities have a higher return than other business tasks. Of course, everybody would like to make the best decisions in PPC from the get go, but information is sparse and things are dynamic. Following PPC tasks should be applied periodically, at least monthly, being general best practices:
Axe the Poor Performers
Pause or delete poor performing keywords. Keywords with a high cost of acquisition and no conversion are a waste. Check if they should move over to the negative keywords.
Grow List of Negative Keywords
Check the search term reports, if your keywords are actually relevant to your product.
Negative keywords can be defined at the account, campaign, and ad group level, with different match type settings. There are always surprises in this report, i.e. wasted money.
Adjust Keyword Match Type
Similarly, a match type too broad, can pull in too much irrelevant traffic and waste money. Consider adjusting keyword match type from modified broad to phrase to exact, trading in depth of specificity against breadth of exposure. [Note: this is time consuming and only recommended if you know for sure.]
Adjust Keyword Bids
For manually managed keywords with high bids and clicks, consider if a second position bid would yield the same benefit. [clicks * conversion * (profit – cost), use bid simulator]
Re-organize Ad Groups
Expert opinions for the number of keywords per ad group are from 20 to 50, depending on context. If too many keywords are part of an ad group, it is harder for the creative of the actual ad to be specific. Smaller ad groups allow for a more specific creative, and people click more on highly specific ads than generic ads with no particular proposition.
Branded Name Campaign
Create a campaign only dedicated to your company name. These are the highest converting campaigns because people are already searching for you. Protected brand names also have no competition (meaning traffic is cheap). Google disallows protected brand names as keywords, unless you are the owner of it.
You can make a PPC campaign more specific by targeting it by demographics (age, language, etc.), geographic area, devices (mobile, iPhone, tablet, etc.) and such. Also the ad campaign can be throttled to specified hours, to save money.
Use A/B Testing
The Google AdWords A/B testing tool allows to set aside a percentage of traffic for campaign experiments. After enough data is collected, Google will show which version of the campaign generates better results.
Revise Landing Pages
A/B testing can also be used to optimize landing pages. But before doing that, it should be audited if it matches the advertised content, and if it loads fast. Snappy landing pages that are highly specific to the ad content yield a high quality factor which saves money.
Use Remarketing Campaigns
Build remarketing lists and advertise to those who already had exposure to your content. Click throughs are much higher resulting in higher quality score which saves money.
Use Ad Extensions
Enriching your ad with site links, addresses, call buttons and such, a viewer is more likely to click on your ad, thus increasing clicks and raising quality.
Think of these practices as eliminating waste, to achieve a more productive state of growth.by