Your brand runs PPC campaigns on Google Ads and like everyone else, this channel needs to make sense and deliver top ROI and ROAS. However, some settings are often not being utilized what causes these KPIs to stay low.

MOST PPC CAMPAIGNS ARE NOT OPTIMIZED

This statement, that has been often claimed by others, is pretty true. We have audited hundreds of different PPC accounts, and for the very most part, things could have been done better, what could have drive better results and KPIs.
Here we’ll share the very basic things to look for and optimize to reach top PPC performance – whether for eCommerce PPC campaigns or local, service lead-gen PPC campaigns. Same logic applies!

OPTIMIZE AD-SCHEDULE:

Make sure to have an optimized schedule with adjusted bids. If you need to run the ads aggressively during the day – it might make sense to drop bids during the night and boost them during the day. Same goes for weekend ad-operation. Review the peak times of the converting traffic and adjust the schedule accordingly.

OPTIMIZE BIDDING BY DEVICES:

Google Ads offers the feature of adjusting bids on devices. For some reason, this super important feature is often not being adjusted. Work with Dimensions reports and analytics to figure out the percentage of mobile traffic. Review the CPC and the CPA per device – and decide which adjustment is the most appropriate.
This feature must be optimized and is one of the fastest ways to manipulate the CPA.

OPTIMIZE BIDDING BY LOCATIONS:

Here’s the biggest logical secret, straight up: different cities have different CPCs, what means that each city carry a different CPA. Larger metro areas have a bunch of cities within – so make sure to break down the location targeting instead of bidding on a large metro area as a whole.

SAVE AD-SPEND WITH OPTIMIZED PPC ACCOUNT

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