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Questions about optimizing

by karmadog
1 replies
  • PPC/SEM
    • |
I'm running a campaign for an affiliate offer on bing ads, but I'm not too sure what the process for optimizing is. I have a couple of questions:

1. If I see that a PHRASE keyword I have has a high CTR, what do I do about that? I mean, for a phrase keyword, that could be all kinds of different keywords. So do I keep that phrase keyword, or do I take the keywords in Prosper202 and put them as EXACT MATCH in the campaign?

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2. If I see that a particular keyword is working well with a particular ad, should I completely seperate that keyword and ad, and put In a new campaign just to keep things tidy?



If I could only have a process that I could go by, I'd understand the process a bit better.
#optimizing #questions
  • Profile picture of the author dburk
    Hi karmadog,

    It's not "keywords" that you need to optimize in Search campaigns, instead you should be optimizing "Search Terms".

    To be clear, a keyword is not the same thing as a search term.

    Search terms are what people type into search boxes on search engines. Keywords are what you use to target search terms. As you seem to understand already, a single phrase match keyword will trigger ad impressions for many different search terms.

    You can still optimize the bid for a keyword, but as far as campaign structure optimization goes, focus on optimizing search terms, not keywords.

    To target a specific search term you would add it as an exact match keyword so that the exact search term is isolated and targeted.

    You can include nearly identical keywords in the same ad group, but only if the search terms triggered by those keywords are so identical that you would be able to write highly specific ads that work just as well for every search term triggered by all keywords in your ad group. Ads need to be as specific as possible to the search terms for top performance, therefore you should never include keywords that trigger distinctly different search terms within the same ad group (except to discover search terms that you haven't yet added to the account).

    Analyze your Search Terms Report at least once a week and add an exact match keyword for any search term that is triggering multiple impressions.

    An important concept to understand is that phrase match and exact match keywords should be used sparingly, that exact match keywords are your primary method of optimizing search terms and the accompanying ads.

    HTH,

    Don Burk
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    * Get Results - Outsource Your PPC Management |
    *     Don Burk Advertising & Marketing - www.donburk.com

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