10 Killer PPC Optimization Tips

1. 7 Killer PPC Optimization Tips
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

2. Analyzing Google AdWords can
be an infinite job.
Here are 7 tests
you should always conduct
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

3. #1 – Analyze Quality Score Breakdown
• Benchmark your accounts and history
• Count the percentage of keywords with QS
ranges: Keywords with QS Keywords with QS Keywords with QS
7-10 (%)
75%
4-6 (%)
19%
1-3 (%)
6%
Client
Name 1
Campaign
#1
57% 27% 15% Campaign
#2
66% 23% 10% AVG
• Maximize the 7-10 and
you’re guaranteed success!
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

4. #2 Account Structure
• Build to scale
• Separate Search, Display, Retargeting
• Separate PC, Mobile, Tablet
• Separate Countries / Languages
• Separate Brand
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

5. #3 Brand vs. Non-Brand
• Separate Brand vs. Non brand
• Assign different goals to each
• Report the share of the brand – set a goal!
• Differentiate messaging
15%
Branded
Non-Branded
85%
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

6. #4 Broad Match Weight
• Analyze the % of impressions, clicks,
conversions from broad
• A high % mans your exact/phrase are not
pulling the searches properly. Aim to minimize
the broad numbers
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

7. #5 Match Type Bidding
• Broad – lowest
• Phrase – mid
• Exact – Top
• Use negatives extensively to make sure each
keyword is pulled to the right bucket
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

8. #6 Display URL
• Display URL Works!
• Make sure your landing page domain name is
friendly and brand relevant
• Make sure you add a virtual /?phrase to your
display URL
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

9. #7 Ad Structure
• Title: Repeat Search Phrase
• Description #1: Product Feature
• Description #2: Benefit + Call to Action
• Display URL: Friendly URL+Search Phrase
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044

10. Key Takeaways
Manage QS Breakdown and Improve as you go
Create Modular and Scalable Account Structure
Brand VS. Non Brand
Manage the Weight of Broad Match
Differentiated Match Type Bidding
Leverage Display URL
Maintain Ad Structure
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044