How do you create an optimal keyword setup, which enables a qualitative expansion of the keywords and bids in the optimisation process? What exactly should this optimisation look like?
First you need to create a suitable keyword set. The target group, the client’s website, and all terms related to the website’s topic serve as a reference. You should also use keyword tools that suggest specific terms or topics. Also product feeds could be an important source. They also have the advantage of keeping the campaigns up-to-date relatively easily.
Even if the effort required for such a campaign might be slightly higher at the beginning (templates for the structure, the keywords, and the adtexts that need to be created based on the information provided by the data feed, in order to guarantee an automated creation and adjustment process), with the help of such feed campaigns you can advertise all available products. Products that are no longer available will automatically be paused. In addition, the advertising texts are always up-to-date since the prices can automatically be adapted to the current value.
The general rule is: “class instead of mass”. “Wild” combinations of terms are rarely efficient, they just enlarge the account. At this point it is sufficient to determine the relevant terms and to choose the right strategy regarding the keyword options. A collection of real user search queries must be available in order to qualitatively build the keyword set in the next step, which can at the same time reduce costs for irrelevant clicks, improve the quality of the terms, and lower the CPC.
By evaluating the actual searched terms you can add terms to the campaigns that have been proven useful. At the same time you can exclude less successful or non-relevant search queries. This lowers the CPCs and saves click costs. The figures, which are provided by the right search query tool, are thereby particularly important. This way, clicks, costs, conversions, CPO, and ROI do not only help optimise your bids – which is ideally done via bid management – but they also help you evaluate the significance of the keywords. Those terms that cause click costs but no conversions need to be regularly reviewed. Thereby, you should take the entire history of the keyword into account, and not only a short period of time.
And, of course, the bid strategy needs to be regularly scrutinised as well. The evaluation of the results on the different databases, such as campaigns, AdGroups, keywords, or specially formed strategic optimisation groups, form the basis for a potential fine-tuning of the configured settings. Thereby, it is important to have a tool that allows you to flexibly and easily react and that can find information for the regulation reasons, in order to simplify the analysis of the settings for the SEA manager.