Increase Search Traffic with Less Budget: The Value of Periodic Account Recategorizing.
Thursday, July 11th, 2019
11:15 AM - 12:30 PM: Breakout 2
Chances are, you're constantly changing bids, ads and extensions within your campaigns. But how often are you restructuring them? As you add new groups (and add additional keywords to your existing groups), your campaigns can become cluttered over time. Sometimes, keywords change in performance and need to meet a different goal. It's vital to evaluate your keywords' performance periodically — both to determine whether or not they're helping you achieve the right goal for your campaign, and to assess the ad copy's relevance to that keyword.
Wounded Warrior Project has seen significant improvements in click-through-rate and cost-per-click when recategorizing non-brand campaigns. Because of the restructure, the site sees greater traffic, but we pay less for the same keywords.
Learning Outcome #1
By attending this session participants will learn: How to reorganize your account according to keyword performance.
Learning Outcome #2
By attending this session participants will learn: How to determine a goal/budget by campaign.
Learning Outcome #3
By attending this session participants will learn: Techniques for getting more control of ad copy, keyword bidding and reporting insights.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A single presenter lecture style