PPC Best Practices

Search Best Practice

Our Best Practices

This Search Best Practice Checklist has been put together to provide a comprehensive list of optimization and account management tips which you should follow to drive the best possible results from your clients campaigns.

The page is split into the 4 major sections that influence search campaign performance:

Each section has a list of best practices which can positively impact the results of your search campaigns.

Keywords

Title
Level
Best Practice
Structure Beginner Structure account(s) to mirror site
Coverage-BrandInclude brand terms
CoverageCover all products
CoverageInclude relevant negatives
CreativeDeep link to relevant landing pages
CreativeRelate the creative to the keywords
SeasonalityHave annual seasonal plan
SeasonalityHave seasonal keywords and creatives ready,
StructureIntermediateDelete duplicate keywords
StructureSeparate campaigns for converting keywords
StructureSeparate campaign for top volume drivers
Coverage – BrandInclude brand misspellings
CoverageUse generic keywords to drive awareness
CoverageUse generic keywords to boost conversions
CoverageUnderstand queries matched by keywords
CoverageKeep reviewing kw set to capture new queries
CoverageKeep reviewing kw set to filter unwanted clicks/queries
CoverageMatch keywords to search queries to enable targeted ad text
CoverageUse product specific keywords to drive conversions
StructureAdvancedCreate testing environment for new keywords
Structure AutomationFlag keywords which are performing well and restructure if necessary
Coverage – BrandInclude brand territory terms
Coverage – AutomationPull data from logs and automatically populate existing campaigns with relevant keywords.
Seasonality AutomationFlag queries which spike. Add keywords/incorporate them following year

Adtext

Title
Level
Best Practice
CreativeBeginnerInclude special offers in ad text
CreativeTest brands in ad text
CreativeTest DKI/static in ad text
CreativeTest CTAs in ad text
CreativeDeep link to relevant landing pages
CreativeMatch online and offline messaging
CreativeDeep link to relevant landing pages
CreativeRelate the creative to the keywords
SeasonalityHave annual seasonal plan
SeasonalityHave seasonal keywords and creatives ready,
CreativeIntermediateInclude delivery details in ad text
CreativeTest offline messaging in ad text
CreativeTest prices in ad text
CreativeTest no. of products in ad text
CreativeInclude Third-Party Awards where possible
CreativeTest capatilisation variations
CreativeKeep trialling different creatives,

Bids

Best Practice
Level
Have annual seasonal planBeginner
Separate campaigns for converting keywords
Intermediate
Separate campaign for top volume drivers
Set CPC’s to appear in the most profitable position
Be prepared to raise CPCs during seasonal peaks
Create testing environment for new keywordsAdvanced
Flag keywords which are performing well and restructure if necessary
Keep up with ROI figures and alter CPCs accordingly

Budgets

Search/Content
Title
LevelBest Practice
Search & ContentSeasonalityBeginnerHave annual seasonal plan
SearchStructureIntermediateSeparate campaigns for converting keywords
Search StructureSeparate campaign for top volume drivers
SearchBidding and BudgetingBudget for maximum return
SearchBidding and BudgetingRaise your budget caps to take advantage of positive ROI
SearchStructureAdvanced

Create testing environment for new keywords
SearchStructure AutomationFlag keywords which are performing well and restructure if necessary
SearchBidding and Budget AutomationAutomate daily budget reports
Search and ContentSeasonalityKeep up with seasonal trends and one off events that may lead to traffic spikes