Articles

PPC Keyword Maintenance

Written by Chris Sisco | Published on July 18, 2012
Tagged in PPC

Status
Organize keywords by “status” to ensure keywords that are below first page bid get the attention they deserve. Increase the bid to improve your average positioning which result in higher CTR for valuable keywords.

Quality Score
Organize keywords by quality score to see what keywords are potentially costing you the most money. Broader keywords tend to have a lower quality score (which is to be expected) but having low QS on long tailed keywords could be attributed to poor adgroup structure, ad writing, landing pages, and more.

Auction Insight
Find your top keywords by organizing your columns for the highest number of clicks (or impressions for branding) and select “Auction Insights” to see how you are measuring up against your competitors. This tool shows your impression share and average positioning in relation to others bidding on the same keyword.

Negatives
Looking through your keyword detail report for single or multiple keywords will show you what people are typing in to trigger your ads. There will be keywords that you might not necessarily want triggering your ads and therefore, will want to tell Google to not show your ads for these keywords in the future. Negative matching does exactly that and is a great way to save money on unwanted clicks.  
 

About the Author

SEO, SEM, LSI, BLT? Chris is our in demand Search Engine Optimization Specialist. Fun and practicality finally meet in this Google certified internet marketing machine. He might be the best keytar player in SouthWestern Ontario, but he's even better at getting your site noticed.