7 Ways to Save and Make Money in Paid SearchJanuary 29, 2014 By Arnold Sandoval
2. Media Weight
The next step is to determine how well the budget is used across the different campaigns. Did the top-performing campaigns and keywords receive maximum exposure, or were they limited by low bids and capped budgets? Ensuring your top-performing campaigns are running at maximum visibility is a great way to ensure results are being maximized. A good place to begin this analysis is a "Lost Impression Share (IS) to Budget Report." This report uncovers campaigns that were turned off during the month due to budget. If any of your top campaigns are in this report, this is an easy place to start improving your results.
3. Quality Score
Direct marketers know there can be tremendous variance in what an advertiser is charged per click based on their quality score, which is essentially an algorithm that determines how relevant your ad/landing page is for a given keyword. The less relevant, the more you have to pay per click; the more relevant, the lower the cost per click. Advertisers create more relevant listings for their best keywords and are rewarded with a better cost per click. In order to isolate quality scores that are low or trending down, you can download a quality score report from the search engine. Improving quality scores is all about relevancy, creating hyper-targeted ads that resonate with the targeted user and providing users with rich and targeted landing pages.