Tips to Energize Your PPC Campaigns

If your campaign is suffering from broad keywords and weak ads, high bids for keywords to rescue the account may not be worth it, Goodman advised. In many cases, it makes more sense to start a new account, he said.

* Data to examine when evaluating the success of your PPC campaigns include impressions, clicks, conversions, index data, keywords, referral data, query data, year-over-year data, value per click and others, said Addie Conner, director of search marketing for CourseAdvisor, an online research directory for postsecondary education, career training and professional development. “Be sure to understand how your keywords are tied in with your inventory,” said Conner. “Look at your year-over-year data, check out all the seasonal data and use this data to improve your forecasts.”