Steve details 8 ingredients for high-performance search ad campaigns:
- Product Marketing Perspective
- Strong Keyword base
- Factor In Keyword Volume And CPC
- Semantically-Based Ad group structure
- High Quality Ad Copy Base
- Ad Extension Coverage Using All Extension Types
- Size The Keywords To the Ad Spend Budget
- Bidding configuration
Steve details 8 ingredients that should be present when developing high-performance search ad campaigns: a strong product marketing perspective; a strong keyword base, factor in keyword volume and CPC, semantically-based ad group structure, high quality ad copy base, ad extensions using all types allowed, sizing the keywords to the budget; and bidding configuration. He describes the three factors most important to keyword selection, how to assess whether keyword volume is adequate, and a rule of thumb for how to assess the average cost per click (CPC) of individual keywords relative to the campaign’s daily budget.
He shows the three factors most important to keyword selection, how to assess whether keyword volume is adequate, and a rule of thumb for how to assess the average cost per click (CPC) of individual keywords relative to the campaign’s daily budget.