by Dr. Andy Beedle, Chief Online Strategist, Norton Norris, Inc.
(NOTE: This is the first of two articles on six different ways to optimize the performance of the PPC account for your college or university. In this part, we cover the three most foundational projects that will optimize your account. Look for the final three in a future issue of our newsletter.)
Marketing managers spend a great deal of time optimizing and improving their advertising. So, what’s the best way to optimize a Google Adwords account? If you use an agency to manage the account, you may be tempted to simply watch month over month performance and leave it to them to make any tweaks. If you manage your PPC account in-house, your staff may be overwhelmed by the tools and automatic options offered by Google. In this article, I’ll review the 6 most important (and often overlooked) ways you can optimize your adwords account and get more for your advertising dollar.
Remember that optimizing and improving is a continuous process. The things we’ve chosen here are activities that your team can engage in on a monthly (or weekly) basis. Regularly editing your account in this way will result in improved cost per lead, quality scores, and click-thru-rates. It will also help you identify new opportunities to get more (and better) traffic in the adwords eco-system.