Ensure your ad groups are well split out and tightly themed This can positively skew the perceived performance of these non-brand campaigns, which makes it difficult to see where optimisation should be focused and where to apportion budget at a top level.Īll brand keywords should be placed in their own dedicated brand campaign, so that their performance can be judged independently from non-brand search terms.Īs an example, Click Consult bids on its own brand keywords:ġ. Separate brand keywords from non-brand campaigns Avoid having multiple locations in same ad group 4.
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