Cost Per Acquisition: Optimising your campaign for Search Engine Marketing
I’ve noted below 5 tips which I found useful while working closely on clients over the years who are looking to achieve tight CPA targets.
1. Pause keywords with high cost and no conversions – These keywords are great to have around if you’re chasing a traffic target, but a big no-no for CPA targets
2. Find high converting keywords and add similar long tail keywords – The longer tail keywords will usually have lower traffic numbers and rock bottom CPC’s ($0.05 – $0.15)…If these convert then your CPA target will look a lot easier to achieve
3. Run a Search Query Report (in AdWords) - This will help find keywords which can be added as negatives and also give great idea’s for long tail keywords
4. Change Campaign Budgets - You can optimize all you want, but if you’re best converting keywords are in a campaign with a small budget which expires early in the day then the account performance will be naturally affected. To counter this, shift all your converting keywords into a seperate campaign. Remember it’s still important to group your converting keywords to maintain quality score.
5. Check Landing Page - Review the landing page and make sure you’ve chosen the best landing page from your client’s website. Important to check for conversion points and exit points on the page.
While the above list is not exhaustive, it will definitely help get your account moving in the right direction.
