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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 11. Optimizing Performance

In this chapter, we will cover the following topics:

  • Improving relevance and Quality Score
  • Improving ad rank
  • Changing keyword match types
  • Scheduling ads to run during key days and times
  • Expanding your keyword list
  • Analyzing ad copy performance and picking top performers
  • Adjusting budgets to maximize traffic and conversions
  • Tips to increase traffic
  • Running search term reports to optimize keywords
  • Optimizing bids for ROI
  • Optimizing keywords to improve ROI
  • Excluding IP addresses from seeing your ads
  • Optimizing your landing pages

Introduction

The most successful advertisers continuously refine and optimize their campaigns to keep them profitable. Your initial keywords and ads will need to be regularly updated, paused, and refined ...

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