Recommendations

Block traffic

The recommendation to block traffic executes a research for finding potential negative keywords to add as standard negatives on campaign level. The goal of finding good potential negatives is to stop receiving traffic that in the past did not convert well. The direct effect of applying good negative keywords is an increase of CTR.

Redirect traffic

The recommendation to redirect traffic looks for potential negative keywords to add on ad group level. The goal of finding good ad group negatives is to redirect the traffic from generic ads to more specific ones and to bring traffic from broad match types to more specific ones. The direct effect of applying good negative keywords to redirect traffic is an increase of CTR and decrease of CPC.

Keyword research

The recommendation to add keywords looks for search terms with relevant traffic potential to book as keywords. Keyword research is a fundamental process to consistently improve the performance of the marketing campaigns. The direct effect of booking new keywords is an increase of Clicks.

Delete duplicates

The recommendation to delete duplicates searches for keywords that are targeting the same combination of words with the same match type (all other targeting criteria being equal). The effect of keeping only one unique keyword active is that the traffic and history always accumulates on one point that will likely gain in Quality Score.

Create Adalyzer test

The recommendation to create an ad test with Adalyzer application detects if there are the conditions to optimize ads in each specific template. The effect of testing and optimizing ads is twofold: finding the best ads to show to the users and continuously improving the quality of the advertising messages delivered. Ad testing and optimization will directly result in higher CTR.

Increase budget

The recommendation to increase budget looks for campaigns that faced budget constraints in the last 30 days and it recommends a higher budget to fulfill all the searches that are currently missed. Increasing the daily budget as recommended will directly increase the number of impressions on the campaigns.

Change ad rotation

The recommendation to change ad rotation looks for this setting in your campaigns and reminds the user to switch the setting to “rotate indefinitely” if this is not the case for some campaigns. Even ad rotation will distribute more equally impressions among active ads in each ad group. This setting will improve the accuracy of the Adalyzer application and in turn the CTR.

Change negative match type

The recommendation to change negative match types looks for negatives keywords with negative broad match type. Since we experienced potential loss of relevant traffic when using negative broad, we usually recommend to use the phrase or exact negative match types only. The change of negative match will likely increase the number of impressions received.

Reactivate keywords

The recommendation to reactivate paused exact keywords looks into the search query report of last 30 days to find if the same exact search query had at least 10 impressions. If the same exact keyword is paused in different ad groups, the engine allows to reactivate only one of them. Having the exact version of a keyword active usually brings additional clicks, because the text ads are better written.

Delete keywords

The recommendation to delete keywords looks for keywords showing misuse of match type signs. For example, exact keywords with quotation marks. Such keywords can result from typo errors during campaign setup. Deleting such keywords will result in a keyword portfolio with higher Quality score.

Check URL

The recommendation to check the URLs calculates the conversion performance of each landing page and warns the user when a landing page with relevant traffic is not collecting many conversions. Sending the traffic to better landing pages can have a direct impact on the CR.