Optimizing Your Keywords, Automatic & Manual PPC Campaigns

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Lecture: How to Optimize Your Exact PPC Campaigns

➢ Exact campaigns are best to use for an aggressive launch.

➢ You do not need to use Negative keywords in Exact. You can toggle off the keywords. However, if you
have an exact keyword ‘Jade Rollers’, this has the letter ‘S’ (plural) so you would put ‘Jade Roller’ in Negative
Exact keywords.

➢ It’s normal to have a high ACOS for exact campaigns even if you run this campaign long term because the
goal here is to bid aggressively to get ranked for keywords. However, if you are in the maintenance mode
for your campaigns after a successful launch, your ACOS should be below your profit margin % by lowering
your keyword bid.

➢ It takes sales and time to drive down your CPC. There’s no definite timeframe but make sure your
campaigns are converting.

➢ If you are running main keywords (high 4 figure or 5 figure plus keywords), I would not recommend to put
more than 10 keywords in one exact campaign because your full day budget will get used for these
competitive keywords. Main keywords are searched so highly so if you have too many keywords in one
campaign, the 24 hour full day budget won’t evenly distribute for other keywords.

➢ Longer tail exact keywords – you may add more than 10 keywords because these keywords are less
searched so your full day budget will last longer and be distributed across more keywords in one campaign.

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