Making it work better.
WHERE THE GAINS ARE
The landing page, usually.
Improving conversion reduces cost per enquiry across every campaign.
WHAT TO IMPROVE FIRST
Whether the page delivers what the ad promised How quickly the action can be taken Mobile experience Page speed
THEN THE TARGETING
Removing searches and audiences that do not convert.
Negative terms, in search.
THEN THE ADS
Testing different messages and images.
WHAT ORDER TO WORK IN
Page, targeting, then ads.
That is the order of impact for most accounts.
WHAT TO TEST
One thing at a time, with enough data to judge.
HOW MUCH DATA
Enough clicks and conversions that the difference is meaningful.
A handful of clicks tells you nothing.
WHAT TO RECORD
What you changed, when, and what happened.
WHAT NOT TO DO
Change everything when results disappoint Judge on a few days
