How to improve good ppc campaign?

[EdmondHong87]

Hi guys,

I'm managing PPC campaign for one of my client.
Its locksmith campaign in the US, so you can imagine that the competition is very high.

We are getting really good results. almost 50% conversion rate, all the keys are in average position of 1.5, the quality score is high (between 6-10),Search Lost IS, is really low. Everything split to group, zip code, cities, for mobile or desktop...

basically everything is going really well.

BUT as we always want to increased the results and like all if us we have the presser from the client to improve and get more results, i feel that im a bit stuck.

What other stuff i can do to improve\extend the campaign ?

Any tips are more then welcome!

[Deacyde]

Hello, I also run a few adwords campaigns,

What I've been learning is:

• Making sure landing pages are relevant to user's search queries
• Taking about 2 hours a week or more just for negative keyword adding
• Take twice as long as you do for negative keywords for positive keyword adjustments
• Always watch ad listings like a hawk to adjust when a competitor swoops in so you can adjust accordingly
• Maybe set up a few auto reports if already haven't for things like quality score, ad CTR% and cost overall to see where you can improve.
• Change up ads every so often just the wording and save the older wording to use at a later date, just to keep things fresh.
• Using the above, try new action words and measure any changes via the auto reports

Now with the 4 pack listings, seems number 1 isn't the most desired rank, it's number 3 and 4, since when you scroll down just to see organic listings, the 3 and 4th spot is still visible, creating a very pleasurable price decrease overall by 50% in some cases for EXTREMELY competitive keywords!

I don't know how much longer these awesome prices and google's 4 ad pack goof will continue, but it won't last much longer I'm sure, until google get's data and either reverts back to 3 pack or moves number one spot to 3 or 4th spot to recoup their losses from everyone trying to pay less to rank 3rd or 4th.

But you could or might be enjoying that already if your niche handled the 4 pack listings this way.

[RobertFisher]

Edmond,

Having read your question and the response above I have one thing I would add based on years of marketing experience (not just digital): With any ppc campaign you should always be running A/B testing as a mechanism to either improve conversions or validate what you are doing. I think this is the most under utilized tool in all paid search. 
Running an agency I can tell you that we occasionally fall into the trap of not doing this regularly with clients who are being very successful. To me that means we are complacent and due to have a fall. So, I urge A/B testing.

Robert