It’s not possible to optimize a campaign for both content and search. For better results, split content ads into their own campaigns.
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If you have some elements of your account which are performing much better than average, and you are spending all your ad budget each day, consider creating a new Star Campaign. This will allow you to earn a higher impression share for your best keywords.
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If you’re paying more than your target for each lead or sale then sort winners from losers, tighten scope, and focus ad spending on the best performing elements of your account.
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If you’re sending traffic to your website through any means, then you can improve the performance of your website by establishing metrics to distinguish between those visitors who convert to leads or sales and those who do not.
The first step is to define a conversion, and this post shows you how.
If you have multiple products, or conversion types, then estimate multiple values for each type of conversion. This process, even if it’s imperfect, puts the concept of “Return on Ad Spending” front and center!
