Most PPC pros spend the bulk of their time on the biggest “bang-for-your-buck” PPC campaign elements, such as account setup, settings, ad creative and strategies. And that makes sense.
However, it’s also worth their time to take a second, closer look at more subtle optimizations. These optimizations may not take accounts from “zero to hero,” but they can still add up to significant improvements.
In my August Search Engine Land column, I pointed out some of these smaller optimizations in the Search Network.
More recently, I used my September column to point out a few similar optimizations you can make in the GDN.
Fortunately, many of these optimizations don’t take a ton of time to implement. So when you find yourself with even a few moments to spare, I invite you to dive in!