If you are a company that wants to achieve quick and measurable results on the web, you have probably already invested in a SEA (Search Engine Advertising) campaign. SEA is an effective method of attracting visitors to your website by buying keywords and ads on search engines such as Google, Bing, or Yahoo.
However, if you want to optimise your SEA campaign and increase its effectiveness, you will need to implement a regular optimisation strategy. One way to do this is to use an opti-planner, which will help you to monitor the performance of your campaign and make adjustments to maximise its return.
What is opti-planning?
An opti-planning is a tool used to plan and monitor the optimisation activities of your ATS campaign. It can be used to organise the tasks to be carried out, assign responsibilities, monitor the performance of the campaign, and decide what actions to take to improve it.
Opto-planning is particularly useful for companies that have complex SEA campaigns, with several ad groups, keywords to bid on, ads to test, etc. It allows you to better structure and organise your campaign. It helps to better structure and organise the work of the team in charge of the campaign.
How to set up an opti-planning?
The first step in setting up an opti-planning is to define the objectives of your SEA campaign. These objectives can be different depending on your company, but they must be clear and measurable. For example, you may want to increase the number of clicks on your ads, improve your conversion rate, or reduce your cost per click.
Next, you need to determine the tasks you need to do to achieve these goals. This may include adjusting bids on keywords, improving ad content, or testing new targeting strategies.
Once you have identified the tasks you need to do, you need to organise them in a calendar. This will allow you to know when each task needs to be done, who will be in charge of doing it, and how long it will take.
Finally, you should monitor the performance of your ATS campaign using tools such as Google Analytics. This will allow you to see if your optimisation efforts are having a positive impact on your results, and to decide if further adjustments are needed.
