PPC campaign optimization refers to the process of making incremental changes to a campaign in order to create a higher average return for every euro spent. Included under the umbrella of optimization is keyword development, ad copy testing, bid management, data analysis, and more. The end goal is to identify and expand upon the components of a campaign that provide the best return on investment and cut out the components of a campaign that are providing the least return on investment. A simple example of campaign optimization would be identifying the keywords with the lowest cost per conversion and raising their bids and, conversely, lowering the bids on the keywords with the highest cost per conversion. Optimization is an ongoing process as new tools and products are made available and the marketplace changes with time and new advertisers.
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