Ok, I've spent the last few days trying to optimise my account and just cant think of any new ways: I've used dynamic ky insertion, have optimised my landing page, found a great working ad, taken out poorer performing kw from monthly historical data, have very granular KW and adgroups, set timings and have separate campaigns for content and search. I even do a weekly placement report and delete rubbish sites! (Breath). It just seems like i've hit the wall, any advice please? Will be more than happy to share experiences/ knowledge! Thanks
1) Keep adding new keywords. 2) Brainstorm similar keywords to those which convert. 3) Take keywords which convert well, stick them into their own ad groups, and construct landing pages specifically relevant to them. 4) Test different ad positions, offers and landing pages. 5) Stop using DKI. Keep split-test your ads, even if you've found one which works well.
I think what masterful meant was, some positions may convert better, also a lower position would prob mean a lower CPC and more clicks.
Clearly, the lower your advert appears, the less you pay per click, but the number of clicks is less (unless you're constrained by your budget). So the higher you appear, the more conversions you get, and the lower you appear, the less each conversion costs - so you have to calculate the most profitable position for your campaign. But your daily budget should not be running out before the end of the day on a regular basis - if it does, then as stated, you can get more clicks (and hence more conversions) for the same money...
Don't use DKI in your ads. If you have to, it simply means that your ads aren't targeted enough: or they aren't focused around a 'root word'. Group them tightly, and you'll not need to use DKI ever. Also, I agree that #1 does not equate to the most profitable position. In fact, I can't be bothered about positioning. However, from my (limited) experience, position 6-8 converts equally well as 1-3rd, on Google. 3-6th, however, do the worse (generally). Another advice: Do more campaigns. Probably the one you are focusing so much time on, is a losing campaign. Keep doing them until you find a rock solid one.