笔者的逻辑条理都非常清晰，本人也是神翻译，准确率很高的说，同声传译200元/小时也不过如此！本文的亮点在于人工cpa优化器，因为谷歌cpa优化器要收集数据慢很多，笔者只有一个月时间。表现好的提高出价，表现差的降低出价。尝试多种匹配，关掉差的广告，利用再营销要舍得下血本。地理位置报告把高投放比区域分离出来单独投放。效果好到爆出翔！
9 Step Guide to Increasing PPC Sales by 39.4%
Recently I had the good fortune to be on ta team that produced quite a turn around for an Ecommerce account. In 1 month sales grew by 39.4%. This was during a time when month-over-month sales trend downwards due to seasonality. Below is a brief summary of our to-do list from that month.
这是笔者一个月优化的结果，提升了39.4%的销售。算是工作报告吧。下面是待做清单列表摘要。
1. Check your funnel to see what percent of cart abandons you have.
- If above 80% abandonment = review checkout process and test alternatives such as reducing steps, removing main navigation from the checkout process, and changing button colors and text.
- If less than 79% abandonment = don’t worry about it, for now.
检查购物车放弃比率，如果超过80%的购物车放弃，检查付款流程，并且尝试减少步骤，移除主导航，改变按钮颜色和文字或者更多的备选方案。如果低于79%就不用担心，至少现在。
2. Filter your keywords to show all that are 20% below your CPA goal or greater and have converted 3 or more times. Bid them up by 15%.
筛选出低于cpa成本20%或者超过3次转化关键字。提高出价15%。
3. Filter your keywords to show all that are 20% higher than your CPA goal and have converted 3 or more times. Bid them down by 15%. (This won’t grow sales, but will create wiggle room to push sales other places that may convert at goal).
筛选出高于cpa成本20%并且超过3次转化的关键字，降低出价15%。（这并不增加销售，但是可以有调整空间，让其他地方增加销售增加转化）
4. Turn CPA optimizer off, and adjust bids based on the following formula (obviously do not change the bids of the keywords you changed in 2 and 3. The easiest way to do all this is in one bid excel doc and using filters):
1 / Keyword CR for last 7 days = Clicks to get 1 close
(CPA goal x 1.10) / Clicks = Max CPC
Example:
1 / 3% = 33
($30 x 1.10) / 33 = $1 max CPC
把cpa优化器关掉，用下面的公式调整竞价（很明显已经做了2,3步骤的就跳过这里。在excel文档中很容易用筛选来实现。）
1/过去七天转化率 = 1转化所需点击次数
(转化成本 x 1.10) / 1转化所需点击次数 = 最高点击出价
CPA optimizer does something more complicated, but similar. Although this will allow you to insure you push every keyword you want to based on how it is doing for the last 7 days. CPA optimizer often has more lag than that.
CPA优化器做法和这个差不多，但是更复杂。你可以确保每个关键字在过去七天的表现并优化，而cpa优化器要慢很多，因为要积累数据。
5. Add 500 keywords modeled after your top converters. To do this, take your top converters and put them into a handful of keywords tool like Google’s Keyword Tool and Word tracker. It will kick out a handful of relevant keywords that you can put back into the keyword tool and get even more options.
拓展关键字：在你的转化最多关键字后面再添加500个关键字。把你的关键字放到谷歌关键字工具或者wordtracker里面，获得更多相关的关键字。
6. If you are only using exact and phrase match keywords, expand to modified broad match. If you are only in broad match keywords, start new campaigns with exact and phrase. Either way, find balance and make sure you’re testing what works best for you.
如果你只用精准匹配和词组匹配，那么尝试一下 广泛匹配定制吧。如果你只用广泛匹配关键字，那么建立一个新的广告系列只用精准匹配和词组匹配。总之寻找2种之间的平衡，找到合适你的。
7. Conclude ad tests and leave your top ads running. Determine your top ads as explained in this post on ad testing. Start running only one ad in each ad group, this top-performing ad.
关闭测试广告，只留表现好的广告继续运行。那个是最好的广告，猛击此处广告测试，一个广告组只留表现最好的广告。
8. Add remarketing, and bid it high to start. CPA will start poorly but an overall lift will be felt and CPA will drop over time (hopefully).
使用在营销，开始出价要高。一开始cpa会表现很糟糕，但是过了一段时间cpa会降下去的了（信春哥）。
9. Run a report in Analytics to see if any geo targets provide very high ROAS for you. If they do, break them in to their own campaign and push bids even higher.
生成一个报告看是否有一个地区会有很高的投放比（ROAS return on ad spend 广告成交/广告费用）。如果有这样的地区，那么把他们分离到一个新的广告系列，并且把竞价出的更高！
That was it. It took about 20 hours worth of work, for a significant lift in leads at a CPA that was below goal.
这就是全部了，花了20小时值得去做。会明显看到销售机会提升而且转换成本低于目标。
诺克萨斯万岁！死亡回放：那个公式我看了很久keyword cr是conversion rate缩写，硬是看成了ctr，纠结了好久。短文章，方法论，实战派，干货啊
Jeff Allen is an Account Director at Hanapin Marketing, a search engine marketing firm focused on generating results through pay-per-click advertising. Learn more about Hanapin Marketing’s PPC management services.
原创文章，作者：jessegold，如若转载，请注明出处：https://www.hero4u.cn/blog/2012/07/translate-9-step-guide-to-increasing-ppc-sales-by-39-4/
