When we are called here for PPC consultation or to take over someone’s campaign, we often find that a decent campaign is created, however it is left stagnant and on “autopilot”. The thing with PPC is that is cannot be left to run on its own! Things change in Adwords (Bing too!) in minutes, even seconds at a time, leaving your well performing keyword potentially in the dust in no time. We have developed some “best practices” at Web-Op to optimize our marketing campaigns. These have to monitored daily, and even hourly in some instances. So how should you keep a close eye on your Adwords/Bing campaign? Follow some of these tips from the experts here at Web-Op.
- Identify the poor performers: These are the “low hanging fruit”. Poor performers can include ads/keywords with low CTR, low clicks, or low conversions, depending on the age of the campaign. We also leverage data from Google Analytics which can tell us things like bounce rate and average visit duration. Poor performers are a gigantic waste of money. Without keeping a close eye on these, you are just throwing money away for nothing.
- Negative keywords: Let’s say you are advertising keywords like “computer repair services”. You may not want your ads to come up in search terms like “do it yourself computer repair”. Constant addition of negative keywords to your campaign can be very beneficial, and can keep your overall performance metrics toward the high-side.
- Average position: Keywords are given position, and this is something very important to watch for. Usually the top 3 positions have the best performance. We have found that position 2 (out of the 3) has the worst performance. We like to aim for position 1 to 3. Every keyword bid is different, so getting the optimal position can be quite tricky.
- Fix match types: Depending on the client, campaign, and budget, we will choose to mix keyword match types. With broad match terms, we have found that is it important to scale these back and use these as a good way to find what the best search terms are. Through scaling back broad match and adding search terms as a phrase match, we have seen the following statistics after just a week of managing PPC for a health supplement:
- Spend reduced 11.5%
- Conversions Increased 7%
- Cost Per Conversion Decreased 14.5%
- Conversion Rate increased 19%
- ROI increased 160%
- Budgets: In the end, you are spending the client’s money when managing their PPC campaign. Be wary of their daily budgets and if anything is getting maxed out, you can scale back on the poor performers or lower the position. More clicks for less money? Yup, it’s worth it.
PPC can be quite tricky, and it is for good reason. It takes a well optimized campaign, as well as the proper capital, to really get some good, solid, consistent performance. Don’t turn on autopilot, keep a close eye on your campaigns. You will be happy you did.