Things don't always go as we plan them in life, and the same is true for ad campaigns. If you have a campaign which is falling short of your performance goals you will need to look at the specific areas of the campaign and make changes quickly to minimize your losses.
While there may be any number of concerns with your campaign, the top 3 problems are: keywords, improper bidding, and ineffective ads.
Key words will be the first area you will want to look at. The easiest way to do this is with the tracking systems available from the PPC engine. This tool will allow you to see which keywords are performing well and which ones are not doing so hot. With this information you can then remove the poor performers.
There are a couple of reasons that a keyword will be performing poorly. Firstly it may not be targeted enough. This means that it will be drawing traffic but little or no leads or sales. The people it is attracting are not really interested in your product or service. To rectify this you will need to use a less broadly based keyword.
Secondly search trends may have changed and searchers are using different keywords to look for products and services. In this case you will need to put the "bad" keyword on pause and replace with one that is being used more.
Now let's move on to bidding. Since bidding will determine both the cost and placement of your ad, it is crucial to have an effective bid. When you overbid on a keyword which has a poor performance, you will essentially be wasting money. However, having too low a bid on a hot keyword can really hurt your sales conversions. If you have a superstar keyword in a low position you should probably consider increasing your bid in order to move it up in position.
By examining your sales conversions you can analyze just how effective a keyword is and establish a suitable amount for your maximum bid. By looking at the number of clicks required to make a sale and subtracting the cost of the total clicks from the value of the sale, you can determine your profit. This is very important because you want a campaign that is profitable rather than losing you money.
Finally we come to ads. If your ads can't pull people to your site, no matter how great your keywords are your campaign will fail. You should be sure to utilize split testing with your ads in order to ensure they achieve their maximum potential.
A failing PPC advertising campaign can be fixed but you will need to go through each of the above areas to do it. Attention to detail is the key to success and you will need to go through your campaign methodically. You will need to record all adjustments and replacement keywords. This does take time but is well worth it.
Another option available to you if you do not have the time required or if you are just unsure of any changes you should make is to hire a management service. They will work with you to make your PPC advertising campaign as efficient as possible. This option can save you time as well as money, as a more optimal campaign will increase your profits.
While there may be any number of concerns with your campaign, the top 3 problems are: keywords, improper bidding, and ineffective ads.
Key words will be the first area you will want to look at. The easiest way to do this is with the tracking systems available from the PPC engine. This tool will allow you to see which keywords are performing well and which ones are not doing so hot. With this information you can then remove the poor performers.
There are a couple of reasons that a keyword will be performing poorly. Firstly it may not be targeted enough. This means that it will be drawing traffic but little or no leads or sales. The people it is attracting are not really interested in your product or service. To rectify this you will need to use a less broadly based keyword.
Secondly search trends may have changed and searchers are using different keywords to look for products and services. In this case you will need to put the "bad" keyword on pause and replace with one that is being used more.
Now let's move on to bidding. Since bidding will determine both the cost and placement of your ad, it is crucial to have an effective bid. When you overbid on a keyword which has a poor performance, you will essentially be wasting money. However, having too low a bid on a hot keyword can really hurt your sales conversions. If you have a superstar keyword in a low position you should probably consider increasing your bid in order to move it up in position.
By examining your sales conversions you can analyze just how effective a keyword is and establish a suitable amount for your maximum bid. By looking at the number of clicks required to make a sale and subtracting the cost of the total clicks from the value of the sale, you can determine your profit. This is very important because you want a campaign that is profitable rather than losing you money.
Finally we come to ads. If your ads can't pull people to your site, no matter how great your keywords are your campaign will fail. You should be sure to utilize split testing with your ads in order to ensure they achieve their maximum potential.
A failing PPC advertising campaign can be fixed but you will need to go through each of the above areas to do it. Attention to detail is the key to success and you will need to go through your campaign methodically. You will need to record all adjustments and replacement keywords. This does take time but is well worth it.
Another option available to you if you do not have the time required or if you are just unsure of any changes you should make is to hire a management service. They will work with you to make your PPC advertising campaign as efficient as possible. This option can save you time as well as money, as a more optimal campaign will increase your profits.
About the Author:
To receive more up-to-date info about pay per click management, head over to Brian's site about adwords consultant.
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