Success of Pay per Click campaigns

Metrics you must consider

Successfully managing Pay per Click (PPC) campaigns is more than just finding the correct keywords, writing an effective ad and hoping for the best. It requires paying attention to the more rigorous bid management practices that are now in place with Google and Yahoo.

PPC campaigns management does not only mean bidding a bit higher than your competitor to achieve a certain position, the search engines now look at bid (what your are willing to pay), Click-through rate history (the higher the CTR historically, the lower you have to pay) and very important now the quality score.

So we would like to focus on some key areas you must consider:

Creative with a low CTR
If your ad has a particularly low click-through rate (CTR), you’re right to be concerned. After all, the whole point of running a particular ad is to convince people to click through it and learn more about what your business offers.

Keywords that have dropped significantly
PPC campaigns are running along smoothly and then suddenly your ads disappear. A quick Google search on the keywords in question reveals your smoothly-running ads are nowhere to be found. What does “that” mean? Typically, when your ad disappears, it’s because your competitors have been improving their campaign; this causes your ad to drop into such a low position that it essentially disappears.

Keywords that have worsened significantly
Google decided that the importance of relevance had to be rewarded or penalized. So it may be that a campaign with poor relevance can run for a while and then, once Google discovers it, the price can dramatically increase.

Average position lower than X
Another metrics is when a particular campaign has an average position lower than X, with X representing a position number that we select. This may be the sort of metric that proved valuable insights.

Bid is too low
This could be caused by number of factors – like a low quality score, low click-through rate history, or even competitor bidding very high. It’s an easy fix by making a few simple tweaks: improve ads relevance and improve landing pages.

Effective Pay per Click advertising is an art – and with Red Chilli Search, it’s also a science.

Posted by RedChilliSearch.com - PPC Advertising

 

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