Jun
9
Sometimes a campaign is not performing as well as it should. When this happens you will need to examine each area of your campaign and adjust as soon as possible to prevent heavy losses.
There are 3 main areas to check for problems; keywords, bidding and ads.
Keywords should be your first area to examine. Key words and phrases can be tracked with tracking systems from the PPC engine. You can tell which keywords are drawing traffic and which ones are not. This will let you weed out the ones that are not performing well.
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.
The next reason for a poor performer could be a change in trends. What this means is that searchers have changed the keywords they use to search for a product or service. If this is the case, you will have to replace the poor performer with a keyword that is currently used more frequently.
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.
The final area of your campaign which should be examined is your ads. Without a good ad to draw people to your site, even the best keywords are useless. In order to measure the effectiveness of your ads, you should be split testing them.
It is completely possible to save a failing PPC campaign, but in order to do so you should examine each of the issues presented above. It will take time to analyze your campaign effectively, but it will be worth it in the end. You will need to examine the campaign with a fine-tooth comb and make notes of any and all changes which you make.
If you are not sure what to do you can hire a PPC advertising campaign management service. They will work on your campaign and fix it for you and they will maintain your campaign at optimum performance levels. This will save you a lot of time and money. Your increased profits will offset the cost of the service.
