Optimising a PPC Campaign - Changing Bid Levels When the campaign is set-up, each keyword will have been set at a maximum bid cost that the advertiser hopes will produce sufficient traffic and deliver a good cost per conversion. However, due to the changing nature of the medium, as advertiser may find that the campaign does not perfom as expected. Therefore, based on the tracking data, it is necessary to alter maximum bid costs to meet the campaign objectives. This should be approached in stages looking at different levels of the campaign in turn: 1. Search engine level: The first step is to look at the campaign from a PPC network level. It may be found that Google converts traffic twice as well as Yahoo! Search Marketing (YSM). Therefore, the advertiser can pay double the cost per click cost on Google than on YSM. For example, suppose the cost per conversion target is £10. If traffic converts on Google at 2.5%, this means the advertiser is able to pay 25p per click. However, if on Miva is only converts at 1.3%, the advertiser should only pay 13p per click. The PPC networks perform quite differently depending on the vertical sector that the advertiser is in. Optimising at a PPC network level will enable an advertiser to quickly bring the campaign near to the desired cost per acquisition. However, it is necessary to look at the keywords in more detail to optimise further. 2. Keyword group / theme level: The second step is to look at the campaign from a groups / themes of keywords basis. Within the campaign, there will be different themes of keywords, such as brand keywords (e.g. Ford), product keywords (e.g. Focus) or generic keywords (e.g. car). Different themes of keywords will convert differently, although brand related keywords will nearly always convert much better than any others. Therefore, an advertiser can go through the process as described above to optimise different groups of keywords. 3. Individual keyword level: Finally, it may be worth looking at individual keywords, however, bear in mond that for large campaigns this may be impractical. It may be found though, that certain keywords account for a large amount of traffic. It is these keywords that should be examined individually and optimised using the same process as described above. > Next page - Add / remove keywords

© 2006 Turma Ltd

advertise | info@ppcmanagement.co.uk | navigation