Google Adwords CPC Tips and Bid Managment
-
What is the best option for Bid Managment? Enhanced CPC or Conversion Optimizer?
What should I be looking at in our Account to see where we are throwing money out the window?
My goal is to have more ROI with much less expense.
-
NEGATIVE keywords! Most ignored area in PPC management, and does so much for improving your performance. Continually mining for negative keywords and adding them to your campaigns/groups will save you money on wasted clicks, non-qualified leads, increasing your relevance. It will also indirectly affect your QS with a higher historical CTR. And an improved QS ends up saving you more on your CPC.
-
In my opinion You should first work on the account structure and create very small tight ad-groups with ads that related perfectly to the keywords then you should make sure negatives are put in correctly then go thru your cost per conv and see which keywords have the best rates and worst and adjust .............
-
Pam Lund has a good post on the Blueglass blog about PPC optimization in under 30 minutes a week. It's aimed at helping make sure you don't throw money out the window, even if you don't have a lot of time to work with PPC. Her post is at http://www.blueglass.com/blog/ppc-optimization-in-under-30-minutes-a-week/. Be sure to check out some of her other posts on that blog as well, she's a great writer about PPC.
-
I agree 100% with EGOL to look at your quality scores. If your scores are low for particular keywords, but the keywords look like they should be well-targeted, you might want to change your match type for those keywords. Google has several: broad, modified broad, phrase, and exact. If a broad match keywords isn't doing that well, you might want to change it to phrase, or exact. The broad matching might be matching queries that aren't a good fit. Here's what Google says about their match types.
There are a lot of features and targeting options that Adwords offers that you might not be taking advantage of. Do you have sitelinks for your search campaigns? Does it make sense to show ads on Google Image search? If appropriate for your site, have you tried a remarketing campaign? Have you tried YouTube advertising? Do you run display ads with Banners/Rich media ads and text ads? Have you tried targeting the display network with topics and audiences? Are there sites and pages you always want to advertise on in the display network? Most people start with keyword-driven campaigns for search and display, but there's a lot more too it. Some of our best converting campaigns aren't keyword driven.
In my case, Enhanced CPC never really did any better than regular CPC, and conversion optimizer has consistently shown an improvement over regular CPC bidding. I've heard other people say that conversion optimizer didn't do much for them. The only way to know is to try it out and see how it goes and compare it to the history when you were CPC bidding.
-
What should I be looking at in our Account to see where we are throwing money out the window?
Focus first on quality score. If you do not have a QS of at least seven you are burning money. If you have a seven then you should be working to get higher.
After you have a higher quality score then is the time to work on other things. Which other things depends upon you products, your competitors and your profit margins. Hard to tell without detailed study. Adwords is difficult and bid management is a mathematical game.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Best Practices: Mobile & Desktop Ad Design for Adwords?
Is it possible to have Google Adwords display different page versions according to whether an advertisement will be displayed on a mobile or desktop device? We are a commercial real estate brokerage based in New York City. Most converting website use desktop rather than mobile. We are considering advertising on Google Adwords. Is it possible to have Google serve a more elaborate form of desktop landing page but have Google serve a stripped down version to mobile users? The stripped down version would be created using Instapage. From a technical perspective how would we create a more elaborate desktop version and have Google distinguish between the two? In our experience, mobile converts much less. How much less should we bid for keywords displaying on mobile? Thanks!
Conversion Rate Optimization | | Kingalan1
Alan0 -
PayPal Visits Increase in Referral Traffic in Google Analytics
We've noticed recently on an E-Commerce website that we manage that PayPal has recently shown a large increase in Referral Traffic on the website. Is anyone having an experience with this and how can we block it? It seems like its counting the traffic that leave to PayPal to complete a purchase and then return to the site as increased traffic. The increase started to occur around April 29, 2015 and I'm wondering if this has anything to do with any recent updates made by PayPal? Any insight or other experiences would be greatly appreciated. Thanks!
Conversion Rate Optimization | | SEO5Team0 -
Tracking Adwords Conversions for eCommerce ROI
I'm working with a rather large eCommerce customer who needs to be able to track their Adwords conversions for the purpose of determining the ROI of their Adwords campaigns. I've installed code from Google Adwords Conversions on their eCommerce page, but it doesn't seem to be calculating values correctly. Also, where would setting goals in Analytics come in to play if I'm trying to track the conversions of specific Adwords conversions?
Conversion Rate Optimization | | SmokewagonKen0 -
Analytics (Other Than Google) & A/B Testing Tools
Hey, I have Google Analytics on my website, like most people, but I was looking at some other analytics and testing tools like heat maps, click maps, A/B, etc. I was hoping that some of you could recommend a few that you use to see where pages are going wrong, track user behaviour and to how improve conversion rate. I have had a look at a few websites like: https://www.clicktale.com/
Conversion Rate Optimization | | JonathanRolande
https://www.optimizely.com/ It would also be interesting to know how acurate these tools actually are, they seem quite legit. Cheers0 -
Have Google Shopping show site listings instead of Amazon and eBay listings
An e-commerce site I'm currently working with also has storefronts on eBay and Amazon. When searching Google Shopping, their Amazon and eBay product listings come up but NOT their primary site's listings. Can anyone shed some light on how to a) feed the main site's products to Google Shopping and subsequently b) have Google remove the eBay and Amazon listings? Obviously, this would be a boon to business and hey wouldn't have to pay the Amazon and eBay fees associated with each sale. Thanks for any help!
Conversion Rate Optimization | | Nobody15330770827561 -
Adwords Conversion Optimiser
OK Mozers! Here's the situation (my parents went away on a weeks vacation...) • I am managing an online furniture retail website Infurn .com • Our budget is 500 euro per day and we need basically 20% cost per sale and im hovering at 30 - 35% • I recently was given the opportunity to participate in The Conversion Optimiser which allows you to set a desired CPA and Google works its magic geting you that target by adjusting your bids accordingly using historical campaign data. • Is this something I should use? Or should I continue to hone my ad groups, bids, products, landing pages, and ad copy until I reach my 15 - 20% CPA goal? Thanks!
Conversion Rate Optimization | | TheGrid0 -
How do I get Google to rank the right page?
My site ranks #1 for Arabic Interpreting on Google UK. This great, but it's ranking my home page rather than the my specific Arabic Interpreting page. The home page shouldn't really rank for this term as it has very little connection with this exact term. This means that while the site ranks great, the conversion is pretty much zero. How can I get Google to rank the page I've optimised for this term? I know the ranking will no doubt slip but may the conversions will be better. Can you help please?
Conversion Rate Optimization | | GlobalLingo0 -
Is it possible to extract the exact USER search terms used on adwords campaigns?
Suppose I have a adwords campaign, with an adgroup targetting the broad match term "cell phones". Is it possible to get metrics on the exact keywords users have used to create ad impressions, clicks or conversions for that campaign? Many thanks
Conversion Rate Optimization | | James770