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.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
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
-
App Store Optimization - Google Play Console A/B Testing: Should I Optimize for Active Devices or Users
Can't seem to find any ASO type of communities to ask this question to and since the Moz community has been so helpful, I thought I'd try this out. I've been doing A/B Testing for featured graphics on the Google Play Store. There are segments of active devices and users and I've been keeping track daily for ~1.5 months. The data that I have written down displays that active devices shows a positive, however users show a negative. Google Play Console choose to display the scaled installs for active devices. When we do A/B Tests on Google Play Console, should we choose the winner based on the active devices or users?
Conversion Rate Optimization | | imjonny1230 -
How to add Adwords rating stars extensions to my ads ?
Hi guys, In trying to add the rating stars extensions to my ads but i have 0 knowledge on this. I triad to so it through the Google plus account, but its not working. Any good instruction on how i can add it to the ads ? Any help are welcome! Thx
Conversion Rate Optimization | | EdmondHong870 -
What are some tips to increase your CTR in search results?
Whilst having a higher SERPS position helps what are some tips that you can use in the Title and the meta description that will help getting more people clicking through?
Conversion Rate Optimization | | Zippy-Bungle0 -
Anything Good or Bad about Google Trusted Stores ?
We are looking to implement Google Trusted Stores. We don't use PPC but we think that the badge on our website will be helpful for us and our customers. Do you have any experience, positive or negative, with Google Trusted Stores as either a merchant or a customer? I am looking for moz member experience before we make a commitment. There have been some previous Q&A threads about Trusted Stores and a number of good articles on the web, including this one at SearchEngineLand. and this one at eConsultancy Thanks for anything that you care to share.
Conversion Rate Optimization | | EGOL1 -
Google Merchant/ Googlebase Images at top of SERPS
Hi We are based in the UK and the new merchant rules have recently been applied here. We offer free shipping but now most of our click throughs come from the images at the top of the SERPS that simply give an image and a price. The prices do not include shipping and there's no indication to the user that shipping is included. Hence our conversion rate from PPC is way down. Is there any way to counter this or do we just need to go back to charging for shipping? Thanks!
Conversion Rate Optimization | | Jonnygeeuk0 -
Conversion Report in Adwords
I would like to create a report that shows Campaign-Ad Group-Ad-Keyword but only for items that have conversions. Anyone know a way to do this? Thanks
Conversion Rate Optimization | | EcommerceSite0 -
Adwords Tracking
Hi, With Adwords conversion tracking is it worth allow Analytics data in as well? Does that confuse the adwords tracking data? Does it only include Analytics data that has been set up for conversion tracking? I hope i am asking the right questions 🙂
Conversion Rate Optimization | | wood1e19680 -
Setting Up Ecommerce Tracking for Google Analytics?
Hello SEOmoz members, this is my first forum post, so i hope that it goes well. my question for today is, How can i set up set up Ecommerce Tracking for Google Analytics, if my website Does NOT use a Shopping Cart tool? I am currently SEO'ing a couple of Translation Service websites, and the Ordering System is a little different from the regular Shopping Cart tool that you would normally find on a Product website. so far i have added the analytics code to all the pages so i can track my SEO efforts, but is there no way to track the sales from each visitor if the website only provides Quotes? the website has a Quote form setup into 3 steps, and at the end of step 3, a general price is generated for the visitor and a CSR is supposed to contact them to completete the order. we can normally see the total orders and clients in our own system, but does anyone have any way to combine SEO with this information, like how google analytics Ecommerce can? if anyone could provide any helpful information, i would be very Greatful. thank you!
Conversion Rate Optimization | | misterSEO0