Bing PPC Keyword Quuestion

The key to profitability is maintaining high CTR and high quality score.

This allows you to get lower CPC and hence increase your profit margin.

Consistency can be improved by increasing the conversion rate of your landing page.

Hi StringFingers,

I see so many issues to address in your post, so I will just touch a little on the most glaring issues.

A single ad used for a "big amount of keywords" is the wrong approach for a Search campaign. You need to start with many tightly focused ad groups. Each ad group should have a tightly focused topical theme, and contain ads written for that specific topical theme.

To recap, you need many ad groups, and many ads each tailored for the specific keywords within the ad group, for a "big amount of keywords". Each ad group needs to contain at least 2 ads, each written to test a different selling point for that ad group.

Nothing in your post indicates that you made an attempt to normalize your data. CTR will vary a great deal based on ad position, so you must compare CTR based on a consistent ad position to determine if it is relatively high, or relatively low. Was that done?

One of the most significant influences on CTR is the quality and relevancy of your ad text for the search term that triggered your ad. The method you describe to narrow your keywords seems to indicates this was not tested in any way, therefore I would suggest that your keyword selection decisions were likely flawed. I suspect there are many opportunities to optimize the performance of each keyword by testing various ad text using highly specific ad text and significantly different selling points.

Now this is crucial to understanding how to manage a PPC campaign, so pay particular attention to what I am about to share. It isn't keywords that you should be narrowing your focus on, it is search terms.

Search terms are not the same thing as a keyword. a keyword has the capacity to trigger ad impressions for many different search terms. Some of those search terms may be very profitable, while others are not. How you structure your account has a lot to do with which search term will be matched to a particular ad, and it is the relevancy of the ad to the search term (not keyword), and the commercial intent behind that search term that impacts CTR, and conversions. When narrowing your focus, forget keyword data, use search term data instead. The Search terms report is your friend.

Using the proper campaign structure allows you to manage your original ad groups without the need to create a new campaign.

You should definitely be using exact match, and you can use all 3 match types. You need to manage your campaigns at the individual keyword level and different match types should be considered as a separate keyword to be managed individually.

When using phrase and broad match keywords be sure to make extensive use of negative match keywords. As stated above, it is the 'search terms' that need to be isolated and optimized through the proper selection of keywords, match types, and account structure.

Bing is a competitive auction, and as such CPC prices are set by your competitors. Naturally the better performing keywords will have a higher cost, so that is a good sign. CPC is just a metric, not a KPI, don't be concerned by how high, or low the CPC is, just by how much profit it can generate.

If you are hitting your daily budget limit then you have not yet optimized you budget, try increasing your daily budget so that you are not hitting it on most days. Think about it, why would you want to limit your budget on your most profitable days? Instead control you ad spend by managing your bids, not through an arbitrarily set daily budget.

For that small amount of traffic and conversions, it is completely unreasonable to expect it to be consistent on a daily basis. you need to be getting dozens of conversions per day to expect it to be anywhere near consistent on a day-to-day basis. Think about it, If you are getting 2 orders every 3 days, or 3 orders every 2 days, it is mathematically impossible to have daily consistency. Instead use a longer time span, like conversions per week, or month, to make decisions, you simply do not have enough data, in your case, to use daily numbers for analysis and decision making.
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dburk has it right, too many people do not keep things simple a few keywords for their ad, and have the keyword in title, in the ad, and the landing page. its alot of work, but heck if it was that easy everyone would quit their crappy 9 to 5 job and do it.

Its our bread and butter, we do rediculously well with BING, but its hard work to get there!

But if you put the hard work in with PPC, quickly you will learn what works, and what doesnt and go from there. The KISS principle is basically one of the best things you can within this environment.

Thank you guys a lot for your replies, really helped me.
I created a new campaign in Bing last night with several adgroups like dburk suggested and made 2 or more ads per adgroup.

It brought my CTR from campaign to landing page to almost 3%, considering it was 1% or lower before (I think this is good, not sure if it actually is).

I'll report back here after a couple of days testing

Right, so I created a few adgroups for a specific campaign and 2 or 3 ads for each adgroup, they have about 50 keywords in each all [exact] and the ad is related to the keyword. My CTR from ad to landing page has increased from about 0.8% to almost 2.5% but traffic is very low.. I mean overnight I only got about 500 impressions on the ad. I have pretty high bids on keywords, some even $1.50.

How can I increase traffic? Should I maybe change from exact to phrase or Broad?

Thanx for the help

bing is not good. 1000 click not sales. go away with bing

Not trying to hijack the thread but how you guys keep your CTR up when you have 20+ campaigns running at any given time? Doesn't it get little to time-consuming?