10 {{ upvoteCount | shortNum }}
10 {{ upvoteCount | shortNum }}

why did this happen :'(

by Dani052
10 replies
  • PPC/SEM
    • |
First day I tried bing ads with an offer I had an avg. position of like 3.5 or 4 and CTR of 8% - 10% I even had 2 conversions!!

The next few days, I didn't change a single thing, and my avg. position went down to like 8.5 and CTR of 2%, I increased my bid by 0.10 and the statistics remain the same, why did this happen? I felt so ecstatic and now this happens...
#bing ad #happen #ppc
  • Profile picture of the author Bejan
    Maybe your competitor(s) increased their bids? Each time there is a search, there is an auction and host of factors that determines your ad position. And the bidders, amounts, and other factors are always changing. Also factors are season, time of day, and the amount of overall search interest, if it's increasing or decreasing.

    All you can do is control what you can - your keywords, bids, targeting (device, country, time of day...), ad texts, landing pages... and make sure those are all optimized for performance. With Bing especially, it's important to build out ad groups with tight exact phrase match keywords and related ad texts and landing pages.
    {{ DiscussionBoard.errors[10525897].message }}
    • Profile picture of the author Dani052
      Originally Posted by Bejan View Post

      Maybe your competitor(s) increased their bids? Each time there is a search, there is an auction and host of factors that determines your ad position. And the bidders, amounts, and other factors are always changing. Also factors are season, time of day, and the amount of overall search interest, if it's increasing or decreasing.

      All you can do is control what you can - your keywords, bids, targeting (device, country, time of day...), ad texts, landing pages... and make sure those are all optimized for performance. With Bing especially, it's important to build out ad groups with tight exact phrase match keywords and related ad texts and landing pages.
      thanks. so is the bid the main factor in positioning? Bing says that they take "relevance" into consideration, I was thinking that since it's a product to buy they'd assume it's not as relevant, I hope this isn't the case
      {{ DiscussionBoard.errors[10525915].message }}
      • Profile picture of the author Bejan
        Yes, relevance is also a factor. This is why I recommended to use "exact" match type and make sure your ad texts and landing pages are aligned with those exact phrases.

        Sometimes, for exact phrase discovery, you need to run more broad match type keywords and then from a search query performance report mine out the actual performing search phrases and use those as exact matches.

        Also make sure you are separating your search and content-targeted campaigns. Each perform with different bidding, budgeting, and targeting options and so they should be managed separately.
        {{ DiscussionBoard.errors[10525940].message }}
  • Profile picture of the author shaunybb
    Hey there,


    You are going to have to watch your bids everyday, the drop in postion is because someone has bid higher than you for your spot. It may only be 2 cents higher.


    Increase your bid sometimes to keep positions but don't go cray don't go from $1 to $2 go from say $1 to 1.05...slow and steady wins the race. Also use odd numbers for bidding sometimes.


    0.13 works better than 0.12 sometimes just an example...
    Signature
    ====>READY To Be Successful Online? FIND OUT more!?<====
    You FAIL online because you have the WRONG information.....
    {{ DiscussionBoard.errors[10525900].message }}
  • Profile picture of the author ktz16
    I have had campaigns where my position drops from Sunday to Monday because there was more competition on the weekdays. Just an example of why your position my change.
    {{ DiscussionBoard.errors[10525977].message }}
  • Profile picture of the author LucidWebMarketing
    I don't know and I won't say that competitors outbid you. There's just not enough to go on here.

    It is however a possibility but it would be strange that a bunch of competitors suddenly outrank you at the same time by bidding more.

    The more likely possibility is that you are assigned a starting QS. After a few days of data, the algorithm has adjusted and in effect, your QS is much lower than first anticipated. This has the effect of suddenly getting you lower position.

    What is your QS? I don't recommend increasing bids unless it's 7 and more. If not, first try to increase the QS with better ads, refine keywords.

    Another thing is, when did you start your campaign? If you started during the weekend, a lot of advertisers stop their campaigns on weekends. Run and check your stats with the same conditions the following weekend and see what happens. If your position goes back up, that could be the reason.

    Your position by the way is determined by your QS multiplied by your bid. If you bid more, your position should improve but so does an improved QS at the same bid. The main factor in QS is your CTR compared to competitors.
    Signature
    Profitable PPC Campaigns Don't Happen By Accident
    {{ DiscussionBoard.errors[10526738].message }}
    • Profile picture of the author dburk
      Hi Dani052,

      My guess would be that when you looked at the first day's data, it was too small of a data sample to give you a reliable statistic. When you look at small amounts of data, the results are completely random and cannot be relied upon as a predictor of what's to come.

      To look for answers beyond the fact that you data sample was just too small is a complete waste of your time.
      Signature

      * Get Results - Outsource Your PPC Management |
      *       Don Burk Advertising & Marketing - www.donburk.com

      {{ DiscussionBoard.errors[10526868].message }}
      • Profile picture of the author Dani052
        Originally Posted by dburk View Post

        Hi Dani052,

        My guess would be that when you looked at the first day's data, it was too small of a data sample to give you a reliable statistic. When you look at small amounts of data, the results are completely random and cannot be relied upon as a predictor of what's to come.

        To look for answers beyond the fact that you data sample was just too small is a complete waste of your time.
        I'm not sure this was the case, I had 116 clicks on 1600 impressions within 48 hours and in the last 48 hours I have around 15 clicks on 500 impressions, I think something happened with the update
        {{ DiscussionBoard.errors[10526908].message }}
    • Profile picture of the author Dani052
      Originally Posted by LucidWebMarketing View Post

      I don't know and I won't say that competitors outbid you. There's just not enough to go on here.

      It is however a possibility but it would be strange that a bunch of competitors suddenly outrank you at the same time by bidding more.

      The more likely possibility is that you are assigned a starting QS. After a few days of data, the algorithm has adjusted and in effect, your QS is much lower than first anticipated. This has the effect of suddenly getting you lower position.

      What is your QS? I don't recommend increasing bids unless it's 7 and more. If not, first try to increase the QS with better ads, refine keywords.

      Another thing is, when did you start your campaign? If you started during the weekend, a lot of advertisers stop their campaigns on weekends. Run and check your stats with the same conditions the following weekend and see what happens. If your position goes back up, that could be the reason.

      Your position by the way is determined by your QS multiplied by your bid. If you bid more, your position should improve but so does an improved QS at the same bid. The main factor in QS is your CTR compared to competitors.

      I did start my campaign on the weekend, but it's been terrible this weekend so I'm not sure that's the reason. I was very interested in what you said about an algorithm change, I just remembered that after that first successful day, bing pushed out an update and now I think there could've been a correlation. I also wasn't able to get a hold of the quality score but I'm almost 100% positive it wasn't in the 7-10 range
      {{ DiscussionBoard.errors[10526902].message }}
  • Profile picture of the author LucidWebMarketing
    Dani, I'm not saying that the algo has changed, although I'm sure it's tweaked periodically. Algo changes will not dramatically change your QS. Only one time I can recall in ten years where it did (in Adwords). I'm saying that, as documented, you get a QS of 6 (Adwords again but Bing likely has something similar) when creating new campaigns.

    As you get impressions, it has more information to go on but your results are so poor your QS took a beating and thus producing the results you are now seeing. These are the results you should expect with your current setup. The silver lining is that you now know what to expect with a QS of 6 and your current bidding.

    You need to know your QS, it's important. In Bing, there is a campaign level QS as well as group and keyword level QS. The group and keyword levels are the ones you should monitor. You can show the QS column by clicking the Columns drop down menu. In Adwords, you only have a keyword level QS.
    Signature
    Profitable PPC Campaigns Don't Happen By Accident
    {{ DiscussionBoard.errors[10528196].message }}

Trending Topics