What's happening with my campaign?

This is the PPC, it's like the stock market, up and down. I noticed that when you keep the campaign longer on Bing Ads, they try to tease you to force you to pay more specially when you get cheap clicks. So what I do usually is to copy the campaign and I get fantastic results when I start a fresh campaign first 2 days, then the results go down again. If you bid more, you will pay more.

Hi karmadog,

First, set a goal.

Make sure that you choose a smart goal, one that improves the value of your business (ie. revenue, profits, growth). Avoid setting a goal that is based on an intangible metric like CPC, CPA, ROI, or ROAS. Those are generally poor choices for a business goal.

Next, identify key metrics that will let you know if you are moving towards your goals. Use those as your KPIs (Key Performance Indicators).

As an example, lets say your goal is to maximize total profits, or hit a specific total profit per month level. You would naturally choice total profits as your primary KPI, right?

Formula for calculating total profits:

(Cost Per Click - Value Per Click) * Number Clicks = Total Profit

After you have a goal set, and identified the primary KPI, i.e. Total Profit, you use that KPI as your yardstick.

Now that you have defined your goal and identified your KPIs you are ready to begin the process of optimization. Absolutely do not attempt optimization without first setting a goal and identifying the proper KPIs for your goal.

You begin the process of optimization by segmenting your audience. Segment your audience by keyword types, locations, device type, day of week, hour of day, etc.

Once you have segments identified, begin making bid adjustments. Adjust bids up, and then down, measure KPI results. Continue adjusting your bids in whichever direction improves on your KPI performance. Do this for each of your identified segments.

There is obviously much more that you can do, but this gives you a framework to get started.

Don't get hung up on trying to get a specific CPC, instead figure out what max CPC bid yields the best performance for your primary KPI (i.e. profit) that serves your overall business objective (i.e. profits, market share, growth rate, etc.).

Many of your competitors are likely already optimizing their campaigns, and that is one of the reasons you are seeing fluctuating performance. You are competing in a dynamic real-time ad auction where things are changing moment by moment. You should not put too much weight on a single days performance, as small datasets are providing mostly random results, you need to gather a lot of data to reach statistical significance, and only then will the numbers be reliably indicative of performance.

HTH,

Don Burk

Hi karmadog,

I would just focus on my Cost Per Lead and make sure that I meet my ROI target (say for example 50%) and then just try to build out the campaign by testing more relevant keywords.

That way you'll be less dependant on a specific keyword plus that you'll make more money

Fred

I would bet that it is due to your competition bidding higher than you, or doing bid adjustments during those times.

I would add the columns top page bid and first place bid to see what Bing suggest that may help, also you could do a bid adjustment as well so you do not have to manually change your bid throughout the day

I have a simple answer to your problem.

Keep your quality score 10/10.