What's wrong with my Bing Ads campaign (tablet and smartphones) ?

6 replies
  • PPC/SEM
  • |
Hello,

I have been running weight loss campaign for less than a month to drive traffic to my LP to build my list/sell products and so far I got 33 confirmed subscribers, zero sales for weight loss products, spent almost $100.

Report:
1031 clicks
71,116 impressions (US,CA,UK)
CTR 1.45%

Devices performance (clicks shares)
Smartphones 83%
Tablet 9%
Desktop 8%

What to do to improve conversion as most of the traffic came from smartphones?
#ads #bing #campaign #smartphones #tablet #wrong
  • Profile picture of the author spartan14
    Well check your landing page ,try to change offer etc .Do you set audience age .For example people over 25 have money to buy etc .Try to check at all factors etc
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  • Profile picture of the author dburk
    Hi wadboram,

    Based on the numbers you posted, you have a subscription rate of only about 3%. That points to something being off with your targeting, or messaging, or perhaps there are major usability issues with your landing page?

    The good news it that you are at the beginning of the process, no where near the end. At this point you need to decide if you want to become a marketer, or just try to sell something. There is a huge difference between selling and marketing.

    Marketing is a science that involves research, analysis, hypothesizing, testing , validating and adapting to insights gained from analyzing data.

    The Marketing Process:
    • Test
    • Measure
    • Analyze
    • Adapt

    Some things you likely will want to test:
    • Market Segments
    • Campaign Strategies
    • Value Propositions In Ads & Landing Pages


    Market Segments

    Looking at your data in aggregate is mostly useless.

    When you split up your data into smaller segments of distinct audience types you will get a clearer picture of what is going on in your marketing. When you analyze each distinct data segment you will likely see that the CTR is not equal in all marketing segments, nor will the signup rate be equal for every segment. This segment-by-segment analysis will provide insights into who you should be targeting and who you should be avoiding.

    Your goal when analyzing results by segment is to try to understand why one segment performs better, or worse, than another segment. When you figure that out you have gained a useful insight that can be applied to every aspect of your marketing strategy.

    In your post you mentioned data from just one segment dimension (device type), but only provided click share data. That doesn't tell us much because you did not also provide the impression share by device type, which we would need to calculate CTR, and even more important, what was the signup conversion rate for each device type?

    To be clear, device type alone is not adequate for a true analysis of your campaign performance. You probably haven't even considered targeting based on device type yet. The big question I have for you is "what criteria did you use to select your target audience?"

    Are you using keyword targeting? If so, which keywords? How many different keywords? Each ad group, ad, keyword, or search term can be analyzed as an individual segment. You can also group keywords by broader types: Informational vs.buying, branded vs. generic, etc. This will allow you to gain insights quicker than can be achieved by individual keyword analysis.

    What about other channels, like Display Ads, Video Ads, etc. are you targeting various channels and comparing the performance? If so, what targeting methods have you selected? Did you select multiple targeting methods to compare performance between each method of targeting?

    I suggest you test a variety of channels, targeting methods, and segmenting strategies.

    Campaign Strategies

    What is the goal of your campaign, is it to build a list? To get sales?

    Consider testing a few different strategies based on a real marketing goal. Whatever the strategy you select it should be in support of your specific goal. The more specific your goal the better strategy you can plan and execute. It all starts with a smart goal.

    It's quite common to see a new advertiser that hasn't set a clear goal, or formulated a clear strategy based on that goal, or is simply working a strategy that doesn't match up with his marketing goals.

    It all starts with a specific goal, and a clear strategy to achieve that goal. Without these guideposts there is no way to set a meaningful course, nor to track your progress.

    Value Propositions In Ads & Landing Pages

    In addition to testing and analyzing a variety of marketing segments, you should also be split testing a few different value propositions so that you can learn which value proposition works best within each market segment.

    Make sure that your value proposition is clear in your ad text and your landing page, and that your targeting, ad message, and landing page message all match up as closely as possible. Your performance to-date suggests that this might be a problem area to consider.

    Even if your ad message, and landing page message are perfectly matched, if it isn't the right message for your targeted audience, or it isn't clearly expressed, it will fall on deaf ears. For this reason you need to test a few different value propositions to be sure that you are using the best choice for your targeted audience.

    A/B split testing is your friend. Learn how to setup split tests and always be testing, What worked 6 months ago may not work as well today. Every ad, and every landing page, should be part of a split test with at least one other variant being tested simultaneously.

    To become a true marketer: Test, measure, analyze, and adapt.

    HTH,

    Don Burk
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    • Profile picture of the author wadboram
      Thanks Don for the comprehensive feedback.
      My main objective is to build my list and sell some offers to my subscribers after building trust.

      I stopped today the tablet and smartphone targeting and I got 1122 impressions with only ONE click.

      My question is, do smartphone and tablet prospects have good conversion rate?
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  • Profile picture of the author dburk
    Hi wadboram,

    With such a low CTR I think you need to take a closer look at your targeting criteria, and by targeting I don't mean device type.

    Presuming that you are targeting Search, have you looked at your Search Terms report?

    I suspect that many of the search terms you are targeting may not be relevant. That is a very common issue that we see with new advertisers. It can take a while to get your head around how to use the right keyword match types and negative match keywords to insure that you are only targeting extremely relevant search terms. If you just use the default keyword type you will likely be targeting mostly irrelevant search terms.

    Check that report, find any irrelevant terms and add as a negative match keyword. Or replace broad match terms with phrase and exact match keywords.

    Next, make sure that you have tightly focused ad groups with just a handful of nearly identical keywords, and highly specific ad text to go with those keywords.

    Make sure that you have 3-5 different ads for each ad group, each ad within the same ad group should be created using a different value proposition (selling point). This will allow you to identify which distinct value proposition generates the most clicks and the most conversions for the ads within that same ad group (split testing ads).

    HTH,

    Don Burk
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  • Profile picture of the author solarwarrior
    angles.
    Instead of bidding on weight loss keywords, I would bid on cheaper keywords that are related to weight loss so my ads have a higher chance of getting seen on Bing.
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    Offers 1-1 Coaching for Bing/CPA/Clickbank.
    1,248 students have benefited so far!
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