What should I look for in PPC?

by DaZapper12

Posted: 11 years ago 4 replies

I just ran a small test on my squeeze page with bing ads 20 dollars and got like 35 clicks a measly 3 opt ins, 8700 impressions, a .40 percent ctr an average position of 4.8 and average cpc of 58 cents and an average cpm of 2.31 everything from the campaign in general I think this is not so good. what should i look for in the keywords and ads i chose? a high ctr? high number of impressions or cpm? hose much I am spending on the keywords etc?

#ppc

TheContentAuthority

11 years ago

Dazapper,

In search marketing, your key performance indicators (assuming you are using CPC), will be your click through rates and your average position. I don’t have a lot of experience with Bing but I do with Adwords and these are key metrics in how a campaign is performing.

In Adwords for example (and I think Bing is very similar), you want to be sure and make your ads highly relevant to the keywords you have selected. Don’t be afraid to make abunch of different adgroups if you want to target a lot of keywords and don’t think you need to have a ton of keywords in an adgroup to make it work well. The key is to have the phrases be relevant to the ads. Remember that when a user enters a keyword that matches one in your campaign, it will trigger the ad related to that keyword. If the ad has little to do with the keyword then the user won’t click.

All that being said, you have to think about the big picture which includes your landing page as well. Make sure the keywords that were in an ad are on the landing page and are prominent. In a virtual world like the web, a user needs to know they got to the right place. You also want to make sure that the action you want visitors to perform is as easy and obvious as possible to complete. Any ambiguity and the visitor will start over. Also make sure that the value proposition in your ad is also delivered on the landing page.

This book is excellent for learning about this kind of stuff,

Conversion Optimization: The Art and Science of...
Hope that helps you,

Shawn

Thanks
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DaZapper12

11 years ago

Originally Posted by TheContentAuthority

Dazapper,

In search marketing, your key performance indicators (assuming you are using CPC), will be your click through rates and your average position. I don't have a lot of experience with Bing but I do with Adwords and these are key metrics in how a campaign is performing.

In Adwords for example (and I think Bing is very similar), you want to be sure and make your ads highly relevant to the keywords you have selected. Don't be afraid to make abunch of different adgroups if you want to target a lot of keywords and don't think you need to have a ton of keywords in an adgroup to make it work well. The key is to have the phrases be relevant to the ads. Remember that when a user enters a keyword that matches one in your campaign, it will trigger the ad related to that keyword. If the ad has little to do with the keyword then the user won't click.

All that being said, you have to think about the big picture which includes your landing page as well. Make sure the keywords that were in an ad are on the landing page and are prominent. In a virtual world like the web, a user needs to know they got to the right place. You also want to make sure that the action you want visitors to perform is as easy and obvious as possible to complete. Any ambiguity and the visitor will start over. Also make sure that the value proposition in your ad is also delivered on the landing page.

This book is excellent for learning about this kind of stuff,

Conversion Optimization: The Art and Science of Converting Prospects to Customers: Khalid Saleh, Ayat Shukairy: 9781449377564: Amazon.com: Books

Hope that helps you,

Shawn

Thanks I believe I have a lot of work to do not only on my squeeze page now, but on modifying the campaign since my best keyword with 4k impressions has a .16 CTR before I spend some more. I think the product I bought to make my squeeze page is decent but I believe optimize press is a must have instead so I gota look into that more.

Thanks

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Moriarty

11 years ago

What keywords are you looking at? Are they answering prospect's questions ... as most of the high competition ones are?

Or are you getting clever and asking the questions that your prospects are asking? Do this and you may not have a great CTR - your cost per lead will be way less, and your prospects way happier for making their lives easier.