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PPC Experts. Need serious help for adwords!

by jasond2255
9 replies
  • SEO
    • |
Hello Warriors! after lots of tweaking on one of my adwords campaign i have serious issues optimizing it.

Campaign Details!

1) 3 adgroups each having "exact and phrase match keywords" NO broad match
2) total keywords are more than 120 including both match types.
3) The keywords data has been tested before on a bigger campaign from last year and the best performing keyword list finally selected.


After running the campaign!!

It has terrible CTR, Although I have selected phrase match and exact match the CTR is not more than 0.30%. Various ad copies have been tested but no change.

My budget is fairly high so no issues with Impressions. Impression share report is absolutely fine. Its 100%, that means no impressions lost.

Average position: 2.3 Certainly no issues with this.

No issues with quality score: 6-9 QS

The real issue here is the CTR. Why Such low CTR, Please help me understand if I am missing anything.

Regards
Jason
#adwords #experts #ppc #serious
  • Profile picture of the author EdCanape
    so just want to make clear... you just put all of your 120 keywords on 3 adgroups.. right?

    in order for you to improve your ctr you have to tighten your keyword ad grouping...

    1. always group your keywords based on theme , relevancy, buying cycle or even type match

    2. limit your keywords on an ad group...

    sample 1:

    Web Design Company Adgroup - Exact

    [web design company]
    [web design companies]
    [Website design company]
    [Web page design company]

    Web Design Company Adgroup - Phrase

    "web design company"
    "web design companies"
    "Website design company"
    "Web page design company"

    sample 2:

    Web Design Service Adgroup - Exact/Phrase

    [web design service]
    "web design service"

    =====

    So on this approach you can create an ads that is very relevant on your keywords.



    3. on your current settings try to use keyword insertion on your ads..

    4. ALWAYS make sure that your ads will standout against your competitor...
    - always put your unique key selling proposition
    - benefits
    - call to action is a must! ( inquire now, get started today, buy now! )

    --------------

    hopefully my post will help you...

    -ed
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    • Profile picture of the author jasond2255
      Originally Posted by EdCanape View Post

      1. always group your keywords based on theme , relevancy, buying cycle or even type match
      2. limit your keywords on an ad group...
      Hi Ed, This is really helpful advice but this is how my campaign is structured. Fortunately my 3 adgroups have relevant keywords as well as relevant ads. Thats whats confusing me at the moment. Even after making targeted adgroups with targeted ads the ctr is so low.

      Please Advice because I have already worked on various campaigns before but not seen results like this before.
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  • Profile picture of the author EdCanape
    again you have to properly segment your 120 keywords... in order for you optimize your campaign much easier...

    ----
    additional tips:

    5. In optimizing campaign are you looking only on average data ? if yes, stop using the average data as a basis of your optimization, always use segmented data..

    Averages have an astonishing capacity to give your "average" data, they have a great capacity to lie, and they hinder decision making.

    Four Not Useful Web Analytics KPI Measurement Techniques


    6. try to check your campaign settings may be you mistakenly forgot to disabled display network campaign...


    not sure if this will help... hehhee
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    • Profile picture of the author jasond2255
      Ed, Thanks for the link you have recommended. The key point is that I dont have initial data to analyze various other metrics as i have no clicks.

      Point No 6: The display network is not turned on. I checked and there are no impressions there.

      Point of real concern: Its almost 18 hours now that i started this thread and today was worse as i got only 1 click out of 2000 impressions. Its horrible I really cant understand why.

      Please Give your input guys so that I can figure out whats actually wrong. I have tested various copies of ads and none of them are working that nearly impossible because few of my ads resemble my competitors ads (as a test).
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      • Profile picture of the author EdCanape
        Originally Posted by jasond2255 View Post

        Ed, Thanks for the link you have recommended. The key point is that I dont have initial data to analyze various other metrics as i have no clicks.
        well the number of impressions is your data.
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  • Profile picture of the author 36burrows
    Not easy trying to dissect the problem with only the information you've given, really need to take a look into the account to understand what's really going on.

    But you might want to add some Broad+ keywords in there and use some dynamic text ads and test that and see what happens.

    Phrase/Exact match keywords don't always have the highest CTR. Pause any keywords with 500+ impressions that have no clicks. You don't have to have separate AdGroups for each match type keyword. Add all match types into one focused AdGroup and use a "tiered" bidding method where you're bidding less for Broad+, slightly more for phrase and the most for exact.
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    • Profile picture of the author EdCanape
      Originally Posted by 36burrows View Post

      Not easy trying to dissect the problem with only the information you've given, really need to take a look into the account to understand what's really going on.

      But you might want to add some Broad+ keywords in there and use some dynamic text ads and test that and see what happens.

      Phrase/Exact match keywords don't always have the highest CTR. Pause any keywords with 500+ impressions that have no clicks. You don't have to have separate AdGroups for each match type keyword. Add all match types into one focused AdGroup and use a "tiered" bidding method where you're bidding less for Broad+, slightly more for phrase and the most for exact.
      i agree. its hard for us to give a good advice if we are not able to see your PPC campaign.
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    • Profile picture of the author jasond2255
      Originally Posted by 36burrows View Post

      Not easy trying to dissect the problem with only the information you've given, really need to take a look into the account to understand what's really going on.
      I would love to know what all information is required I will share that info

      But you might want to add some Broad+ keywords in there and use some dynamic text ads and test that and see what happens.
      I tried Broad+ but finally have to stop because of the same reason, there were no clicks!

      Phrase/Exact match keywords don't always have the highest CTR. Pause any keywords with 500+ impressions that have no clicks.
      I understand that Exact and Phase match does not mean higher CTR but its 0.04 at this time which is way too low or almost zero.
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      • Profile picture of the author 36burrows
        Originally Posted by jasond2255 View Post

        I would love to know what all information is required I will share that info
        Best way would be to accept an invite to my MCC where I could take a real look. Then afterwards you would unlink your account.
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