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PPC Rule of Thumb

by chris07
2 replies
  • SEO
    • |
Hello Warriors,

I just started PPC on Bing Ads and 7 Search. Nonetheless, can someone help me understand when to drop a keyword. Should I drop the keyword after certain amount of impression without no clicks (which could only mean my Ad copy is bad), or should I drop a keyword after getting 100 clicks with Zero conversion (which could mean my offer/product is bad), or Both. Why do i need to have hundreds of keywords, instead of a few highly targeted buyer keyword? Also, please share some of your golden nuggets in relation to PPC keyword optimization.
#7search #bing ads #keyword #msn adcenter #ppc #rule #thumb
  • Profile picture of the author Mike R
    There's not really hard and fast rule, but here's what I usually look at:

    Impressions: if you get 100 impressions and no clicks, it's probably the Ad Copy, not the keyword that needs to be addressed. I'd rewrite the ads and try again. If you still have the same issue with new ads after a few tries, go ahead and get rid of the keyword.

    Clicks: 100 clicks with no conversions is a decent rule of thumb EXCEPT you have to take your average conversion rate into account. For example, if your average conversion rate is 5% (1 out of every 20 clicks converts), then you might want to Pause a non-performing keyword; however, if your average conversion rate is .5% (1 out of every 200 clicks converts), you'll have to accumulate closer to 200 clicks to begin determining effectiveness.

    Also, if you're using Phrase or Broad Match types, you'll perhaps want to look at your Search Query report and exclude negative keywords to increase efficiency rather than Pausing keywords to start with.
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    • Profile picture of the author chris07
      Originally Posted by Mike R View Post

      There's not really hard and fast rule, but here's what I usually look at:

      Impressions: if you get 100 impressions and no clicks, it's probably the Ad Copy, not the keyword that needs to be addressed. I'd rewrite the ads and try again. If you still have the same issue with new ads after a few tries, go ahead and get rid of the keyword.

      Clicks: 100 clicks with no conversions is a decent rule of thumb EXCEPT you have to take your average conversion rate into account. For example, if your average conversion rate is 5% (1 out of every 20 clicks converts), then you might want to Pause a non-performing keyword; however, if your average conversion rate is .5% (1 out of every 200 clicks converts), you'll have to accumulate closer to 200 clicks to begin determining effectiveness.

      Also, if you're using Phrase or Broad Match types, you'll perhaps want to look at your Search Query report and exclude negative keywords to increase efficiency rather than Pausing keywords to start with.

      Thanks for the info. I really do appreciate the insight.
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