Bing PPC - Troubleshooting Optimization Efforts
- PPC/SEM |
A couple of months back I started my journey as an affiliate.
I read online and watched a video about Bing and cheap clicks.
I still only have one (my first) campaign.
Originally, despite my reservations, I followed the guides I saw/read where I just DUMP all sorts of relevant keywords, broad match with low max cpc.
For the first month or two, things were very quiet. I had low max CPC just to get the feel of things and then I upped the max cpc a bit. Still quiet (quiet = lowish impressions) for a few days/week(s).
Then all of the sudden impressions and clicks exploded and I got my first sale and a few more over the next week and a half.
I have no idea why I suddenly got all this traffic.
I'm thinking: "This actually works. I look forward to optimize this campaign"
I'm direct linking to a Clickbank offer btw.
Then impressions fall a bit down again, but still a lot more than at the beginning. In general, the most impressions are at the weekends as far as I can tell.
Optimization:
I've:
- Moved top impression and clicks keywords to their own ad groups
- Paused the same keywords in the original ad group
- Set up modified broad keywords to encompass all those different broad keywords (some were very close variations)
- Exact, phrase and modified broad for top keywords. Kept those high impressions, high click keywords as broad and at same bid. Also used tiered CPC bids (bid more on exact etc)
Impressions and clicks falling like a rock.
- I'm getting low impressions and clicks.
- Quality score for modified broad is lower than I had before on the (almost same) broad keywords (is that normal?)
- Using the Ad Preview and Diagnostics tool i get very unpredictable results.
- A modified broad keyword gets triggered even though I have that exact keyword phrase as exact and with a higher bid (I get "Ad associated with another keyword")
- Ad associated with another keyword
- "No keyword triggered" (something like that) even when I have that as exact
- On one keyword with phrase match, the First page bid estimate is about 14-15 times that of the same keyword in exact match, that is eligible and collecting impressions.
In general I feel that what should have given me better QS scores, keyword and bid management has left me completely confused.
"Good" broad match keywords moved to their own ad group, same bid, with extra keywords of exact, phrase and modified broad with higher bids.
Things to do now
- I'll continue monitoring this in the next few days. It's a weekend, so there should be a lot of impressions.
- Else I might need to revert to all-broad keywords and pause the new ad groups
- Start promoting another product on Clickbank. Although I'm kind of waiting on getting better hosting with tracking and my own landing pages
I hope you have some insight or comment for me.
Regards, Victorius
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