BING PPC question??? (continue)

by fahax

Posted: 8 years ago 6 replies

PPC/SEM

As per recommended by solar warrior and other reputable ppc experts I only bid up on closely related keywords that are targeted but another problem, its really eat up my budget as you see in pic

#bing #continue #ppc #question

solarwarrior 8 years ago

Here you are.
Your CTR is less than 1%,
hence your cost is shooting like a firework...
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cooler1 8 years ago

Your keyword bid amount varies for each keyword, so it seems you are bidding based on Bing's default recommended bid.

If you bulk edit the keyword bid and set it at a specific amount then you can gradually raise your bid, depending on the amount of clicks and impressions your ads receive. This way your budget won't be eaten up as quickly and your Avg CPC won't be around $1 as it is now.
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fahax 8 years ago

One thing I learn from PPC experts that your keywords are super targeted mean that its closely related to main keyword

Already Setup 4 new campaigns still motivated, testing until make my first PPC sale
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fahax 8 years ago
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- dburk 8 years ago
  
  Hi fahax,
  
  You have an account structure problem. It doesn't do you much good to use highly targeted keywords when you have a lot of them and they are all placed within a single ad group.
  
  You need to split up your ad groups into tightly focused keyword lists. Every keyword within a single ad group must be nearly identical in meaning, else it is impossible to have highly specific ad text that perfectly addresses the searchers' intent.
  
  A poorly structured account leads to low CTR, poor Quality Scores and excessively high CPC. Your report indicates that you have all 3 of those issues. That is likely a major contributor to your used up budget.
  
  Another thing I noticed in your report is that your average ad position is near the bottom of the page for most keywords. That means a lot of your ad impressions are coming from 2nd page results. You really are not going to get much converting traffic in those ad positions. After you tighten up your ad group keyword lists, write ads for the specific keywords within each ad group, and improve your quality scores, try bidding in the upper half of the page to see how well those ad groups perform when your ads are near the top of the first page.
  
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LucidWebMarketing 8 years ago

I'll chime in but pretty much what others have said.

You need better grouping. You have different themed keywords. What Solar Warrior said, symptom keywords are likely not very good. Those using those keywords are looking for information, not a solution (not yet anyway) which is what you are apparently offering. Also, "itchy skin" by itself does not show intent of treatment so you need to expand that, in a different group. Much less so for "eczema pictures". No intent there other than wanting to see, if my mind, disgusting-looking eczema.

Solar mentions having a less than 1% CTR. The actual CTR does not matter. It's that low in your case because your position is low as well. Your costs will be high if your quality is low. I'm more interested in your Quality Scores. My guess is they are low unless you somehow created great ads but I doubt it. Regardless, your first problem is keyword targeting.

So despite recommendations, you are not getting it yet. You are not bidding on related keywords in many instances.

Apart from keywords, other observations:

Why using only exact matches?

You have just one group and named in a way that conveys no information. Are you planning to name the next one Ad group #2? This is an account structure problem as Don pointed out.

I'm not a fan of bidding on each keyword. I bid on the group level and properly grouped keywords will show ads in relatively the same position and have about the same CPC.

Before starting new campaigns for other products, do one and learn from it. No sense in promoting a psoriasis product if you haven't learned from the dog fence campaign.
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