How long before results on average for adwords?

6 replies
  • PPC/SEM
  • |
I just started a campaign yesterday and I have lots of clicks but no sales. Is there a general rule of thumb that I should be looking for?

Or should I start to change my keywords/ads if still no sales in a day or two?

Thanks
#adwords #average #long #results
  • Profile picture of the author dave_hermansen
    Usually, we start off with very specific, exact match product phrases only ("Bulova 98R155 Women's Highbridge Dress Two Tone SS Diamond Watch"). Then, we gradually break out to medium or long tail category searches ("gold watches for sale", "discount gold watches", "gold watches online" "buy gold watch"). We almost never bid on general search terms because the click cost is too high in relation to conversions ("gold watch").

    If you do that, you won't be paying a fortune for non-specific traffic that may not even be ready to buy. If you are getting lots of clicks but nobody is buying, it is either because your search terms are to generic, you are not sending people to the correct page or your prices are too high. Conversion rates vary greatly by product niche, but generally speaking, things that cost less than $100 convert at 2% or higher, things that cost $100-$300 convert at 1% or higher and things that cost more than $500 convert at about 1/2 percent.

    We've had sites that made multiple sales with the first hour that ads were put up; we've had others that took a week. It all comes down to the amount of traffic you are getting from your ads. If you have several hundred clicks but no sales, something is wrong.
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    • Profile picture of the author Dylantk
      Originally Posted by dave_hermansen View Post

      Usually, we start off with very specific, exact match product phrases only ("Bulova 98R155 Women's Highbridge Dress Two Tone SS Diamond Watch"). Then, we gradually break out to medium or long tail category searches ("gold watches for sale", "discount gold watches", "gold watches online" "buy gold watch"). We almost never bid on general search terms because the click cost is too high in relation to conversions ("gold watch").

      If you do that, you won't be paying a fortune for non-specific traffic that may not even be ready to buy. If you are getting lots of clicks but nobody is buying, it is either because your search terms are to generic, you are not sending people to the correct page or your prices are too high. Conversion rates vary greatly by product niche, but generally speaking, things that cost less than $100 convert at 2% or higher, things that cost $100-$300 convert at 1% or higher and things that cost more than $500 convert at about 1/2 percent.

      We've had sites that made multiple sales with the first hour that ads were put up; we've had others that took a week. It all comes down to the amount of traffic you are getting from your ads. If you have several hundred clicks but no sales, something is wrong.
      Thanks so much! That does help a lot!

      It seems I'll have to go back and adjust my keywords that I'm using.
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  • Profile picture of the author johnben1444
    If it's your first campaign then don't expect anything.
    It should serve as your learning process and find out what works.

    This is normal when you are first starting out.

    I suggest you grab a copy of this ebook - http://www.amazon.com/Ultimate-Guide-Google-AdWords-Million/dp/1599184419

    Disclaimer: I have no affiliation with it.

    I just found it the more comprehensive ebook on Adword PPC.

    I'm sure you will come back here and thank me for it.
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  • Profile picture of the author dburk
    Hi Dylantk,

    When managing AdWords campaigns we typically use a process of performance optimization, commonly called campaign optimization. It begins with defining your primary desired outcome and then setting specific objectives, goals, and milestones for your campaign.

    By defining your goals you create the framework of benchmarks with which to compare your campaign performance against. I take it by the way you have asked your question that you have not yet defined any performance goals, right? Start there.

    Estimate the average value of a conversion and set a CPA (Cost Per Acquisition) goal. That will give you something to measure against. Use your CPA goal as the benchmark to compare your campaigns performance against.

    When just getting started, you need to gather data and make adjustments based on the insights you gain from that initial data. Since you haven't generated enough conversion data you can instead look at your user's engagement with your website content to begin the first series of optimizations. Increase spending on audience segments that are engaging with your content and reduce spending on segments that have little or no engagement.

    A crucial step in your optimization process is to closely monitor your Search Terms Report to insure that your keywords are triggering extremely relevant search terms with high commercial intent.

    To recap:
    1. Define you primary objective.
    2. Estimate your average value per conversion.
    3. Set a target CPA goal based on your estimated average value per conversion.
    4. Measuring and adjust your bids based on user engagement.
    5. Monitor your Search Terms report and adjust your keywords to insure targeting of only highly specific and relevant search terms with high commercial intent.
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  • Profile picture of the author Dylantk
    Originally Posted by johnben1444 View Post

    If it's your first campaign then don't expect anything.
    It should serve as your learning process and find out what works.

    This is normal when you are first starting out.

    I suggest you grab a copy of this ebook - http://www.amazon.com/Ultimate-Guide-Google-AdWords-Million/dp/1599184419

    Disclaimer: I have no affiliation with it.

    I just found it the more comprehensive ebook on Adword PPC.

    I'm sure you will come back here and thank me for it.
    Thanks I'll be sure to look that over when I get the chance!

    Originally Posted by dburk View Post

    Hi Dylantk,

    When managing AdWords campaigns we typically use a process of performance optimization, commonly called campaign optimization. It begins with defining your primary desired outcome and then setting specific objectives, goals, and milestones for your campaign.

    By defining your goals you create the framework of benchmarks with which to compare your campaign performance against. I take it by the way you have asked your question that you have not yet defined any performance goals, right? Start there.

    Estimate the average value of a conversion and set a CPA (Cost Per Acquisition) goal. That will give you something to measure against. Use your CPA goal as the benchmark to compare your campaigns performance against.

    When just getting started, you need to gather data and make adjustments based on the insights you gain from that initial data. Since you haven't generated enough conversion data you can instead look at your user's engagement with your website content to begin the first series of optimizations. Increase spending on audience segments that are engaging with your content and reduce spending on segments that have little or no engagement.

    A crucial step in your optimization process is to closely monitor your Search Terms Report to insure that your keywords are triggering extremely relevant search terms with high commercial intent.

    To recap:
    1. Define you primary objective.
    2. Estimate your average value per conversion.
    3. Set a target CPA goal based on your estimated average value per conversion.
    4. Measuring and adjust your bids based on user engagement.
    5. Monitor your Search Terms report and adjust your keywords to insure targeting of only highly specific and relevant search terms with high commercial intent.
    I'm definitely trying to do that. I work for a non-profit organization and we are currently trying to sell our product in a different way. Hence adwords and a new website. I'm setting my current budget to $100 a day but I had around 200 keywords and I'm adjusting from there. It's been 2 days and I spent $156 with a CTR of .86% no sales though.

    So I don't know if I'm on the right track or not.

    Thanks!
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    • Profile picture of the author dburk
      Originally Posted by Dylantk View Post

      Thanks I'll be sure to look that over when I get the chance!



      I'm definitely trying to do that. I work for a non-profit organization and we are currently trying to sell our product in a different way. Hence adwords and a new website. I'm setting my current budget to $100 a day but I had around 200 keywords and I'm adjusting from there. It's been 2 days and I spent $156 with a CTR of .86% no sales though.

      So I don't know if I'm on the right track or not.

      Thanks!
      Hi Dylantk,

      If you are targeting the Search Network and getting an average CTR of only 0.86% then you are probably doing something wrong. Your targeting is likely too broad and it will tend to increase your costs and harm the performance of your campaigns.

      If your keywords are extremely relevant, and your ads are specific, relevant and on message you ought to be getting higher overall CTR. If, however, you are targeting the Display Network lower CTR would be expected.

      Again, check your Search Terms Report for proper search term targeting that is extremely relevant and not overly broad. Also check your keyword Quality Scores to make sure your ads are effective against your competitors. If you have QS below 6/10 then you have relatively poor performing ads and will need to improve the quality and relevance of your ads.

      HTH,
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