Google AdWords advice - Good ROI and value for only 24 hours

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  • PPC/SEM
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I have been running Google adwords campaign for the last 3 months. I have noticed that whenever I found a winning keywords, it will have good ROI for 24 hours, like 50%.conversion. After that, it will either get very expensive, almost double the original bid or I find that the conversions will tanked to about 20% which makes it unprofitable or even losing money. Still don't know why. Any AdWords experts here can jumped in and share some advice? Thanks.
#advice #adwords #google
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  • Profile picture of the author SGains18
    I have had this issue as well:/ I am in no way an expert, but the best thing I do to combat this is to consistently come up with new 'winning' keywords. If anyone has a solution I would be all ears.
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  • Profile picture of the author Marty Foley
    Originally Posted by freeabs View Post

    I have been running Google adwords campaign for the last 3 months. I have noticed that whenever I found a winning keywords, it will have good ROI for 24 hours, like 50%.conversion. After that, it will either get very expensive, almost double the original bid or I find that the conversions will tanked to about 20% which makes it unprofitable or even losing money. Still don't know why. Any AdWords experts here can jumped in and share some advice? Thanks.
    Looking at a keyword's performance over a short period of time doesn't provide statistically significant data. Plus circumstances change: Seasonal fluctuations, changes with competitors, etc.

    Better to analyze keyword performance over a longer period of time. And consider non-converting keywords as "on probation", until they start to convert (or until you determine that they're not worth bidding on any longer).

    Winning keywords should be given higher priority: Such as by placing them in their own ad group, doing more ad testing, more keyword research to find closely related terms, bidding higher on them (as long as they still perform at an acceptable ROI), etc.

    Marty Foley
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    • Profile picture of the author Joebiz1
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  • Profile picture of the author freeabs
    The problem I always faced is that the winning keywords are derived after extensive research and just when you thought you can can scale them, they tanked. So you have to repeat the tedious process all over again. This frequency makes it very tiring and risky. I also suspect there are parties who are auto clicking on my ads.
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    • Profile picture of the author Marty Foley
      Originally Posted by freeabs View Post

      The problem I always faced is that the winning keywords are derived after extensive research
      Quick question related to what you said above: Do you have conversion tracking set up so you can more easily tell which keyword converted?

      You may or may not be promoting affiliate offers, but many affiliate programs do not permit tracking conversions to the keyword level, or when they do, they often require jumping through "hoops" to get at conversion data.

      Tracking conversions (to the keyword level) is crucial to minimize wasted ad spend. (Yet over and over again I've seen seen entrepreneurs & companies make the common mistake of not tracking PPC conversions, or not tracking them accurately.) Setting up accurate tracking makes it easier to optimize PPC accounts and save money, while generating more conversions, at a lower avg. cost each

      Marty Foley ~ ConvertMoreTraffic.Com
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      • Profile picture of the author freeabs
        At the moment, I have prosper 202 in place for tracking. The winning keywords were derived from using PPC spy software and true enough it performs well, albeit for only 24 hours. What irks me is that suddenly Adwords say that I need to bid higher for that particular winning keyword or it will not show my ads and more often than not, the suggested bid is double the original bid. Could it be that at lower bids, the clicks are non quality clicks and that if I bid higher, the quality clicks will come in for better conversions?

        P/S: - For each campaign, I only have a handful of keywords.
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  • As Marty said, you need statistically significant data. You mention after only 24 hours and a 50% conversion rate. We are both thinking you're very likely talking 1 conversion in 2 clicks, maybe 2/4. That's not significant. It just shows that you were lucky right away but worse, that you expected this to continue.

    Let's use an analogy. My game is baseball but use the same for whatever sport you like. Every player, if you look at his stats at a micro level will get one hit in two at bats or even 2/4. But from this to expect him to do this every game is nonsense. No player in history has had a 50% hit rate over the course of a season. None has even had a 40% rate in 75 years. The best ones reach 33%, many years no player does and the average is 27-28%.

    So you can't look at your stats at a micro level and extrapolate just like you can't look at an athlete's one-game stats and extrapolate that he will break every season records. You need to look at a longer trend.
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    • Profile picture of the author freeabs
      The 24 hour conversions were like 30 clicks and 15 conversions for one keyword out of 5 that I targetted. And when I continued with the same keyword for the next day, the results were like 30 clicks and 6 conversions. So I tried it for another 3 days with the same results and have no choice but to stop losing money and paused it. In addition, Adwords keep asking me to icnrease the bid to double what I bidded.

      When I ignored the same keyword for a week or 2 and tried to target it again, I got the same 50% results but then the cycle came back. It is baffling. This happens to every keyword that I targetted so I dun know what to make of the data for this. Any suggestions?
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  • freeabs, I really can't answer. Without having and analyzing your data, I would just be speculating. Even if I did have the data, I might not be able to give a definitive answer.

    All I know is that, for whatever reason, conversion rates are most volatile. One client last week had a 6% conversion rate. He asks what I attribute this increase to but I really don't know. The rates can fluctuate greatly week to week but typically 5 to 6% with occasional dips well below or well above. A change of one percent from 5 to 4% is a big 20% difference, we just want the rate to be more stable.

    What I find strange is that you say even with 6 conversions in 30 (a super good 20% rate), you lose money.
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  • Profile picture of the author Mia Gordon
    I agree that 24 hours is not enough. You do need to create very distinct separate agroups, ads and landing pages for these keywords though. Make sure you also have sitelinks and other extensions in place too, as these improve CTR and relevance which is important for reducing the cost of your click and improving position or impression share.
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  • When you see the message to bid higher, that is a warning. It means that given your current bid and quality score, it's not high enough to show your ads very often.


    If you do nothing, expect your ads to continue showing as often (probably not very often, check your impression share) and in the position they currently do. You can still get good ROI in these conditions but doing nothing means others may be improving which means that over time, you'll get a lesser share, lesser clicks and your ROI may get worse as your CPC goes up.


    Increasing bids may increase CPC, by how much will depend on your quality score. In other words, doubling bids does not necessarily double CPC. I never see that scenario happen but then, my QS are healthy. Increasing bids will help your ranking and as you are in a higher position, your CTR will go up thus giving you more clicks and more conversions. But your impression share is not likely to change very much so you are thus missing out on targeting more searchers which would give you even more clicks and conversions.


    The best solution is improve your quality score and you do that with better targeting (keywords) and better ads.


    There is no relation between bid and quality. Higher or lower bids will not give you higher or lower quality clicks. Your keywords and ads are the same, assuming you haven't changed those.


    What could happen, and I see this often, is that conversions are higher for ads showing at the top of the rankings. Not only do searchers click more often on the top ad, they tend to buy more often from that click.


    Now in post #6 you imply that you paused keywords for some time and restart later. It may be that the system is resetting itself since it has no recent data. In doing so and to gather data, despite what may be a poor quality score, it shows your ads nearer the top of the rankings where it just happens that conversion rates are higher in your niche. After it has enough data, it sees your quality does not warrant to place you there so your ads are in lower positions where conversions are lower. That is my best guess as to what is happening. If true, you need to be at the top to continue seeing those higher rates.
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  • Profile picture of the author freeabs
    Thanks LucidWebMarketing. What you say makes sense. I will monitor closely again.
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  • Profile picture of the author Jeffrey Joson
    its because first you get free ride from goole ,after it determine your ads quality score, it give you the right position or quality. try to improve your ads, and look at the searh term you get
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  • I have that happen sometimes, especially on my call only campaigns. Bit unconventional, but a workaround that works for me is just make Google happy, and raise your bids. But then lower your devise bidding by -50, or etc so you are in effect paying the same amount per call, or per click, as you were before.
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  • Profile picture of the author AshleyRivera
    I don't think 24 hours is long enough. I would try different keywords and different landing pages and see which one has the better conversion rate. Can you try it for a few days at least? Good luck!
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  • Profile picture of the author Michael Nguyen
    You need to test some more. Go for about 300-400 clicks to get any significant data. Remember Google doesnt promise anything except the attempt at putting the right clicks in the right places. Maybe try the maximise clicks strategy and add a limit on the max cpc
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