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SEM spend fluctuations

by Harish Mohan
2 replies
  • SEO
    • |
Hi all,
I am seeing sharp fluctuations in my Google SEM campaigns. Specifically I see the following:
1) After launching a new campaign, the spend is around $2000/day for the first week. After that it gradually drops to ~$500/day. Our quality score in general is quite low, and my theory is that Google is penalizing us for that.
Are there any other factors that could cause this?
2) How can I identify opportunities to scale spend? I tried adding more keywords and launching additional campaigns. I also tried more aggressive optimization strategies such as maximize conversions.
Is there anything else that I can try?
3) Most of our keywords are broad match. Should I try more exact match KW?

Thanks
Harish
#fluctuations #sem #spend
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  • Profile picture of the author fastreplies
    Well, what is wrong to use surgically precise keywords?



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  • Profile picture of the author MikeFriedman
    Originally Posted by Harish Mohan View Post

    Hi all,
    I am seeing sharp fluctuations in my Google SEM campaigns. Specifically I see the following:
    1) After launching a new campaign, the spend is around $2000/day for the first week. After that it gradually drops to ~$500/day. Our quality score in general is quite low, and my theory is that Google is penalizing us for that.
    Are there any other factors that could cause this?
    2) How can I identify opportunities to scale spend? I tried adding more keywords and launching additional campaigns. I also tried more aggressive optimization strategies such as maximize conversions.
    Is there anything else that I can try?
    3) Most of our keywords are broad match. Should I try more exact match KW?

    Thanks
    Harish

    Using broad match is generally a terrible idea. If you go in and look at your search terms reporting, I bet you will see a ton of unrelated keywords that you have both impressions and clicks for. Those are driving your Quality Scores into the ground, and yes, Google will show your ads less often when your QS's suck.
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