Bad PPC Campaigns and How To Fix Them
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by: BrianBasch
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Word Count: 514
Things don't always go as we plan them in life, and the same is true for ad campaigns. If you have a campaign which is falling short of your performance goals you will need to look at the specific areas of the campaign and make changes quickly to minimize your losses.
The 3 most likely problem areas are: keywords, bidding, and ads.
The first thing you will want to look at will be your keywords. By using the PPC engine's tracking systems, you can track which keywords are successful and which are coming up short. Once you have identified the poor performers, something will obviously need to be done about them.
There may be a few reasons why a keyword would not be performing well. First, the keyword might not be specific enough. What this means is that while it may be bringing traffic, it is generating few leads or sales. If people are drawn to your site but not interested in your product, you may need change the keyword to something a bit more targeted.
Also, searchers tend to follow trends. If a trend has changed, your once hot keyword may not be performing as well now. When this happens you should try replacing the poor performer with a new word which is more popular in the current trend.
Next we will look at bidding. Bidding is important as it will determine both the position and cost of your ad. You won't want to waste money by bidding too highly on a poor performer. At the same time you want good positioning on stronger keywords. By increasing a bid on a strong performer in a lower position, you can improve your sales conversion performances.
By examining your sales conversions you can analyze just how effective a keyword is and establish a suitable amount for your maximum bid. By looking at the number of clicks required to make a sale and subtracting the cost of the total clicks from the value of the sale, you can determine your profit. This is very important because you want a campaign that is profitable rather than losing you money.
The final area of your campaign which should be examined is your ads. Without a good ad to draw people to your site, even the best keywords are useless. In order to measure the effectiveness of your ads, you should be split testing them.
It is completely possible to save a failing PPC campaign, but in order to do so you should examine each of the issues presented above. It will take time to analyze your campaign effectively, but it will be worth it in the end. You will need to examine the campaign with a fine-tooth comb and make notes of any and all changes which you make.
If you are not sure what to do you can hire a PPC advertising campaign management service. They will work on your campaign and fix it for you and they will maintain your campaign at optimum performance levels. This will save you a lot of time and money. Your increased profits will offset the cost of the service.
About the Author
To receive more up-to-date info about pay per click management, head over to Brian's site about adwords expert.
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