PPC management
Get Creative And Wipe Out Irrelevant Traffic
It can feel like an uphill battle for PPC managers when it comes to eliminating traffic that fails to convert. Often on the content network a well-organised ad group can have its costs driven high by various websites spending small increments of money. You can think about setting a limit on spend without converting and go on to exclude any websites that fail to convert within a 60-day span, but are overspending. This can lower your CPL to a certain degree but isn’t completely effective. You can also lose websites that were close to converting and you could struggle to eliminate websites using the URL. Here is another way of cutting back on websites that spend small amounts and fail to convert: 1. Create a placement performance report looking back at the content PPC campaign over the past 6 months. You can opt for other date ranges but the more data you look at the less likely you are to exclude a site that might perform well in the future. You can also group campaigns but you will have better insight if you look at each campaign one-by-one. 2. Sort your data according to cost and highlight URLs that have exceeded the cost-without-converting limit or alternatively have exceeded the Cost Per Lead. Then sort the highlighted data by domain. 3. Look for domain groups that have lots of separate URLs and analyse the cost and conversions. You can exclude domains at campaign level if they have exceeded your limit and have provided no conversions. At web marketing agency Click Consult we can offer a wealth of advice on how to manage your PPC accounts optimally.
Tags: cost conversions, Cost Per Lead, lowering CPL, PPC campaigns, PPC management
Identifying Ways To Meet Your Monthly Budget
If you had the chance to work with an unlimited PPC budget wouldn’t it be just wonderful? Yet as all pay per click campaigners know this is just a daydream and working to budgets is a fact of life. If you are projected to stray over your budget at the end of the month here are some tips to keep you on track: Tip 1 - Find the search engine causing an ‘issue’ Most PPC campaigns are run on Google, MSN and Yahoo and it can be a common mistake to focus solely on the top spending account, which will invariably be Google. However, by focusing on Google you could overlook a bigger issue elsewhere. If a search engine is taking up just 10 per cent of your budget, it is a significant amount of money to lose if there are no leads being generated, and that account should be tackled first. Tip 2 - Drop daily campaign budgets Look at all your pay per click campaigns and highlight those that are reaching their daily limit. Tackle the ones that are converting least and slash the daily budgets. You don’t want to cut them too much so take time to work out the savings you are likely to make. Tip 3 - Analyse by Cost Per Lead By looking at the top CPL level you can identify the big problems that are eating into your budget first. Use the interface to search for campaigns that have a large monthly CPL. At Click Consult we can help you get the best out of your PPC campaigns.
Tags: monitoring a PPC campaign, Pay Per Click (PPC), PPc budgeting, PPC management
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