Get Creative And Wipe Out Irrelevant Traffic

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August 19th, 2010 by Alan

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.

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