When you want to see how your pay per click advertising campaigns are performing you’ll need to look at more than just one statistic. Don’t rely on quality score alone or CTR. And don’t think that just because you are getting conversions that everything is A-OK. You could be setting yourself up for future failures by not addresses weaknesses, even within a good or effective campaign.
If you really want to judge the effectiveness of your pay per click campaigns, try digging a little deeper and looking at more than just the numbers.
Here are a few things you should consider:
- Avg. Cost Per Click
- Cost Per Conversion
- Ad Groups – How Tight Are They?
- Content Network vs. SERPs
- Groups vs. Campaigns
You could have a single ad group dragging down your entire campaign. If so, you may want to delete it or move it to another campaign. Or perhaps your content network ads are not doing as well as your PPC overall. What would happen if you dropped the content network? Are your ad groups too tight, or not tight enough? One keyword could affect the overall performance of an ad group. Be harsh on the judgments of your campaign elements and kill anything that doesn’t belong.
A couple more important factors that are important to keep in mind in order to run a successful PPC campaign are:
1. separate search campaigns from content campaigns.
2. do not advertise on very wide and spread out GEO targets. the more specific your campaigns are the more you can optimize them higher precision.
3. set your bids according to – conversion rate * CPA!