I think I’d be the first to admit that I love wasting time on the internet. The number of hours I’ve spent (and carpal tunnel induced) playing Cookie Clicker and the Helicopter Game is borderline sickening. What’s even more sickening is how much money developers of those games have probably made from accidental or non-converting display ad clicks….
Google is a publicly traded company. Publicly traded companies, for better or worse, are judged by their ability to grow, and grow consistently at that. Google’s core product (search) already has the lion’s share of the market across the world; aside from their insane expansions into driverless cars and dust-powered wireless internet and phones, the majority of revenue still comes from AdWords….
I’d venture to guess that most PPC managers share the same basic set of bid rules. It makes perfect sense, as most of us have the same general goal for bidding: find the perfect sweet spot between CPC and volume, usually driven by position. If CPA is high and position is high, drop bids. If CPA low and position is low, boost bids. Logical, right?
Typically when I’ve audited or adopted accounts, I tend to see the same basic bidding formula. Find keywords that are x-percent over goal for 30 days and drop bids by x%. These rules are set to run either on the same day of the week, once a week, or on the 15th & 30th of each month. Again, logical! We want to make sure that keywords are frequently evaluated….
When we kick off a client at SEER, we do a deep dive into any existing data to make sure we were covering top performers & using insights. As we manage accounts, we constantly A/B test, pause/expand keywords, tweak landing pages and copy and just generally toy around with the account as any good agency would.
What I think most PPC managers don’t do often enough (myself included) is look at the core layout of accounts, the foundation if you will. Why do we only look at the extremely long term data when we build an account?
The fact of the matter is best practices in PPC change rapidly. Let’s take a quick look at major AdWords since May 1st, 2011:…
I’m of the humble opinion that far too many of us put Pareto’s principle in practice far too often. Logically, it makes sense, though. 20% of our keywords almost always account for at least 80% of our conversions, so naturally we focus our effort on those keywords driving traffic and conversion volume.
What we don’t consider often enough is exactly what types of conversions we’re getting from the top 20% head terms, or if the leads may be worth different amounts depending on searcher intent truly provide different values. Is a lead sourced from a query like “tracking software” worth the same amount as a user that converts on “IT asset tracking for midsize business?” Probably not, but I’d be willing to bet tracking software would drive far more traffic, cost & conversion volume. …