Your PPC Campaign is Dying… Now What?

By David james

There is no doubt that PPC is an extremely profitable channel when managed properly. However, sometimes, it can be challenging to return profitability to a PPC campaign. No campaign is perfect, and there can always come a time when performance can deteriorate.

For example, let’s say you spend $10,000 on the first month and you get 100 conversions with the cost per conversion at $100. By the second month, you get 70 conversions at a cost of $140 per conversion. This could leave you wondering, “What do I do now?”

Relax. You just need to think about what happened to the campaign to make it yield these results. If you are not sure, there are many ways to find the issue and fix it.

Review Change History:

First of all, review your campaign change history and see what changes you have made that you think could have had a negative effect on the campaign. Did you change any bid that affects average position? Did you pause any keywords that were performing well? Or were there any ad copy changes?

If you find any of the changes you made affected the results of your campaign, you should immediately work on reverting back to the state before these changes were made.

Do an in-depth Comparison:

After looking into your change history, compare the time periods before and after your changes to find out what keywords or ads have dropped in terms of conversion and spending. I suggest taking note of the following:

  • Clicks
  • Impressions
  • CTR
  • Spend
  • Avg. CPC
  • Avg. Position
  • Conversions
  • Cost-per-Conversion
  • Conversion Rate

As for keywords, if you notice the impressions, clicks or spending has dropped, you must figure out right away how you can work on improving it. Is this a bid problem? Or an ad copy problem?

If your campaign is very large and has thousands of keywords, there is a tendency for Google to start showing other keywords from the list instead of just the ones with the best results before. To control this, you can create a separate campaign showing only your best keywords so your budget doesn’t get shifted to other non-tested keywords.

The best practice is to run a campaign with all the keywords and once you find out what your best keywords are, create a separate campaign for those keywords. Never run them with the non-tested keywords.

Other than comparing keywords and ads, you should also compare search terms especially if you are running broad match keywords. You have to make sure your ads are showing up for relevant terms. Sometimes your keywords start showing up for irrelevant search terms. For example, I was once running a campaign for an app development company and the first 3 months went great. On 4th month, however, the cost-per-conversion substantially increased. Upon reviewing the search terms, I found my ads were showing up for “Facebook Apps”, with most of the clicks coming from this search term. Unfortunately, this search term is highly irrelevant for us.

From there, I added it as a negative keyword and the results improved immediately. We didn’t make any changes that would have Go to the full article.

Source:: Business 2 Community

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