Pay Per Click Bid Management - Data Storage & Filtering
2.4 Hybrid PPC Account Structure, 4. Effective PPC Bid Management, 4.3 Bid Management & Historical Data
Whether you are planning on building an in house Bid Management Tool or simply conducing a manual analysis to manage your PPC Bids, Data Storage & Filtering is the foundation to any bid management strategy. Historical Data and performance of your PPC Campaigns is important because:
- Historical Data should be used to make data driven decisions for PPC bid optimizations.
- Historical Data also helps identify trends of an accounts over all Impressions, Clicks, Avg. CPC, Cost, & CTR - which can be really helpful in managing your PPC bids.
Data Filtering: Managing large volumes of data manually can be overwhelming. Filter the data into following segments:
- Non Converting Keywords with Negative ROI (Keywords with Clicks & Cost but no conversions)
- Converting Keywords with Negative ROI
- Converting Keywords with Positive ROI
Note: Make sure you store any changes made to Ad Copy or Landing Page as they can have a drastic effect on account performance as well
Data Storage: Historical data can be stored in a number of formats, each providing a data set to refer to depending on the filter you are dealing with:
Data Set One - used to compare Keywords with Conversions or Lost Conversions
Examples:
- Keyword SEM, Average Position 1, Always Negative ROI
- Keyword SEM, Average Position 2, Always Negative ROI
- Keyword SEM, Average Position 3, Always Positive ROI
This data set allows you to refer back to the Keyword “SEM” and its performance overtime to identify the positions at which it has a Negative ROI or Positive ROI - this can also be used if you wish to bid to position manually
Data Set Two - used to compare Keywords with no Conversions ever to Bids & Positions from across the account that convert and generate a Positive ROI
Examples:
- Average Position 1, Max. CPC $4, Always Negative ROI
- Average Position 2, Max. CPC $3, Always Positive ROI
This data set allows you to refer back to the average performance of your account to determine which Position and Max. CPC combination always converts with a Positive ROI. This can then be used to manage Max. CPCs for Keywords that are not converting at all and test their performance.
Note: There will be Keywords that are not at all suitable to your account, I will discuss how to identify and manage them in future posts.
These strategies should only be referred to for a directional point of view, and all PPC optimization formulas and tactics used would depend on your business model and goals
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@ July 29, 2008