PPC Bid Management-Step Two
Effective Bid Management - Step Two: Filtering Keywords with No Clicks and No Conversions
Filtering Keywords with No Clicks & No Conversions identifies irrelevant Keywords in an account or Keywords that are not getting enough exposure - mainly due to low Max. CPCs. It also identifies Keywords that have lost traffic and/or conversion based on previous PPC bid optimizations. This is usually an interesting set to monitor. One way to approach this:
- Identify the positions that convert the most and meet your business goals/objectives.
- Compare that to the position of these Keywords.
- If position of these Keywords is better than the average position at which your account is converting, then these Keywords are just not relevant to your account and hence should be paused/deleted.
- If position of these Keywords is worse than the average position at which your account is converting, then bidding to position (only for these set of Keywords) is an option to test their worth.
- It is advised that you base this decision on a large chunk of data - hence the first logic to check if there is at least 2 months worth of data available.
- Depending on your product/service, only a weeks worth of data might be enough for you to conduct this analysis due to the high volume of Impressions, Clicks, & Cost.
- Always keep track of your Ad Copy and Landing Page changes as that can effect conversions too.
- This analysis has helped me identify Keywords that have no search volume or their PPC was set too low to prove their relevancy to the account.
- When testing a position based strategy, be cautious and consciously try to set a conservative Max. CPC ceiling for the Keywords, as bidding to position can sometimes generate a lot of clicks and cost without any returns, hence constant monitoring would also help.
Lost Impressions, Clicks, & Conversions:
- Could be due to Seasonality?
- Could be due to Increased Competition?
- Could be due to previous PPC Bid optimization (maybe a keyword was not converting as effectively, or bid was decreased aggressively)?
