How much time do you need to spend to make significant improvements to your PPC campaigns? only about 25 minutes a day according to a recent article I found over at searchEngineWatch. In less than half an hour a day you could save yourself money on wasted Ad campaigns. Here are some tips from that blog to get you started.
Slash wasteful ad spend
In your AdWords dashboard via the search terms tab, set your date range for the past 30 days, then sort terms by the highest spenders. Do you see any irrelevant or very broad terms that are spending tons of dough? If so, negate those. We audited a PPC account once that was spending $1,000 a day on broad ‘jeans’ themed keywords, and it had a terrible conversion rate, as you might imagine. Search terms coming in included many instances of jeans. So we negated the exact match for ‘jeans’ but let the long-tail keywords like ‘women’s black skinny jeans’ still work their magic – and voila! Instant budget saver.
This one is especially important for inherited PPC accounts. First, go to the tools tab of your AdWords dashboard, then go to the webpages link to view website pages that are reporting conversions. As part of your PPC revamp strategy, you’re going to want to follow the money, and that means first understanding if the conversion tracking is set up correctly on those pages.(Note: getting this right can turn into a big task quickly, but this five-minute version is simply for verification, then you can fix as needed) One account we inherited was showing a ton of conversions, but the conversion tracking setup was incorrect in that it was tracking visits to the home page versus tracking conversions on thank-you pages and/or checkout confirmation pages.
In the next five minutes, pause the poorly performing campaigns, ad groups or keywords. First, start at the campaign level and set your date range for 30 days, then sort by the highest cost per acquisition. You might see the highest CPA campaign is, say, $1,000, and from there, you’d start investigating. Dig deeper by clicking into the campaign and seeing if it’s a runaway ad group causing the problem, and within that ad group, it may be just a few keywords that are the culprit. Make sure you have all the information before you pause anything; it could be a higher priced item causing the higher CPA, which would make sense. Then, at your discretion, start pausing those high CPAs, and start making a plan to optimize.