by vcaldwe on May 17, 2012
PPC management has always been about dropping losers, running with winners and adding more muscle to winning ads. If this has been your policy of setting up and running PPC campaigns, the 30-day policy won’t have any effect on your campaigns. If you like to see all your ads on the run, you will need to optimize your PPC strategies for better results, faster results, more often. Read on to find out more.
PPC management teams need not undergo any radical changes now. In fact, everyone can now copy the winning strategies of PPC professionals that bring better returns for the advertisers.
The versatility of PPC ads lies in the ability to run extensive tests on whatever number of campaigns you run. You can test the effectiveness of the ads in very little time and on a shoestring budget. In other words, for less than $100, you can run a sample PPC campaign and determine its effectiveness. If it is not a winner, you can drop it then and there.
Several PPC advertisers make the mistake of sticking with their ads, despite poor results. With the 30-day policy, you have no option of keeping the losers after the initial 30 day test drive. Google picks a winner for you.
However, make sure you implement ‘sales funnels’ in your campaign. Google gives higher priority to ads that convert. If an ad has better chances of converting a click into a sale, sign up or download, that specific ad will continue running. If conversion data is not available, Google will pick the ad that gets maximum clicks.
My question is this: Why leave a losing ad in your campaign for several weeks? Trim the low performing ads. Test the effectiveness of all your ads quickly. Improve your campaigns and streamline your returns by removing the less-performing ads and by giving high priority to ads that lead to clicks and conversions. That is simple PPC management policy at advertiser level, much more powerful than Google’s new policy.
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by vcaldwe on May 15, 2012
PPC management undergoes changes constantly. The changes become forced when Google decides to change the rules. Today, the most important discussion in the PPC circles is about Google’s decision to limit ad rotation, especially even distribution of ads to just 30 days. In the past, you could run two ads in an ad group and each ad would get equal number of impressions for both the ads for as many days as you choose.
If you allowed Google to pick a winner, they would show the high CTR ads more often. It’d happen in a matter of hours. Advertisers want to test the effectiveness of different ads. So they set the ads for ‘even rotation’, which gives both the ads a fair chance to prove their effectiveness.
However, now Google wants to show high CTR ads more often. By limiting the ‘even rotation’ of ads to just 30 days, they can effectively limit the impressions of non-performing ads. If you leave a campaign to rotate ads evenly, it will do so for 30 days only. After 30 days, only the winning ad will show up for auction.
On the first look, it may appear that Google is interested only in taking more money from advertisers, because of relatively higher chances of getting clicks on every ad they display. On a closer look, you can find this new policy change makes sense to advertisers too. It may be a little forced, but eliminating the lower performing ads ensures better returns on investment through PPC campaigns. The less performing ads are trimmed more often, leaving only the winning ads in the scene.
Google doesn’t bring a policy change unless a shipload of analytical data proves it makes sense. In this case, Google wants to give a fair chance to every ads in your campaign. But it also wants to quickly eliminate the ads that drag your campaign down and help you move on with the ads that bring you returns.
Your PPC management doesn’t undergo any radical change because of the new policy of quickly eliminating your losing ads. In fact, your campaigns become more focused, streamlined and optimized for better ROI.
The Authority in PPC Management and PPC Services Providers