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Campaign Recovery Strategy
How do you bounce back from low CTR
sunnylyon




msg:1142080
 6:12 pm on Mar 8, 2005 (gmt 0)

I realise now... that it pays to start campaigns with bids a little high and texts a little too inclusive to build up a decent CTR as credit.

Ah but it's too late! I flooded my field with miserly exclusive texts designed to filter out timewasters. Now I'm burdened with a shamefully low CTR and all my efforts at reviving important keywords are almost instantly branded with the dreaded Disabled.

Is there anyway out of this enfer or am I damned for eternity?

I can't change domain, it's an established brand and there simply aren't any other high traffic keywords available, I promise... I've tried them all. Closing down my entire adwords account and opening up a new one strikes me as (a) unlikely to fool anyone and (b)a huge and soul destroying task.

Aagh.. can anyone assist with a recovery strategy?

 

AdWordsAdvisor




msg:1142081
 8:37 pm on Mar 8, 2005 (gmt 0)

Aagh.. can anyone assist with a recovery strategy?

Sunnylyon, all of us here are at a real disadvantage in answering this question, because we can't see your account. For this reason, I'd actually recommend contacting AdWords support and asking the same question. You might want to include additional info on your objectives, whether your daily budget and/or Max CPC could be raised, etc.

Without seeing the account, and in a very few words, my very general advice would be to organize your account around extremely targeted Ad Groups.

In this scenario, each distinct product or service you have on offer would have it's own Ad Group. The ads would be carefully and crisply written, and would be about one thing. Each Ad Group would have a list of specific (as opposed to general) keywords about precisely the same thing. You would also avoid keywords that are not about what you actually have, and use negative keywords to prevent your ad from showing for the wrong searches.

(BTW, if you have keywords that are currently disabled, then first delete them, and put them in a new Ad Group, rather than in the existing Ad Group.)

When you target in this way, when a user searches for what you have, they will see a well written ad that says you have that exact thing.

Then, although this will not affect your CTR, be sure to send the user who clicks on your ad to exactly the right page on your site. It is quite possible this won't be the home page.

Just my $0.02, and I hope that others will weigh in as well. ;)

AWA

mwilliams




msg:1142082
 11:18 pm on Mar 10, 2005 (gmt 0)

I'm interested to know what people generally consider a "shamefully low" CTR. Just curious... I would like to know if my CTR is shamefully low too or if it's decent!

mcguffin




msg:1142083
 11:36 pm on Mar 10, 2005 (gmt 0)

If it's generating both revenue and profit for you, then it's probably not shamefully low.

That might not an exact metric, but it's a good one.

Arizona Web Design




msg:1142084
 4:02 am on Mar 11, 2005 (gmt 0)

I am very interested in this topic as well. Here is my recent post on another forum...

Hi Guys,

I have been managing a high profile PPC account for quite some time. About 2 weeks ago, I changed my ad. For months my ad was floated to the top 1 or 2 spot (above natural results) and the company I am managing this for enjoyed great success. Our CTR was over 5%, but our current CTR is usually around 3%.

My new ads are usually placed in the 1 or 2 spot, but they NEVER float to the top any longer. If we are #2, the ad that beats us is floated to the top. If we are #1, no ads float to the top.

I originally had a $20 max bid for this campaign, but since the CTR problem I have my max set at over 30 (to try and get a higher CPM)

Does anybody have any ideas on how to make my Google ads float to the top? Any help would be greatly appreciated.

Thanks

sunnylyon




msg:1142085
 7:48 am on Mar 11, 2005 (gmt 0)

Shamefully low?

0.2 CTR account wide... invidivual key words rang from about 0.1 to 1.2 max.

There, I've come clean. Having said that, I've been doing very nicely from the campaign. I have a few thousand keywords, so all together traffic is OK. My exclusive texts (I give the price of my product in the ad) mean I have good conversion rates, so I have a good return on investment.

My problem now is how to boost traffic. I have no other keywords left to try. If I throw money at the keywords I do have, my shamefully low CTR means that position doesn't improve so I simply end up paying more for the same number of clicks. Hence the wish to switch to a high CTR strategy.

It seems like settting up new campaigns and ad groups rather than hammering away at the old ones might help (thanks AWA), so I'm going to plug away at that for a few weeks.

As for asking Google direct (as AWA suggested) I just got a bland stock response "if you re-use a disabled keyword, or re-enter a disabled keyword in another keyword matching format, you may notice that it is disabled again". Wrote back saying this wasn't helpful, it was then that they confirmed AWAs suggestion of setting up a new campaign, though warning me that this might not work either, which is a little worrying...

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