-Great converting keywords and low CPL’s -> Own adgroup per keyword, budget for 100% sov and bidding for pos. 1
-Great converting keywords and medium CPL’s -> Own adgroup per keyword, budget for 100% SOV but bidding according to lead needs at that time/in that country (the whole quantity vs quality debate)
-Great converting keywords and high CPL’s -> Own adgroup per keyword, budget for 100% SOV but bidding for lower positions
-Converting keywords and low CPL’s -> up budget and bids for 100% SOV
-Converting keywords and medium CPL’s -> same budget but lower bids
-Converting keywords with high CPL’s -> minimum budget and minimum bids
-Non converting keywords with low cost and low positions -> Look at relevance, if relevant up bids for higher position in low budget campaign. If not relevant delete
-Non converting keywords with low cost and high positions -> Look at relevance, if relevant keep as is, if not relevant delete
-Non converting keywords with medium and high cost -> delete
Then all is left is setting objective standards for High, Medium and Low: impressions, positions, CPL’s, number of leads and budgets.
Ads texts are always set up as follows:
-2 per adgroup; both are similar except for one line
-Always make the ad - line 1: headline with keyword, line 2: benefit, line 3: offer/call to action
-Only keyword insertion on relevant long tail keywords
-After enough data has been collected (look at statistical significance) we decide on a winner ad, pause the other and make one additional ad (with again only one line changed). This is a continual process.
I probably average 10-15 keywords per ad group.
I have to balance time spent managing vs revenue generated.
If you're managing to a CPL, you should decide exactly what that CPL is and manage all your keywords to it with a system that aggregates, calculates and reacts quickly to cost & lead data, rather than inserting your own human - and therefore by definition calculation-constrained - consideration into the process.
