practical tips, common mistakes

[jackdack]

I'm trawling the forum for tips and advice - and mistakes to avoid - when using adwords (and general ppc, as both of which are new to me). If you've got any suggestions or know old posts which might be helpful, please reply.

I've setup a new campaign, search keywords only (no content ads), 300+ keywords. Yesterday the only result from a single KW was 3 clicks from 59 impressions, 5%CTR, on average position of 8.5.
I will increase the bid/position. My other keywords don't seem so successful. I've added another 200 keywords.

Thank you

[arran]

3 clicks from 59 impressions, 5%CTR

Hi jackdack,

Looks like your ads are well written - 5% CTR is great for positions 8-9.

- Over-bid at the start then drop the bids gradually over time as your ads establish CTR.
- Turn off the content network initally - either that or drop the bids for content (new feature).
- Spend time trawling your logs for negative keywords - this will refine your conversion rate over time.
- Send users to the correct page - don't make them find the correct product on your site.
- Test different ad copies.
- Test different landing pages.
- Don't just watch the bottom line - some keywords will be making you money, some won't. Eliminate the poor performers for increased ROI.

arran.

[dane120]

Over-bid at the start then drop the bids gradually over time as your ads establish CTR.

Doesn't Google automatically reduce the cpc over time as history builds?

Or wouldn't reducing the max cpc result in your adverts moving down the sponsored listings?

[Kings on steeds]

google makes sure you only pay what you have to, but if you have a keyword with a max cpc of £0.50, a ctr of 13.5% a avg cpc of £0.34 and a position of 3.4

you could edit your max cpc to £0.32 and keep your 3.4 position and your 13.5 ctr, and save 2p a click which in high traffis accounts = big savings

and as for your second point.

not if you improve your CTR ;-)

[dane120]

Since I am new to the whole adwords world once keywords have "enough" history is most time spent managing and lowering the max cpc to overall lower the cpc?

[jackdack]

arran & others, thanks for the posts and ideas.

I didn't know if that was a good click through rate so it's great to have that feedback, thank you.

A few points
- currently my site isn't selling anything but there is a sign-up so this indicates growth in traffic
- because there's no profit my ad wording promoting the new site/brand in the title (not good keywords) as I'm happy to get lots of free impressions on keyword searches just to build brand awareness/exposure, even if people don't click through - is that a bad approach?
- I'm currently only running one ad, with one destination (site root), for all same keywords etc.
- is 5/600 keywords a lot or a little?
- currently using one campaign, two ad groups (one for general keywords, another keywords of competitor brands). does that sound like a good approach, or any suggestions how to structure this area?

This is all new to me, I very much appreciate your expertise and responses.

thank you

[xor0]

When does the CTR multiplier kick in for a new keyword?

After 1000 impressions?

[dane120]

When does the CTR multiplier kick in for a new keyword?

What is this, I have never heard of the CTR multiplier, what effect does this have on a campaign?