Managing Monster PPC Campaigns

(ok not monster but 10,000 terms)

[ukgimp]

Got to do more of this PPC malarky, but I am perplexed at how you manage large scale campaigns.

I have no problem in the terms, they can be fired out of the same database that some of the content comes from, same with destination page.

But how the hell to you manage the CPC. Are there tools for this.

This is clearly an issue, not just for adwords or OV but across the PPC spectrum.

If anyone has any suggestions they would be most appreciated. Even if they are, get someone else to to do it, as long as you give a reason :)

Cheers

[sem4u]

Yes there are some tools like Go Toast which will manage your bids for you.

You could of course let an agency do it, which would free up your own time and spare you the cost of bid management tools.

[ukgimp]

if go toast can do it, can the process be automated then?

[seth_wilde]

Here's a list of the overture approved tools (both desktop and server based).

[content.overture.com...]

"can the process be automated then?"

not sure what you mean by that.. Pretty much all the tools are rules based automated bidding..

[webdiversity]

I have no problem in the terms, they can be fired out of the same database that some of the content comes from, same with destination page.

You may not have a problem generating the terms but the PPC providers have a problem in those sorts of levels of keyword and relevancy.

If you think about it, out of your 10,000 listings there will probably be 9000 (possibly more) that will get no search inventory in a month. What is there to manage?

The malarky is in knowing which of the 10,000 keywords will deliver positive ROI and which will drain your money.

It's not a numbers game in my opinion, most keywords does not equal best results. We have drawers full of keyword research that has never been implemented into campaigns because the objectives have been met by the top 20% of the keywords identified as being relevant for the sector.

[ukgimp]

>>PPC providers have a problem in those sorts of levels of keyword and relevancy.

I would argue that the relevancy is high and the likelihood is that the CTR will be high also, certainly in relation to the impressions.

I would probably agree with you on the prospect of 1000 being searched form, but the particular thing I have in mind does have many more than 1000 decent terms, my natural listing show me that. People are searching for these crazy phrases, and that’s on the ones I have position for. There are lots that I don’t, hence my interest in ppc.

>>knowing which of the 10,000 keywords will deliver positive ROI and
>>which will drain your money.

Tracking :). But I wont have that level of detail, it is either a sale or it is not and the ticket price is low, so I don’t have a lot of room for error.

>>It's not a numbers game in my opinion, most keywords does not equal best results.

Noted, thanks.

[sem4u]

You can submit as many phrases to Overture as you like but they do have a limit in that phrases must actually be searched for (approx. 10 searches or more per month according to their tool).

This differs to AdWords where you can submit just about any combination of keywords you like (as long as they are relevant).

[webdiversity]

The limits are 5 searches in the preceding month on Overture UK and 25 on Overture US.

The reason I mentioned the relevancy issue is that although you might offer your product/service to the whole world it's not good enough to use :

widget country
widget town
widget county
widget village
widget street

Overture editorial would say there was not sufficient unique content if there was no mention of the country etc... but it's grey.