How is campaign monitoring helpful in running better PPC campaigns?
I would like to know the use of campaign monitoring on Pay-per-click Adwords campaigns. And how helpful is it in efficient running of PPC campaigns.
We have been running web presence for clients since 2006, and our services includes PPC management.
In general Managed Campaigns (by the owner or an agent) produces 30%-40% better ROI than unmanaged campaigns (sort of fire and forget type). This means managed campaigns can either be run cheaper by lowering waste or can produce more results by increasing ROI.
The areas that you need to check are:
1. Bounce Rates
You will note a lot of clicks that produce an unacceptable level of bounce rate (meaning visitors land on the page and do not navigate to the rest of the site and do not take action either).
There are many reasons for this phenomena and you need to investigate and try different approaches:
a) Relevance – The keyword you have selected does not really describe your product or service well enough so people think you are selling something which in fact you do not! Check the market and see if you are using the correct semantics, and adjust your keywords.
b) Content – Your content may be confusing or is not making it easy for them to identify the “Action” or recognise the “Service/product” you are offering. This means either review the content or point the link to a different page/product which is more relevant.
c) Price – You may be uncompetitive and hence people see the price and go “Ouch” hence click off to your competitor
d) Product Fit – Your product/service may not be as good a fit as your competitors, so check them out and see what you are missing
e) Landing Page – Your landing page might be incorrect. Make sure the link you are using is landing them on the correct page.
f) A- B trial – Try different formats of a page and see if this improves the results.
2. Abandoned Cart Rate
You may see a lot of transactions start but they are abandoned. This is when you need to dig deeper in your process and identify what is putting people off completing and adjust accordingly
3. Second Guessing
When using PPC or preparing for SEO, many clients have a view of the keywords customers may use to find their product or service. We have found website owners are often wrong about these guesses, and general public has a different view of Keywords! Check your reports to see what keywords actually generate traffic (Search Console and Google Analytics).
This will give you a better idea of what people really look for instead of second guessing them
4. Alternative Keywords
Check out alternative keywords, and weed-out the non-performing keywords. Move your budget from the non-performing keywords to those that are delivering results hence increasing your ROI.
5. Time of Day
Experiment with time of day as you my find your target audience may be having different habits. Some times of the day are more productive than others, but that is really dependent on your segment and keywords.
6. Day of the Week
The same applies with the day of the week.
7. Location Targeting
Do not indiscriminately open up your geographic coverage. Your reach might not be as far as you would like it to be. Depending on your product or service, people may or may not mind where you are, so do some research and change accordingly.
8. Review Keywords Regularly
Keywords come in and out of fashion. Make sure you follow consumer trends and adjust your keywords accordingly.
9. SEO or PPC
Look at your expenditure, search volumes, and conversions. When you have a large volume of search and click through it is better to SEO (cots of PPC can be crippling) and you will get better ROI, whilst for smaller volumes of keywords you are better to stick with PPC.
These are many reasons why you should manage your PPC either yourself or get a professional to do it for you. Ultimately you will get better results.
I hope this helps.
There are few basic points that can help you in monitoring adwords campaign and improve the ROI.
First of all, link adwords account and google analytics. It will help you check all traffic stats in analytics dashboard.
Import Google analytics goals in adwords account. In this way, you can make a regular check on conversion
Now coming to your question, use of campaign monitoring.You can check following:
Cost per click
Cost per lead
which keywords are performing good
Irrelevant searches so that you can add negative keywords accordingly
AD Extension performance
Best time of displaying ads
bounce rate from paid clicks
and many more
2nd Question: how helpful is it in efficient running of PPC campaigns.
When you will have aforementioned data, it will surely help you to improve the adwords campaign performance
1. Daily clicks are less then need to check ADs quality score
2. Bounce rate is high, then need to make changes on Landing pages
3. If clicks are less form primary targeted location then need to change bid adjustment
4. Cost is high and conversion is less, need to check keywords match type and received search terms
5. If CTR is low then need to run more or all AD extensions
There are several points from adwords campaign that are interconnected with monitoring. I have been in paid marketing for many years so this is a practical experience from several adwords accounts. Please feel free to ask anything, I will be glad to assist your queries.