Google PPC Help

PhilK · Jun 17, 2010

I'm running an online shop from home using google PPC. I was paying a management company to handle it but I felt they were not improving things so i have taken over running it. The problem I have is I went from having 10 ad groups with about 50 keywords to 750 ad groups and 750 keywords. 1 ad group = 1 keyword.

About 60 of them have 0 traffic and another 600 have very little traffic and zero conversions.

My question is should I just delete every ad group which has had less than 10 visitors in the last 12 months? Just so i can get it under control ?

or just delete every ad group with 0 conversion in 12 months?

Thanks

wood1e2 · Jun 17, 2010

The short answer is that there is not short answer

I started writing a full answer that covered all eventualites!! As with SEO, everyone has an opinion on PPC.

But then I realised that the answer may well be short.

If you have done no keyword research, if you are getting no visitors from all or some keywords/ad groups etc then it has to be said that may be no-one searches those terms!!!???!! Why are you paying for no-one to visit let alone convert?

Therefore delete. Although I would only delete what you have added. Unless of course if the original 15 where inequally bad then look at deleting them as well.

What was the basis of increasing your number of ad groups by a factor of 15?

Get the foundations right to start with and worry about the rest later.

Then maybe go back and pay someone who knows what they are doing to sort everything out for you

What was it that you thought the company that was managing your campaigns was doing so wrong?

What has improved with your running your own campaigns? CTR? ROI? Lower bid prices? greater use and deployment of your budget?

PhilK · Jun 17, 2010

Thanks for the quick reply...I was paying the management company £350 a month and after 6 months the spend was exactly the same and the conversion cost and number had stayed the same.

I think i'll start by removing all the stuff with very little to no traffic then start looking for someone to sort it out.

Thanks!

Ali-v-8 · Jun 17, 2010

Hold on a sec.
the created you ads for each term.
Thats good so long as the advert targeted the correct term and page and was well written.
you paid them a fixed fee regardless of the traffic :|:|

Message me your website and details and i will take a look.

PhilK said:
Thanks for the quick reply...I was paying the management company £350 a month and after 6 months the spend was exactly the same and the conversion cost and number had stayed the same.

I think i'll start by removing all the stuff with very little to no traffic then start looking for someone to sort it out.

Thanks!

mud-stx · Jun 17, 2010

That's a lot of ads....what industry are you targeting?

wood1e2 · Jun 17, 2010

@Ali-v-8: So have you had a look?

Was the 750 ad groups really good?

I am intrigued as to how they may be good with no ROI, no visitors even? Let alone conversion

Ali-v-8 · Jun 17, 2010

No response from the op.
If what they have said is correct then either the adds were done wrong or they have not had enough budget to promote them.

wood1e2 said:
@Ali-v-8: So have you had a look?

Was the 750 ad groups really good?

I am intrigued as to how they may be good with no ROI, no visitors even? Let alone conversion

PhilK · Jun 17, 2010

Thanks for the replies, will pm you now.

The ad title (first line) is targetted to the search term on each but lines 2,3 are a mix of about 20 different adverts.

The budget on each is different..none of them say it's too low.

The campaign budget is marked as ok and does not need to be increased.

The daily budget is set to £150 and spend ranges from £80 to £130 a day.

mud-stx · Jun 17, 2010

AND you had very little or no conversion???
what were you targeting? what keywords?

PhilK · Jun 17, 2010

ahh just to make things worse..it looks like the PPC company have set a goal as the contact us form confirmation as the conversion count in google ads is 450 for the past 6 weeks but in google analytics it's 40.

Do you know how I can sort this to only show one type of goal in google ads?

Ali-v-8 · Jun 17, 2010

Conversion codes are usually put at point of sale or on contact on service based businesses.
I really would like to know the product

PhilK said:
ahh just to make things worse..it looks like the PPC company have set a goal as the contact us form confirmation as the conversion count in google ads is 450 for the past 6 weeks but in google analytics it's 40.

Do you know how I can sort this to only show one type of goal in google ads?

PhilK · Jun 17, 2010

Thanks, I found it. I've got one conversion thing setup for the contact form and one for an actual sale.

I've deleted the contact form but when I look at the campaign overall it shows the conversion details with the both goal conversion/goal types.

how can I set it to only show actual sale conversion type?

TSGMIMS · Jun 18, 2010

Hi Phil,

It sounds like you have the right idea, but there is more you could do to make this work better.

Can I ask a few questions to help me get a better understanding.

Do you have an adgroup for each keyword variation? So one adgroup for shoe, and one for shoes? for example.

Are you using a range of keyword match types? Again, do you have different keyword match types in different adgroups?

directmarketingadvice · Jun 18, 2010

wood1e2 said:
Was the 750 ad groups really good?

Probably not.

The problem with splitting into such small groups is that it slows down the feedback process.

What you tend to learn from having bigger groups is which ads work best and which ad groups are profitable. The gains from learning those things more quickly will usually outweigh any increase in ctr from a 1:1 keyword:ad group match.

Steve

Ali-v-8 · Jun 21, 2010

Its not ad groups but adds

SteveGibson said:
Probably not.

The problem with splitting into such small groups is that it slows down the feedback process.

What you tend to learn from having bigger groups is which ads work best and which ad groups are profitable. The gains from learning those things more quickly will usually outweigh any increase in ctr from a 1:1 keyword:ad group match.

Steve

directmarketingadvice · Jun 21, 2010

Ali-v-8 said:
Its not ad groups but adds

I don't understand what you're getting at.

Steve

Ali-v-8 · Jun 21, 2010

Only a few groups
Guy has targeted loads of terms.

SteveGibson said:
I don't understand what you're getting at.

Steve

directmarketingadvice · Jun 21, 2010

Ali-v-8 said:
Only a few groups
Guy has targeted loads of terms.

I'm still confused.

He has 750 keywords and 750 ad groups. He stated this in his opening post.

Steve

Simply Clicks · Jun 21, 2010

Phil,

its about shape and scale. The best test is of effectiveness is quality score. If you have losts of ads with low quality score - say below 7/10 - you need to take a look at your account structure.

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PhilK

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wood1e2

Ali-v-8

PhilK

mud-stx

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PhilK

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