PPC Advice - Mobile / Tablet / Desktop Bidding

[tgull]

Hi all,

Just joined forum so thought I would say hi.

Currently I'm being told many different things from different people regarding amount spent per device for PPC (Adwords / Merchant / Shopping Network) and thought I would ask here.

At present I'm promoting solid oak furniture (some what farm house style). Around the ~£300 mark on average sale.

Currently I'm bidding as follows:

• Desktop 100% ~£1.20 cpc
• Tablet -50% ~£0.60 cpc
• Mobile -50% ~£0.60 cpc

I have only just started so I don't really have any conversion data to work compare with in this type of business (furniture).

So far I'm seeing quite low traffic from desktop. I'm guessing this due to a small market / increase in overall mobile traffic.

That being said, I have seen with other sectors that desktop somewhat rules with sales of +£300 purchases.... people keep on saying to me that you need to invest in mobile, as people search on mobile first, then buy on desktop later.... but do they really!?

I'm just wondering if I should keep it this way, increase the number of products I'm advertising. Or if I should boost more mobile / tablet.

Thoughts welcome.

Thanks,

T

 

[Nochexman]

If you have just started I would ignore device type and focus on 'Search Terms'. What is the quality of the traffic you are getting?

 

[fisicx]

It also depends on the keywords you are targeting. Choosing a greater number of long tail popular keywords can reduce costs but improve conversions.

Note also that your landing pages are often as much the key to success as the keywords you choose and adverts you create.

 

[Peter Bowen]

Hi @tgull.

I feel your pain.

The worst part of a brand new AdWords campaign is waiting for the first sale. I still worry and check the stats on a brand new campaign more often than is logical.

Right now you’re in a difficult spot because you don’t have enough data to optimise on, but you’re trying to optimise anyway. I understand why - nobody wants to waste money.

But, I think you’re complicating things unnecessarily at this stage. Your guess that a mobile click is worth half of a desktop click is just a guess. You could find that it’s worth double or much less than half of a desktop click. You need a lot of impressions, clicks and sales to know for sure.

You’re also concerned that you’re not getting as much traffic as expected from desktop. Two question please:

1. How much traffic did you expect to get?
2. Where that traffic estimate come from?

 

[Highland Spring]

Yes you need an average over time, once you scale up your campaigns it will be easier to spot trends and patterns. Small data samples can cause you to jump to loads of erroneous conclusions..

 

[tgull]

Afternoon all,

Thanks for your replies.

I'm pleased to say I have just had 1 sale. Ironically it was on a product I wasn't advertising. From looking at analytics they had an average page views of 6/visit. So I guess they were looking around a fair bit. Profit (after advertising) wasn't super great, but at least I made some!

Just as an additional layer of information about me:
I have worked with the search network a fair bit before. Also the display network. However I'm new to the shopping network and all its limiting functionality. Ecommerce as a whole is new to me, so it's a rather interesting learning path.

99% of what I have done before is B2B, so B2C is completely new and quite different so far. Products are very different to advertising services I'm finding. B2B customers seem to want to find a solution quickly, but so far I have found B2B to be a little more all over the place.

Updates as follows:
@Nochexman My products don't really have a brand name so to speak, so it's hard to get a exact product name e.g. 24" Samsung ABC123 etc. Instead, the product names are very self descriptive e.g. 'Teak XYZ Storage'. As a result it seems that Mobile / Tablet / Desktop all have 'good' search terms so far. I have tried to put good keywords in the shopping description and I think some of these are coming up as a result.

As they are on the lines of this e.g. 'Teak XYZ storage' , 'good looking XYZ storage' etc.

My issue at the moment is that when my CPC was too low, I simply had very very few impressions let alone clicks. I still have this with some products, so I have been raising my CPC by £0.10 per day (ish) to see performance changes.

Some of my products have ~30-45% 'search impression share' so I guess this is quite good!?

Would you increase CPC further even if you have 30-45% impression share given that keywords are fairly good!?

FYI click share is ~35% on products with a high enough CPC. The rest are <10%.


@fisicx I have a marketing / design background, so I would like to think they are fairly good. Above average I would like to think.


@Peter Bowen estimates came from Adwords search tool. I know you have to take this with a pinch of salt, and also, I'm guessing this is for all search + shopping, so I'm not sure how the divide out for products!? Can anyone shed light on this?

I'm not too worried about low volume, as I still have loads more products I can put on. At the moment I'm taking a cautious approach e.g. very few products initially. One they look 'good' then I will ad more. Increasing budget accordingly also, so not to dilute the overall campaign (a thing I have done too much of in the past and spent WAY too much on advertising over many products and not had much results!).


@Highland Spring Getting there eventually (hopefully)

Just to summarise my additional questions:

• Is ~35% impression share good?
• Is ~30% click share good?
• Currently I'm raising the CPC by £0.10 per day on products not getting any / few impressions and clicks. Is this a good approach, or should I wait a week?
• What is the best way to estimate traffic for the shopping network. Same old Adwords search tool!?
• I'm being cautious with my approach by putting few shopping products up on advertising. Once I have reached good search impression share, I will then add more and increase overall campaign budget. Seem like a good idea?

Thanks everyone. Please see above and let me know your thoughts.

Best

T