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Old 28th May 2009, 11:34 AM   #1
ASpaventa's Avatar

Join Date: Jul 2007
Location: Greensboro, NC
Posts: 46
Question When Do You Know An Adgroup Is A Loser?

I have a client who tracks PPC conversion by online webform and phone calls. This gives me great insight into what Adgroups actually produce leads.

Now that I have this tracking, I'm able to make cuts. However, although it's easy to identify the winning Adgroups (many leads, good CPL) from the losing Adgroups (lots of spend, no leads), making the cut on the middle of the road has been harder.

I have a handful of Adgroups that have given us a trickle of leads, maybe 1 or 2, but the CPL is HIGH. My first response was to manage the bid price and ad position, but that has only given slight relief. I think it's time to turn some groups off.

My reservation is that although I have given these Adgroups over a month to prove themselves, the click volume is low and the impressions are mostly under 1,000. However, our CPL goal is $100 and many are operating at $180 and up.

Is it too soon to mark them as losers? My instinct says that if they're operating at this pace now, this is the pace they will be. I cannot see any reason leads would arbitrarily bump twofold to make the CPL work.


Andrea Spaventa, Online Marketing Strategist
The SEOptimist
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Old 28th May 2009, 12:07 PM   #2
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Join Date: Jan 2005
Location: Buffalo NY
Posts: 214
Default Before you turn it off completely...

You can lower your Cost per Click...this will naturally lower your Cost, lowers your clicks too, but it keeps you in the game just a bit longer before you totally cut it off.

Also, how is your quality score? If its not GREAT then you need to re-write your Ad, which could be one of the reasons why your not getting the desired results.

If re-writing the ad and lowering the CPC then it will time to turn it off.

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Old 28th May 2009, 06:26 PM   #3
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Join Date: May 2009
Location: homecomputergames.com
Posts: 32

Much depends upon your niche. Many are seasonally related.
Right now I will not target such a broad phrase as "pc games".
But come Christmas time you can bet your butt that you will see me there for this.
I have found that there is currently a lot of window shopping going on with our current economic situation. Window shoppers do nothing but cost money.

But, just because your terms are not doing well now does not mean they will not perform better at other times of the year. So perhaps put them on hold and then revisit them at a later date. You can view trends for your keywords at Google and other places. This gives some great insight on "when" to target your phrases.

Last edited by HomeComputerGam; 28th May 2009 at 06:29 PM.
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Old 29th May 2009, 09:00 AM   #4
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Default Good Advice..BUT...

let your campaigns tell you what is working and what is not. If you dont have conversion tracking turned off you have no way of knowing what is working and what isnt.

For example the term of "PC Games" may get a higher conversion rate in Oct - Dec but a lower conversion Jan-Sep. Instead of turning it off completely, try lowering your CPC. This will lower your cost and keep you in the game. You will get less visitors, however they may be more qualified. If they searched two to three pages deep then they are pretty motivated to find the best deal and are not just tire kicking the first page listings.

Give them the best offer and you got a sale, and probably a higher conversion rate on the lower traffic.

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