Another good tool from Google Adwords. This time an advertiser is able to diagnose the keywords in each campaign.
Here’s the link from Google Adwords’ official blog:
Improved keyword diagnosis — no appointments necessary – Inside AdWords.
PPC bidding on the Google Content Network needs more attention than bidding on their Search Network. With search you don’t have to monitor it as much as you have to with the content network. Just this past few days, my CPA was up by 10% while conversion rate dropped by 5%. The source of the problem? The number of non-converting clicks was up by 50%. These clicks came from 100% CTR websites in Google’s Content Network. So, exclude, exclude, exclude. Now my CTR and CPA is back to normal.
I have been managing PPC accounts for a while now. Some are small and some have big budgets. Managing PPC sometimes though is like a cat and mouse play. Very time consuming if you want good results. Not to mention Google’s very vague explanations on the factors of a good PPC campaign.
Just recently though, one of my favorite SEO/SEM blogs posted a very good view on Google’s Ad Auction factors as they call it. Here are the links to their posts: