PPC on Bing

A

atcllc

New member
Apr 4, 2015
4
0
0
Hi all,
I am kind of new in PPC campaign and I am currently using Bing only due to budget restriction. In regards to CTR, do you think it must be at least 2% or any number is OK as long as there is a purchase? Is it also true that you should stop promoting the products if there is no purchase after 300 clicks?
 


atcllc said:
Hi all,
I am kind of new in PPC campaign and I am currently using Bing only due to budget restriction. In regards to CTR, do you think it must be at least 2% or any number is OK as long as there is a purchase? Is it also true that you should stop promoting the products if there is no purchase after 300 clicks?
Click to expand...

I don't understand people who say "I only use xyz due to budget" or "I don't use adwords this month due to budget".

If that's how you think then you're doing it wrong.

It should be profitable in some shape or form.

"PPC Is not in my budget" is the most ridiculous thing I've ever heard.

Maybe you mean "Learning PPC is not in my budget", now that makes more sense.

But people who say this month I'm not doing PPC I'm going to buy an ad in _____ instead... well, if PPC is working / profitable why the hell are you stopping it to run another campaign someplace else? do both!

- Look at Click Through rate
- Look at Conversion Rate
- Look at cost per conversion
- Look at LTV of customer

Look at profit / campaign working as a "big picture" not on a per-click basis.

For reference on some campaigns I get ~2.x% CTR and ~3%-4% conversion rate yet at times it's not profitable on the front-end, but I know we make it up since we're seeing 50% year-after-year re-purchase rate from existing customer base. But, most months it's slightly profitable or at-least breaks even.

I can't give you a magical formulate that works for you, you'll need to figure those #s out yourself.

Also 300 clicks and stopping a keyword/campaign doesn't make sense you need to know why they aren't converting. Are you monitoring their usage on your site? Mixpanel to track their events? You'd be surprised the difference of AdWords/PPC shoppers vs. organic vs. referral vs. repeat customers, maybe it's not the campaign at all but you're site needs some work. If everything is the same and I'm trying a new keyword that SHOULD convert for the same product/page then, yeah, after 300 clicks I for sure won't keep it going without seriously looking into why, making changes, and trying again. Likely you'll know this before 300 clicks, but depending on your niche you may need a lot of clicks to convert... again, look at cost and conversion vs just "300 clicks no go", this is also heavily dependent on your sale price / items, etc... 300 clicks may mean nothing if you're profiting 50% on a 10k$ item.

Since it sounds like you're just getting into this the #1 mistake new people to PPC make is sending all visitors to their "homepage" this is terrible, and will kill your conversions.... even my father hates clicking links/ads to go to a page to not find what he's looking for. The same is true for category landing pages with pages of products!!! If I clickaproduct take me to it!
 
Todd got some great points above, but in short, unless you have some money to burn, PPC is not for you, especially if you are a beginner.

And to give you some quick answers....Yes, you should aim for at least 2% CTR, because otherwise your quality score will suffer and bring the bids up as a result.

With regards to clicks, generally 500-1000 is a good number to aim for, but that's assuming your landing page is perfect and you are promoting a proven offer. And again, you have to keep in mind, that if you are using a landing page to review the offer, then obviously you have to count only the number of people who actually reached the final sales page before making any conclusion on how the product converts.

Talking about offers, you will need to find a really solid product with good conversion rates and high payouts, because CPC is a lot higher even for long-tail keywords nowadays, which makes it even more difficult to make a profit.
 
atcllc said:
Hi all,
I am kind of new in PPC campaign and I am currently using Bing only due to budget restriction. In regards to CTR, do you think it must be at least 2% or any number is OK as long as there is a purchase? Is it also true that you should stop promoting the products if there is no purchase after 300 clicks?
Click to expand...

While a higher CTR can lead to a better sustained QS and lower CPC the only real metric is ROI. If I'm getting .5% CTR but have ROI I really do not care.

As for the 300 clicks question the answer is variable. It 100% depends on the industry at hand as well as several other factors such as how you are bidding.

With Bing when you bid broad you need to really work that negative keyword list and you should be in that dimensions tab daily till you weed out all the BS keywords.

If you are bidding phrase and exact the keywords triggering should be a lot closer and you probably should have a sale after 300 clicks but again it depends on the industry.
 
You would be so much better off starting with Adwords. But hey that's just me... been doing it for almost 10 years now and going strong.

One thing strikes me and drives me insane - people that start promoting shit with budget restrictions. For fuck sakes, if you want to make money you have to be prepared to invest, otherwise you will never leave that shitty place called "dead broke fucker".
 
I have to agree with ToddW on the underlying principles he's dropping.

CTR, # of clicks, Conversion rates, keyword targets, blah, blah, blah etc. are all really relative to your campaign, goals, KPIs, and results.

The biggest mistakes I see are new guys not realizing that their marketers. If you dont understand your a marketer, then you wont even begin to grasp the stages, and science behind building a marketing campaign.

There arent any magic numbers, or special tricks to make one source work better then another.

In the end, you have to understand what your doing, why your doing it, and what type of media your running. If you dont understand what I mean by media, ill give an example: PPC ads on search engines, Organic listings on search engines, Email solo ads, banners, etc. are all different types of digital media you can buy or run organically (and even organic stuff your still paying for in one commodity or another)

So my best to advice to you, figure out the main KPIs of your campaign, it doesnt matter if an ad has a .01% CTR if its profitable.

Focus on what works, and scale that.
 
You must log in or register to reply here.
Top Bottom