A Question about adjustment in PPC Campaign

Hello Friends,
Hope every body doing fine.

I have a question about PPC Campaign.

I am handling a PPC Campaign for one of my client's site. Few keywords are doing well. Problem for few other keywords where Impressions are high, but CTR and Conversion are low.

In my opinion:

1. Either my bid is low and that's why the ad is not coming in a noticeable place

2. Or ad copy is failed to attract visitors.

I have increased the bid and make some changes in the ad copy.

Am I in the right track? Waiting for your opinions.

The problem is with 6 keywords, but as I have some confusion I just increased bid for few of them.

Regards
new_seo

I'm not good in PPC or adwords but I know few things about it! Maybe its a wrong choice of keywords.

Well I should mention this, that I don't think that keyword selection is a problem here.

Keyword selection and targetting wouldn't effect CTR much - it would effect bounce and conversion rates one the click happened.

I would suggest first of all adjusting your copy. You have the otpion of implementing add rotations.

Try various types, information v promotional, see what works a get an idea of audience sensitivity. Once you have experiamented with this, then start uping your bid slightly and seeing what works.

Its very important to see what happens after the click too. Look at the performance of your PPC landing page (if you have a specific one).

If you have a landing page that only converts to 33% of its potential then you are wasting the clicks tha you do get. You can find that by improving your landing pages you maximise the value of your PPC click through traffic.

Its all about, little tweaks, see what works, little tweaks - continual improvement.

Well thanks for your nice explanation.
I have 3 different ad copies with different variations. 2 of them convert below 20% and I made changes in those.
Are you suggesting not to increase the bid amount right now and just to observe the effect after changing ad copy variations?

If you are buying Broad match keywords, you probably need to add more negative keywords. Also, look at your Search Query Report to see what new Auto Match (Extended Match) keywords Google has decided to trigger your ads by. Even better, look at the raw query strings and you'll be very surprised.

Thank you for your explanation. I am using exact match keywords.
Any different suggestions for that?

Generally it`s up on the keyword selection. But I say to my clients, you must have a strategy. It`s not enough to find the right words, and write a good ad headline, description and URL. You have to think about price policy before you start to advertise. If there is a competition, you have to get the first place (altought you don`t need it). If You do not have first position you loose you CTR just because you want to save. Finaly you have to bid higher CPC. But You will still have low CTR. And AdWords will remember it. So You will allways need to bit more when your competition bids higher price.
I have a client, who has generally 1-st position, he pays $0,2, his competition pays $0,6 for the same keyword, and he is still second. It is, because, he hasn`t good quality of ad headline and description, and he started with very low price.
You have to use this method:
1. Make a high quality Headline and description, where You use most of choosen keywords. I suggest to use tool Keyword Inserting. It will insert allways the word which is searched.
2. Choose just relevant keywords. For example, if you have an e-shop with electronics, create independent Ad Group with words about fridge and independent group with words about freeze. Maybe it looks, it isn`t important, but it is. If somebody is searching a freeze, he is searching a freeze and not fridge.
3. Start your campaign with higher price as you want finaly bid. You need to be on eyes and to be clicked to get a good CTR. If Your ads will have good quality, your real price will decrease, but your CTR will be stable.
4. When your ad text has goog CTR, DO NOT CHANGE ANYTHING on IT.
For demonstration of quality of my client:
I use about 6.000 broad match keywords, I am advertising about 1 month and my average CTR is about 11%. I started with price $0,5, but the real price is now 0,2 and my average position is still 1,8.

payperclick.sk

Write ten copies of the ad and let google find the best one.