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Being lost in PPC warfare would be a common, however, a dangerous hazard. At times you would have to take a step back and make a review of the battleground. In other words, you need to extract oneself from keyword-level analysis, and view the big picture. Even battle-hardened PPC manager could run out. There is a kind of crossroads regarding expanding a big optimized campaign. They could feel worn out after doing much with a campaign that has been going under because of subpar performance. For people involved in the trenches, or maybe feeling aimless, here would be some motivational as well as rejuvenating ways placing you back on track. Check Back on Yesterday or the Past Week The Past Performance could be a lie. Or at least the stats today may not be wholly indicative of the direction of the account. Making a continuous analysis of the past would not give the whole picture. Keep in mind to have a long view analysis too. Look at the last quarter performance together with the last six months. Also, look for trends with regard to click-through rate (CTR), cost per click (CPC), conversion rates plus other core metrics. You may be surprised at what you locate. You may be doing better than expected or worse. Make a Comparison of the Years Where had the account been last year? Would the performance be better or worse? Of course, the whole PPC landscape may change in a year, but seeing annual data could aid you in a few ways: 1) Making benchmark goals: Review the performance highs and lows from the past year. You should make an aim to accentuate the biggest conversion time frames, as well as mitigate the low tide times. One should also have month long goals, including year-over-year goals and how they are to be aligned with seasonal patterns. 2) Make an exposure of strengths and weaknesses. You could find that particular keyword set had functioned better in the past year. Make additional analysis to know what would be unique. Have you done a change in targeting for such terms, of have users made a change in the way you look for a service or product? 3) Make a revelation of the search pattern. Try to consult KeywordSpy to see if a keyword is being searched for or down overall for a whole industry. You may do this both through the Research and Tracking modules, with the Research package giving you basic stats, and Tracking giving you advanced and real-time intensive information. Making a review of revenue stats, profit margin plus conversion rates would be critical, however you should not neglect to look at changes in bounce rate, time on the site, duration of the visit plus other metrics that could show a swing for user behavior or change on the site stopping people from getting involved deeply. Locate Your Day of Infamy If after you study long-view trends, including annual trends, and you would still be unsure on the step to undertake, one should review the most recent quarter performance—however do not look for trends. Locate a day or week wherein the campaign/account made a downturn. Try to figure out what had changed. Why did performance decline? Make a New Reliving of the Past In AdWords and adCenter you could make a review or change the history of the account. Once one has made a determination of the day of infamy, which is a marked difference for performance, then one should make a review of historical changes in the account. Maybe there would be a change created that inadvertently made an effect on the performance that was negative. The most common campaign changes that are included in the category would include: 1) Negative keyword implementation: When you launched a specific negative keyword it could make sense at the time, however this has stopped mission-critical terms from showing up properly. 2) Bidding strategy adjustment: The campaign-level bidding strategy may have made a shift. Bids could have been put up or down. Or the bidding option may have changed, from CPC to CPA. 3) New campaign launch: New search or display campaigns could inadvertently siphon traffic from a more established campaign. 4) Campaign settings adjusting. At times settings would be altered accidentally and this may have a huge impact on performance. As you take a look back, you would have to bear in mind that you may not have created the change that had an effect on your campaign. AdWords and adCenter creates changes to ad serving all the time. Such changes could have relation to keyword match types, display network updates, or rotation of ads. The Keywordspy providing amazing general market trends and keyword tracking for the users. And Peter Zmijewski is great investor, internet marketing guru and entrepreneur.
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