- Noob Pay Per Call - Up to -58% ROI So Far :) (9)
Greetings,
I started this campaign two weeks ago after reading iAmAttila's amazing case study. I was tinkering with it for a week and then have left it along (minus some bid adjustments) and I am up to about -58% ROI overall (and about -33% for the last week). Excited to see if I can finally break even on a campaign!
Offer: Pay-Per-Call - Payday Loan
Commission: $7 if > 2 min
Traffic Source: Bing Ads
Keywords: Right now I have 2,852 keywords (all with broad match modifier ("+")). I have a mix of payday loan keywords and pawn shop words. Tomorrow I am planning on separating them into 2 ad groups and making better ads (targeting each one separately).
Ads (along with stats for last 5 days):
Landing Page:
Stats:
For first 2 weeks (a bit messy with changes in ads, adding LP, etc. but will be clearer from now on).
Cost: $217.67
Clicks: 130
Calls: 52 (40% of clicks)
Conversions: 13 (25% of calls)
Revenue: $91
ROI: -58%
Yesterday (I had budget of $60/d but wasn't getting many clicks. Impressions(2,568) with CTR of 0.39%)
Cost: 16.80
Clicks: 10
Calls: 3
Conversions: 1
ROI: -58%
Questions:
1. Tracking? If I send through tracking does that affect the quality score?
2. If I add tracking should I rotate with direct link? My conversion rate seems to have improved since I switched from DL to LP.
3. Based on my last week of data and assuming the conversion rate held up, I would need $0.90 CPC to break even. Is that possible in such a competitive area (loans)?
Next Steps (I think):
1. Set up two seperate ad groups (one for payday, one for pawn shops)
2. Create 2 ads (based on current ones) for each group
3. Add some more low competition long tail keywords
Thanks for any feedback!!
1. I don't think so, Google assesses the destination URL, not intermediate redirects. Everyone uses tracking, it would be silly to let tracking system URLs influence advertising algorithms.
2. Sure, why not, but cut DL asap if it performs poorly.
3. No idea! Maybe with the right targeting and bidding strategy.
Thanks zeno! I'll set up the tracking through
I looked into this a few months ago - to the best of my knowledge and research, the tracking URLs should not affect your quality score.
Quick update:
Yesterday-
Spent: 6.87
Conversions: 1
ROI: +1.9%
Today so far I have spent 17.54, 11 clicks, 1 call and no conversions. I think there was an issue with the tracking in the morning that was sending them to the wrong number (although there were no actual calls made). I removed the tracking on the CTA buttons, will figure this out.
I also moved the pawn shop keywords to a separate campaign and added 2 new ads for these ones.
Time for more data. I let it go for a few days now.
Having trouble with increasing the quality score (right now between 2 and 5 for most keywords). I mention payday loans several times, added an expandable section to the bottom with all keywords and some info from Wikipedia.
Landing page relevancies seems to be poor in most cases.
http://www.call.re/paydayloan-lp1.php
Still having trouble increasing score. More research tonight.
Summary of last 2 days
Spent: 14.53
Revenue: 7
Details: 2100 impressions, 11 clicks, 3 calls and 1 conversion.
Hmm, no idea how to boost QS - not my area.
Are you split testing landers? The click to call ratio could definitely be higher given the intent of the traffic.
Not currently split testing landing pages. I'll make another one. Should this be set as a separate campaign in Bing (to control the quality score?)? I'll search the forum for more info. Thanks!
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