Hello I Have been running On Bing, and I was wondering if anyone doing big numbers x,xxx a day on Search can help me with my Keyword optimization process on Search.
1. Do I Take The STM approach and pause unprofitable Keywords(Placements) At 3x Payout Spend?
2. And For Converting Keywords(placement) How do you decide to Increase the Bid and How much?
3. For Break Even Keywords(Placement) How do you decide to Decrease the Bids and How much?
Thank you if anyone can answer my questions
Phrase match keywords in different groups, build negative keywords list over time. KISS.
Increase profitable keywords as much as you can to see true ROI.
Hello,
search traffic on major SEs like bing and adwords, has one big advantage - you dont have to wonder about the traffic quality or bots. So you really need to keep it simple and focus on the keywords and phrases as thuglife already told you. Go wild with the long tails, those can bring excellent CVR and when you build a list thats big enough, the volume will be there. Longtails also have better CVR usually, which is good for the quality score - Get rid of keywords with poor CTR from the same reason.
You can start with the 3x payout rule, and adjust it once you get a feel of your vertical and how it performs with this traffic.
As for bid decreases and increases, stick to the golden rule - do it in small steps. Small depends on how big the bid is, its a good idea to move in steps of around 10%.
You can apply this to both adwords and bing or any "legit" SE. Keep in mind Im talking about search only, once you enter the display network, the game changes a lot.
I copied my response from another post that may assist you with optimisations, see below and take what you think can be useful for you.
This is in relation to search/ keyword based ad networks like Google, Bing or Yandex.
From my opinion and experience with keywords they have their place, however they are just 1 part of the chain to what you ultimately want to get to.
Yes you want to cut keywords that are not relevant or not profitable so you can redistribute investment to better performers, however there are multiple areas to go over before just pausing.
The things to consider;
1. Organise themed campaign structure (This will help you to see your reporting clearer)
1.1. Determine relevant campaign targeting (e.g. Country, Demographics(gender or age) & devices (Desktop, Mobile & tablet) for now)
2. Tightly themed ad group structure (This will help you to see your results and reporting clearer)
A massive plus to point 1&2 is with good structure you can apply bidding strategies to targeted campaign/groups saving you time and performance without affecting other groups that do not behave similar in performance.
E.g. ad group1 is performing well you want to spend the budget hard and fast to get more results
If you have a mixed themed group or campaign you cannot not be so direct with the approach of aggressive daily spending as each themed may not perform at a great rate. This also means things that do not perform well is eating your investment rather than being pushed to the top performers.
2.1. Determine relevant targeting of your ad group
3. Themed ad copy that compliments the tightly themed ad group structure
This is very important as this is the first thing your potential audience sees before they even want to see if you can solve their problem/s.
This has to be tested with varying different copy that is experimental.
Bad ad copy could stop you before you even get going even if you have good keywords, targeting or good end offering.
This is no different to seeing a beautifully well presented male or female you think is your type, if not presented or spoken properly potentials will most likely not be interested.
4. Relevant keywords to ad groups
Putting relevant keywords together allows you to then tailor your copy easier so it's not generic to your potential customer.
Plus bidding for different theme targets may cost you more, however creating a tightly themed grouping structure you can apply bidding rules, pause things easier than being mixed with different performers.
By taking the time to build a structure it makes it easier for you to do negative keyword adding across groups and campaigns, which can assist you to obtain better cpc rates and non relevant keywords activating at higher cpc rates.
5. Relevant keyword match types to ad groups
This point can be approached in several ways
a. Multiple match types can be in an ad group (broad modified, phrase and exact)
Majority of the keywords exact, a handful of modified to help you mine for potential keywords you would never of thought of and some phrase.
From my experience phrase match tended to burn the most investment over time so keep an eye on them longer term where as the quick investment burners was broad modified. It maybe different for you, however keep a close eye on it.
Depending on the terms getting you performance you can then place them into the ad copy to see if it improves your performance.
b. You can build your campaign and ad group structure together with themes and match types
This can be effective as you can utilitse this method:A to then build out to method;B or go straight out the gate with method:B.
This option can keep match type spending more in line and allow you to be more aggressive by match type and themes, however takes time and data to build out.
6. Device & demographic targeting
You will have to check you reports tool to see how each device performs due to your structured themes, which from what I recall can be controlled with percentage based bidding per ad group.
Mobile may work for you so you can increase your percentage bids per group, however desktop and tablet may not be worth it for you so you may want to decrease bidding to 95% or 10% so the spend or performance fits your goals.
Inclusive with device you can target by gender and age group. If you know your offer demographics then target them through the ad network platform. You don't want 18-22 year old for your war veteran product about PTSD.
To be honest those ad networks are have options which are a world inside a world as there's numerous options you can utilise, which you can get lost inside.
Focus on 1 network to get a solid foundation before moving onto another network as each network has their own rule sets on how to do things.
If you use any of the below ad networks make your life easier by using the software below to save you time and headache so you do not get side tracked by shiny object syndrome.
Google adwords: Google Adwords Editor
Hope that assists you and enjoy (Απολαμβάνω as Greeks would say)
Rule #1 - Never use broad match.
Rule #2 - Never use broad match.
Rule #3 - Don't break the two rules above.
No, but seriously.. I always place a pixel on an iFrame so that I can track internally in the platforms. That is the best and most reliable way for me to tell what is doing the heavy lifting in my campaigns. Adwords has so many new automation features that it's nearly impossible to mess it up (with a good offer) after you have been tracking internally and using their automation rules.