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» Featured, Online Strategy, Paid Search in General » PPC Marketing. It’s Not the Size that Matters. It’s How You Use It

PPC Marketing. It’s Not the Size that Matters. It’s How You Use It



Yes, we are talking about the size of PPC Marketing. Bigger is not always Better in this Industry and when we hear about advertisers bragging about having thousands of keywords, text ads, negatives, etc.. it does not sound impressive to me, it sounds like there might be a problem. Furthermore, when I hear something like this, I often believe this is more of a “Strategy Issue” then the typical “blocking and tackling” tactics. With that said, keep in mind that PPC Advertisers should always  “re-think” their plan before they get in the habit of always putting “band-aids” on the PPC campaigns which can lead to an infected business model.

Here are some thoughts about why Size Doesn’t Matter in PPC


Issue: Lots of Impressions in the Search Network and Display Network with Text Ads is a BAD THING.
Solution: Lots of Impressions for those using Display Banners on the Display Network is a good thing to have, especially if your settings are set to CPA or CPC. It is also beneficial to identify any and all View Thru Conversions.



Issue: Lots of Keywords in an adgroup is a bad thing. Tells me that you need to break out more relevant adgroups
Solution: Having lots of keywords is an indicator that the advertiser need to create more “tightly” grouped adgroups in order to maximize the Quality Score, as well as ongoing optimization.



Issue: Lots of Negatives is a sign that you have targeting issues, that reflect the poor choice of HEAD Terms.
Solution: Negative Keywords is an effective tool to filter out traffic. However, the proper use of keyword matching and types of negatives can force the advertiser to reconsider the audience they are trying to reach. Having too many negatives means there is a bigger issue with keyword matching and not enough long-tail keywords.



Issue: Lots of Display Network sites showing your ads is a bad thing. Most likely you should exclude most of them that are not performing in terms of conversions.
Solution: When you start a display campaign, it’s not a bad thing to see lots of sites that either the advertiser has chosen manually or to have shown automatically. It’s a bad thing however, when you do not monitor and start performing Site Exclusions. This is MUST tactic in order to control the spend and where your ads are showing.



Issue: Lots of PPC Traffic can be a bad thing. Unless it’s converting, it is increasing site bandwidth and a sign that there might be usability or audience issue.
Solution: Controlling the PPC Traffic has always been a “double edged” sword. It all has to do with Conversions. If the conversions are coming in, then optimize which terms of adgroups they are coming from. Having a goal of just driving as much traffic as possible in order to “try and see what happens” is a very bad strategy.



Issue: Lots of traffic from 2nd tier search engine platforms can be a bad thing. If not converting, waste of bandwidth and expectations.
Solution: Using other search engine platforms to get a lower CPC and increase traffic is not a good strategy to have. It would make a great 1 month test to see the results, but would not recommend based on cheaper traffic. Again, if it’s converting and your ROAS% is good, then continue.



Issue: Too many text ads can be a bad thing because of the time needed for an accurate sample size, as well as the messaging tactics.
Solution: The use of multiple text ads is a very good thing if there is a Messaging Strategy in place. If the advertiser is just changing a few words around and creating 10-15 ads per adgroup, then understanding the successes make it more difficult.



Issue: Too many people working in the same PPC account can be a disaster unless there are strict rules in place
Solution: When working in Adwords, it’s imperative to view the “Change History”. You do not want to have too many hands in the cookie jar because it will increase the probability that someone will inadvertently make a change that would be detrimental to your efforts.



Issue: Too many PPC accounts within company divisions can be a nightmare to manage due to keyword and audience overlapping, not to mention URL overriding.
Solution: Consolidation and communication amongst a large company is crucial to avoiding a PPC tug or war.



Issue: Too many affiliates using PPC can be a very bad thing as it drives up the CPC costs, increases risk for display URL overrides and overall branding and messaging inconsistencies.
Solution: Affiliate Marketing and Resellers in the PPC space can have many issues for the advertiser. In order to properly handle this issue, the advertiser must have a set of rules for affiliates to follow. The advertiser must also understand the expectations that there CPC’s would like increase and this is driving up competition.

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3 Responses to "PPC Marketing. It’s Not the Size that Matters. It’s How You Use It"

  1. Andrew N. says:

    I think you hit the nail on the head with these. People have a hard time understanding the idea of targeting the best, most targeted keywords FIRST, then expanding later on. I do have a problem with one point however:

    “Issue: Lots of Negatives is a sign that you have targeting issues, that reflect the poor choice of HEAD Terms.”

    Although this may be true sometimes, it certainty is not always true. I have several clients who have aggressive budgets for their industry and thus are willing to compete for the more broad industry terms (after successfully targeting the long-tail keywords). Targeting more broad keywords is NOT a bad practice, it just requires one to be more careful and sensitive to the data. With the broader terms, more negatives will be not only necessary, but even mandatory (and of course should be paired with other targeting techniques).

    EXAMPLE: someone in the Jewelry industry may have spent years perfecting their long tail, “small-fish” keywords, and are ready to expand and even begin some low-level branding. They may consider going for the keyword “Jewelry,” and thus need to consider a whole bunch of new negatives, even though the keyword is quite relevant. More negatives, if chosen correctly, can only serve to help.

  2. Saija says:

    Great points here and all have to be considered and covered when planning a PPC campaign and strategy for it. Fundamentals have to be right, otherwise you’ll just end up wasting your marketing budget. ‘Let’s see what happens’ – attitude is definitely out of question if you care about PPC driving results.

    Thanks!
    Saija

  3. Saija says:

    Oh, and was going to say, I like the registration plate on the mini!!! 🙂

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