One of the most common mistakes novice pay-per click (PPC) campaign managers make is to "set it and forget it." Although you may be confident that you did everything right, from choosing the perfect keywords to writing stellar ad copy, you should still take the time to check in periodically to see how your campaigns are performing. If everything is humming along like a well-oiled machine, great! But what if you're not seeing the results you were hoping for? What red flags should you be looking for and what do you do to fix them once you find them?
While there are many different approaches and strategies when it comes to optimizing campaigns for specific results, what follows is a quick overview of some of the most common issues and fixes for PPC beginners. If you're new to managing campaigns in Bing Ads, you might consider bookmarking this page so you can refer back to it when you do those periodic check ins on your campaigns.
RED FLAG: No/Low Click-Through Rate (CTR)
- Test multiple ads
- Review ads that have higher CTR and use them as models for ads that aren't performing as well
- Remove ads with poor performance, they will affect your Quality Score
- Use dynamic text in ad titles, description or display URL
- Try using ad extensions
- Review keywords' relevancy to ad copy
- Test different match types to determine which are most effective, then adjust accordingly
- Add negative keywords
RED FLAG: High Cost-Per Click (CPC) / Low Return on Investment (ROI)
- Ensure highest relevancy between keywords, ads and landing pages
- Revise ad copy:
- Use clear, concise information
- Call out specific offers
- Include a call to action, e.g. "Buy", "Get", "Shop"
- Lower bids (NOTE: keep an eye on the effect lowering bids has on your page position)
- Bid across all match types to test which are most effective, then adjust accordingly
- Add negative keywords
- Review your budgeting strategy, make adjustments as necessary
RED FLAG: Low Traffic
- Use shorter keyword phrases
- Expand keywords (try Bing Ads Intelligence)
- Increase bids to improve page position
- Try using broad match
- Remove targeting (if applicable, e.g. keep targeting in place if you have shipping limitations)
RED FLAG: Low Conversion Rate
- Ensure all links are in proper working order
- Review landing pages for targeted, relevant copy enticing users to convert
- Weight bids towards high-performing ads and keywords
RED FLAG: Undesirable Page Position
- Review your bidding strategy, consider making your bids more competitive
- Review keywords and ad copy relevancy
- Use dynamic text in ad title, text, display URL
For more information on optimizing your campaigns, be sure to visit the following training modules from the Bing Ads Accredited Professional Program:
- Introduction to Campaign Optimization
- Campaign Optimization
- Quality Advertising Experiences
- Click Quality
- Bing Ads Reports
- Where is My Ad?
- Editorial Review
- Conversion Tracking with Campaign Analytics
- Bing Ads Intelligence Tool
Questions? Comments? Feel free to leave them below, or ping me on Twitter.
Thanks for reading!