Tina Kelleher - MSFT
Posted on 02/26/14

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)

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

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

For more information on optimizing your campaigns, be sure to visit the following training modules from the Bing Ads Accredited Professional Program:

Questions? Comments? Feel free to leave them below, or ping me on Twitter.

Thanks for reading!

Tags: Negative Keywords, Dynamic Text, Optimization, Featured, featured posts, reporting, targeting, Quality Score, campaign analytics, ad extensions
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