Jeanelle Asignacion

STRATEGIES FOR A HIGHLY EFFECTIVE PPC MANAGEMENT UNDERSTAND THE ROOT OF YOUR PROBLEMS USUAL PPC MANAGEMENT PROBLEMS • No keyword research was done • Keyword has low impressions and clicks • Keyword has low clicks and conversions • Keyword has high clicks but low conversions • Keyword has high conversions but high ACoS CAUSES & SOLUTIONS Problem: No keyword research was done Intensive keyword research is one of the core of an effective PPC management. Without it, managing sponsored ads will be more challenging Problem: No keyword research was done Suggested Actions: • Hire a professional keyword researcher for your team • Understand and test out what type of keyword research method best suits your product. Problem: Keyword has low impressions and clicks Possible Reasons: • Low search volume • Very low bids • Low budget • Irrelevant Suggested Actions: • Increase budgets • Increase bids slowly • Change match types Problem: Keyword has low clicks and conversions Possible Reasons: • Not showing up in a prime position • It’s not the product they are looking for • Irrelevant keyword • Listing is not optimized Suggested Actions: • Increase bids as competitors might be outbidding you • Check your listings Problem: Keyword has high clicks but low conversions Possible Reasons: • Negative reviews • Listing is not good • Product price is too high • Competitive target Suggested Actions: • Optimize listing • Decrease bids or pause the keyword Problem: Keyword has high conversions but high ACoS Possible Reasons: • High competition • Bid is too high Suggested Actions: • Lower the bids • Pull from broad/phrase into exact campaign PRIME SCENARIO IN PPC MANAGEMENT Keyword has high conversion & low ACoS PRIME SCENARIO IN PPC MANAGEMENT Keyword has high conversion & low ACoS Possible Reasons: • Very relevant keyword • Optimized listing Suggested Action: • Increase bids