Monthly Archives: March 2007

Is Your PPC Campaign Suddenly in a Tailspin? Pull Up!

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Sometimes everything is going well with your PPC campaign: your click-through-rate is increasing while your cost-per-click (CPC) is decreasing, your conversions are on the rise, and the ROI gods are smiling down upon you. Then things begin to tank. For some reason your performance takes a nose dive, or at least it slips noticeably, and you have not made any major changes to the campaign that would make this happen. You need to pull up quickly to get your campaign back in a holding pattern. There are numerous ways to fix a campaign that is in a tailspin but here are three gauges we check when we lose cabin pressure:

Check your Content Match stats: In Google, Yahoo, and MSN, content match can be volatile. We have had instances where Google has added a new distribution channel (or a new website will begin distributing content ads) and we’ll see a dramatic increase in impressions, clicks and cost. Or the opposite can happen: a distribution channel will drop Google content ads and your traffic will decrease sharply.

Check your current ad position: A new competitor may have entered the field and bumped your ad. We have had ads hold steady in their optimal position for months and then one day we may not even be on the first page of search results. Or the opposite can happen: a competitor can pause their campaign, or drop out of the race completely, and your ad may see a rise in ad position, which can have negative effects on your ROI.

Check your ad testing: When was the last time you rotated your split-test ad variations? Within your high-traffic ad groups, make sure that all your active ad texts are performing well, and pause those variations that are not.

If your campaign’s performance suddenly drops, remembering to check these three gauges first could save you time in recovery. However, if none of these are causing your campaign’s deflation, then you’ll have to dig further into your account. And that is a whole other post for another day.

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Let the Adventure Begin

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Welcome to PPC Hero, the one-stop blog for all things pay-per-click! After reading and participating in numerous Search Engine Marketing blogs, we have realized that there is a serious need for information dedicated to PPC management. Being the responsible citizens that we are, we have decided to launch PPC Hero into the world to combat the many woes (and foes) of paid search marketing.

Our goal: To educate the world on the basic techniques and finer skills of successful pay-per-click campaign management. We intend to meet this challenge with helpful strategies developed by our team, site & landing page reviews, PPC case studies, and related news updates. It is our hope that amidst this array of information beginners will find a useful tool to get their foot in the proverbial PPC door. But rest assured you experts, we won’t let this deter us from digging down into granular, detailed analysis as well.

To start things off with a bang, we will soon release our first free white paper, Welcome to the Panama Jungle. This helpful handbook details the ins and outs of Yahoo! Search Marketing’s new PPC interface. Check in on the adventures of PPC Hero often (subscribe to our RSS feed), as we will be posting tips, tricks and news on the ever-changing landscape of paid search marketing.

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