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Help! My PPC Campaign Has Gone Stagnant

April 27, 2009 by Pablo Palatnik

One of the major concerns advertisers have while running a successful PPC campaign is that they are already placing first place for their highest converting keyword, and bidding on other keywords that are pretty much yielding the same results over and over.

This isn’t uncommon, especially if you’ve been running the same PPC campaign for months or even years. BUT, there is ALWAYS ways to improve your campaigns, whether it is adding more keywords you can bid on which you didn’t even know you were missing on or changing ads and/or landing page optimization.

1) Keywords: Ok, so you got the highest converting keyword in first position (or wherever you’re finding it to convert best) and need to step things up. Consider using keywords that are similarly related to your niche and see if they can somewhat relate to your site. Either way, the ad will tell the user if its relevant to their search (if you go for this method, do not use the KEYWORD INSERT type ad). Google has a great tool which scans your site and will let you know if you’re bidding, and if you are or not, what percentage of the search volume you currently have or DONT have. You can find Googles keyword tool in the post, “Google Improves on Search Based KeyWord Tool” If you havent done some “keyword spying”, see what your competitors are doing and what keywords they are bidding on.

2) Landing Page Optimization: There is no end to optimizing your landing page. Maybe there is. But if you dont have a strong conversion rate overall, you can always improve on your landing page by split testing different versions of the landing page.

3) A/B Testing: One mistake many advertisers make is leave their ads as they are once they see decent CTRs. You can ALWAYS improve on your ads as well. One word can make a world of difference, especially in the ad title.

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