<< by Tad Miller on February 17th, 2012
As a Search Marketing Agency, we have a lot of employees that are obsessed about squeezing every bit of performance possible out of our clients Pay Per Click Advertising. Search Marketing User Interfaces give multiple metrics to help advertisers see how they are doing. But as an agency that deals with millions of PPC clicks every month, we learn pretty quickly with the scale of the data we get to work with what metrics really make a difference in delivering conversion/lead/sales success and what metrics don’t.
If conversions are the goal of your advertising, then the first rule of managing your PPC account is “Not all clicks are created equal.” PPC is a “meritocracy”. The clicks that convert get all of the love, affection, increased max Cost Per Click bids and Budget. The keywords that don’t convert get minimized with lower bids and eventually even paused. There is no such thing as a “No keyword left behind” in a successful PPC account. It’s possible to do a keyword “reclamation project” by improving the post click experience of keywords that historically not converted with custom landing pages, but you still have to rely on the data at your disposal on what you decide to do with your keywords.