E-commerce Insights Give Search Marketing Campaigns a Chec
In the catalog world, marketers carefully distinguish orders from new customers versus previous customers, and place more value on a new-to-file buyer.
In the search world, even if a customer is new to file, the fact that she reached your site and ordered following a search on your brand name suggests she was influenced by non-search advertising efforts.
5. Sort by your most expensive terms. Sort the spreadsheet by descending total ad cost, bringing your most expensive search ads to the top. Are these crucial ads generating appropriate sales for their cost? Are the bids and average positions appropriate? Are low-performance phrases being overbid or high-performance phrases being underbid?
6. Remove the brand phrase from the spreadsheet, and sort the list by descending clicks. Group terms with more than 1,000 clicks, aggregating their costs and sales. Group terms with 900 to 1,000 clicks, aggregating costs and sales. Repeat for each 100-click window, down to the last bin holding terms with less than 100 clicks.
7. Evaluate your phrase lists, ensuring the words you're using to advertise your site cover the breadth of your products and services. A comprehensive phrase list will capture more traffic than a narrow list. And detailed, specific terms often convert at a higher rate and enjoy lower cost-per-click rates than more general terms.
8. Check the ad copy and landing pages on your top 20 ads. Is the copy specific to the search phrase? Is the landing page appropriate? While it isn't cost-effective to write custom ad copy for every search phrase in a large search portfolio, you should have specific, focused copy on the top phrases.
Getting every detail perfect on a large paid search campaign is impossible. However, expect the folks managing your search campaigns, be they in-house or at an agency, to keep your search campaigns in good overall health. Regular checkups, like periodic dental visits, take little time and allow early fixes to any discovered problems.