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PPC Campaigns - When to Scale

Discussion in 'Pay Per Click' started by azgold, Aug 26, 2016.

  1. azgold

    azgold Administrator Administrator Dojo Master affiliate

    Okay, so you've got what you think is a winner. Is it time to scale things up?

    Saw this article on Kissmetrics and thought it might help answer the question.

    Signs That It’s Time to Grow

    You've spent considerable time testing and optimizing your ads, landers and campaigns. At some point, you'll likely start to see some positive results on at least one (or some) of your ads.

    It's Time to Scale! How to Know When

    Use the following points as a guide:

    Increased CTR

    According to a 2015 WordStream report, typical PPC CTR across various industries is 1.35% to 3.4%, averaging 1.91% in AdWords.

    If you're seeing these kinds of numbers in your PPC campaign, it's time to kick it into gear and scale.

    The additional upside? If your campaign is doing that well, you probably have a good quality score and less expensive clicks.

    Improved Quality Scores

    If your score is now in the range of 5 - 10 (preferrably as close to 10 as possible), you're doing things right. Do it again, keep doing it, time to scale.

    This is a rinse and repeat tip - just keep that score high doing what you're doing. Tweak whatever needs it - copy, landers, relevancy, anything else you can.

    Keep that campaign running like the finely-tuned engine you've made it to be, as you scale forward.

    Costs are Down; Conversions are Up

    In the article, author Aaron Agius notes several mistakes that you may be making, if you are not seeing a good return:

    - not using both search and display networks
    - slotting your campaign to a single channel
    - ineffective targeting (hint: use negative terms)
    - pushing ads at the wrong times or on the wrong days
    - landers and destinations not relevant enough
    - bad ads
    - not tracking conversions correctly

    If you see any of the above in your campaign and have corrected these problems, then proceed with caution on your scaling. I say caution because you know how easy it is to blow through a PPC budget in no-time flat. There are no guarantees in this biz and simply throwing money at something, however promising, is not a good idea. Make sure your 'fixes' have 'taken', keep an eye on your data and keep control of your spending.

    If you are seeing all of the above signs, it's time to scale. Do it wisely and you could see some great ROI in your PPC campaigns.

    See our Testing, Optimizing and Scaling forum for great tips and advice, as well as some pitfalls to avoid, as you scale your campaigns and take them to the next level.
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  3. arush4491

    arush4491 Affiliate affiliate

    I agree with you this post.