How We Improve Pay Per Click Campaigns

Whilst always maintaining client confidentiality, I thought I’d share with you an email exchange between us and a client today that illustrates the way in which we can improve a PPC campaign and what metrics you really need to focus on.
So, we got to work on one campaign last week with a view to increasing the conversion rate and reducing the cost per lead. Part of this process involved setting up a rule to ensure the ads were high enough to improve the CTR (Click Through Rate) which in turn increases the CPC (Cost Per Click).
Our client was rightly concerned that the CPC was increasing…(click to enlarge)
Screen Shot 2013-05-22 at 14.18.18
On further analysis, this is what we sent back…
Screen Shot 2013-05-22 at 14.15.55
This is precisely the kind of thing we have been teaching since my first Adwords seminar in 2009 (which you can listen to here:
In this case, we’ve got THREE times the leads for LESS money.

Yes, there are many other things we can to this particular account to improve the CTR, improve the Quality Score, enhance the negative keywords, upgrade from legacy to enhanced and adjust bids per device, incorporate what we learn from the Dimensions tab etc. etc., but always go for the money first and refine later is our motto.
So, when the question is asked to us “How can you improve my adwords account?” it’s not as simple as reducing CPC or overall spend. It’s about getting more leads for less money per lead (or sale). in this respect, your adwords account should turn into a slot machine that always wins.
adwords cash machine -
On top of this, what we learn from adwords (in terms of which keywords give us the biggest bang-for-buck) is what we feed into our SEO efforts, all of which adds up to more business for less which leads to more profits (as long as you’ve got the back end sales conversion systems in place).
To get a free adwords consultation, call us on +44 161 949 3329 – we can usually tell in 3 seconds whether or not we can improve your adwords account 🙂

The founder of Attwood Digital, Mark is a digital marketing veteran having been working online since before the dotcom boom. He created the world's first online skip hire service in 2003, has created multiple online courses, lectured on digital marketing and even written a book on the subject. He is also an ICO advisor and crypto-enthusiast.
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