Comments on: Closing the Loop on PPC Pitfalls http://www.userdrivenchange.com/closing-the-loop-on-ppc-pitfalls/?utm_source=rss&utm_medium=rss&utm_campaign=closing-the-loop-on-ppc-pitfalls Give Them What They Want Wed, 19 Oct 2011 15:06:47 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Timothy Ng http://www.userdrivenchange.com/closing-the-loop-on-ppc-pitfalls/#comment-94 Timothy Ng Thu, 22 Jan 2009 03:24:35 +0000 http://www.100dollarseo.com/closing-the-loop-on-ppc-pitfalls/ppc#comment-94 Hi guys, I run PPC for Asia Pac for a US MNC. This is quite unique to Asia, but there isn't much of a long tail due to low search volumes in individual countries. I typically run everything on exact and phrase match, and we use a 3rd party software to pick up on keywords which we are missing out which convert. We simply add this into our current keyword inventory without much hassle :) Hi guys, I run PPC for Asia Pac for a US MNC. This is quite unique to Asia, but there isn’t much of a long tail due to low search volumes in individual countries. I typically run everything on exact and phrase match, and we use a 3rd party software to pick up on keywords which we are missing out which convert. We simply add this into our current keyword inventory without much hassle :)

]]> By: Carlos del Rio http://www.userdrivenchange.com/closing-the-loop-on-ppc-pitfalls/#comment-93 Carlos del Rio Wed, 05 Mar 2008 17:51:57 +0000 http://www.100dollarseo.com/closing-the-loop-on-ppc-pitfalls/ppc#comment-93 Amy - thanks for the clarification. I definitely agree. Each situation has to be treated as unique. But I don't think most people have the breadth of data to figure out what the most valuable terms are starting out. Many of the no-brainer terms on the additive side are not as effective at the goal as negative terms are. Think of a tennis ball very quickly you can subtract court, uniform, shoe, racket, & match. That cuts out a huge swath of content that doesn't bring you immediate value. You are right the subtractive method is more appropriate for a campaign manager that is attentive to the program. Amy – thanks for the clarification. I definitely agree. Each situation has to be treated as unique. But I don’t think most people have the breadth of data to figure out what the most valuable terms are starting out.
Many of the no-brainer terms on the additive side are not as effective at the goal as negative terms are. Think of a tennis ball very quickly you can subtract court, uniform, shoe, racket, & match. That cuts out a huge swath of content that doesn’t bring you immediate value. You are right the subtractive method is more appropriate for a campaign manager that is attentive to the program.

]]> By: Amy K http://www.userdrivenchange.com/closing-the-loop-on-ppc-pitfalls/#comment-92 Amy K Wed, 05 Mar 2008 15:59:32 +0000 http://www.100dollarseo.com/closing-the-loop-on-ppc-pitfalls/ppc#comment-92 Hi Carlos - thanks for taking the time to look through the slides from my Avoiding PPC Pitfalls presentation. I think some things are lost in translation though. I actually don't recommend overlapping phrases as you mentioned above, or simply going with Phrase and Exact match as a sweeping generalization. A large point made was to 'buy the most valuable traffic first'. What I mean by that is that if you are an advertiser that is in an industry where your keyword universe is $20K worth of traffic, yet you only have a $5K PPC budget for example, then you should consider Exact and Phrase match on your most strategic variations first - then tap into Broad if you can afford traffic beyond that. Typically Exact and Phrase, in our experience, produces higher ROI. However, if you can afford the higher VOLUME that Broad can contribute then Broad Match with extensive negatives is often the way to go - but you have to diligently monitor it. If you set it and forget it, you will lose a lot of money given how liberal and unpredictable Broad Match has become over the past year. By and large, the main takeaway (I hope) was that our situations are individual and our accounts unique - so test and track to determine what the best strategy is for your company. Hi Carlos – thanks for taking the time to look through the slides from my Avoiding PPC Pitfalls presentation. I think some things are lost in translation though.

I actually don’t recommend overlapping phrases as you mentioned above, or simply going with Phrase and Exact match as a sweeping generalization. A large point made was to ‘buy the most valuable traffic first’. What I mean by that is that if you are an advertiser that is in an industry where your keyword universe is $20K worth of traffic, yet you only have a $5K PPC budget for example, then you should consider Exact and Phrase match on your most strategic variations first – then tap into Broad if you can afford traffic beyond that. Typically Exact and Phrase, in our experience, produces higher ROI.

However, if you can afford the higher VOLUME that Broad can contribute then Broad Match with extensive negatives is often the way to go – but you have to diligently monitor it. If you set it and forget it, you will lose a lot of money given how liberal and unpredictable Broad Match has become over the past year.

By and large, the main takeaway (I hope) was that our situations are individual and our accounts unique – so test and track to determine what the best strategy is for your company.

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