[SYSTEM22]

I thought I'd publish some comments and observations on my ppc traffic ....to hopefully gain some keen insights from the rest of you that I haven't looked at too closely. All comments are appreciated.

I haven't spent much time looking at my biz site adwords campaigns. I've been too busy with other things.

The web is by far our business's greatest source of revenues. Fortunately we have very high rankings for most phrases that count.

We add adwords for still greater coverage but I just haven't paid attention to it recently and I'm gonna start paying more attention to it now.

We haven't used a pro. Our landing page(s) need to be improved. I haven't tweaked the ads in a way to better match keyword searches.

So there is plenty of room for improvement.

Since the beginning of the year we show some of the following stats.

We run some ad programs only on G and other affiliated engines and in a couple of cases we run campaigns on both SE's and content networks.

Content Ads

Cripes running adsense on a site is a hard way to make money.

Since the beginning of the year there have been close to 4 million impressions on content sites.

Conversion rate is 0.03% Boy does that suck. 3 content programs range between an average 4 or 5 placement. that is dramatically lower than our targeted placement on search engines which typically ranges between 1-3.

Just noticed that the content program with the highest conversion rate of the three 0.14% had the smallest coverage--the least hits--AND the lowest average placement.

The content program w/ the bulk of traffic had very similar focused keywords but for a different set of keywords....I can't understand how it seems to have shown up 20 times as frequently. Could that be poor ad placement by G?

I was gonna say that crummy conversion on adsense could be the responsability of webmasters/ppc people not paying attention to the phrases they are running....but the difference in volume of impressions just suggests I got to look at these campaigns far more closely.

One last observation is that when I get away from stats and look at actual urls that deliver traffic and review some of them....they are in reality brilliant SPAM sites with excellent subdomains that are absolutely targeted toward responding to money making requests (by example variations on specific competitive domains). As the recipient of such targeted traffic I absolutely love those. Long live the targeting spammers that respond to targeted traffic queries!!!!!

Search Engine Campaigns

I run almost all exact phrase camppaigns w/ a few broad match campaigns. The exact phrase campaigns turn into clicks at a slightly higher rate. Virtually every single phrase seems to run at an ad placement between
1-3.

The ads are very targeted phrases including combo phrases with relevant geo and business terms and generic industry terms that we run in a logical but widespread geo region.

SE campaigns generate about a 10% clickthrough rate. But compared to about close to 4 million content ad impressions we've seen something slightly higher than 20,000 SE impressions. (Its a small topic).

Of the 20,000 or so impressions slightly more than 40% of that total comes from a geographic campaign which we run on generic industry searches within a geographic territory. As Greg Sterling has pointed out it is estimated that about 1/2 of all logically LOCAL searches are made without local long tail descriptions. (i.e. Someone who lives in Topeka Kansas and is searching for a dentist is not going to visit a dentist in Philadelphia...even if the Philly dentist shows 1st in generic search).

Of that 40% of impressions--about 1/2 of the click throughs occurred.

I'd always reccomend running regionally based campaigns when you can.

I have some terrible conversion rates on some exact phrase choices where there the phrases have a medium or mixed relevance to my business. That confirms what is to be expected. The greater the relevance the higher the click throughs.

Last quick observation is that I estimate that total SE traffic that is either highly relevant (combo geo phrases with relevant geo terms) or not quite as highly relevant (just business terms) is probably about 11-14,000 visits in total. So the 2,000 or so click throughs is a significant amount.

Of that, though, I'm sure that a fairly significant number of searchers will click on organic results (or google maps link) and PPC.

I just thought I would publish this to spark comments, suggestions, and insights.

They are all welcome.
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This post has been edited by Bigrat2: 16 October 2007 - 02:01 PM
Reason for edit:: Removing links.

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