I inherited a PPC Adwords campaign from a person who was not very much in tune with what PPC advertising is all about (which is a very polite way to put it). Every keyword was set up as broad match bidding at $2.50, with a daily budget cap of $50.
Needless to say, the ads stopped showing in a very short time each day because the entire budget was exhausted early on every day. And, even though they had the #1 spot, I noticed some very odd search phrases coming in from outside the USA. So, the very first thing I did was to cut the max bids down to $0.50 (or less), and the traffic to the landing page went from about 80 visitors per day to more than 240 per day, with a corresponding increase in converting sales.
Not good news for Google, since I'm sure they love this type of client - bid high so you are always #1 (even though it empties your bank account).
However, it's great news for my client, who is selling three times as many items for the same advertising cost.
I have a lot more work to do, but clearly in this case, less is more...
Labels: Google