This week’s chat featured guest host Sonika Chandra and the topic was “How to Best Use PPC Data”. See some highlighted tweets below!
Read the full chat recap here.
Listen to the podcast recap here.
(Podcast is also available on iTunes and Google).
A3: Decision data is different than reported data, now I use reported data to get to decision data. On average 1 time a week, daily is too often in smaller accounts. Sometimes weekly is too often, but I look and am aware weekly – sometimes that decision is to wait. #ppcchat
— Sarah Stemen (@runnerkik) March 1, 2022
and avg campaign length. I have some evergreen campaigns just orbiting nicely, and I have some 4-6wk promos for launches and form windows. They need different things and will optimize very differently. #ppcchat
— It rhymes with eyes. 🇨🇦 🏝️🌲🌴🌊 (@JuliaVyse) March 1, 2022
A good place to start is to download your search terms report and pop them into an seo tool (don’t think I can plug any here) – to obtain what serp features your domain is ranking for when those terms are searched. You can gain access to what questions people are asking and more.
— sonika (@sonika_chandra) March 1, 2022
Digging into your search terms list alone is awesome too. Do you notice a lot of question terms? Answer those questions in your ad copy. Do you see people searching for your product in a specific campaign but not using the same words you are bidding on? Update your content.
— sonika (@sonika_chandra) March 1, 2022
A5. 2/2 Big thing we do for certain industries with tight margins on KWs is setup rules to lower or turn of discovery KWs if the CPA hits 3X our target in a 30-90 day window. Has saved a lot of unpleasant convos re: wasted money. #ppcchat
— Tim Halloran 🇺🇦 (@timmhalloran) March 1, 2022
A6: absolutely. IMO, if you’re not, you’re leaving a TON of opportunities on the table. PPC data is incredibly valuable for SEO, Paid Social, CRO…
PPC allows you to reach your audience at their highest intent levels – and see what works. That’s gold.
— Sam (@DigitalSamIAm) March 1, 2022
A7.2: For those of you wondering what to do with search queries besides mine for potential negatives, start by using a free n-gram tool online and find out what common terms or themes people are using when matching to your keywords. Do you notice anything interesting? #ppcchat
— sonika (@sonika_chandra) March 1, 2022
A7: not necessarily a fave since my different programs do different things. But I do like to look at uniques. if you’re in a region and at risk of saturating your audience, look at volume spikes and creative fatigue. #ppcchat
— It rhymes with eyes. 🇨🇦 🏝️🌲🌴🌊 (@JuliaVyse) March 1, 2022