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E-Marketing Performance Blog

Spend My Money Dang It!: Expanding Your PPC Ad Distribution

So you’ve got a great PPC campaign going with a stellar cost per conversion that’s very profitable. There’s just one problem, you’re only spending 25% of your allotted budget because there’s not enough search volume on those profitable keywords. So the question is, how do you expand your ad distribution while maintaining profitability? Here are some ideas I came across in the informative book “Winning Results with Google AdWords”.

  • Two-word broad matching: Try this, but do it carefully. Expand your ad distribution by picking a single popular keyword, and then make a bunch of relevant two word combinations.
  • Expand to other PPC services: If you’re maxed out on YSM and AdWords, try signing up for other services like Microsoft AdCenter and Ask. Though their search volume is a fraction to that of the big guys, more common than not, they’re a lot more profitable.
Max Speed

If the Pole Position Marketing team had a muse—and it does—it would be Max Speed. We love Max’s occasionally off-color, usually amusing and always pointed “Maxisms.” (Maybe “Maxims” would be a better word.) Max gives voice to some of the things we think but, bound by professional decorum, aren’t permitted to say. At least, not out loud.

2 Responses to Spend My Money Dang It!: Expanding Your PPC Ad Distribution

  1. Seth … Google used to disable ads due to a low click through rate. They have since stopped doing that. Instead what they do is they raise the CPC.

    Another thing that I’ll add is …… in order to get more traffic from PPC campaign that looks like it reached it’s peak advertisers might want to create better Ads to achieve a higher CTR.

  2. David Temple says:

    Good point about Google not being the only game in town. Some of our best conversions come from the “others”. I agree you should take that unusued portion of your ad spend and spread it around. You never know what you’ll learn.