CPA: Campaign #1 Day 1
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I was very keen to see how this campaign did because my initial research showed some weird results, Google was claiming that the volume simply wasn’t there but I thought different
I did the classic school boy error rushing the launch and not checking everything before I set it live. I slightly got the destination url wrong and sent them to another page of my site opposed to the landing page, luckily I figured that out after 1 click so I quickly rectified that.
Just to state I was trying a different approach in my bidding strategy which basically tests the top volume keywords in the niche to try and identify is there is potential or not as quick as possible, hence the high avg CPC.
Here are the results:
Impressions: 4,199
Clicks: 46
CTR: 1.10%
Avg. CPC: $1.52
Avg. CPM: $16.69
Total Cost: $70.10
Revenue: $32
Profit: -$38.10
ROI: -54.35%Volume wasn’t that great yesterday considering I was hoping to have chosen the highest volume keywords, anyway what is great is that $45 of that $70.10 was from one particular keyword which didn’t actually convert.
I have reduced the bid for that today to see if that effects anything.
While I was waiting yesterday I managed to get my first clickbank product’s keyword research done and half of the landing page. I will spend some time on it today but being Friday I don’t tend to work much.
** EDIT **
I forgot to mention but the overall landing page CTR was 32.46% which is a pretty good start in my eyes, I can try to tweak this but for now I will leave it a few days and monitor the keyword side of things to try and get those conversions.
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September 11, 2009 at 2:48 pm
Good stuff man. It’s nice to see case studies like this
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September 11, 2009 at 3:04 pm
“anyway what is great is that $45 of that $70.10 was from one particular keyword which didn’t actually convert.”
Which means you got about 30 clicks from the highest volume keyword (With an average 1.52 cpc). Do you recommend lowering your bid for a particular keyword when you don’t see any conversion after 30 clicks? How do you go about increasing or lowering bids for your keywords in general?
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September 11, 2009 at 3:22 pm
Cheers Groomez
@ Joost – Normally I wouldn’t do anything after 30 clicks but based on the avg position for that keyword and the amount it was spending I would be blowing through my budget pretty quickly so I reduced it to see what effect that has.
I have a basic process where based on position I increase/decrease bids to try and give each one a fair chance and get it to about position 4-5 and see how it does.
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September 11, 2009 at 3:36 pm
I completely agree with you Richard:
unless ther is a specific reason to act / turn off / reduce a bid on particular kws, you should wait to have enough data to make your stats worthwile.
All things being equal – so basically get at least 100 clicks to verify CTR to the offer (=conversion of your LP’s salescopy/pre-sell), 100 impressions to check on CTR of your ad, and 30-50 (ideally 100) clicks to the offer to determine if an offer is converting.
Yes, there can be exceptions, but I would consider this the norm.
Your campaign looks though to have an interesting start.
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September 11, 2009 at 3:40 pm
btw…
Richard:
what do you consider an acceptable CTR from your LP to the Offer?
I see you mention that you are quite happy with 32%, so would you say this is the norm?
I haven’t had so many profitable campaigns so far, but on the most profitable one (about $3000 per month), the CTR from LP to Offer was at a stable 80%. Yes, it was mostly a simple bridge page, and it was slapped by Google so I had to pull it after 3 months.
No I see more of the 30% average with more content on the LP, they are actually more like small WP sites used as LPs…
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September 11, 2009 at 3:45 pm
Hey Richard,
Thanks for sharing your stats with us here…that’s very helpful to see, and to get some insights into how you get a new campaign off the ground…
Are you running this on search network or content?
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September 11, 2009 at 7:37 pm
Hi Richard! How many keywords did you start with?
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September 11, 2009 at 11:12 pm
Richard -
Curious. Was google right about the volume forecast? I ask because I’ve had situations where it felt like there should be traffic for a term, but Google said otherwise…
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September 16, 2009 at 12:13 pm
@ Florian – Well it all depends on the conversion rate at the end I guess, this campaign seems to be averging about 30-60% CTR which is good off the bat I think.
I would like to aim for 30% as a bare minimum and raise that over time if it shows potential.
@ Dave – at the moment it’s just on search, I’ll use content as a scaling method.
@ Anton – For this I tried to pick out the highest volume keywords to test it quickly, I had about 18-25 I believe.
@ John – Out of me and Google they were the cloest being not as much as I thought. But I still think if I optimise to get 10/10 quality score and test ads I will get more than suggested by Google.
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September 17, 2009 at 1:09 am
Hey Richard,
Just want to let you know that 46 clicks isn’t statistically signficant imo to be counted as a valid test.
Your landing page CTR at 32% could possibily be a fluke, as the next 50 clicks could have led in no clicks to your offer.
Need to get some more signifance for the tests.
-Sohan
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September 17, 2009 at 11:20 am
Na I didn’t make any changes from that day anyway, I left it about 3-4 days over the weekend to let the data build up to make necessary changes.
It happens that my landing page CTR of 32% was a fluke, it seems to be averaging at 40.67% CTR over the last 7 days which is promising.
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February 22, 2010 at 6:44 pm
Wow Richard…How do you manage to spend at least 50$/day on a new campaign?! I barely get to spend 5$…Are you on Google? a niche with quite alot of traffic?
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Richard Reply:
February 22nd, 2010 at 7:50 pm
I was bidding on fairly competitive keywords in the niche to try and get the volume.
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