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Anybody willing to give a newbie some opinions on PPC data?
Posted by on May 12, 2020 at 12:24 amRunning two ads on Bing.
**Ad 1:** 800 impressions, 8 clicks = 0.93% CTR after 10 hours running ad.
**Ad 2:** 1581 impressions, 11 clicks = 0.70 CTR after 10 hours running ad.
*What can I “gleam” from Ad 2 data?* It’s clear to me that AD 1 has a much higher CTR, and it is also costing me less. But Ad 2, is giving me TWICE as many impressions? What does this mean? Does this mean even though it has a much lower CTR, I should keep it running because it’s impressions are double the first one?
**This is my first ad I’ve ever run in my digital career. Any help on what to do with this “split testing I believe its called” data, would be SO HELPFUL!! Thanks a lot!**
EDIT: The goal of this campaign is conversions
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7 Replies
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This is really dependent upon what your goals are. Are you looking for conversions or merely eyeballs? For our ads, CTR is a more important number to us than impressions, but we’ve run a few ads on PSA campaigns that the CTR wasn’t as important as getting the ad in front of as many people as possible, since the landing page was really just a fleshed out version of the ad.
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Those are awful CTRs no matter what vertical you’re in. You need better ads.
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Come back in 10 days. Update data.
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We don’t even know where you are starting from here captain. 🙂
Run through your campaign and adgroup settings.
Do you have conversion tracking setup?
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Your ad may be fine, but your targeting is way off if your CTR is that low. You are likely using broad keyword targeting. You need to be using phrase or at least broad match modified. You should also be starting with Google Ads, not Bing. This will be a long, expensive lesson at this rate.
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As someone working in Bing ads closely I can answer that:
Low CTR reason:
=> Segment the data for network and review Bing O&O traffic Vs Syndicated search partners network
=> You might get lot of impressions in the syndicated partner network. If that’s the case download the website URL report and identify the publisher URLS that are driving low traffic. Exclude the irrelevant publishers.I see this trend for most of the advertisers, please exclude the irrelevant publishers and monitor the performance.
DM me for more details.
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Is this a search ad? If it’s a search ad, the CTR rates are very low. The fact that the ads are being displayed with such low CTR numbers may also indicate that you are getting poor placements – likely at the bottom of the page or on the 2nd page. In such a case you need to work on your title and/or bids.
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