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PPC Interview – Help
Hi Reddit, I’ve successfully been passed on to the 2nd stage recruitment process for a dream PPC role in house.
They’ve given me a task in which to review keyword bids and are asking me to decide what I should set the new max cpc, depending on the performance.
Usually, with manual CPC, i do the following calculations on my current bids: Target CPA x CvR (Conversion rate) to give me my new max CPC.
So far, I’ve just taken an average of the current CPA as its a lead gen business, and set that as the actual target for the new bid limits. i.e. 55 X CvR of keyword = my Max CPC limit. (they have not given me a target CPA)
Am I doing this correctly? or is there a better way to do this? I’ve also been asked to explain why I’ve decided on the said CPC limit, which I know how to explain to them in terms of the actual keyword, match type, conversion data etc.
How would you do it?
the data they’ve given me contains; campaign name, ad group name, keyword, match type, Impr, Clicks, Cost, CPC, CvR, Cost/Conv
I just wanted to know if I’m heading in the right direction. Job is for an exec role, and I have around 18 months experience with google, but just not on manual cpc optimisations as we do more automated strategies at my current agency.
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Thanks in advance!
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1 Reply
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Yes; that’s the right approach with the data they’ve given you.
Get the cost/conv for the entire campaign. Say it’s $100 with a 10% conversion rate.
Now go to the keyword level. Find anything that’s bringing the cost/conv up (either through bids or lower conversion rates) and cap those using their current conversion rates at the keyword level.
For keywords that have very few impressions, but high conversion rates and are under the cap identified above – bump those bids up to the cap mix.
Then tell them that you did the best with the data at hand, but ideally you’d need to see quality score, top impression share, etc. numbers to better define which keywords need additional budget and which are potentially overspending.
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Can’t believe they are still bothering with manual CPC
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People still do KW manual bids these days? Dang, brought me back 7 years or so
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