KPI's

Question 1

How do you lower CPL?

Answer 1

1. Select exact and phrase match keywords.
2. Carefully review actual search queries.
3. Integrate negative keywords into your existing campaigns.
4. Reduce your average cost per click.

Question 2

Lead Rate is Low (people are clicking, but not converting)

Answer 2

1. Targeting needs work. Getting clicks from irrelevant search intent.

2. Ads are misleading. Getting clicks but LP doesn’t deliver on search intent.

3. Tracking issues (calls are coming but not tracking them).

4. LP has issues (slow loading, broken formatting, etc)

5. Not enough data. 3 clicks and 0% lead rate is not statistically significant

Question 3

CPC is High (people are clicking, and maybe calling, but it’s expensive)

Answer 3

1. Competition is high

2. Quality score is low (drives up CPC)

3. CTR is low (drives up CPC via low quality score)

Question 4

Low CTR

Answer 4

1. Targeting needs work - ads are irrelevant to the target audience or keywords

2. Ad messaging problems - keywords are relevant, but ads don’t deliver on search intent

3. Bids are too low - ads are receiving impressions but are too low on the page to get attention for clicks

Question 5

Underspending

Answer 5

1. Bids need to be increased

2. Targeting is too narrow (ad schedule, geo, niche keywords)

3. Cost to get a click in the market is higher than your daily budget. Example: you have 2k/mo ($65/day) but the avg cpc in the market is $100 (think PI in tampa)