Over the years at Forthea, we’ve inherited some really, really bad PPC campaigns. In some cases, the campaigns had been set up and put on autopilot by an agency. While others were sad attempts by an in-house marketing team member. The fact that a company would allow people to waste their money like that is crazy!
I hate to say it, but these are my favorite clients to bring on.
Here are six obvious signs that point to an eventual PPC blow up:
- The campaign is running on both the search AND display networks
- The geo targeting is set to ALL LOCATIONS
- Search network CTR is .15% (this could be a result of the other four signs)
- There are only broad match keywords with ZERO negatives
- The campaign and ad group naming conventions are “Campaign #1” and “Ad Group #1”
- The campaigns have been running for months or even years and the account still has the default metrics columns
There is usually only one solution when you see one or all six of these signs – The PPC Grenade. People use one when a campaign is so bad, the only way to make it better is to blow the whole thing up and just start from scratch.
When a PPC grenade is the only solution, companies usually have no idea their PPC campaigns are in such poor health. Some aren’t even aware they had PPC campaigns running at all.
The Forthea PPC team looks at a lot of different things when talking to a new or prospective client – from campaign naming conventions to ad delivery options. Oftentimes, it’s a fairly smooth transition when we bring them on. However, I can usually tell right off the bat whether or not we can salvage anything from an existing campaign or if we have to blow it up.
Like I mentioned earlier, having a campaign in a bad state like this is costing YOU a lot of money. Are your campaigns showing any of these signs? Let us know and we’ll gladly supply you with a PPC grenade!