Paid search management alert software lets you automate the optimization of your paid search campaign performance. If combined with recommended actions management (i.e. bid, pause, keyword harvest, audit text ad copy, etc.), that software packs a 1-2 punch that allow you to more easily manage paid search keyword campaigns with highly granular market or device targeting.
PPC Performance-Based Alerts
Performance-based alerts in your pay-per-click campaign identify non-performing keywords or ad groups. A simple example would be an alert that monitors the accumulated cost of specific keywords compared to their average spend over a period of time. Another alert for the same targeted keywords might be used to identify higher than average CPC’s for the keywords in that same ad group. Still another alert sets a threshold for keywords with high impression volumes and low click-through rates (CTR) which tells you these keywords are non-performers for your brand…at least for the ad copy you currently are running.
But you should consider using your paid search alerts automation software with pre-determined actions already mapped out. Continuing the above example, by creating an alert that looks for keywords with a high number of impressions and a low CTR, you have set the stage to review the ad copy for relevance, but you would also should consider creating an alert that monitors the performance of the ads themselves. After receiving this second email alert, you have put more context into your alert goals and would likely take the action of changing the ad creative to increase relevance but with the performance goals also in mind. This action combines keyword performance with the ad copy performance and your two-step (or three) alerts have provided you with excellent information to support the action you have planned in advance.
Using A Performance Alert Strategy to “Close the Gap”
But isn’t there another campaign element whose performance should be taken into account when creating your set of alerts that support you actually executing your recommended action? Wouldn’t you also look into landing page performance to make sure that you weren’t cutting off a source – even a small one – of highly qualified traffic.
In the example above, you have established keyword alerts that combine with ad copy performance alerts in order to decide to execute the recommended action. If you added a second condition to the keyword alert that took into account the number of conversions (or conversion rate). Add one more alert that triggers when the landing page bounce rate reaches an unacceptable threshold and you have effectively limited the downside from taking the recommended actions that your paid search automated alert software has deployed.
The Adivore® Alerts paid search alerts management software allows for the best paid search optimization in an environment where you have mapped out your recommended actions for effective PPC campaign management.