ADworld Experience的动态

When an account audit reveals a CPC nightmare... During a recent audit for a new client, we uncovered some eyebrow-raising trends in their brand campaigns. This month, average CPCs jumped from $10–$13 per click to a whopping $32. Drilling into the keywords, we noticed Phrase Match terms were leading this charge. These were pure brand keywords (split into Exact and Phrase match ad groups), so no wild variations or permutations. But looking into the detail, the search term report showed Google charging over $200 per click for matches like 'Brand + Location' with the Phrase Match keyword 'Brand'. Note that: - The location in the query is where the advertiser is actually located (not a random spot) - The Quality Score for the keyword is 10/10 - There are no competitors visibly bidding on this query - Campaign bid strategy was set to Maximise Conversions The advertiser is a service provider, not in a high-CPC industry like financial services, so this seemed unreasonably inflated. Key takeaways: > Don’t trust averages; they often hide inefficiencies, as in this case, where topline results masked alarming CPC spikes > Question automated bid strategies. AI-driven strategies like Max Conversions can overbid for brand traffic and conversions you’d likely win at a lower cost > Monitor brand campaigns closely as automated bidding often gets overly 'enthusiastic' with branded terms, wasting your budget > Flag anomalies implementing processes/tools to catch sudden CPC or cost surges outside of normal fluctuations > Check your instructions. Google's algorithm was doing its job trying to maximise conversions. The issue? Poorly aligned campaign instructions > Stay professional. There’s no need to name and shame competitors (or Google). Focus on fixing the problem ?? P.S. The good news? After our review, we switched the campaign to Manual CPC to regain control #DigitalMarketing #PPC #GoogleAds #PaidSearch #Automation