Now that you’ve prepped your soil, planted your seeds, and you’re starting to see some sprouts, we need to talk about proper watering.
As mentioned in the previous post on planting, watering = money. Setting your budget is enough to get the seeds to sprout, but to keep them growing you’ll need more consistency. This is where you keyword-level bids come into play.
Too Little Water Can Kill
Remember that house plant you forgot to water for weeks (maybe even months)? If your experience is what I’ve seen, then your plant was a goner. Likewise with your keyword bids. If you don’t set them high enough your ads don’t get triggered and your carefully planted seeds sprout and then promptly die. There are a couple of watering strategies you can use:
- Full Stream – You want to dominate the space and top position is how you want to do it. Start with aggressive bids and make sure your QS is good. Keep the water coming as fast as your plants can handle it.
- Slow & Steady – You’re not going for top position, but you’re looking to find the ROI-maximizing sweet spot. My experience is that top position on the right column of ads (usually 3-6ish) provides maximum bang for the buck when you have a limited budget.
Caution! You Can Over-Water
This may seem like an oxymoron to some, but too much watering can be just as fatal as too little watering. The problem with over-watering is that plants start to drown and develop fungal growths. With your PPC efforts this usually begins appearing as grumbling from the marketing exec about budget. They see how much money is going into PPC and want to send that money to another effort. I’ve seen companies over-water, feel the spend was unjustified and stop doing PPC for months. Make sure you have tracking installed. Make sure you know your cost/acquisition. Make sure it’s comparable or better than the cost/acquisition of other channels. That is how you keep the water flowing.
How else do you water your PPC crops?