Using merchant product feeds as a basis for PPC campaign is a great way to generate keywords, but you’ve got to keep a close eye on them, especially at this time of year.
During daily analysis of our return on investment from various campaigns, we sometimes notice a sharp drop in ROI. Some analysis is called for.
In many cases this is because a merchant has run out of stock and so all the valuable traffic paid for from Adowrds goes to waste. Some merchants do allow customers to register to be notified when stock arrives (a good thing!) but in the end it generally wasted traffic. Now this isn’t so bad if you have a few products, but if you have a few thousand then it takes some keeping on top of.
To be honest we don’t go through every keyword every day, we just look at the ones with significant spend, and therefore significant traffic and then make sure all the merchants still have stock.
Time consuming but well worth it!
You must be logged in to post a comment.