However, you may also forget the impact micro changes can have on your account. If you’re managing more than one campaign, it may become difficult to make several small changes in each account that guarantees maximum optimization.
Simply put, bookending is guesstimating – meaning you’ve put in all the numbers and came up with a numerical basis for making the change to your account. PPC management experts recommend this method rather than changing one variable at a time hoping you’ll somehow hit the PPC jackpot. Bookending is best done after bid changes.
1 . Download all keyword data.
2 . On your spreadsheet next to your ‘Max CPC’ column, create a “%change” and a “new max cpc” column.
3 . Enter the change you’d like to make in the ‘%change’ column. For example enter 8%, -5% or 10.5%.
4 . Next, enter this formula in the ‘new max cpc’ column : (old max xpx*%change) + old max cpc
5 . Create new columns and name them after variables you want to change in the account. For example: “New Cost”, “New Revenue” or “New Conversions”. Use the same formula in Step 4 and sum everything up (new and old) at the bottom.
6 . Look at the old and new totals. You should be able to get an idea on how much impact your desired bid changes will have. You can take it further by dividing the data by the number of days you pulled it for to get on day’s worth of data. Then multiply that by 30 or 31 to see what the impact the changes will have for the next month.
You can use the following tips from our PPC management experts to know how much traffic you’ll get with new keywords:
1
. Upload your keywords into the Google Traffic Estimator.
2 . You can fill out all the necessary data using your numbers but you’ll have to guesstimate the conversion rate based on your account or the product you’re trying to sell.
3 . Use this formula Spend / CPC *Conversion Rate = Leads to figure out cost/conversion.
4 . You can now use bookending to project your keyword data.
Once you’ve learned the ropes, bookending can make your PPC management life a whole lot easier. It provides a means to test out your management theories without having to put your account in any danger. It’s just a matter of changing variables until you produce desirable enough statistics to actually make a change in your account. Try it today!