Every PPC account is susceptible to overspend and bloat from time to time. At our agency, we keep our campaigns performing and our bids intelligent by implementing a keyword classification system.
While some account managers rely on their memories to keep track of how different keywords perform, our account managers methodically segment keywords into different grades that are based on the performance and search intent of each keyword. Once keywords are graded, we create automated rules and alerts for each segment that raise or lower bids in AdWords based on behavior.
Of course, using keyword classification doesn’t mean we can “set and forget” our accounts. Our campaigns still require diligent monitoring, but this system helps us manage bids more intelligently, drive down CPA, and fight back against bloat spend.
Read how you can implement keyword classification for your PPC campaigns at Search Engine Journal.