Pay-per-click Report Card: Vxb.com
Vxb.com sells ball bearings of various types and sizes. The company is based in California and requested a review of its pay-per-click campaigns on Google, Yahoo! and MSN. Vxb.com's monthly ad spend is around $9,000 in Google, $2,000 in Yahoo! and $150 in MSN. Average conversion rate (the percentage of visitors who click on an ad and then purchase something within 30 days) ranges from 1.5 percent to 1.9 percent. Its average cost-per-click ranges from $0.42 to $0.57.
Account Structure
Its account is structured differently in all three engines. The Yahoo! account consists of 11 campaigns broken up by ball bearings types, such as rollerblades, bicycle, fishing and slotcar. Not all types listed on the website are present in the campaign. Additionally, there is one campaign for generic keywords (ball bearings, bearing distributor) that uses most of the budget.
Drilling down further into the Yahoo! account, I noticed an overlap of keywords in different ad groups. If you're...