22 Oct 11 8:22 am
This is an old post by the OP but I'll chime in anyway. ;)
Another way to keep ad spend down is to have killer ads, this will get you a great CTR and then AdCenter or Adwords will place you higher in ad positions, then you can lower the CPC while still being in good positions, you can essentially be paying less then the ads below you all because of the killer ad copy, this is because AdCenter/Adwords would rather have your .25 cent clicks then some one else's 1.20 NO clicks.
But to do this you need more targeted ads, try to group your campaign/keywords better so that you end up with 4-5 or so keywords + one ad, which is targeted for those 4-5 keywords only, also create another ad just like it except for one change and split test the ads, when one ad is the clear winner copy it and change something, repeat, always improving the ad group. In AdCenter you cannot evenly split test very well as of yet, AdCenter will show the best ad for you and favor the one with the better CTR, in Adwords they will send the same amount of traffic to each ad I believe, which is better.
Delete keywords that get clicks; but don't get sales, even though you have great landing page optimization. Eventually you will end up with just a handful of keywords/ads that are your money makers.
Separate the Search networks and the Content networks. Create separate campaigns for each. On the Search net work give the searcher Exactly what they want, Prices work well on Bing, on the Content network your gonna have to think outside the box with the ad copy to attract attention to the Ads.
Also if you can get the conversion rate up on the landing-pages/offers, maybe you can afford a little higher level of ad-spend.