I'm not sure where the appropriate place or forum to ask this is, but I'm in dire need of help with strategy. I work for a Russian company called [Removed], and we have 2 PPC accounts, Google and Yandex (Yandex is the top search engine in Russia). We're a start-up, and sell everything on eBay and Amazon to Russians in Russia, but we're based in Chicago. Because we sell everything that's on eBay, I spent all of last year basically building up both our accounts, which were very small before. Now there are literally thousands of brands in our accounts, and there are ~50,000 clicks daily to manage between the two accounts.
Unfortunately performance has suffered the past few months, and they fired two-thirds of our PPC team of 3, leaving me to handle both Yandex and Google by myself (I was only working Yandex before). I did some analysis, and only 20% of Google's performance comes from a consistent, solid group of keywords, the other 80% comes from thousands of keywords that convert once every 3-7 months, which has made performance extremely volatile. For the record, our average conversion rate is 0.20%, because it's fairly difficult to convince someone to wait 5-6 weeks for their goods while also paying expensive shipping prices.
They're threatening to fire me if I don't improve performance, even though I have no one else helping me. My question is, what do I do with this 80% segment? It's completely random and inconsistent, and I don't want spend to go out of control here, because we're judged on metrics, the most important of which is spend per new customer paid orders. I have no idea what to do, and numbers keep falling. A lot of that has to do with operations failures (we grew a lot and couldn't handle the numbers), and people have left a lot of negative reviews about us because of it. But I'm still being held accountable for success. Unfortunately, we're measured on last-touch conversions as well, making Adwords data pretty useless as far as filters go.
Sorry for the essay, where I can go for help on strategy?
Edited by Jill, 26 April 2013 - 01:48 PM.