Revised customer campaign - amazed at the difference

Discussion in 'Google AdWords' started by M8INTERNET, Feb 19, 2012.

0
  1. #1
    I revised a customer campaign on Thursday to end, with a new one commencing on Friday
    The previous campaign had loads of keywords (about 140) and adverts (21)
    The replacement campaign selected all the best performing keywords and keyphrases (top 10) and just two simple adverts (top 2)
    Equally of these two adverts so far today one is being served 95% and the other 5%, but I have been unable to find an option to make this closer to 80:20 (yesterday was 60:40 which is acceptable)
    The CTR has increased from just under 2% to just above 5%

    However the side effect is the number of impressions has dramatically fallen
    Although the number of clicks remains virtually unchanged
    The cost remains unchanged
    The average position also remains unchanged (between 4.0 and 6.0)

    Is there anything I have overlooked?
     
    M8INTERNET, Feb 19, 2012 IP
  2. HARRY256

    HARRY256 Well-Known Member

    Messages:
    1,401
    Likes Received:
    11
    Best Answers:
    0
    Trophy Points:
    155
    #2
    AVG Position between 4.0 and 6.0 is kinda low.
     
    HARRY256, Feb 20, 2012 IP
  3. Lucid Web Marketing

    Lucid Web Marketing Well-Known Member

    Messages:
    2,012
    Likes Received:
    41
    Best Answers:
    0
    Trophy Points:
    140
    #3
    To run ads more equally, in the Settings tab, go down to Ad Delivery and make sure Ad Rotation is set to Rotate, not Optimize. It will never be 50/50 exactly but pretty close.

    If I understand correctly what you did, you shouldn't be surprised at less impressions. In fact, that's a good thing if you were using irrelevant keywords.

    Don't look at absolute numbers such as the number of clicks. Your CTR has gone up, that's what you want. So again, why are you surprised? You just got rid of keywords getting irrelevant impressions and thus no clicks.

    Now if you had 21 ads all active at the same time, which is my guess, doing so pretty much invalidated that test. The ad in your new campaign was probably not the best performer you thought it was. That's why you should run only two ads active at a time. Replace the lesser performer with another. Repeat. The goal is to get higher click rates and that will increase QS which will move your ads up and lower costs.
     
    Lucid Web Marketing, Feb 20, 2012 IP
  4. M8INTERNET

    M8INTERNET Member

    Messages:
    95
    Likes Received:
    1
    Best Answers:
    0
    Trophy Points:
    45
    #4
    Actually, the fall is not as dramatic as I thought
    I forgot that this website doesn't get many visits over the weekend and it was the natural fall in searches
    The overall fall is about 10%
    The actual number of clicks has increased

    The total was 21 adverts on the previous campaign (April 2009 to February 2012)
    The number served each month varied, but was typically 4
    When I took over the account there were 12 active adverts, but in effect there were just the 4 effective ones (the others had less than 10% in total)
     
    Last edited: Feb 20, 2012
    M8INTERNET, Feb 20, 2012 IP