Mastering Google AdWords Marketing: Contextual Advertising – Part 2
The CTR used by Google to calculate the search ad ranking for AG #2
is, in fact, 1.3% and not the 0.6% value seen when reviewing the campaign level report.
Combining the two types of ads means the CTR shown at that level is useless.
Note that these are not fictitious reports. These are actual reports
where only the ad group names have been altered.
In this case, the content ads are performing rather poorly and this
skews the combined CTR that Google reports at the campaign level.
Also, suppose you’re aiming to keep your ads in the top 5 spots for search results.
Scanning the campaign report for the campaign that includes AG #2, you’d see
the average position of 5.0 and leave the ad group intact. This, again, is misleading.
Digging into the ad group report shows the search position is 5.9, not in the top 5.
Clearly, separating content ads from search ads aids with interpreting the stats provided.
Plus, if you increased the bids to regain a top 5 listing, you’d be increasing your
bids for content placement, as well. You might be content (no pun intended)
with the 4.1 position for the content ad, so now you’re paying more money when
you don’t need to. You have less control when combining ad types.
Separating them into disparate campaigns provides control over
bids, ad copy, keyword lists, makes the stats more clear and will, ultimately,
There’s one other factor to consider: Google has introduced a
“negative site feature”
which only applies to campaigns opted into their content network.
Because so many content ads do perform poorly, it’s crucial to weed out
content sites that do not work for your ads.
Track Google content ad hits
to your site and add those that don’t perform well to the
“Campaign Negative Sites” list
for your content campaign.
When creating new Google AdWords advertising campaigns, take the
time to create separate ad campaigns for content ads and search ads.
For existing, combined ad campaigns, it’s worth taking the time to
replicate a campaign and set one for the content network and the
other for the search network. You’ll save time and money in the long run!
Discuss this article in the Small Business Ideas forum.
August 9, 2005
Richard Ball founded Apogee Web Consulting LLC, a full service search engine marketing firm, to help businesses succeed on the internet. Apogee Web Consulting provides strategic internet marketing services including pay per click advertising, search engine optimization and shopping search engine submission. All search engine marketing services begin with a foundation of keyword research and web log analysis. Use the company’s free search engine marketing tools.
Prior to starting Apogee Web Consulting, Richard was a software developer for America Online. He has a degree in Aeronautics and Astronautics from MIT.
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