Google Adwords Secrets - Tip #1
By Tom O'Brien, Sat Dec 10th
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Tip #1 – Disabling Advert Optimisation
Disable the automatic advert optimisation feature (set in yourcampaign settings) to avoid giving away valuable IP to yourcompetitors.
Visit the following link for an example:
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http://www.pdqprospects.com/AdwordsOptimisationScreenshot.html
Why would you want to do this?
Ok - Let's say you are diligently testing 2 adverts side by sidewithin an ad-group (as you should always be btw).
With optimisation turned on, eventually 1 advert will be deemedthe leader and shown more.
For arguments sake – we will take the keyword ‘marketing’. Yourcompetitor has 2 split tested Google adverts which willshow (in a round robin manner) whenever this keyword is searchedfor.
You can find out useful information regarding which of theadverts is performing better by searching for the keywordmarketing, noting the ad results and refreshing the searchresults.
Because you get to know the best copy Suppose you do
this 4times (by reloading your webpage) - and 3 times advert 1 isshown, but advert 2 is shown once - you now know which of theseadverts is the best.
Knowing what adverts are working for your competitors allows youto start to understand the mindset of your potential prospects(what's working and what's not to encourage click-throughs).
This of course is very valuable intelligence to have for you toconstruct your own adverts - which means you can ultimately havehigher click through rates and as a direct result pay less.
Because ads in are in the public domain, your marketingefforts can be gleaned by your competitors and vice versa if youuse the automatic optimisation feature.
You have the choice to set and forget letting do it'sjob but if you want total control and are in a market that ishighly competitive, you may want to manage your campaigns in amore hands-on fashion.
There is a trade-off for sure but it's up to you as a businessowner to make that decision based on your own risk managementcriteria.
In marketing there is only one genius - your customer.
You can always hire someone to create great ads but you have noguarantees they will produce a winner straight off the bat.
Only putting the ad into the wild will you determine results.
Sidebar You may peak in terms of achievingas high a CTR as you can for a particular advert and this couldmean you get lazy and only show the winner all the time. To helpkeep your competitors guessing you should continually try newads intermittently though.
Indeed therein lies some very valuable self help tips when itcomes to keeping the competitors guessing:
Believe it or not you may want to put a 'worse' advert up toreduce your CTR thus dropping you down the advert listto help improve your ROI!
Recommendation You are best using adoptimisation for most of your terms - set it, forget it. Somemay need to be broken out into their own campaigns to give youthe granularity you require. It’s a question of finding outwhich keywords warrant the extra effort.
About the author:Tom O'Brien is the director of PDQProspects.com PDQProspects.com- Specialists in Google and bringing targeted businessleads to your website, fast. (c)2005 Visitgoarticles.PDQProspects.com to receive the special report: 12Secrets to improve your Google Results. You may freelydistribute this article if left intact including this copyrightnotice
