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Tag Archives: PPC

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Be Careful What Click Through Rate You Wish For

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As the old saying goes, “be careful for what you wish for; you may receive it” is something that holds very true in today’s world, especially when it involves the Click Through Rate of your AdWords account.

In a recent article, we discussed the new Added By AdWords testing going on and Google’s assertion that these ads would help improve performance by 5%-15%. While they did not specifically state the scope of metrics this applies to, our suspicion is that this is related to Click-through Rate.

While Click-through Rate is an important aspect to look at, as it is one of the major factors that helps determine Quality Score (improving this can decrease your Cost per Click), your ultimate focus as an advertiser needs to be on generating additional business for yourself, not Google.

Sometimes what is good for Google (higher click through rate) isn’t necessarily going to lead to beneficial results (improved Conversion Rate) on your end. For example, Dynamic Keyword Insertion helps adjust the headline of your ads to match the search that someone conducted. While we see many cases where this helps to improve Click through Rates, many of these cases have led to lower Conversion Rates.

While consideration to Quality Score impact needs to be seriously evaluated before taking this step, there are occasional instances where undermining your Click-through Rate can actually help your business. One case we ran into in the past involved a B2B client that was focused on higher scale projects.

Initially, the Click-through Rate for this client’s traffic was high but the quality of leads coming in was not. In this case, the solution we came up with was to pre-qualify people within the ad (by saying that the client would only take projects at a certain dollar amount or over).

This had an immediate impact on account performance. In Google’s eyes, overall performance went in the tank as the Click-through Rate of these ads saw a significant decline. In the Client’s eyes, AdWords performance improved substantially as the quality of sales leads he received improved.

The takeaway out of all of this is that discretion needs to be exercised before making changes that fall in line with what Google recommends because the adjustments that benefit them do not necessarily benefit you as the advertiser.


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Added By AdWords

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What if we told you that Google is starting a new pilot where they believe they can do a better job writing your ads than you? This may sound crazy but as they say, sometimes truth is stranger than fiction.

The Ads Added by AdWords pilot has been publicly known for a little over a month but the more we think about it, the more we have concerns about it for advertisers over the long-term.

While Google claims these ads see performance improvement of 5%-15%, we believe that Advertisers need to have authenticity in their voice and controlling how ads are presented is an important part of this process. By transferring part of this process to someone who is not associated with your business or someone hired to represent that voice on your behalf, weakens the authenticity of this voice in our opinion.

The good news is if you like controlling the messaging on your own ads; it is very easy to opt out. There are a couple ways you can stop this process.

1 – Check to see whether this has been applied to your AdWords account

Currently, the percentage of accounts opted into this feature is very small. To check whether you are among these, you will want to click on the Ads tab go to Columns menu, click on modify columns and under attributes you will want to select the icon next to Labels and click apply.

2 – Check the labels and see if any of them say “Added by AdWords”

If anything, it is at least easy to identify which ads have been added by AdWords and which ones have not. The first step you will want to do is remove these ads. Even if you see that this feature has not been applied to your account, the reality is that pausing or not having any of these ads in the first place means there is merely no symptom and there is work to do in removing the source which leads us to…

3 – Request to be opted out of this test

The good news is that you can get yourself opted out of this “feature”. By filling out this form, you are able to opt out of the Added by AdWords feature and ensure that you maintain control of the ads that are seen by your prospects.

While this has been launched on a small scale so far, the progress of this will need to be monitored in the coming months. The good news is that if you have concerns about this, it is easy to avoid having this impact the ads being run in your AdWords account.


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