We have mirrored most of our campaigns on Yahoo Search Marketing and Microsoft's Windows AdCenter but with only web based interfaces (or poor imitations of the Editor) and a lack of comprehensive reporting there is only so much we can do to manage it. It allows us to update our campaigns on a weekly basis en masse with the help of AdWords Editor. It also suggests new keywords, negative keywords and placements among other things. Over a few months the formula was recalculated, new reports were added and other factors were taken into consideration. This was going to be a roller coaster ride that dropped us down a vertical path and all we could do is hang on. Over 10,000 keywords were updated, 300+ ad groups were given new minimum bids. We basically closed our eyes and decided to trust the machine. If they didn't feel it was justified to raise the spend of an ad group or a keyword based on knowledge of the CPC marketplace then it was usually left untouched. Previously AdWords was tweaked on a weekly basis by a human being. The advertising budget was blown for the month within the first week and conversions failed to follow the higher number of click thrus. The result first run of this AdWords "Mogul" could be classified as a failure. As we are a software company it wasn't hard for the development manager to create a program that pulled in a number of reports and applied a certain mathematical formula which then spat out a text file of ad group and keyword bid updates which could then be copied into the miracle that is the AdWords Editor and posted. It's pulling the relevant information and collating it that can be the hard part. Needless to say this could be a nightmare to manage.įortunately Google provides a comprehensive list of reports to analyze your campaign with. There are many more splits for individual applications depending on which category they fall into and various other factors. Windows, Linux and Mac OS X applications are also split in our AdWords campaign. If the application is translated into another language other than English then that version is also given its own adgroup. For almost every application there is an AdWords adgroup related to it. NCH Software recently released our 100th software application. Recently I read a post by Kevin Gold on titled "Ah-Oh…PPC Feeling A Lot Like SEO"" that compares the complexity of Googles pay-per-click management to the tricks you play for Search Engine Optimization.
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