Best Practice Recommendation

Separate campaigns based on ad distribution channel. For example, content network campaigns should be initiated with considerably different ads (compared to Google search/search network ads.) Test site-targeted ads within the content network to achieve the best results.

Why?  The Google search, search network and content network reach potential customers at different points in the buying cycle. Ad performance and conversion rates vary greatly depending on the network or site an ad appears on. For example, a consumer who is searching for a specific consumer electronics model is nearing the end of the purchase cycle. A consumer who is just starting the purchase cycle is likely to begin their search with a broad term like "home theater".

AD GROUP PERFORMANCE OVERVIEW

How to identify ad group performance challenges and opportunities;

  1. Examine the click-through-rate (CTR) range that has the highest Spend to Value. Systematically reviewing ad aging and insuring that each ad group has two ads running at all times will increase CTR's and will lead to increased profits.
  2. Examine the click-through-rate (CTR) range that has the lowest Spend to Value. Review ads with high CTRs that may not be accurately describing what a searcher will find post-click. These ads negatively impact Spend to Values due to lower conversion rates.
  3. Prioritize action items based on the proportion of average clicks per day. The higher the number; the bigger the opportunity or challenge.


Ad Performance Summary

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