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What Is the Best Position for Your Ads
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The first page in Google shows eight ads. If there are more ads, they appear on subsequent pages. So where should your ads be Position 1 Position 4 Position 7 Although theory and studies say that number one gets most of the clicks, we ve found ads often get more conversions in lower positions. Why does that happen We think if the same product is offered by multiple vendors, the visitor clicks on the first ad, sees the price, and then clicks on the second, third, and fourth ads to see if the price is lower. By the time they reach the fifth ad and the price is the same, they buy from the fifth vendor. You can see this in analytics. Go to Google Analytics | Traffic Sources | AdWords | Keyword Positions and compare the positions and conversions. You ll find that the lower positions often produced more clicks and conversions. If your budget is too low, you ll notice that your campaign will max out its budget early in the morning and your ads won t show for the rest of the day. We recommend you improve the QS, which lowers your click costs and gives you more ads and clicks with the same budget. Calculate your CPA and CPL. If the account is profitable, you ll be able to increase the budget with confidence.
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This is one of the most common questions from our clients. They search in Google for their top keywords and don t see their ad. There are several reasons for this:
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Go to your AdWords account and look at the number of impressions for the last business day. If a keyword is getting impressions, it is being displayed to other people, even if you don t see your ad. Click the Tools tab and select Ads Diagnostic Tool. If the ad isn t being displayed, it gives the reason. If the daily budget is too low, AdWords will display the ad intermittently. If you want the ad to appear all the time, increase the daily budget. Google displays ads according to location. If Google sees that koi ads get clicks in Los Angeles and Chicago, but not in New York, then Google won t show the ads in New York. If you happen to be in New York, you may never see your own ads. Google also adjusts to the time of day. If late afternoon works better, your ads won t show up in the morning.
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If your CEO really wants to see his ads, here s what you can do. Create an ad campaign, assign a $20 budget, and set the location to two miles around his office address or home address. When he searches Google every 30 minutes, he ll see his ads!
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AdWords has campaigns and ad groups. The following table looks at these in more detail.
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Category Campaign Description Use a campaign for each product. In the campaign s settings, set the daily budget. For example, set the maximum at $100 per day. You can also set geographical targeting and language. Within the campaign, create ad groups for each product version. Within each ad group, you add the keywords and ads. How to Use This If you re selling koi, turtles, and ducks, then create three campaigns named Koi, Turtles, and Ducks, respectively. In the Koi campaign, create three ad groups named Koromo Koi, Asagi Koi, and Kohaku Koi. Within the Koromo Koi ad group, use keywords such as koromo koi and young koromo koi.
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Ad Group
Keyword
CHAPTER 6:
Some people create dozens of ad groups with a single keyword in each one. That isn t sufficient for the search engine to know your ad group s theme. Others put all the keywords in one ad group. Thus, the theme is unfocused. Don t make either of these mistakes. Your campaigns and ad groups should reflect your products.
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