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Huge Jump in Impressions
Sarah Britton

 10:12 am on Dec 5, 2003 (gmt 0)


Starting Monday I am seeing a huge jump- 30% - in impressions from Google Adwords. Yesterday saw a huge rise again. The CTR for my campaigns has also gone up. I have ended up spending 35% more than my daily budget. I have not tweaked the creatives as well.
Week days return us low numbers for the same.

When I asked the Google people they said it is across the board.

Is anybody else facing the same?
Any idea what could be the possible reasons for the same?
I am sure that there has been no increase in impressions from the content sites.




 10:52 am on Dec 5, 2003 (gmt 0)

I had one AdGroup going from 2800 content impressions on December 2nd to 135000 impression on the 3rd. Another AdGroup was from 500 to 50000 impressions.
I disabled content targetting because of this. I can not believe those impressions are very targetted.



 3:44 pm on Dec 5, 2003 (gmt 0)

Same thing happened to me (mentioned in earlier posts). It started for me about 3 weeks ago. Words with 500 impressions suddenly got 12,000 impressions.

It's happened progressively with different words. Each week a new word seems to get hit.

Google has been manifestly unhelpful, even after 3 calls. They keep claiming the keywords have just seen a spike in popularity. I can see that if it went up 50 or 100% over the course of a few days. But to go up 1000% overnight? I think there's a bug.

I've had to employ a bunch of negative keywords to keep the impressions in check.


 4:59 pm on Dec 5, 2003 (gmt 0)

I'm going to play devil's advocate for a moment.

Now, it is entirly possible that your content ads aren't targeted, although I'd search for a few sites where your ad is shown to check who is displaying your ad.

First of all, if your word relates to a news article, then often you can see this type of volume. Our content impressions can jump from 10k-100k in a day due to the news and has ranged in impressions that much over the course of a week or so, and they were mostly legitimate impressions.

Secondly, it's christmas time, and there are a huge number of affiliates that make 40-60% of their revenue during the next month. One of my affiliate sites (it's a very niche site) typiclly jumps from an average of 10k visitors/month to around 20k/week during december. They are all legitimate visitors who are shopping for a few produts.

I would definately investigate your traffic before assuming that because the impressions have jumped a lot - they aren't legit.


 5:02 pm on Dec 5, 2003 (gmt 0)

We had a 20x increase in content impressions for some ads this week. I disabled them. These are ads that are so incredibly targeted that they don't belong pretty much anywhere but in search. Bizarre.


 5:53 pm on Dec 5, 2003 (gmt 0)

Has anybody here actually made decisions by ROI? or is it all by gut feeling?



 6:13 pm on Dec 5, 2003 (gmt 0)

Has anybody here actually made decisions by ROI? or is it all by gut feeling?

I do it all the time at the AdGroup / Product level. I am starting to do it more at the individual creative level, but am still working on it. I have a number of well running creatives that I don'r want to knock off by changing the parm in the URL. I track where each sale has come from if possible (only about 75% of mine are because of issues with people bookmarking, sending url's to others, etc). I really should look into installing the Google conversion counter because it would smooth the tracking end out a bit, but have't wanted to do too much monkeying with my site till after the holidays outside of adding new products.


 6:21 pm on Dec 5, 2003 (gmt 0)

We track all our keywords by individual ppc and make decisions around ROI, competition, and quality visitors. (We have many pages we don't mind not getting a sale if we are educating people to our field).


 7:19 pm on Dec 5, 2003 (gmt 0)

Maybe because Google's SERPS are so irrelevant for a lot of subjects, people are clicking on adwords more.



 3:00 am on Dec 7, 2003 (gmt 0)

Has anybody here actually made decisions by ROI?

Yes, of course.


 10:43 pm on Dec 7, 2003 (gmt 0)

>>Has anybody here actually made decisions by ROI?

All the time....

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