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Key words disabled
Ok - last 1000 impressions they didn't perform, but I want them back.
Syzygy




msg:1151545
 5:01 pm on Dec 8, 2003 (gmt 0)

I'm sure that if I looked hard enough I would find a couple of threads on this, so apologies in advance.

Two key word phrases have been disabled because they didn't perform over the last 1000 impressions. However, overall, they have been performing at 1.3% and 0.9% ctr and are thus useful to my requirements. I want them back.

Because they have been disabled, I have deleted them. Not sure if I should have done or not, but I'm working on the premise that I can add them back on in a few days time.

Is this right/logical, or is there another way that I can re-introduce disabled kw's. Will these previously disabled kw's be accepted?

Whilst they may have under-performed over the last 1000 impressions, it doesn't mean to say that they will do likewise over the next 20,000... Indeed, both kw's have jumped through the 1000 impressions hoop many times over. Until now...

Hope you can advise.

Thanks,

Syzygy

 

MarshallClark




msg:1151546
 8:53 pm on Dec 8, 2003 (gmt 0)

Syzygy,

Try starting new Adgroups and placing your disabled keywords in them with copies of the original ads. This will reset the CTR counter and give you another 1000 impressions to meet the min CTR.

AdWordsAdvisor




msg:1151547
 10:54 pm on Dec 8, 2003 (gmt 0)

Syzygy, I was just passing through, and have only a few minutes before I've got to head out for a bit.

However, i just wanted to jump in here for a sec with a few basic tips.

MarshallClark is very much on the right track below:

Try starting new Adgroups and placing your disabled keywords in them with copies of the original ads. This will reset the CTR counter and give you another 1000 impressions to meet the min CTR.

To this I would add that, instead of using the same ad, consider using an ad that is extremely targeted to the keyword. This is a very important way to improve your CTR.

Here is a hypothetical situation for you, by way of illustration: say you want to buy something, and search on Google using a well targeted search. You see two ads show up. One mentions the exact thing you were searching for in the headline. The other ad mentions something that is remotely related, if at all.

Now, as a consumer, which ad would you click on? If you answered as I suspect you did, then why would your customers do any different?

Bottom line: show your customers an ad that is about precisely what they searched for.

Another important tip: use negative keywords to prevent your ads from showing in places where they aren't relevant. If you aren't familiar with negative keywords, there are many threads mentioning them in this forum. Or check the AdWords FAQ.

K, gotta run.

AWA

Syzygy




msg:1151548
 11:37 am on Dec 9, 2003 (gmt 0)

Thanks guys - I've just had an epiphany.

I've been seeing my adwords and campaigns two-dimensionally. Now I can see three...

Much appreciated,

Syzygy

tomparis




msg:1151549
 4:35 pm on Dec 9, 2003 (gmt 0)

Do the clicks you get generate sales?

The most important metric is %conversion.

In other words, even if I have a low click-thru,
if the % of people clicking that buy is 2-3%
I'm OK.

Typically low click-thru = low %conv.

Try to find new products that people want.

Hot product = high traffic.

AdWordsAdvisor




msg:1151550
 5:13 pm on Dec 9, 2003 (gmt 0)

I've been seeing my adwords and campaigns two-dimensionally. Now I can see three...

I really like this thought, Syzygy. I sort of got the mental picture of 'two dimensions' being your account, lifeless, and existing on your computer monitor. Flat stats.

And 'three dimensions' extending out into the living, breathing world of your actual customers.

Hmmm. Brilliant! May I quote you when I speak with advertisers? :)

AWA

Syzygy




msg:1151551
 10:57 am on Dec 10, 2003 (gmt 0)

Hmmm. Brilliant! May I quote you when I speak with advertisers? :)

AdWordsAdvisor, of course you can quote me. Alternatively you can license the phrasing from me on an annual basis for a small fee :-)

Your visualisation is spot on. It is, as I'm starting to learn, about understanding how the outside world relates to, and perceives, your service/product and tailoring your ad word campaigns to that perception.

It is not about going out to the market (as is the traditional approach), rather, it is the opposite - it is about starting off in the market as a potential buyer/user of your own product/service and trying to see if and how you can find what you are looking for - namely your own offerings.

Beyond that, it is about seeing your own campaign in a 3-d fashion - about how the ad groups within campaigns can inter-relate around (ultimately) variations of the same message. Sounds blatantly obvious really, but, until you come to understand it in your own way...

tomparis - we are not actually using ad words to sell products - in the sense that people can buy things from us. We are a 'traditional' publisher of trade magazines seeking visitors to our online versions.

The more visitors we get, the more we become attractive to advertisers who want to reach our visitors. So the cycle continues...

Basically, as the old saying goes, we are using a sprat to catch a mackerel.

Thanks for all your comments.

Syzygy

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