homepage Welcome to WebmasterWorld Guest from 54.161.214.221
register, free tools, login, search, pro membership, help, library, announcements, recent posts, open posts,
Become a Pro Member

Home / Forums Index / Google / Google AdWords
Forum Library, Charter, Moderators: buckworks & eWhisper & skibum

Google AdWords Forum

This 37 message thread spans 2 pages: < < 37 ( 1 [2]     
Strategies for taking advantage of new AdWords system
What's your suggestion?
eWhisper




msg:1138901
 1:13 pm on Aug 17, 2005 (gmt 0)

With every new AdWords change, there are always new strategies that evolve to take advantage of the system changes. This thread is specifically for strategies for the new min cpc system, for other posts please see the bottom of this post for links.

1. Launching new products
In the past, it's been very difficult to launch a brand new product with search. With new products, often you need to create search volume & awareness. If no one knows of a product name, no one searches for it.

The first thing that came to mind when I heard about this system was: I can bid on keywords like Google, Microsoft, AOL, help, information, windows, etc without being disabled?

How to take advantage of this?
These campaigns are not about clicks. They are about impressions. Impressions are free. The ability to bid on these high volume keywords, even with a high min CPC, to create total impressions could be very effective. The ability to get a new product in front of potentially millions of people a day, essentially the same as a banner campaign (without the CPM cost), without worrying about disabled keywords can be very powerful.

Creating ads that bring awareness to a product, but do not induce clicks would be a skill in itself. How many new products would love to get 1 million impressions, 10,000 clicks (a 0.1% CTR, respectable for totally non targeted keywords) a day?. Even if the minimum KW cost rose to $5/click, that is essentially a $0.05 CPM - try finding that CPM anywhere else on the net.

Obviously, a second campaign should be launched to take advantage of those actually searching for the product you're creating awareness for.

There's definitely some potential to use this strategy for more than new product launches, but a product awareness campaign like this would be interesting to test.

2. Demographic Targeting
I've run several campaigns that are based around keywords that target a demographic, not necessarily related to the search in question.

This strategy involves looking at who buys a particular product, or offer (the same way email/direct marketing/snail dm works), and then finding searches/products that fit that demographic, and pushing a product/offer through that particular channel.

Keywords like 'buy trucks online', 'psp hacks', 'cosmo quizzes', each target a particular demographic.

At present, about 25-%75% of all demographic based keywords are disabled due to low CTRs (and it's often the higher search volume ones).

This keyword disabling now goes away. If general interested demographic traffic can be converted (and it can), then suddenly this opens up a much more stable way to use keyword demographic targeting for many offers.

Of course, ROI must continue to be measured, but a good offer should convert 2-15% of all users (depending on price points, offer variables, etc). Being able to determine a profitable keyword bid (just like any other search based keyword), and then target demographic based keywords based upon a particular bid means that a whole new set of keyword inventory is open for testing.

Your stratedgies?

These are my initial two strategies for the new system.
Comments?
Your strategies?

----
Comments complaining about the new system will be deleted. Please keep this thread about stratedgies and comments about these targeting systems. For other info on the new system, please post in the appropriate threads below:

General discussion: [webmasterworld.com...]
Feature requests: [webmasterworld.com...]
How it's impacted your account: [webmasterworld.com...]

 

suedehead




msg:1138931
 4:48 am on Aug 24, 2005 (gmt 0)

Quality Score = keyword's CTR + relevance of your ad text + historical keyword performance + other relevancy factors

Hi AWA, any chance you could elaborate on some of the "other relevancy factors?"

- Doug

breny




msg:1138932
 5:00 am on Aug 24, 2005 (gmt 0)

I'm convinced "other relevancy factors" include how much G thinks they can gouge us for.

GAds




msg:1138933
 7:46 am on Aug 24, 2005 (gmt 0)

The strategy suggested by eWhisper may work well for honest advertisers but I'm more concerned about the abuse of the new system.

I've already seen those unethical SEMs in my place trying to attract potential customers by targeting various keywords that are totally unrelated to their business. They seem to have worked out a way to make the ads unclickable by adding some special characters into the title area.

Before the algo update I didn't care too much about this because the CTR requirement would do its job automatically, and the ads would not stay long on the serps when they could not gain enough clicks. However with the new system, they get the chance to stay longer (or perhaps forever) on the search result pages.

Since the ads are unclickable, the SEMs pay nothing for just letting Google show their ads, they can afford the highest CPC allowed. If these ads occupy most of the top slots, it would not only boost the keyword price sky high (which is totally unfair to regular advertisers), but also severely affect the searchers' user experience.

I'm not sure if Google is aware of this or not but I do hope Google will do some fixing to the system before things get out of control.

mhhfive




msg:1138934
 9:11 am on Aug 24, 2005 (gmt 0)

Quality Score = keyword's CTR + relevance of your ad text + historical keyword performance + other relevancy factors

Given that formula, is AWA saying that the other keywords in the AdGroup are NOT part of the "+ other relevancy factors"? I would think your other keywords would have to be for better quality, right? I mean, if I had 1000 keywords that seem unrelated vs. 1000 keywords that do seem related -- shouldn't that affect "quality"? Shouldn't advertisers with 1000 unrelated keywords pay more for their "low quality" keyword list? (I'm not accusing anyone of having "low quality" keyword lists, but "quality" is Google's chosen word, not mine.)

I assume the Quality Score is meant to discourage advertisers from spamming keywords, and looking at an advertiser's other keywords might be one method to do so (in addition to others).

Just my thoughts. I bow to AWA's greater knowledge.

jon1716




msg:1138935
 11:02 am on Aug 24, 2005 (gmt 0)

Given that formula, is AWA saying that the other keywords in the AdGroup are NOT part of the "+ other relevancy factors"? I would think your other keywords would have to be for better quality, right? I mean, if I had 1000 keywords that seem unrelated vs. 1000 keywords that do seem related -- shouldn't that affect "quality"? Shouldn't advertisers with 1000 unrelated keywords pay more for their "low quality" keyword list? (I'm not accusing anyone of having "low quality" keyword lists, but "quality" is Google's chosen word, not mine.)

This is from a recent addition to the Google Adwords Help Center (my attention was drawn to it from Inside Adwords - following a link entitled "How do I optimize my ads?"):

Delete poorly performing ads and keywords with low clickthrough rates (CTRs) and high minimum bids to improve the Quality Score for your keywords and campaign.

So as far as I understand this your other keywords in your list do affect the "Quality Score" for any particular keyword.

I'm no expert though - I was just about to give adwords an initial try when the changes came in. Now I'm watching from the sidelines, at least until I can make sense of the new Quality Score. The apparent $0.10 minimum for new keywords puts me off though, as it potentially doubles my total cost for starting an AdWords campaign.

ZenArcher




msg:1138936
 4:03 pm on Aug 24, 2005 (gmt 0)

Jon,

Getting your feet wet in your field and with real keywords of your own is the best way to learn fast. The advice on WebmasterWorld is fabulous, more so when you see how to apply it to your campaigns. The system has been good to me and the changes, while sweeping, are managable.

Google's AdWords is, arguably, the highest ROI system on the planet. (If you've had an ad budget get tossed away with yesterday's newspaper, you'll know what I mean.)

I highly encourage you to start. With conversion tracking you'll learn exactly where your visitors go and if you are garnering a decent (if not astronomical) ROI.

Remember, the people making the most money are often silent. They have no complaints and they are busy reinvesting their earnings.

michaelhood




msg:1138937
 5:09 pm on Aug 24, 2005 (gmt 0)

Sorry to stroll a bit offtopic here, but the AW system has been quite unusable as of late. I find myself unable to login three out of five times. When I am able to get in, it's nearly impossible to navigate from MCC to individual client accounts. Load times for clicking a client in MCC are approximately 90-120 seconds. I had to write a script using the API simply to pause campaigns because oft I am not able to pause the campaigns on my way out the door. I know AWA prefers not to be addressed directly, but I'd appreciate some sort of a response. Support requests come back with nonsense asking me to clear my browser cache, even though I'v explained this problem to exist from multiple geographic locations. I'm not an arrogant guy by nature, but that is rather insulting. We're GAPs, and I have a hard time communicating to clients "Yes, I'd like to make that change, but AdWords is down right now." This strikes my credibility, something I cannot afford. Someone please advise me on what I need to do to effectively work with the AW team to resolve these performance issues.

This 37 message thread spans 2 pages: < < 37 ( 1 [2]
Global Options:
 top home search open messages active posts  
 

Home / Forums Index / Google / Google AdWords
rss feed

All trademarks and copyrights held by respective owners. Member comments are owned by the poster.
Home ¦ Free Tools ¦ Terms of Service ¦ Privacy Policy ¦ Report Problem ¦ About ¦ Library ¦ Newsletter
WebmasterWorld is a Developer Shed Community owned by Jim Boykin.
© Webmaster World 1996-2014 all rights reserved