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Ad copy weight vs. other factors
smallcompany




msg:3531435
 8:19 pm on Dec 19, 2007 (gmt 0)

You have an ad that is getting 100% (or almost) of impressions share throughout the day for a long period of time.

Then, somebody simply copies your ad and your ad is not showing anymore. Bid is not an issue as it is at $100 US.

You try various copies but none works. Google AdWords system sticks to the one you originally used and continues showing it, but now from your competitor's account.

The sum is that these three components are the same in both accounts (our and of competitor):

- keyword
- ad text
- bid

What else counts here? Why Google AdWords does not give a chance to other ad variations?

 

tomasvdb




msg:3531762
 6:44 am on Dec 20, 2007 (gmt 0)

I assume you're running an affiliate campaign, i.e. you have the same display URL and landing page as your competitor?

It could be though that your competition has found a better landing page and thus achieves a higher QS than you...

based on anecdotal evidence i'd say that sometimes it seems as if new accounts 'perform' better than old ones. So it seems as if a keyword's history can count against it.

riyaz




msg:3531778
 7:18 am on Dec 20, 2007 (gmt 0)

Google displays only one ad for a unique URL, ads wont show up with same URL's at multiple positions.
It would be the reason for ads not showing up. Certainly the ad copy weight helps to get good QS with increase in CTR & Conversion rate.

karamkshetra




msg:3531821
 8:40 am on Dec 20, 2007 (gmt 0)

I also feel you are part of the affiliate networks... as the URL's are same this is the problem which is coming...

smallcompany




msg:3531823
 8:45 am on Dec 20, 2007 (gmt 0)


So it seems as if a keyword's history can count against it.

Very interesting and something to think about. It looks like Google AdWords is giving a chance to new accounts. BTW, you're right about affiliate program.

The strange thing about this (which I fully communicated to Google AdWords specialist earlier today) is that the system (AdWords) is sticking to one particular ad text for months. So if you (for example) want to override it, your only chance is to copy the one that is already running.
Copying ads from other people is stupid and system should be able to recognize it.

The ad text I am referring to is somewhat stupid. First sentence is the actual H1 (h1 tag) from a landing page. Then there is some repetition which makes complete ad text half-human, if you can get what I am talking about. There are so many texts that are better from human perspective (than the one that is ON right now).

Still, the system is favoring it as crazy, for months – it’s unbelievable. Whoever picks it up (copies it), has a chance to run it, nothing else shows up at all.

As I said above, I did communicate to Google that the system should give a chance to other ads, not just to stick with a single one.

Going back to copying competitor’s ads, the system should be able to recognize which account has served a particular ad text first, and give some weight to it. That way, the originator of the ad will be protected so nobody can just copy it and take the advantage.

buckworks




msg:3531834
 8:57 am on Dec 20, 2007 (gmt 0)

Consider that the other guy might be achieving a better CTR for some reason.

Is there anything you can do to tighten the targeting of your keyword lists and prevent wasted impressions?

smallcompany




msg:3531882
 11:15 am on Dec 20, 2007 (gmt 0)

Thanks for input buckworks.

The campaign has one ad group only, and one keyword. I've tested three different accounts so far. The bottom line is that at least two competitors are running same ad text on same keyword, so there is no reason we have different CTR.

My point is not so much "I wanna be there" as it is "what the heck is happening".

I'm not getting it. So many people is bidding on this one, and yet, only one particular ad copy is going through. Nothing else is showing. Nothing is getting a chance.

I must say that the action that happened right before my ad stopped showing was bid trapping (bid jamming). Too many times I've experienced that certain result page setup causes your ad to show or not to show. For example, there are 10 ads in total. Your ad is showing. Then it stops. You do everything under the sky to get it back but it does not work. Then, you notice that out of these 10 ads, one or two are with invalid display URL. You call support, they get them down, and your ad is back online. Go figure.

What I'm trying to say is that certain setup, or, let's call it, overall result, can be a condition that influences the final system’s decision about which account will be serving ad(s) for a particular keyword.

“Smart tech” stuff seems to be excluded from Google AdWords. It is rather pure mathematical calculation which includes too many things so nobody can really figure it out, just like SEO. Nothing too smart, just too many factors at the time.

Those factors can be anything, your total spend, your CTR on account level, age of your account, and so on.

Again, going back to that ad text. Why the system is serving nothing but that? It’s boring, it’s not so good grammatically, it is not giving any good information, it’s ugly.
It just seems to be hitting that formula (of AdWords) right into the head, between its eyes.

As I am going through this exercise, more and more I am thinking about the possibility that you can carefully go through the destination (landing) page, pick words and build up your ad.
Some may say, well, that’s how we build it.

My point is that if one is good in finding the calculation for ad that gets the system to force it out, it will lose the marketing point. You can’t do that on TV or in magazine. Same is with Internet. People surf through it. And people have feelings. Who cares about bots, engines, and algorithms?

Oh…

buckworks




msg:3532111
 5:15 pm on Dec 20, 2007 (gmt 0)

so there is no reason we have different CTR

How does your use of negative keywords compare to the competitor? That might make a difference.

Is the competitor making use of long-tail terms in addition to the term you're watching? That might also make a difference.

The campaign has one ad group only, and one keyword.

What match type are you using for that one keyword?

What have you been doing to test different match types, ad wording variations, or long-tail search phrases?

tomasvdb




msg:3532742
 1:33 pm on Dec 21, 2007 (gmt 0)

people have feelings. Who cares about bots, engines, and algorithms?

i agree, i've seen cases where i run 2 ads in a group and one gets a much higher CTR than the other, but for some reason also generates a much higher CPC.

I would think that an ad with a high CTR would be cheaper than one with a lower CTR. Sure there's this algorithm that tries to figure out whether or not your ad is relevant. But in the end, it has to be relevant to people, not computers.

there is so much bad adcopy on Google, just b/c it is formulaic. it completely kills creativity by punishing it with a low QS.

smallcompany




msg:3533133
 12:37 am on Dec 22, 2007 (gmt 0)

Buckworks,

No negatives since it’s one phrase, exact match only. Now, repeating that this keyword is the only one in ad group may make a point. What if the competitor has another keyword that has even higher CTR, which ultimately adds “points” to the overall score of given ad (text). Ha…

Still, what gets me is that no other ad copy is showing. Yesterday it was mostly my ad, two days ago and today of the competitor.
Why Google is not giving a chance to other ad copies. I constantly test but they are not showing at all. One thing I’ve figured yesterday is that I may not be waiting long enough since many Googlers are on vacation these days so it takes them longer to review ads. That also thought me that in this particular account my ads do not seem to be in automated approval cycle. I do have some accounts where new ad would stat showing in the yellow in minutes. Not sure, everything is a big guess.

The bottom line is: there are better ad copies, period. Not maybe in my account but somewhere for sure. I saw them in the past and they were just so good, not one but many of them.
This what I’m seeing is comical.

So yes, tomasvdb, I agree with your addition. Very good expression about “creativity killer”.
Some people will multiply 6 digit numbers, yet their IQ is below the ankle level. I am saying this not to offend, but to make a point of a danger where good marketers may stay behind those that were able to calculate well (keywords, etc.).

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