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AdCenter - "Ad Optimization Feature"
A discussion about AdCenter's ad optimization feature and its value
alexsel




msg:4337702
 7:56 pm on Jul 10, 2011 (gmt 0)

Shortly after the launch of the Yahoo/Bing search alliance, I was notified by my account managers about a new and exciting feature, called "ad optimization". In a nutshell, this feature resembles Google's "Optimize for clicks" where the ad with higher CTR% will gradually be favored.

This is not an opt out feature which means advertisers are left at the algorithms mercy. I have struggled with this the most. Call me crazy, but I'd like the freedom to choose which ad I want to display the most. In my vertical, CTR% matters little. Instead we're looking at metrics like conv., conv. rate, cost/conv., conv. value etc. Thus, we always do A/B testing, running our ads at 50/50 for some time to accurately determine which ad actually outperforms the other.

I'm a little surprised this hasn't gotten more pushback from advertisers, can't really seem to find a lot of discussion or news about it.

Anyone share this sentiment?

 

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