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WARNING about deleting creatives



6:02 pm on Apr 21, 2006 (gmt 0)

5+ Year Member

After a month of running several successful campaigns with adCenter, I decided to pare down the static creatives in one of my campaigns.

One creative, in particular, outperformed the others quite handily.

Prior to deleting the under-performing creatives, 99% of my keywords had a status of "approved". After deleting the underperforming creatives, 50% of my keywords acquired a status of "pending approval".

These ads were not dynamic in any way, shape, or form (ie. I was not using parameters in this campaign)...yet, somehow, the keywords were assigned to specific static creatives. Some of the creatives differed from others by only a single word (ie. "get widgets now" vs "buy widgets now")....but, apparently, keywords are associated with one or the other, not with both. So if you delete a creative that a keyword is "associated with", the keyword loses its status and the approval process begins anew.

It'll be interesting to see how this affects traffic. Hopefully the approval process won't take the 3+ weeks it took last time.


11:34 pm on Apr 21, 2006 (gmt 0)

5+ Year Member

Deleting the underperforming creatives has totally hosed this campaign. Traffic is down approximately 80% from yesterday (and this after upping my bids by 60% this morning!). Quite a penalty for nuking the ads with the lowest CTR's.

Needless to say, I will not be deleting any more creatives...

I guess I'm just too used to the Adwords way of doing things. ie. run multiple creatives, test, and eliminate those with lesser CTR's. It doesn't seem like this methodology is compatible with adCenter. I'm just glad this happened to one of my smaller / less important campaigns.


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