When a campaign changes...

To delete or make a new one.

[eWhisper]

I have a campaign that for a long time the business did not want to spend a lot of money on google, so they bid low, and achieved a 1.5% ctr.

Recently, they decided they are very happy with the Google traffic, and have upped the amount they want to spend, which transformed this campaign into a 7.5% ctr (the difference between $0.10 and $0.75 bid).

This campaign generates over 1500 impressions a day at $0.75-1.00 a clickthrough.

The way Google works, do they use the all time CTR to determine cost, or the past week CTR, or what? If it's all time, it would be better for us to delete the old campaign and create a new one, if its only the past week or month, then there is no need to modify the campaign.

Any ideas, suggestions?

[Mark_A]

good question

Are you only changing the amount bid per click or the max amount per day?

have you been billed for the previous periods?

If you argue to yourself that the older clickthrough costs could influence present future, would it not be as likely to average down as up?

Possibly try one way then if you are not sure try the other :-) sorry thats not much help

But my top tip would be make sure its your clients CC card on the account :-)

[vibgyor79]

>>> do they use the all time CTR to determine cost

Small clarification -> CTR of the ads has nothing much to do with the cost (CPC). They affect the average position of the ads. The CPC that you pay is determined by the max CPC that you enter. And the actual price you pay per click depends on your competitors' CPC x CTR number.

I recommend that you keep the existing campaign - the CTR of 7.5% that you achieved recently will probably be used to determine your position. I can only say this from experience - I have not read any documentation regarding the time period they consider.

[eWhisper]

Both the cost per campaign and the CPC have changed significantly.

Yes, I understand how the CPC is figured out by the formula, although if you have a high CTR, you end up paying less CPC for the same position, so in effect, a high CTR can lower your CPC to a degree. Over the past week, the CPC has gone down slightly everyday as the new ads get a higher CTR.

I was wondering the time frame involved in the formula for the CTR, as a week and a month are quite different formulas as far as cost goes.

To understand is to experiment, so guess I let it run for now...