I have an adgroup with one key phrase in with the following data:
Impr. 933
Clicks 174
CTR 18.6%
I want to change the creative. Although, 18.6% CTR is exceptional the ad copy isn't so great, I can improve on it.
So, if I change the creative, will the CTR be affected in anyway? I realise that when the impressions hit the 1000 mark I get that CTR in the bid*CTR calculation and really don't want to jeopardise that.
Cheers,
Neil
So, if I change the creative, will the CTR be affected in anyway? I realise that when the impressions hit the 1000 mark I get that CTR in the bid*CTR calculation and really don't want to jeopardise that.
Your historic CTR will not be affected by changing Ad copy but, of course, your future CTR may change depending onwhether your new copy gets a better or worse CTR than your old.
What I do is to create a new Ad in the same ad group rather than edit the existing. I then disable Automatic Optimisation in the Campaign Settings and Google will serve the 2 ads (Old and New) alternately. This way you can run an experiment to see which ad copy achieves the best CTR before making a final decision. Another reason for creating new ads rather then editing existing is that you lose reporting of Clicks and CTR for the old copy if you edit. I find it very useful to have a record of clicks and CTR for old copy as a way to benchmark new copy.
Over time I have been amazed how sometimes my new copy which I am convinced will increase CTR has the opposite effect so it is very worthwhile comparing the reulst for old and new before deciding.
Although, I actually find that editing the copy doesn't affect the history of CTR, clicks etc. displayed - it still shows the historic data.
