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Wasting Money on Adwords

not taking full advantage of the options offered

     
9:21 pm on Mar 7, 2003 (gmt 0)

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Why, Oh Why are Webmasters wasting money by NOT choosing the correct destination they want their ads shown in.

USA webmasters are the biggest culprits when it comes to this.

In almost any industry you will find USA adwords customers bidding on a term and their ads are being shown in the UK, you then click the site and its "absolutely" clear that they probably have never heard of the UK, never mind doing business there.

If it was a branding by a large corporate site, then maybe I could swallow it, but this is usually a small advertiser bidding over the odds in a country where they have NO intention of doing business.

However as the creatives do NOT usually reflect "usa only", they are wasting money which could be better spent.

Times like this is when PPC bid management companies can come really handy.

rant over...

Shak

9:24 pm on Mar 7, 2003 (gmt 0)

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Shak, that's strange indeed, since choosing target language/country is the first screen when starting a campaign. Hard to miss I should think.
Have seen the same from german advertizers showing on some Content advertizing partner in the US.
9:29 pm on Mar 7, 2003 (gmt 0)

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there is a saying in the North of England. along the lines of:

Nowt as strange as Folk. :)

I see it all the time in UK and also in Europe.

Shak

12:47 pm on Mar 8, 2003 (gmt 0)

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I think it's a good point Shak makes.

The default is All languages/All countries. A large percentage of the advertisers will just accept the defaults all the way through the system, so find themselves promoting a local product to the entire world, paying 3.51 a click maximum and using the same landing page for all of the keywords in the group.

Sometimes the creative works for a bunch of keywords, but the landing page could do with being different. Power posting will make all the difference in that case.

12:23 pm on Mar 9, 2003 (gmt 0)

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I have done some experimentation over the last few months - Even the product/service is truly international, it doesn't make sense to select All languages/All countries - because the conversion rate suffers.

That's probably because purchasing power of people varies from one country to another.

<Quick Tip> - related to Country/language selection

A few AdWords advertisers complain that there is no way to pause the entire campaign (you need to pause each and every AdGroup - and if you have 30 AdGroups, you are dead).

Solution -> Goto the campaign details and select ANTARTICA under Country Selection. As silly as it may sound, this is the best way to pause entire campaign! ;)

12:48 pm on Mar 9, 2003 (gmt 0)

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>ANTARTICA under Country Selection

hehehe
Great FIX to that problem :)

1:03 pm on Mar 9, 2003 (gmt 0)

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Tried BOTSWANA first - had a surprising number of impressions from there! However, ANTARTICA never fails - unless you are selling something warm :)
1:09 pm on Mar 9, 2003 (gmt 0)

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Nice one vibgyor79,

and for all campaigns?

How Antartica will be complaining of non-relevant ad-clustered Serp's in the weekend ;)

1:47 pm on Mar 9, 2003 (gmt 0)

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In almost any industry you will find USA adwords customers bidding on a term and their ads are being shown in the UK, you then click the site and its "absolutely" clear that they probably have never heard of the UK, never mind doing business there.

You mean there are other countries then the USA!

Hehehe ;-)

Mtlinfo

1:51 pm on Mar 9, 2003 (gmt 0)

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Charlotte Church, the Welsh 'soprano' on BBC TV last night refered to a brief conversation with President George W. Bush, in which he asked her "and which STATE is Wales in?". (Wales is a small principality in the United Kingdom of Great Britain & Northern Ireland, by the way.

Oh yes, Google even seem to have offices outside of the USA.

Shak

7:10 pm on Mar 9, 2003 (gmt 0)

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The obvious answer could be that Wales is in a hell of a state.......

I live there for a while, beautiful scenery.

7:23 pm on Mar 9, 2003 (gmt 0)

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Speaking of willful ignorance, many advertisers have higher maximum bids on Adwords as opposed to Overture.

The reason for this may be their ignorance about the options for individually setting the Max CPC for each listing in a campaign. What they are doing is using the default for all their terms, which is wasteful.

i.e.

widget oil**.05

Some terms just don't warrant a high CPC, but these folks set the default for their entire campaign at $1.00 then walk away. Then the next advertiser who wants the #1 spot will set all of their campaigns at $1.65 and walk away...

3:11 am on Mar 11, 2003 (gmt 0)

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On the subject of the countries of Adwords delivery...

We have one campaign with 35 Adgoups, with strictly English language delivery. We wanted to test response in other languages, so I created another campaign with 35 similar Adgroups, but delivering to everything EXCEPT English.

I did it to keep these new ads at the minimum bid, and so the (presumably much lower) clickthrough wouldn't affect the clickthrough on the English ads.

But I suspect these ads' clickthrough is aggregated with the English ads' clickthrough. My suspicion is partly based on the fact that some kws were shut down with fewer than 1000 impressions, so I presume it's aggregating with the English ads.

Our Adwords CSR doesn't know if that's the case.

Does anyone out there know?

3:49 pm on Mar 11, 2003 (gmt 0)

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But I suspect these ads' clickthrough is aggregated with the English ads' clickthrough. My suspicion is partly based on the fact that some kws were shut down with fewer than 1000 impressions, so I presume it's aggregating with the English ads.

Our Adwords CSR doesn't know if that's the case.

Does anyone out there know?

From practical experience (confirmed by Google CSR), I can say for certain that for shutdown-below-0.5% purposes, CTRs for identical keywords are aggregated across campaigns with different geo-targeting.

I don't know about languages, but I'd suspect it's the same.

Andy.

6:42 pm on Mar 11, 2003 (gmt 0)

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One reason that so many webmasters choose "Worldwide" might be that it's such a pain to select a small number of countries. We have distributors in about 20 countries and I have to hold down CTRL while selecting all of them. Plus, if I want to select Italy, I have to select Vatican and Malta as well. Google should really do something about this. A screen full of checkboxes for each country would be better than the pulldown selection they have at the moment. It might also be worth letting people choose trade areas, eg. EU as well.

On another note, if you choose Worldwide you include Cuba. Correct me if I'm wrong, but I didn't think Americans were supposed to trade with that goddam commie aircraft carrier thang. I doubt that Iraq is producing a particularly good ROI either.