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Blocking Advertisers that Don't Convert

     
9:40 pm on Oct 27, 2005 (gmt 0)

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There has been a lot of discussion on the new smart pricing revelations and converstion rates of advertisers.

One way to solve this, and I'm sure it will never happen, would be for G to show us the best and worst sites for conversion rates.

All we would have to do would be block those advertisers. If you think about it, those advertisers probably wouldn't be too unhappy about losing an advertising spot on a site that is not converting for them anyway.

Clearly, we will never see this, but it's an interesting concept.

10:29 pm on Oct 27, 2005 (gmt 0)

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My christmas wish:

I would LOVE to be able to set a minimum price for ads on MY website.

11:27 pm on Oct 27, 2005 (gmt 0)

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The title of this thread is "Blocking Advertisers that Don't Convert".

This assumes that the fault lies with pages that don't get a high CTR and people have been recommending the deletion of AS on these pages to raise overall CTR and thereby lessen the affect of "smart pricing".

I don't see it like that at all.

As AdWords provides tools to their advertisers to measure ROI I think it is much more likely that what is being tested is the quality of your visitors and the conversion rates on the sites they click regardless of whether it's a .05% or 50% CTR.

Am I missing something here?

12:34 am on Oct 28, 2005 (gmt 0)

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The title of this thread is "Blocking Advertisers that Don't Convert".
This assumes that the fault lies with pages that don't get a high CTR and people have been recommending the deletion of AS on these pages to raise overall CTR and thereby lessen the affect of "smart pricing".

I don't see it like that at all.

As AdWords provides tools to their advertisers to measure ROI I think it is much more likely that what is being tested is the quality of your visitors and the conversion rates on the sites they click regardless of whether it's a .05% or 50% CTR.

Am I missing something here?

Tropical Island,

In the initial post, I meant that if we could see the coversion rates of the advertisers that appear on our pages, we could block those who have low rates, thus preventing SP from kicking in our our site.

I know it would never happen, but it would be nice.

12:47 am on Oct 28, 2005 (gmt 0)

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Every merchant is unique and is going to have a different conversion rate, somewhere between 10% and 0.01%, so I'm sure all Google can do is compare your site's results to the average for that merchant.

I guess for each advertiser Google could tell you YOUR conversion rate as compared to the average. But you'd end up banning a huge whack of bidders and your earnings would probably go down instead of up.

12:48 am on Oct 28, 2005 (gmt 0)

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Am I missing something here?

Perhaps you're missing the fact that Google does not have any conversion rate info for a very large number of AdWords ads. CTR is therefore the next logical thing to measure in trying to infer conversion rate.
1:15 am on Oct 28, 2005 (gmt 0)

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CTR is so dependent on placement, colour, effectiveness of targeting, subject matter of content, etc. that I can't see this as being a major criteria.

Our sites get a very steady CTR and when it does fluctuate, as it has been doing the last couple of days, I know immediately that the targeting is off. A quick check of the Preview Tool confirms this. I also see that a major competitor's ads are no longer running on my sites. This happens occasionally when his budget runs out. I see an immediate drop in both CTR & EPC as he is perfectly targeted for my sites. In order to fill the gap AS is putting in all sorts of nonsensical ads that my customers would not be interested in.

Therefore the responsibility for CTR rests on Ad Sense's shoulders. How can "smart pricing" be based on CTR?

<edit> Just as I was writing the above an update to my AS feed came in and the CTR had jumped back up after being down for 2 days. Sure enough that good ol' competitor is up and running again.

2:33 am on Oct 28, 2005 (gmt 0)

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Every merchant is unique and is going to have a different conversion rate, somewhere between 10% and 0.01%, so I'm sure all Google can do is compare your site's results to the average for that merchant.

This is exactly why smart pricing is such a miserable failure. The quality of advertiser sites and sales pages vary just as much as the quality of publisher pages.

3:55 am on Oct 28, 2005 (gmt 0)

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Tropical Island, this has nothing to do with CTR.

We are talking about smart pricing and conversion rates.

AlexMiles

3:59 am on Oct 28, 2005 (gmt 0)

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So, would we be best off blocking any advertiser who looked like they couldn't convert? If you are a professional affiliate or ex affiliate, they are easy to spot.
4:11 am on Oct 28, 2005 (gmt 0)

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So, would we be best off blocking any advertiser who looked like they couldn't convert? If you are a professional affiliate or ex affiliate, they are easy to spot.

I would have no idea where to begin in guessing which advertisers convert and which do not, and I would not recommend trying. There are too many advertisers and too many variables.

If we did know which ones had high conversion rates, we could block the rest. Theoretically, our EPC would increase. It would be find to have enough information to accurately test this.

4:39 am on Oct 28, 2005 (gmt 0)

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somewhere between 10% and 0.01%

My interior designer, he has a web site with all trafic only from search engines, is happy with a conversion rate of 1:30000 means 0.0033%

Most people like to look on the pictrues and to collect ideas only.

 

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