We like to track which creatives make the most conversions. This is not possible (AFAIK) now that we track by keyword.
Traditionally, we have regarded the most clicked ads as being more attractive. But recently, I looked at the stats and noticed that the same (or very similar) creative was doing well for one keyword but not for another.
I tested the keyword and noticed that one creative (out of two) kept showing about 11 times out of 12. Now this could be true random behaviour, or it could be undesirable from the viewpoint of determining which creative was more attractive to clickers. An ad that is shown significantly more often than the other is likely to be clicked more than the other, but it doesn't mean it is a better ad.
Questions:
* Is true random behaviour (where the same ad appears repeatedly) of value to the advertiser, or would an option to rotate ads in round-robin manner be better?
* Has anyone (tracking by keyword) noticed this behaviour and if so, how do they identify better performing creatives?
* Is it possible to track by both creative and keyword?
Hope I am describing things clearly.
Ash
