How Much Time Do You Give The Ad?

How Soon Do You Give Up?

[shelbeesmom]

I am running an ad now....
37 clicks, 894 impressions, 4.1%CTR
No sales yet
608 keywords, 556 negatives
Just about 12 words are .48 cents/click
The rest are .08/click

So just how long do you give an ad before you realize that it's not selling, just a bunch of happy clickers out there?
Any experience, strength and Hope out there?
Thanks!
Shelbeesmom

[cline]

If no sales and ad spending > 3 times the marketing allowable (i.e., the maximum you can spend on advertising per customer acquired), then I conclude the ad doesn't work.

This is an old rule of thumb from direct mail segmentation analysis.

[edit_g]

So just how long do you give an ad before you realize that it's not selling, just a bunch of happy clickers out there?

When you first set up an ad - set up 5 or 6 different creatives and go into your 'edit campaign settings' tab. Untick the box which says something like "increase frequency of best preforming creative". Now you can test each ad.

One might have a price in it, the other a phone number, the other a percentage saving, a few different calls to action, a different ad title etc.

Google will run each ad evenly. Leave for a few days then take the best preforming ad (CTR, but the best measure is conversion) and create a few improved versions of that - can you see where I'm going with this?

[marek]

37 clicks? Well, your conversion ratio won't be 5%, but it may be 2% or even 3%, what is not so bad. I'd wait for at least 200 clicks before making any conclusion.

[shelbeesmom]

Yes I understand about the various creatives. I keep thinking that I'm missing something.....I'm sure I am. I will definately give it a go tomorrow and see where the chips fall!
Thanks!

[Robsp]

I usually give new adgroups 400 clicks to see if they convert but also do a lot with different creatives and then check after 400 clicks per creative.

[blaze]

My rule of thumb is if the marketing costs > operating profit, then it's a good idea to give up on the add.