Let's pretend I sell "widgetisation" services.
I have had an ad/ad group running for years now which in time has accrued nearly 4 million impressions and 65,000 clicks, with a healthy CTR of 1.6% on the search network.
Then one day (October 27 2004) the ad just stop showing. Its only keyword "widgetisation" having been disabled out of the blue.
In the meanwhile I was busy with other things and I did not really focus on the problem until today. (Queries were still arriving with other ads, and this particular KW does not have a great ROI, but still).
The keyword got searched about 15,000 times/day and the CTR in the days immediately preceding the disabling had been steady at 1.5%-1.8%. Average position is in the 2.0-3.0 region.
Interestingly, a separate "widgetisations" ad with the plural keyword is still healthily running with nearly identical stats.
The ad was running on search partner sites as well, but can it have a CTR there which is over 3 times as much as on Google?
And can the Google CTR have dropped so dramatically that the ad was disabled after running happily for 4 million impressions and no major change happening the days immediately before?
Any ideas why things like these can happen? And what can one do?
I was wondering - if I resubmit the keyword (eg with a different max CPC) will it get reevaluated by the system or just re-disabled immediately?
That is, if the disabling was a fluke, is there a chance that it will not happen again?
Puzzled.
Thanks to all!
Delizia
They used to say >1% CTR on content networks and >1.5% on Google search, but not long ago they upped that to some unknown percentage, weighing the Google search CTR more heavily than before.
If the term wasn't pulling at least 2% CTR from Google search, that could have led to its demise, regardless of the content network CTR.
You can set up another AdGroup and put that term back in there without any problem, but you should probably make a few more ads to cycle through for the best chance of keeping the G search CTR up high enough in the future.
If you put the term back into the same AdGroup, it will inherit all of the "bad" stuff from last time.
