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New Campaign Analysis

   
8:31 pm on Jan 11, 2012 (gmt 0)



Hello,

Starting at a new company and tasked with improving their AdWords Campaigns.

The Campaigns have been running since 2005 and there is no Conversion Tracking, they do not sell online, just sell via email or phone call.

In analyzing the Campaign performance, I'm just looking at the CTR. Any Campaign/AdGroup with a CTR less than 1.00% is what I'm targeting to work on first.

Q. Should I be looking at anything else? I've noticed that they are using Display Network and the CTR is way low on these. Should I Pause them and allocate the $ to Google Search only?

Thanks-in-Advance for any recommendations.

John
6:42 pm on Jan 17, 2012 (gmt 0)



CTR on Display is always lower, don't worry about it. Focus either on the amount of impressions received or the conversions. If you haven't already, you should install conversion tracking on the the thank you page of your contact form.
4:58 am on Jan 18, 2012 (gmt 0)

5+ Year Member



I would look first at the groups getting the most impressions, regardless of CTR. Do what you have to do to improve things such as tighter keywords, negatives, better ads. Go on to the next group. Only problem I have with your way is that you may be optimizing a group that gets few searches. You'll eventually get to all of course but start with the groups that will have more of an immediate impact overall and those are the ones that get lots of searches.

It's a pain to work on a campaign with no conversion tracking. I always feel like I have one arm tied behind my back. Ask for conversion data. Surely they have that. Just a weekly report of how many sales were made. Better than nothing and could help identify the better performers, or at least give a better idea.
5:41 am on Jan 19, 2012 (gmt 0)

5+ Year Member



I'd go as far as to say it's "2 hands behind your back with a blind fold on" if there isn't conversion tracking. I don't really see how anyone can solely optimize off of CTR. It's a hollow metric in and of itself when there isn't further context into the conversion numbers.