joined:June 11, 2003
I'm looking to maximise the performance of an Adgroup such that we get the most number of enquiries possible, while keeping to our set CPA.
I currently have 16 ads in the adgroup (all of which were set up at the same time, with "Ad rotation" being set to "Rotate indefinitely") which have generated 100 leads - and I now want to cut back to the best 2 or 3 ads.
On first glance one ad stood out - it has a Conv rate twice that of the others, and a CPA half of our target.
However my aim here is not to get the cheapest leads possible, but rather to maximise how many leads we get (and we never reach our max daily budget as there's a limited number of searches each day). The above ad has a much lower CTR than some others, hence has been clicked on less (and seems to have had fewer impressions) and hence has resulted in fewer overall conversions.
What value(s) should I be looking at to determine how to maximise the number of leads we get?
I'm considering some of the following possibilities:
1. Keep the ads that have generated the most conversions
2. Look at some combination of values (CTR, conv rate,% served,etc) to determine the best ones
3. Change the Campaign Settings "Ad rotation" field to "Optimise for conversions", letting adwords figure things out itself
4. Set up a "Bid Strategy" in the Shared Library using "Target CPA" (I've just noticed this option)
Would any of these help me to maximise the number of conversions we get?