Because you can only assign keywords to the entire ad group, and not to each specific ad within the group, I don't understand how Google decides which particular text ad to show in search results.
For example, I have "Ad Group A". Within Ad group A, I have two text ads, "One Says This Title" and "The Other Says This". The ad group has been assigned keywords "this particular phrase" and "another specific phrase".
Now, if someone goes onto Google.com and types in "another specific phrase" in the search box, how does Google Adwords decide which of my ads to show?
So both text ads in my ad group are served up based on keywords. But if the same keywords are assigned to both ads (since they are within the same ad group), how can Google ever know which ad to serve up?
I'm not understanding the point of having more than one ad within an ad group, since it seems that keywords are linked to the entire ad group rather than a specific ad.
Can anyone help me understand this? Thanks very much for helping me out.
-kim
Alan
1. If you have optimization turned on. Google will show them evenly to begin, and then start to favor the one with the highest CTR.
2. If you have optimization turned off, Google will randomly rotate all the ads, and they should all receive equal impressions.
More about ad optimization:
[adwords.google.com...]
It would seem that the first option is more of the "lazy man's" approach. If you don't want to (or don't have) the time to monitor all of your ads, Google does it for you.
With the second option, you'll get a more accurate measure of which is ad more effective since they will receive the equal amount of impressions for as long as you want. And then you can just delete the ad(s) getting the fewer click throughs. By doing that you can eliminate poor ads sooner.
Is this right? Anything I'm missing?
You're missing one very imporntant factor - conversions.
A high CTR doesn't necessarily mean a higher conversion rate.
When rating ads, one needs to take into account both CTR and conversion rate.
It is possible for some items that a lower conversion rate and high CTR ad can have a better bottom line than a low CTR ad with high conversions.
here's a thread on split testing ad copy and landing pages:
[webmasterworld.com...]
Your points about conversion rates make sense. We're working on getting it set up, but the current "contact us" (the only way to track a conversion on the site for now) opens up an email client. Ouch. Needless to say we've stressed the importance of having a form to fill out instead.
