Day 1 - First Impressions
| Day No. | Day | Impressions | Clicks | Cost | Conversions | Position | CTR | CPC | Conv Rate | CPCon | Profit | ROI |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Day 1 | Monday | 10000 | 320 | £80 | 7 | 3.8 | 3.20% | £0.25 | 21.9% | £11.43 | £95 | 119% |
Not bad! The conversion rate was slightly better than anticipated, so I was making money. But the campaign had only run for a little over half a day, and had nearly spent my daily budget. So, I reduced my bids slightly in order to make the budget last. I also looked at the adverts,
This is the Pixma advert performance…
| Advert | Impressions | Clicks | Conversions | CTR | Conv. Rate |
|---|---|---|---|---|---|
| 1 | 510 | 17 | 1 | 3.30% | 5.80% |
| 2 | 489 | 15 | 0 | 3.10% | 0.00% |
The difference in the click through rate isn’t totally conclusive, and there was no reason that the use of DKI should impact the conversion rate, so I decided to leave it for another day.
I repeated this for each of the other Adgroup adverts…
It was much too early to look at the performance of individual Adgroups, as none of them had more than 50 clicks, split across a number of keywords.
So I reduced the bids slightly, and let it run for another day…
Page last updated by Steve Baker on May 11, 2008 at 7:11 pm.
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- Day 1 - First Impressions
- Day 2 - Significant Advert Differences
- Day 3 - Getting The Bid Levels Right
- Day 8 - Looking At Adgroups
- Day 16 - Looking At Keywords
- Day 30 - Things Are Looking Up
- The Content Network
- Ongoing - Never Stop Optimising
Google Adwords Guide
- Google Adwords Introduction
- Setting Up Your Google Adwords Campaign
- Optimising Your Google Adwords Campaign
- Maximising Your Google Adwords Conversion Rate
- Maximising Your Google Adwords Quality Score
- Optimising Your Google Adwords Bids
- Google Adwords Content Network
- Google Adwords Advert Text
- Google Adwords Management
- Google Adwords Reporting
- Google Adwords Case Study - Part 1, Setting Up The Campaign
- Google Adwords Case Study - Part 2, Optimisation
2 Responses to “Day 1 - First Impressions”
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Hi Steve,
I have a questions, if your two adverts are made of the same keyword list, how will Google decide which advert to show up upon a matching query, if the same keyword is found in both advert?
In your example, both adverts has the same text, and relates to Canon Pixma. If I search for that term, which of your adverts will show up? Is there a specific rotation system in place?
Google has two options for this - either it’ll rotate them randomly (it claims), or it’ll be biased towards the better-performing advert.
You want to rotate them randomly, as this makes your test more reliable, and the better advert doesn’t necessarily have the best clickthrough rate (which is what Google would use to determine which to prioritise).
It’s a bit more complicated if you have matches from two different Adgroups. For example, if you are bidding on “Printers” in one Adgroup, and “Laserjet Printers” in another Adgroup. If the search was for Laserjet Printers, Google could show either advert. It’s generally accepted that Google will show the one with the better Ranking Quality Score, but to the best of my knowledge, nobody’s ever catagorically proven this.