Comments on: Advert Text

By: Steve Baker

Steve Baker — Thu, 16 Aug 2007 08:26:16 +0000

It’s performing poorly with regards to the clickthrough rate.

Just make sure that you don’t sacrifice the conversion rate when you re-write it. If you’re paying for every visitor to your site, you need to target the ones who are likely to convert.

Good luck,

Steve

By: Louis Winthorpe III

Louis Winthorpe III — Wed, 15 Aug 2007 19:18:49 +0000

Thanks for these excellent pointers Steve. I hadn’t really sussed that Campaign 3 was looking so poor so will analyse this first. I’m going to look at each keyword and try some new adverts on the worst performing, if they don’t work out I’ll get shot of them. I’ve always found that the only way to see if an advert will be ‘Great’ is to create a new advert until I get it to be ‘Great’. I will certainly look at the text from my other Great adverts and see what I can come up with. Thanks again for the help.

By: Steve Baker

Steve Baker — Mon, 13 Aug 2007 10:13:14 +0000

Assuming that the figures are for the search network only, the clickthrough rates given the positions are about what I’d expect for keywords rated as ‘Good’.

It’s always a bit tricky when your advert position is in the range of about 9 – 12 as the adverts sometimes appear at the bottom of page one, and sometimes as the top of page two – this can have a major bearing on the clickthrough rate, so it’s difficult to comment with any confidence.

For the other two campaigns (3 and 5), 3 is getting a ctr of 0.6% from 8th, which isn’t very good, and 5 is getting a ctr of 1.4% from 8th, which is quite acceptable.

I’d look at the advert text on campaign 3 – people are seeing your advert, but not clicking on it.

Campaign 5 has a reasonable clickthrough rate – but it can always be better.

Without seeing your adverts, it’s difficult, but I’d suggest that your adverts may have one of two problems – either they aren’t catching the eye (they’re boring, or blend in to the others), or they aren’t convincing the searcher that you have what they are looking for. Put yourself in the searchers position, and run their search (on AdPreview). See why they aren’t clicking on your advert.

By: Louis Winthorpe III

Louis Winthorpe III — Fri, 10 Aug 2007 13:45:41 +0000

Hi Steve,

Here are my stats so far for August. Hope it lines up right!

Clicks Imp. CTR
Campaign #1 $6.00 / day 38 4,687 0.81%
Campaign #2 $6.00 / day 41 5,320 0.77%
Campaign #3 $6.00 / day 27 4,730 0.57%
Campaign #4 $6.00 / day 53 5,106 1.03%
Campaign #5 $5.00 / day 40 2,947 1.35%

Each campaign has approx 50 – 80 adverts each with 1X broad, phrase, exact keyword in.

Average Positions>
Campaign 1 – 13.4
Campaign 2 – 10.5
Campaign 3 – 8.1
Campaign 4 – 10.1
Campaign 5 – 7.9

I am in a competitive niche (property-related) and click costs can be very high. My max click at the moment is $1.50 (which is cheap but I know I’m going to have to up it soon).

Thanks for your time Steve.

By: Steve Baker

Steve Baker — Fri, 10 Aug 2007 08:31:01 +0000

Hi again,

The advert text is only one of the attributes that counts towards your Minimum Bid Quality Score. What sort of clickthrough rates are you getting (and what position are your adverts appearing in)?

The relevance of your landing page for different keywords may vary a bit as well.

By: Louis Winthorpe III

Louis Winthorpe III — Thu, 09 Aug 2007 20:37:56 +0000

Hi again Steve. I’ve been religiously including my keyword in the advert title of my advert (I have one keyword for each adgroup) as well as the word ‘professional’ or ‘expert’ in the first line of the advert. However, I am not getting very many ‘Great’ adverts, mostly ‘OK’ and a few ‘Poor’ no matter what I do. It is annoying when one advert is ‘Great’ and with the same advert text (just with a different keyword in the title) it goes to ‘OK’. Unfortunately in the UK system as well there is no way of doing a report on ‘Great’ adverts, ‘Good’ adverts etc. etc. unless yet again I’m missing something?

This is a superb resource by the way, keep up the hard work!