I was never a big fan of position preference.
Which is just as well, as Google are withdrawing the option to use it as of the 5th of April 2011.
The pitfalls of using position preference are quite neatly summed up in the following from the Google Inside AdWords blog –
An ad with a larger average position may perform better than an ad with a smaller average position…
Increasing a bid may improve page position but not auction position…
A bid increase may move your average position lower on the page…
An average is not always the best way to summarize a distribution of positions…
In summary, average position is a popular metric, but don’t rely on it alone as a measure of performance. The metrics that really matter are clicks, costs, and conversions.
I have another one of these up for grabs.
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Valid for use on Google AdWords accounts that are 14 days old or less (and have not already had a voucher applied).
Just leave a comment below about what you would use it for, and I’ll pick the best one during the next 7 days, and send the voucher by email….read more
There used to be 2 options in Google AdWords for how different ads in the same ad group were shown.
‘Optimize for clicks’, and ‘Rotate’.
There is a now new option ‘Optimize for conversions’.
It is not entirely clear yet exactly how well this will work, and it is not possible to set up an AdWords experiment to determine how well it works, as the setting is at the campaign level.
It is important to note however that if one ad converts better than another ad – this setting does not guarantee that the ‘better’ ad will always be shown just that ‘Ads expected to provide more conversions are delivered more often into the ad auction than other ads in the ad group’. So if your better converting ad has a very poor CTR compared to an ad that doesn’t convert so well, then I think it is unlikely that the better converting ad will win the auction and get displayed (Why would Google take this opportunity to get significantly less clicks and make significantly less money for themselves?).
Also, (although this depends a lot on your niche and what you are selling / giving away I guess), but I have to say that I have not seen a big difference in conversion rates for differently worded adverts anyway, so long as you look at the results over a long enough period of time. If anyone else has seen drastically different results in conversion rates after thousands of conversions, then please let me know!
For further info…read more
Longer Titles/Headlines For Some Google AdWords Ads (Google Make Ads Look Even More Like Organic Results)…
I noticed this yesterday on a advert belonging to one of my Clients – and had to do a ‘double take’ as I had never seen an AdWords ad title longer than 25 characters before. I reckoned it must have been some experimental thing that Google were trying out, but it turns out that this is a global change as of the 3rd of February 2011…
For further details.
This looks like one more reason why it may be worth paying extra to have your ads appear above the search results rather than to the right of the search results.
One of the most interesting parts of the post is:
“While only some ads will be shown with the longer headline, you can increase your chances by ensuring that each line of your ad appears to be a distinct sentence and ends in the proper punctuation (e.g., a period or a question mark). Since this is a global change, punctuation will vary by country.”
I’ll certainly be bearing that in mind from now on.
Google also talk complete nonsense in the post by saying it “creates a better experience for users”. What it actually does is make the ads look even more like the organic results.
So I do believe them when they say “We’ve found that the change results in higher clickthrough rates”…
SEO Guys/Girls – Your job just got even harder!
PS – This also means that if you construct your ads correctly, you can now have an exclamation mark at the end of your ad title! (Something that was previously not allowed – though for how long they will allow this I am not sure).
By ‘Mobile Devices’, I mean mobile devices with full browsers like iPhones, Android phones, iPads etc. Not old fashioned WAP browsers (does anyone still use them?)…
Anyway, the answer to ‘ How do ‘Mobile Devices’ convert on the Google Search network?’ is, it varies, but with mobile usage increasing all the time, it would be unwise to ignore them completely.
Here is an example screen shot from a campaign that is using conversion optimizer :-
(Click to enlarge)
You can see that in this instance at least, even though the click through rate and conversion rate of mobile devices is lower, this campaign has received an extra 22 conversions that it would not have received if ‘mobile devices’ were turned off in the campaign settings.
If Google (and nearly everyone else) then it will not be too long before the number of conversions you could potentially get from mobile devices will exceed the number of conversions from desktop and laptop computers…
If anyone else has any interesting stats about mobile devices, then I would love to hear them!read more
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