Hi! My name is Erez Zundy and I want to share with you the fact that I have no idea what to write here about myself yet. What I do know is that I will post here anything I know about PPC. I have 3 years of experience in PPC marketing, both as an affiliate and as a PPC manager for other unique clients. In this blog I will discuss many espects of the PPC for both affiliates and PPC managers. I will tag my posts by either "affiliates" or "PPC managers", depends on the topic, so keep an eye on that. Ohh yeah, you should also follow me on twitter: 
28
Can we have “Too much information” in PPC?
Posted under PPC for all by Erez ZundyYes we can!
I usually like that I have a lot of data on my campaigns, ad groups, keywords, ads and placements. I usually don’t take any action until I’m 100% sure that this is the right action to take and that I have enough data to back it up.
After a short explanation about my PPC habits, let me start my story at the beginning:
Few weeks ago I had a meeting with 2 Googlers. In the meeting I complained about a problem that I have – I was trying to run banner ads in the content network and I wanted to run them with 4 different landing pages (2 old ones that I know that works and 2 new ones). The problem is that I have 2 kinds of banners (proven, winning banners) and of course 8 sizes for each banner. To cut story short – I wanted to run with 64 banners in 1 ad group but the limit is 50. I know 64 banners sounds like a lot, but my ad groups usually get many impressions and clicks a day so I shouldn’t have any problem testing all 4 landing pages at once.
Before I talked to the Googlers I tried to copy my ad groups and run with 2 exactly the same ad groups, just with different landing pages. The thing is, that although Google claims that it’s OK to have the same keywords in different ad groups as long as it’s a content campaign, always one ad group took 90% of the impressions while the other exact same ad group got only 10% of the impressions.
What the Googlers recommended was that I will copy the ad groups, but not to make 2 copies – to make 8 copies! Yes, 8 copies of the exact same ad group just test different size in each ad group. That way they won’t compete against each other on the same spots. As far as my test goes, this method makes sense, but they told me that this is what they recommend to everyone. They think it is best practice. I disagree.
They claim that you want to know how a certain banner, with a certain size, performed on a certain website. On a perfect world that you could actually have the time to test this sort of thing and actually be able to follow up on it – they’re right. But this is not the perfect world and there is such a thing too much information. Think about how hard it can be follow up on all this data and take actions by it. Eventually, in order to best optimize it, you will have to create ad groups with 1 banner in a certain size that will target only few specific web pages (not even websites). For me that’s too much information. I’d rather just know, for a certain ad group, what type of banner, with a certain USP and image, will overall bring me better results that other banner that I’m running. Having too much information can make me lose my head.
Do you agree? Or disagree?
photo by: koenvereeken
I think it just proves that Google needs to train their people better…
Hello from Russia!
Can I quote a post in your blog with the link to you?
Contact me through the “contact me” form if you are interested. If you already got what you needed, which is a link from the comments, than that’s fine.
Add A Comment