When to switch off AdWords ads in your channel mix?
-
My question is actually Inspired by that very good article: https://moz.com/blog/google-organic-clicks-shifting-to-paid that I read this morning.
Present situation:
For a specific and valuable non-branded keyword combination (2-3 words) we rank:
-
Google Adwords: position 1
-
Local Pack (with maps): position 1
-
Organic Search: position 3-5, lately more 5-6
Question?:
- Is it still worth having AdWords ads or not there?
- How to evaluate if we could do without AdWords?
- Any algorithm, experiment, thought that would help find out?
We know our average cost per lead for the different channels. Just to leave away AdWords ads for a certain time is not really an option nor would that statistically mean anything, i.e. if we skip AdWords and have the same number of leads after that and compare it with the months before (with AdWords) that could also be due to other reasons (seasonal aspects, etc.).
Put in other words: if we skip AdWords people would still click (more) on our other two search results (local & organic). I am not sure if the additional leads coming from AdWords outweigh the cost we have for that.
Would love to know your thoughts about that.
Thanks a lot for your input in advance.
Cheers,
Cesare
-
-
Hi Cesare Marchetti,
Thanks for you question. I think there are several things to consider here:
- are you the only one appearing on adwords for these keywords or are there other competitors as well. If latter is the case you would simply be loosing potential business to your competitors as 20 - 30% of the users click on adwords (these are the ones left over after the 70% - 80% that never click on ads) for commercial terms.
- Different people with different intent, devices, place etc.. will click on different results so i would like to dominate the serp as much as possible so i can cater to those, and adwords would just be one of those results. This way i think i can maximize the results and return.
- But these are mostly empirical assumptions to really test this objectively is almost impossible as there are many factores influencing results. like you said seasonality, competitores, positions you have in the serp based on device, location, time etc... You could stop adverting adwords for one month for one of the keywords, compare how results were for this keyword compared the other keywords (and compare that to how they would compare in previous months), ajust for seasonality based on historic monthly results. But there can still be other factors incluencing the results.
Hope this helps and give you some perspectives on the issue, althouhg i don´t think this is completely what you were looking for (and if somebody does know a way to test this i would be very interested)
-
Hi Alick,
Thanks for your answer. The more probabilities to catch the user's eyeball the better. Right. But with AdWords its also going to cost something...lol
I know of people that would never click on an ad. Me included, AdWords ads excluded actually because I think that the often are really relevant.
Run a campaign for a week, turn if off for another week and then trying to detect a pattern is actually not the statistical proper way to do it. What you see can be biased by different things that happen exactly during that week. An A/B (split) test would be the appropriate way to do it, but honestly I wouldn't know how to set that up in such a context.
-
Hi Cesare,
Adwords top three ads appears above organic results, even if you are on top in organic for the queries,user may get attracted with adwords ads as they have proper call to action, sometimes prices sometimes offers and also sitelinks, call extensions etc.
So IMO you shouldn't turn off adwords campaign even if you are ranking on top position in SERP.
More times your domain will appear more it can catch users eyeballs.if user see ad from single domain more then once they are more interested to click on your ad.
Run a campaign for a week, turn it off for another week, then on again and off again and see if you can detect any pattern.
Thanks
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
How does Google Home Services Ads work?
Hi mozzers, I have a plumber client who would like to try the Google Home Services ads but I have not found a guideline on this just yet. Do you know how to set it up? Do I need to use adwords or is it under another google product? The more details you guys have the better! Thanks
Paid Search Marketing | | Ideas-Money-Art0 -
Google Analytics showing my Adwords campaign bounce rate at 0%
I am relatively new to Adwords, and I can't figure out why the Adwords section of Analytics is showing all my site visitors at 0% bounce rate. Does that mean the account connection is not done right? Obviously Google ads are not a 0% bounce rate. If I can't get that to work, does anyone know how Google ads appear in Traffic? Is it Direct or Referral? I'm sure there's some simple answer I'm just not aware of, I would appreciate anyone's help. Thanks!
Paid Search Marketing | | Crystalline_150 -
Does anyone know if there are any adwords guideline restrictions against naming a product with the term "Clinically Proven?"
If you do a search for something like "protein powder" there are the sponsored ads where you can shop. Does anyone know if there are any guidelines against naming a product with "Clinically Proven." For example, "Clinically Proven Protein Powder." Any guidance, insight, or links helping to answer this question would be appreciated.
Paid Search Marketing | | jbmac0 -
Facebook ads to people who like a particular brand or page
Can I target my facebook adds to only those users who like a brand or page? I have an exhibition coming up next year and would like to target those who like the brand page. I know I can target on interests etc but cannot see how I can target a particular page. Any advice greatly appreciated as I am sure others would be interested if this can be done. ThanksJames
Paid Search Marketing | | tempowebdesign0 -
How important is Ad Group age?
We have an relatively old ad group running (from 2009) with an okay history. The average CTR is 3,19% and average position of **4,2. ** But the conversion (on website) is not really great. This has to do with bad landing pages, on products we don't actually want to sell. It's complicated but we have a new, better, landing page that we would like to advertise. Some ads would have to be combined, and others will have to be removed. Also the URLs will change. It would probably be best to start a fresh, new, clean ad group with a better structure. It would also be less work. The problem is; would this be a waste of the age and history of the current ad group? How big of a factor is this?
Paid Search Marketing | | Qon0 -
Google Analytics and Adwords Tracking Codes
A site I help someone with in link building was recently redesigned. I do not have access to the site in any way. Well, after the redesign, no conversions were tracking in Adwords and Analytics ecommerce tracking showed no transactions and no amounts. I found the Analytics code and sent it to their programmer. I have linked the Adwords and Analytics accounts. So now conversions are tracked in Adwords and transactions are tracked in Analytics. However, amounts have vanished and not returned. I'm not technically savvy enough to figure this out. How do I get this Analytics code to track transaction amounts so that they appear in Adwords and in Analytics ecommerce tracking?
Paid Search Marketing | | DanDeceuster0 -
Adwords search term report processing help
So I've downloaded my 6000 row adwords search term report, and want to analyses brand keywords and variants only....I could do this by brute force, but I'll want to do it again in a month or two. I have a nice regex string which will do the job but can't find a way to implement a solution. Is there a good way to do this? Or is there a better way? Adwords won't let me filter using regex, Excel needs vb setup to use regex and I've tried the regex in Libre Calc (doesn't return the correct results).
Paid Search Marketing | | k3nn3dy30 -
Channel Conversion Rates
Hey Mozzers - i was hoping to have a discussion with you guys on conversion rates and would love any feedback on comparative metrics. I plan on keeping my client anonymous and feel free to do the same if you would like. Lets start with some background. This client is an online retailer selling golf training ads, the products range from $20-40, he is based out of the US and this site is targeting consumers (B2C). So far i have assisted him with some site analysis and setting up some pay-per-click campaigns. I feel like his site is doing pretty well conversion-wise but i have little experience with conversion metrics with ecommerce (mostly just lead generation, etc). Here is a quick break down on channel conversion rates: PPC: 0.8% - 1.7%
Paid Search Marketing | | kchandler
Organic: 6.8% - 15%
Direct: 6.2% - 13% His overall site conversion rate is between 2-3% So my question is to you guys. Is this average, above, or below in your past experiences? Based on my research a site conversion rate of 2-3 is pretty good for ecommerce, however i felt like my PPC conversion rate is kind of low. Thanks for the insight - Kyle1