Adwords Conversion Optimiser
-
OK Mozers! Here's the situation (my parents went away on a weeks vacation...)
• I am managing an online furniture retail website Infurn .com
• Our budget is 500 euro per day and we need basically 20% cost per sale and im hovering at 30 - 35%
• I recently was given the opportunity to participate in The Conversion Optimiser which allows you to set a desired CPA and Google works its magic geting you that target by adjusting your bids accordingly using historical campaign data.
• Is this something I should use? Or should I continue to hone my ad groups, bids, products, landing pages, and ad copy until I reach my 15 - 20% CPA goal?
Thanks!
-
EGOL is quite correct regarding the profitability of Adwords campaigns particularly in highly competitive spaces. I think it's really important to have a clear idea of what the Lifetime value is for customers acquired through this channel, so you know when to hold and know when to gold int terms of ad and keyword bids.
-
I agree with Dana.
If you are a reasonably smart person who understands products, pricing, quality score, landing pages, google bidding/ranking methods, profit then you will probably get better results doing the bidding yourself.
Of, course, it is still possible to be an expert at all of the above and not be able to make a profit using adwords because the competition is cannibalistic.
-
You are welcome. Yes, you know the same is true when evaluating site performance in Google Analytics. We were recently researching what day of the week and time of day would be best for email sends. If we'd just chosen the day and time with the most revenue, it would have been totally skewed by one $5,000 sale that came in on an normally slow day at an even slower time. You have to mix your analysis with common sense. An algorithmic "Conversion Optimizer" isn't capable of inserting the "common sense" part of the equation...at least not yet!
-
I would agree with Dana. We tried it for one of our clients spending $1000 a day in the franchising industry and our results plumetted. It reduced our impressions massively thus impacting our # of leads and increasing our cost per lead. Some things are just done best the good ole fashioned manual way :):)
-
Thanks Dana, that is not the first time I have read that someone had that experience. Nothing compares to "hand-optimizing" each keyword one at a time
-
Hi kynduvme,
I think the Conversion Optimizer is something that maybe works well for some and not at all for others. I have tried it several times on e-commerce sites, both large and small. I never got as good results when it was enabled as when I just optimized the campaigns myself. In fact, across the board when I used it my cost per conversion went up and my conversion rates went down. This is just my own personal experience. I think it's something worth testing on one campaign to see how it goes in your individual situation. Hope that helps!
Dana
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
-
Best Practices: Mobile & Desktop Ad Design for Adwords?
Is it possible to have Google Adwords display different page versions according to whether an advertisement will be displayed on a mobile or desktop device? We are a commercial real estate brokerage based in New York City. Most converting website use desktop rather than mobile. We are considering advertising on Google Adwords. Is it possible to have Google serve a more elaborate form of desktop landing page but have Google serve a stripped down version to mobile users? The stripped down version would be created using Instapage. From a technical perspective how would we create a more elaborate desktop version and have Google distinguish between the two? In our experience, mobile converts much less. How much less should we bid for keywords displaying on mobile? Thanks!
Conversion Rate Optimization | | Kingalan1
Alan0 -
Google Product Ads - Improving our Cost Per Conversion?
Hi all, We have been running Google Product Ads (paid for) ever since it began in the UK. We are still struggling to get to grips with the best way to make it worthwhile for us. Our data for the last 14 days:
Conversion Rate Optimization | | complete_outdoors
Clicks: 1827
Impressions: 65789
CTR: 2.78%
Average CPC: £0.22
Cost Per Conversion: £15.13 We've added some auto targets for our most popular brands, with a higher CPC than "all products". We've also added negative keywords so we only come up with relevant searches. Basically, what we'd like to know is: how we can best set-up our product ads to reduce our Cost Per Conversion (I guess everyone would like to do that!), as it is barely worth us using it currently. If you require any further data to help answer my question, please ask. Any help would be much appreciated. Thanks.0 -
Outsourcing Adwords
I want to outsource my Adwords campaign and I have a few questions. I have been playing with it for a few days-weeks but didn't have enough time to fully engage. Where would I start?
Conversion Rate Optimization | | echo1
What questions should I ask?
Are there any general goals before setting specific ones?
How would I know their price is right?
How to measure what they do? Thanks!0 -
PPC Bid Strategies for Adwords PLA Campaign
I am managing a Google Adwords Product Listing Ads (PLA) campaign. The campaign is granular and specific in that each product is targeted via its corresponding ad groups. The structure of the campaign is : Campaign->500 Ad Groups (each ad group targeting a unique product selected by "product_id". I would like to get some ideas and feedback on bidding strategies. The granular structure of the campaign allows me to set a different Default Max CPC and a Max CPC for each unique product. I am unable to find within Adwords a column that shows what the competition is bidding. Is there a methodical procedure to extract this bidding information? I have recently enabled "Search Impression Share" and "Search Impression Lost (IS Rank)", but there is not enough data yet for those stats. What do the PPC experts have to say?
Conversion Rate Optimization | | amitramani0 -
How important is Conversion Rate Optimisation?
Silly question I know but just wanted to talk about it, more of a discussion then anything. How important is CRO to you? Anyone have any stats before and after? Cheers
Conversion Rate Optimization | | activitysuper0 -
Query: Analytics Goal Conversion
Please see the attached image. Can anyone please explain the attached image. Goal Overview tab says 8 Goals. but in the attached image says, 3 visitors finished, I've even set the required step as well, so it is also not possible to goal might have completed from any other page. Thanks llSj0
Conversion Rate Optimization | | Visiblics0 -
Google Adwords Quality Score Driving me I-N-S-A-N-E
Here's my issue, I have an Air Conditioning client for whom I've been managing their SEO and Adwords PPC for the past year. The SEO is going good, we are seeing tangible results every month will soon be on page 1 for their most competitive keyword. On the adwords side, we are having some major issues though and I'm racking my brain. We are somehow getting quality scores in the 2's and 3's on the regular. I've streamlined my campaigns down to the city and within those I've streamlined my keyword groups into the following groups: City (Campaign) - AIr Conditioning (keyword group) - AC Repair (keyword group) - Fix AC (keyword group) - Contractor (keyword group) - Air Conditioner (keyword group) Every keyword we're bidding on falls nicely into one of these keyword groups and we're putting about 10 key words in each. Landing pages have exact phrase match in page title, h1, bold words, contact form and a coupon image with all the meta tags indicating the image offer matches the offer in our ads. We are running 3-4 ads in each keyword and testing new ads almost daily. Still getting 2s and 3s on the highest trafficked keywords (air conditioning & ac repair). I've read everything out there, I signed up for wordstream which had some decent recommendations (basically break your ad groups into smaller verticals) which I've implemented to no avail. I'm beginning to think Google is just hustling all these companies in service industry who they know rely on adwords to get phone calls in the summer - especially the HVAC industry. I'm running out of ideas here other than just going to Vegas and putting all my client's on black at the roulette wheel. Seems like a much more fun way to piss away thousands of dollars and at least they'll give me some cocktails.
Conversion Rate Optimization | | BrianJGomez0 -
Landing Page Conversion Rates
I had a client claiming his industry (replacement home windows) conversion rate was around 15% based on his research. In my research i could find nothing of the sort, and really couldn't find a single place that provided this type of information. Anyone out there have some advice on where to research industry conversion rates (averages) or tools/thought processes to explore? Thanks! (these stats would primarily be used for goal setting and competitive analysis)
Conversion Rate Optimization | | kchandler0