AdWord Bombing in June?

Hey Everyone,

Hopefully some AdWords guru can help answer this. I recently changed ALL my creatives to a more effective title and description and my campaigns bombed. Now I'm trying to figure out if it was me changing the creative that made the campaigns bomb or is anyone else seeing June slow down.

I'm thinking the creative change is behind it because AdWords usually ranks ads with good CTR a bit higher than normal and I had about 1 years worth of history with the other ads. Now I deleted them and started from scratch. So once these new ads acquire some historical data and better CTRs they should start ranking better. Correct??

My impressions are almost a 1/3 of what they used to be.

Is my reasoning on the right track with this assumption??

Thanks

Don't understand the question PK? Did you keep the same keyword phrases and keep using exact match? If so...impression wise that would mean there were less searches for the phrases. Or did you change lots of phrases?

All phrases changed the same, bids stayed the same, matching stayed the same. All I changed was the title and description of the ads and deleted my old creatives for each ad group.

Thats why it's weird because I didnt mess with any of the keywords just the creative.

Also I did clean the list and removed all phrases/keywords that had less than 10 impressions over the course of 1 year. I cant see my impressions droping because of these.

My thought is that my old ads had pretty good CTR therefore were ranked higher than normal (example: between 6 to 8 on 1st page) Now that the new creatives have no past CTR history they are getting ranked solely on their bid which would put them on the 2nd/3rd page hence the impression drop.

Make sense?

Why don't you check w/a googgle rep. We had lots of interaction w/them and continue to do so as necessary. They may not comunicate about anything else...but they are interactive on you spending money w/them.

Dave

Proven Click through = higher ad placement. This takes about 60 days to have a decent record with G. (my experience only – this is not published by G)

Example: if your bid is 25 cents and your in 6 place but receive more CT then 2nd or 3rd, G modifies its charge of position bidding and you could match as much as the 40 cent placement. This has been my experience. However, keep in mind that if you changed your 2nd line (witch I call the “Justification Of Click-through”) it may impact the CL on its own. Remember when making an ad: Fear of loss must be applied to achieve higher click through rates.

D

That was my guess bigdoug. Thats's for the affirmation that this does actually happen. My new CTR is 2x better than my last CTR (which wasnt bad either) but impressions are just down. So I'm thinking that I had built up a strong proven CTR previous and was showing up on the first page. Now that my CTR is reset I'm ending up on the second hence the lower impressions.

Seasonal differences? People may not be searching for stuff as heavily right now (july/august worst retail months)

Yeah we took that into account to and it wouldn't be that big of a drop exactly at the end of May which was the time I changed all my creatives.

Why would you modify an ad that's already proven to be working rather than running another one in parallel? That's called split testing and all the gurus say you should do it...Am I missing something here?

G-Man

Not me. PK modified. I was talking about a new ad program when it comes to fear of loss.

D

I did. I ran 8 of them on some campaigns for a few weeks to get a good data point. The one that performed best was kept while the rest were deleted. It happens the one that worked best was also a new one.