expertSEM

Today, I’m turning one of my search engine pet-peeves into a tip: Set your campaign settings to even ad rotation, not to automatically optimize, for a full performance-based strategy. (Now, you may stop reading and ignore this advice if your only goal is traffic and you want to maximize volume. Even then, the engines arguably auto-optimize too quickly, without enough data.)

Both Google and Yahoo! have auto-optimization of the ad display as the default setting, and both only optimize towards click through rate (CTR). This is doing a disservice to any performance-based paid search marketing campaign. To properly test ad variations, use even rotation, make sure you have a significant data sample, and make your performance decisions based on the interaction of CTR and conversion rate.

Ad delivery settings are at the campaign level in AdWords, under ‘Advanced settings’. Remember that Google makes money off your clicks, so of course it will recommend what delivers more of those. So ignore that warning with gusto! You’re doing the right thing. Remember, also, that if you use AdWords Editor for your campaign setup, you still have to go directly to the interface to change this setting.

On Yahoo!, the ‘Optimize Ad Display’ setting is at the ad group level, under General Information. Again, if you are using a spreadsheet to upload your campaign, you again have to go directly to the interface to update this setting.