Optimize your Bling
Hi folks,
Google have announced that they have reduced the requirements for an AdWords campaign to be eligible to use the wonderful “Conversion Optimizer” tool. AdWords Advertisers previously needed 30 conversions in the last 30 days to qualify to use the tool, the requirement has now been reduced to 15 conversions in the last 30 days to qualify to use the tool.
Why did Google do this?
Google AdWords services “the longtail” of advertisers. What this means is Google’s most important clients are not the advertising world’s big fish such as Coca Cola or American Airlines, but the massive ecosystem of small to medium-sized businesses such as flower delivery companies, insurance brokers, yoga studios. In reducing the requirements to access the AdWords Conversion Optimizer tool Google are better servicing their most important market, the small (to medium) guy!
What does the Conversion Optimizer do?
With the Conversion Optimizer, you bid using a maximum Cost Per Acquisition, which is the most you’re willing to pay for each conversion (such as a purchase, enquiry or signup). Using historical information about your campaign, the Conversion Optimizer automatically finds the optimal equivalent cost-per-click (CPC) bid for your ad each time it’s eligible to appear. You still pay per click, but you no longer need to adjust your bids manually to reach your CPA goals and can benefit from improved Return On Investment.
To calculate the optimal equivalent CPC bid, the Conversion Optimizer first calculates a predicted conversion rate for each auction. The Conversion Optimizer takes many factors into account, including your ad’s conversion history, the keyword’s broad match query, the user’s location, and the conversion rates of Google’s search and content partner sites. The feature then generates an ad rank by combining your CPA bid, quality score and predicted conversion rate.
How does the Conversion Optimiser help me?
Simple:
- Greater control of Return On Investment by enabling you to select your maximum cost per sale/enquiry.
- More Sales/Enquiries. Double digit growth in conversions is common.
- Reduced cost. Your cost per conversion will often decrease.
- More time. Bid management is one of the most time consuming activities within AdWords optimisation. Enabling the conversion optimiser gives you more time to optimise other equally important elements of your campaign such as adtexts & keywords.
Sounds great! Does this mean if I turn on conversion optimiser I wont need to optimise my AdWords campaign anymore?
Conversion Optimiser will have a positive effect on your campaign performance by managing your bids.
It won’t:
- Optimize for Quality Score
- Create and test new Adtexts
- Split test landing pages
- Add new keywords
- Insert negative keywords
- Develop new Adgroups
- Manage your Impression Share
- Identify new markets to target
- Keep an eye on industry trends
- Audit the competitve environment
- + much more
For best results, it is still essential you, or an Adwords Professional, optimises your AdWords campaign on an ongoing basis.
Where can I learn more?
Here’s a great video from Google which explains the Conversion Optimiser Tool. Surf’s Up!
For information on our Google Adwords services click here.
