Monday, August 21, 2006

Experimenting with Rotating Ads

My work with AdWords and YPN ads involves a constant checking parameters. These are sign posts I've set gained through experience. Sometimes a glance can tell if something isn't right - for example, the decreasing revenue from one site a few days in a row.

Among all the parameters I use, my rule of thumb is, if any vary by 25%, I revert back to where it was set before. And, I do this with everything; ad colors, pictures above ads, keywords, new templates, etc.

It's important to keep your eye on any changes, but swings of 25% ring my bell.

Since Friday, I have switched "on" the ad rotation in Google AdWords. What this means is that for a given campaign, if you have more than one text ad created, Google will simply serve them up equally. The alternative is to let Google serve them optimally. This means when Google sees that one ad is getting more click-throughs, it serves that one more.

This reminds me of the way in which AdSense works. Ads on that network are served according to which one gets clicked more. But more on that in another post.

You might ask what is wrong with Google serving up your text ad that gets the most clicks? Yes, it means that your pages will gain more traffic, but one other thing comes into play here. And that is - which ad brings you the most sales?

In the case of arbitrage, the question is, which ads bring you the most further click-throughs?

Not all ads are the same. What impresses a true researcher will obviously not be the same for someone simply surfing the net for fun. Let me give you an example.

Here's an ad for a muscle building website you might have:

Greatest Gains in Mass
Muscle Building Technique is
Newest Strength Enhancer!

And another:

Huge Gains Obtained
with our Muscle Building
Technique. Great Pictures!

The first one will most likely snag the person genuinely interested in muscle building, and open to new data. Whereas the second one will probably get many people (females?) interest in looking at great bods.

The second ad MAY not perform as well, because people interested in looking at pictures are probably not the same ones who are again, genuinely interested in your new product.

Which ad would Google serve more?

Naturally, the second one - because it would probably get more click-throughs - based on the fact you put the word "pictures" in there and that most people are "spatial" in nature.

The challenge now is to figure out which ad you are running is performing better. How can this be done? Wouldn't it be great to know exactly which of your AdWords ads is the one triggering the most sales? Just think of the money you could save over time if the ad bringing the most purchases was running. As an added bonus, you could then track other ads as you add them and see which ones are working and which are duds!

In my new report released today, I'll show you exactly how to do this. The report will take you step by step in how to setup your AdWords account. You'll be able to print your findings, sort by percentage of click through's and see at a glance what's working and what isn't.

The report is $17. To order the report, simply use this link. The report will be sent to your e-mail address in comes in PDF form. I hope you will put this to use quickly so you can start saving and fine tuning your AdWords ads.

By the way, this will work with Overture as well. The money you'll save by running the correct ad will more than pay for the report in little time.