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Tweaking and Testing AdWords


Author Message
Fabio Salvadori

PostPosted: April 7, 2004 1:11 PM 

Importance: AWA

AWA gives advice about not leabing low-impression keywords active.

AdWordsAdvisor Says: [Link to quote]

Shelbesmom, I think tweaking (and then monitoring the results) is an excellent hands-on way to learn how AdWords works, and even more importantly, to learn how AdWords works for your business/market in particular.
So, I'd say tweak away! I would advise, though, that you make informed decisions and then closely monitor the results. And I very much agree with Robino and eWhisper about not editing an ad that is doing well, and creating a second ad instead.

One other quick comment regarding the following quote:

"I never remove keywords because of the lack of impressions. You've already done the work, why not leave them active? "

There is a potential downside to keeping keywords that get no impressions over time (or which are otherwise not performing well for you).

The downside is that, in cases where your daily budget is lower than recommended, your ads will not be showing all the time. And in such cases, if you have a bunch of non-performing keywords in your Ad Groups, your ad will end up appearing less for the keywords that you really care about.

This is because all those non-performing keywords are still being budgeted for by the system that calculates your daily budget. If you get rid of non-performing keywords, they are no longer budgeted for, and your daily budget will then 'go farther'.

In other words, your remaining keywords will show more often for the same budget.

Hope that makes sense!


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