The Big Wave Blog

Recently, Google began optimizing AdWords campaigns for advertisers. After much curiosity, I called my Google Account Manager and asked about this service. I decided to give it a try. I figured, it is Google and they know more about paid search than anybody, right?? So, she began asking me the basic search marketing questions:

• What are my campaign goals? Lower CTR%? Lower CPA? Increase Traffic?
• Does she have permission to change my ad descriptions?

After a few days my campaign optimization was complete. Suggestions were made based on a review of my website and historical analysis of my campaign stats. Before implementing the changes to any account, Google makes each client review the keyword list, bid changes, new ad descriptions. I reviewed everything thoroughly, and uploaded the changes. They told me to let it run for at least 10 days before making any adjustments.

Naturally, things started slowly for the first few days, conversions were minimal, and CTR% was lower. After 5 days I was beginning to worry, but I refrained from making any changes, still hoping stats would improve. After 12 days my conversion was in the basement, with the door locked shut:

• Conversion had dropped by 54%
• Cost-Per-Conversion had increased by 57%

This is definitely not what I was expecting. I reverted back to my original ad descriptions and adjusted my bids.

Now, I am sure that Campaign Optimizer will improve many campaigns that are being managed by smaller businesses and advertisers. But, this definitely shows the importance of interacting with your client, and really getting to know their business and industry. Minimal client interaction will bring minimal results.