flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 08/20/2007 03:12 am
Be extremely cautious about implementing any optimizations Google offers. The ones I've seen include unrelated keywords and keywords that are far too broad.
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joey_skulls
Joined: Sep 15, 2006
# Posts: 133
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Posted: 09/05/2007 12:52 pm
Also remember that Google is out for first and foremost to MAKE money!
So they will optimize your campaign to generate massive clicks, but like flying rose says, the keywords they will use will be unrelated and extremely broad.
Beware!
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flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 09/08/2007 04:32 am
Exactly. I have now seen dozens in not hundreds of their optimizations and have implemented almost nothing they suggested.
I really feel for the poor advertisers who allow ppc engines to manage their advertising.
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joey_skulls
Joined: Sep 15, 2006
# Posts: 133
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Posted: 09/27/2007 08:14 am
Has anybody tried Google's Optimize Campaign feature or know someone that did?
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flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 09/27/2007 06:17 pm
I can strongly recommend you avoid Google's idea of optimization. Think REALLY broad, general keywords, higher spending, tons of traffic, high bounce rates, terrible conversion rates.
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joey_skulls
Joined: Sep 15, 2006
# Posts: 133
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Posted: 09/28/2007 06:22 am
But if a clients objectives is to increase traffic on their website for brand awareness purposes, or just to get more visits like some of my clients, then Google Optimize Campaign might be an interesting tool to use.
But always analyze incoming traffic to be sure that you are paying for "relevant" traffic.
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mj1256
Joined: Jun 05, 2006
# Posts: 710
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Posted: 09/28/2007 09:36 am
isn't the measure of relevant traffic your conversion rate.
how do you measure brand awareness if there is no conversion or actual contact with the visitor?
do clients really want to pay for drive bys just for what they perceive to be traffic in the name of brand awareness?
How do I measure my brand awareness and ROI when I put my website name on the custom license plate bracket on my car?
There have been many marketing studies that show that the day of the brand has ended with the internet. If shoppers want the latest music CD from Britney Spears, they buy it for the cheapest price, regardless of wheather it is Amazon, CDUniverse, or PDQ Bachs Music Closet. My point is, and I'm speaking generally as I do not know your clients focus, but with the internet, the product is the brand, not the store that sells it.
I'm aware of Johnny Walker, Hormel Spam, and Depends Adult Diapers, but i've never drank it, ate it, or soiled it, how did my awareness return a sale or ROI on their investment?
 I'm being sardonic, but for the sake of discussion...?
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joey_skulls
Joined: Sep 15, 2006
# Posts: 133
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Posted: 09/28/2007 10:35 am
Brand awareness on search engines is more effective due to the fact that users type is a key phrase of what they are looking for, and the results they see is what we are advertising to them; for example if somebody is selling Pet Products, then I would run ads in front of users that search for pet products, and compared to the very vague off line advertising, the search marketing medium is actually measurable, and targeted to the exact industry or even product you are selling. so brand awareness is much more effective these days compared to the old days.
Other use of Google Optimize Campaign feature:
Some clients don't actually sell directly on their website, they make money through Call Ins( people calling to order), the site has a unique phone number only for the websites incoming sales. So the more clicks they get, the more calls they can make, and if a nice relevant ad is used, and a great relevant offer, the more successful phone orders they will make; but that's one example.
Your thoughts.
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mj1256
Joined: Jun 05, 2006
# Posts: 710
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Posted: 09/28/2007 11:01 am
i do the same thing, a unigue phone number or coupon or tracking code where they think they are getting some kind of special value for its use.
the dang phone never stops, i'll get back to you
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flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 09/29/2007 02:44 pm
Unless your clients' have outrageously deep pockets or are operating in a very small niche, paying for clicks for branding purposes is insane.
Advertisers have got to learn to apply some wisdom to what they're doing instead of trying to rely on statistics. One of my favorite quotes about statistics is "lies,d****d lies, and statistics".
Computer programs and systems like Google's are based on flawed logic and therefore make poor decisions regarding what traffic is or is not worth paying for. That is a decision the buyer needs to make and there are many variables involved.
Some broad keywords will convert; others will not. It is up to you to predict and then verify which are effective for your specific business and which are not.
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Hampstead
Joined: Feb 20, 2001
# Posts: 1941
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Posted: 09/30/2007 01:02 am
I've run the optimiser and been unimpressed with the results.
I prefer to refer the account to my human contact at Google and she runs her own analysis and optimisation for me.
Works great
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flyingrose
Moderator
Joined: Oct 30, 2003
# Posts: 3361
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Posted: 10/01/2007 01:06 am
I have seen numerous optimizations provided by Google Reps and have not used any of those either. It is possible that a Google Rep could provide optimizations that might work for some advertisers. The ones I've seen were as I described above: too general and not targeted enough to be profitable.
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