5 replies to this topic

[kestrel]

Hi,

I'm optimising an existing campaign that is made of one ad group with 7 ad variations.

There are lots of variations in the keyword list, for instance:

buy my widget
sell my widget
selling a widget
widget buyer

and also

buy my xyz widget, buy my abc widget
sell my xyz widget, sell my abc widget
selling a xyz widget, selling a abc widget
xyz widget buyer, abc widget buyer

All pointing to generic ads.

The approach i'm taking is to create individual campaigns for the various keywords in the first example that target generic terms.

I'm also creating individual ad groups (within yet more campaigns) for the model specific search terms.

Once all this is done, I wondered what's the best way to test the new campaign without losing traffic from the existing campaign.

Could one solution be to split the budget 50/50, with 50% going to the old campaign and the other 50% spread across all the new campaigns, and then let them run side by side until we see the new ads are out performing the old ads?

Or would it be better to simply switch off the old campaign once the new campaigns are ready to go?

Thanks in advance,

K

[A.N.Onym]

If you go to "Tools", you'll see an option to move keywords, ads and ad groups (I think). This should help you keep your data and rearrange the data easily.

Not to lose traffic, you need:
- use old campaigns and groups as much as possible (optimize, not recreate)
- create new ad groups and pause them
- specify larger budget for the new ad groups/campaigns
- launch new ad groups, pause unchanged ad groups

As far as I know, there's no way to split campaigns if they are about the same keywords, because they'll be competing with each other. You can copy the old ads to the new campaigns if you want to run them side by side, while pausing the old campaign(s).

The reason you need to increase spending is to get a good click history, such as traffic, CPC, CTR, conversion, etc. A week or two should be enough, you'll be able to set the budget back to normal once you get a solid history (5-10k clicks?).

You can try optimizing the ads, the landing pages for conversions, which should help (if you track them). But overall, my experience tells me a short period increase of budget for new campaigns/ad groups is in order.

Overall, it is not about campaigns, but about overall ad group focus on keyphrases, ads and landing pages. All of them need to be focused on a very narrow batch of keyphrases to make effect.

I suppose, judging by the presence of model/brand/generic name words you have, you'll need to create various campaigns, such as 'digital cameras'.

Edited by A.N.Onym, 04 September 2007 - 07:59 AM.

[kestrel]

Hi John,

Yes that's right, lots of adgroups.

There's currently only one campaign, with one ad group, that targets all the generic and model specific keywords but with only generic ads.

So i want to group everything so that I can get it down to one ad per closely related set of keywords.

So i'll have one campaign for each of the following:

buy my widget
sell my widget
buy my specialist widget
sell my specialist widget

With appropriate keywords in the ads.

Then I want to create another couple of campaigns with multiple ad groups targeting model specific keywords i.e.

campaign X = Buy (model specific)
adgroup 1 = buy my blue widget
adgroup 2 = buy my red widget
adgroup 3 = buy my orange widget

campaign Y = Sell (model specific)
adgroup 1 = Sell my blue widget
adgroup 2 = Sell my red widget
adgroup 3 = Sell my orange widget

The only way i can see to get this granularity is to create new campaigns.

I agree the budget will need to be increased initially, however this may not be possible.

K

[A.N.Onym]

Better sooner than later: I am not John. I am Yuri. Nice to meet you

[kestrel]

Nice to meet you too Yuri

Haven't been here for a while. Must have got you muddled. Sincerest apologies...

Better sooner than later:

Are you referring to the introduction of ourselves or the introduction of new adgroups as I have suggested?

K

Edited by kestrel, 04 September 2007 - 09:37 AM.

[A.N.Onym]

I was referring to someone else correcting you, thus embarassing you even further. So I decided to do it myself, "sooner other than later"