Google's 3rd quarter financials just came out. (July 1-Sept 30/2013)
Their revenues skyrocketed. Their profits went way up, their cash went way up. (Its good to be the king)
Boy their overall adwords experience is way different than what I'm seeing for our accts.
Google's cost per click income is down. But their revenues are way up from clicks. WAY UP Duh--that means more people are clicking.
But our accts have totally different experiences:
We see cpc going up per quarter. Up from last quarter. Up from same quarter 1 year ago. We have seen that same trend....year after year.
what is overwhelmingly astounding is the growth in impressions year to year. I isolated one campaign over the years, looking at it quarter by quarter. I know I haven't made substantial changes in a way that would generate tremendously more impressions on their own....unless demand went way up. The campaign is regional in nature, and includes exact match and broad match phrases.
One campaign that hasn't seen many changes in it over many years:
Impressions: 2008 a range of about 6,000 impressions/qrt
2009 a range of about 9-12, 000 impressions/quarter
2010 a range of about 11-13,000 impressions/quarter
2011 a range of about 9-11,000 impressions/quarter
2012 a range of about 13-16,000 impressions/quarter
2013 a range of about 18-20,000 impressions/quarter
Basically without us having added phrases and not having changed the geo region google has increased showing our ads by a magnitude of about 3 times from 5 years ago.
Quarter to quarter our clicks haven't changed much. Our average position hasn't changed much over the years ranging from 1.2 to 1.6. In total our clicks on this campaign have ranged between 500+ to 900+ per quarter. not crazy changes at all.
Our ppc has gone up about 40%. Our real competitors haven't changed a lot. We have generally pushed bids up not down. Our quality scores have been consistent.
What I've seen is lots lots lots more ads running against our ads for the same words. Its a thin market with only a few competitors. What I've seen dramatically different are lots more actual businesses with less relevant phrases showing again and again and again.
Do they want to show in phrases that are highly irrelevant. I don't know. But I know it doesn't make us happy to have our ads shown for probably highly irrelevant topics. I don't see many clicks on crappy phrases and I know that kind of stuff doesn't pull much from the smb.
We see the same thing for every campaign for every smb. Impressions go up. CPC inches up. We really haven't seen huge variations on clicks.
In the great mass, it seems to me google is getting more advertisers, running more ads, its certainly making many changes (a lot of which are subtle) to boost clicks:
The biggest thing we've seen undoubtedly is that they run our ads humongous amounts more than they used to; humoungous. It doesn't do anything for us...(except it probably nibbles at our costs). We see tons more highly irrelevant ads running on our highest value keyword phrases.
Google is a revenue machine. But our own experience is that cpc keeps going up...quarter after quarter...and its gone up the most and most severely since 2011.
That is one slick monopoly.