When to switch off AdWords ads in your channel mix?
-
My question is actually Inspired by that very good article: https://mza.seotoolninja.com/blog/google-organic-clicks-shifting-to-paid that I read this morning.
Present situation:
For a specific and valuable non-branded keyword combination (2-3 words) we rank:
-
Google Adwords: position 1
-
Local Pack (with maps): position 1
-
Organic Search: position 3-5, lately more 5-6
Question?:
- Is it still worth having AdWords ads or not there?
- How to evaluate if we could do without AdWords?
- Any algorithm, experiment, thought that would help find out?
We know our average cost per lead for the different channels. Just to leave away AdWords ads for a certain time is not really an option nor would that statistically mean anything, i.e. if we skip AdWords and have the same number of leads after that and compare it with the months before (with AdWords) that could also be due to other reasons (seasonal aspects, etc.).
Put in other words: if we skip AdWords people would still click (more) on our other two search results (local & organic). I am not sure if the additional leads coming from AdWords outweigh the cost we have for that.
Would love to know your thoughts about that.
Thanks a lot for your input in advance.
Cheers,
Cesare
-
-
Hi Cesare Marchetti,
Thanks for you question. I think there are several things to consider here:
- are you the only one appearing on adwords for these keywords or are there other competitors as well. If latter is the case you would simply be loosing potential business to your competitors as 20 - 30% of the users click on adwords (these are the ones left over after the 70% - 80% that never click on ads) for commercial terms.
- Different people with different intent, devices, place etc.. will click on different results so i would like to dominate the serp as much as possible so i can cater to those, and adwords would just be one of those results. This way i think i can maximize the results and return.
- But these are mostly empirical assumptions to really test this objectively is almost impossible as there are many factores influencing results. like you said seasonality, competitores, positions you have in the serp based on device, location, time etc... You could stop adverting adwords for one month for one of the keywords, compare how results were for this keyword compared the other keywords (and compare that to how they would compare in previous months), ajust for seasonality based on historic monthly results. But there can still be other factors incluencing the results.
Hope this helps and give you some perspectives on the issue, althouhg i don´t think this is completely what you were looking for (and if somebody does know a way to test this i would be very interested)
-
Hi Alick,
Thanks for your answer. The more probabilities to catch the user's eyeball the better. Right. But with AdWords its also going to cost something...lol
I know of people that would never click on an ad. Me included, AdWords ads excluded actually because I think that the often are really relevant.
Run a campaign for a week, turn if off for another week and then trying to detect a pattern is actually not the statistical proper way to do it. What you see can be biased by different things that happen exactly during that week. An A/B (split) test would be the appropriate way to do it, but honestly I wouldn't know how to set that up in such a context.
-
Hi Cesare,
Adwords top three ads appears above organic results, even if you are on top in organic for the queries,user may get attracted with adwords ads as they have proper call to action, sometimes prices sometimes offers and also sitelinks, call extensions etc.
So IMO you shouldn't turn off adwords campaign even if you are ranking on top position in SERP.
More times your domain will appear more it can catch users eyeballs.if user see ad from single domain more then once they are more interested to click on your ad.
Run a campaign for a week, turn it off for another week, then on again and off again and see if you can detect any pattern.
Thanks
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Adwords Broad Match Quality Score
** This question is about QS of Broad Match and how it pertains to THE AUCTION ONLY. Not looking for opinions on campaign/ad group structure/strategies. For an Adwords account where all the ad groups are using modified broad match keywords I see that some keywords are assigned quality score. Obviously a broad match keyword can be triggered by a very wide variety of actual keyword searches. So I assume/guess that Adwords assigns a quality score for every single keyword entered that matches with that broad match and then makes the quality score for the broad match an average of the actual search term used quality score weighted by the volume of searches for that search term? Or am I wrong and the quality score for a broad match is the exact match quality score for that term (I doubt that since broad match the words can be in any order.) So for example, let's same I have this broad match score: +auto +insurance This is going to match with: auto insurance companies, auto insurance prices, luxury auto insurance, auto insurance brokers, and on and on and on. Let's say my landing page happens to have a lot of content about ratings for auto insurance brokers. If the CTR for that terms is high, when it's matching my modified broad match, does that mean Adwords assigns a higher quality score, internally, to the search term "auto insurance broker" so if that term is entered, for the purpose of the auction, Adwords doesn't use the quality score of the broad match but the quality score it has calculated for that specific search term -- I just can't see what it is because I don't have that term as an exact match term on my account. Or, does it use the broad match quality score no matter what search term is used that matched the broad match? I would be highly surprised if that was true. If this were true, then you would want to break out the important terms into their own exact match keywords. In many cases, the more efficient strategy for an account is to have fairly narrow modified broad match terms coupled with a very large negative keyword list. The question is mainly, is there any advantage from the perspective of competing in the auction to have the term be an exact match versus matching a modified broad match keyword? If QS is stored for the actual search term, then I would assume the answer is NO. I know it would provide more granular reporting and the ability to more fine tune landing pages etc etc etc but I'm just talking purely from the perspective of the auction.
Paid Search Marketing | | Searchout0 -
Can Google Shopping Ads Lower Ranking due to Bounce?
I am noticing Google Shopping Ads are showing up for really irrelevant keywords on some of my products. This quite predictably causes a high bounce rate when a user comes from these ads. There is very little control over what Google Ads seems to decide are relevant keywords from what I can see. Only control is by viewing search terms and setting as negative keywords, but his doesn't help much. Negative keywords are often ignored or they come up with some other really irrelevant new keyword. Seems this high bounce rate could hurt ranking? Any experiences shared with Google Shopping ads appreciated!
Paid Search Marketing | | Chris6611 -
Have you had success using adwords to promote blog content?
From time to time I see an ad pop up in search results for blog content and have often wondered how much success these ads have had in promoting the specific post. Does anyone have experience with this? What results did you see?
Paid Search Marketing | | unikey0 -
Blocking google adwords on google.com?
Is there any chance to block google adwords (not google adsense) firefox/chrome/internet explorer 🙂
Paid Search Marketing | | FCRMediaLietuva0 -
Question regarding Google Adwords?
Just had a question regarding Google Adwords. I have an e-commerce store (kiwimodfurniture.com) in the furniture niche and I originally was planning to create a different ad group for each product. Since I have 1300 products I would have 1300 ad groups. However a lot of the products don't have enough search volume and Google won't display my ads. Then I decided to get a bit more broad. I plan on having an ad group for each sub category on my website. For example, modern lounge chairs, modern arm chairs, modern sofas, etc. Question: Is this too broad? Will the ROI be terrible because of this? Thanks!
Paid Search Marketing | | The_Kiwi_Man0 -
Put AdWords mobile ads in separate Campaign or AdGroup?
We want to ramp up traffic from the segment "Mobile with Full Browser" under enhanced campaigns in Google AdWords. Our Google rep said that it would be best to do this from within the same campaign. We're contemplating pulling the mobile traffic conversion effort out into its own campaign in order to more easily track performance. Background: We bid down traffic from "Mobile with Full Browser" to -100% because initially it performed poorly. We've improved our mobile experience and we want to try again. We're contemplating building mobile versions of our current ads using the AdWords functionality that does this, and watching how the mobile ads and the segment "Mobile with Full Browser" responds this time. Separate campaign or from within the same campaign. What would you do? Thanks,
Paid Search Marketing | | mbiskup0 -
I want to try some Google PPC ads on other sites but don't know what i'm doing.
We have seen a massive drop in traffic this year and i am contemplation using banner ads to try to increase sales and also to help with marketing. the problem is i know nothing about doing this. I have used it in the past but to limited success and i was just stabbing in the dark. I have a few questions. Am i better to target keywords related to the product or to the people who may buy my products? Is it better for direct sales or brand awareness? What kind of ROI can i expect if i get it working well? Is it better to pay for the big keywords or pic all the low hanging fruit? Does it work? Should i employ an expert, are they worth it? Any insights into the world of PPc would be a massive help.
Paid Search Marketing | | mark_baird1 -
Is there any correlation between the on-page factors being complete in moz and having a good quality score in Adwords?
I've been optimizing the website for a few keywords we're targeting and I'm looking to improve the quality score for my Adwords landing pages. My on-page scoring is great, but my scores in Adwords are low. Ideas?
Paid Search Marketing | | Bombbomb0