We spend
big amount of money to advertise so obviously we want verification the
advertising are running as anticipated. For traditional ads we choose the
newspaper to publish our advertisement, or listen accurately for our
advertisement to play on the radio.
The Online Urge
With online
advertising it's easy to verify our advertisements by doing Google
searches. If our advertisement shows up we have the required verification. Peaking at our own advertisements with a Google search
can skew data and spoil your AdWords performance. Here is why:
Looking Your Ad On Google is a Big NO NO!
Unlike
traditional advertising, in online advertising you'll find statistics
and data for every little thing, including exactly how many times your
advertisement is seen. When your ad is
viewed it is known as impression and an impression becomes recorded every time
your advertisement is viewed, even it is seen by you.
CTR (Click Through Rate)
is a crucial metric counts the impressions and the total number of times your
ad is clicked. The theoretical CTR
formula is: Clicks
/ Impressions, shown as a percentage.
Here is a
sample; if hundred people saw your advertisement and twenty clicked on it you
would've a CTR of twenty percent. If
thirty people visited on the ad, the click through rate would be thirty
percent.
How CTR (Click Through Rate) Effects Your Ad Position
Always
keep in mind, Google only gets paid when the ads are clicked, that is why Click through Rate
is a crucial ad ranking criteria for them.
Google analyzes your click through rate history against competitive
promoters to decide which ads show up at the bottom or top of their
webpages. Ads with higher click through
rates have a greater chance of achieving higher ranks and better positions.
Impressions Without Clicks Decrease Click Through Rate
When we
wishes to look for our own advertisements, we don't have any intention of
clicking on them because that would cost money.
Our intention is to confirm the ad is displaying and maybe how it's
placed. Every time we find out our ads
we trigger an impression without a click and that decreases our click through
rate. Every time your advertisement gets
an impression without a hit, it badly effects on your click through rate. Here is a sample; suppose throughout a month
your ad had hundred impressions and twenty clicks. Your click through rate is 20%. However, throughout the month you saw your ad
at Google 10 times so your click through rate could've been 22% (twenty clicks
divided by ninety impressions) rather than 20%.
I
understand that 22% versus 20% does not look like that big, but if your competitors aren't searching their own
advertisements, their click through rates will be higher than yours. So your ad
drops a couple of steps in Google's ad position.
Apply the Simulator to Examine Your Ad
Rather
than searching out your advertisement on a live search and badly affecting your
click through rate you can observe your advertisement with the help of "Ad
Preview and Diagnosis" tool without making an impression.
Final Thought
If you are facing trouble managing your adwords account, you can always hire an adwords expert. You can hire me as your adwords consultant. My company is a Google partner company and I am currently managing multinational clients accounts with 100% success rate.
