Google AdWords Conversion Optimiser; an Advertisers Dream?
Google has announced yet another AdWords tool, the “Conversion Optimiser”.Still in beta, this is effectively Google’s version of the many big management tools already available. It promises to automate the process of “monitoring and adjusting your cost-per-click (CPC) bids in order to get more conversions for a lower cost”.
The algorithm works by considering several factors each time an ad is eligible to appear. These include:
1. The search query itself. Perhaps people are more likely to convert on more specific terms?
2. The location of the user. Do people in London have a higher conversion rate than those in New York?
3. The conversion history of sites. Do certain websites within site targeted campaigns convert more often?
While this tool claims to take the effort out of running effective PPC campaigns, we are more sceptical. The Conversion Optimiser is after all just an algorithm, meaning human judgment and preferences cannot be taken into account.
In addition, Google has been making increasing efforts to claw back control of PPC campaigns over the past year with different bid options that place the search engine in control.
This utility appears to be Google’s answer to improving advertiser’s returns. However, to truly maximise your ROI there is no alternative to the experience, knowledge and flexibility offered by SearchPath’s Pay per Click service.
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