subject: A More Valuable System of Ad Rotation [print this page] A More Valuable System of Ad Rotation A More Valuable System of Ad Rotation
Google have launched a new feature which will, supposedly, help out online businesses improve their bottom line. The idea is that the new AdWords function will help those with a PPC campaign(s) generate a greater level of ROI.
Previously, users had two options when it came to AdWord rotation: optimise for clicks or rotate. The former was determined by the number of clicks an ad received, whilst the latter rotated ads regularly to ensure an even exposure.
The brand new ad rotation feature gives prominence to your ads which are deemed to attract not only a greater rate of clicks, but also those which are more likely to result in a conversion of some sort. Those ads which have historically resulted in higher revenue generation will be shown more often, with the idea that your conversion rate will increase as a result.
In order to benefit from the enhanced ad rotation, users need to have 'Conversion Tracking' in place in their AdWords accounts. The data from this is the tool utilised by Google to determine your most valuable ads.
'Conversion Tracking' works by tracking the activity of the user after he/she has clicked through the ad. Using such analysis can reap huge benefits not only for a PPC campaign, but for your entire online business strategy.
By having such analysis in place, it is possible to co-ordinate your ad keywords with your website goals, through a campaign of specifically targeted ads which are proven to convert at a preferential rate.
The system does not have to apply to purchases made on your site; after all, not all sites are set-up for e-commerce. The tracking can also record visits to contact us forms, a registration page, or perhaps a newsletter sign-up.
For those already using paid search, this is a great new way to get a better deal for your money. For those who have yet to embark on a PPC campaign, this may be the innovation to attract first-time buyers.
