Why It’s Time To Reassess Your Adwords

We are now seeing many of the changes announced by AdWords in May across all accounts. This is great news in terms of creating new opportunities, but it’s bad news if you thought your account was perfectly structured.

While each new feature works perfectly with your current account structure, your setup may not be the most efficient anymore. So maybe it’s time to revisit the debate about AdWords account structure. I’ll explain how each of the new features can change your opinion on the right structure for an AdWords account.

 

Notes on expanded text ads and account structure

All accounts now have the ability to create ETAs. Since the results have been mixed, as reported by Andy Taylor and Ginny Macedonia WhatsApp Number List Marvin, I recommend not removing old ads – at least for now. Although google has announced a firm date when it will no longer. Be possible to create legacy ads (october 26. 2016) they have not announced when legacy ads will no longer run.So if the old ads sometimes outperform your new ads, there’s no rush to make the switch.

When determining which ad to keep, you’ll obviously

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When determining which ad to keep you’ll obviously want to look beyond click-through rate. (ctr). Google has touted ctr improvements in some of its case studies. But we really should assess the impact of new ads on metrics like “conversions per impression. Which combines ctr and conversion rate. In this illustration from our own optmyzr account. You can see an example where the old ads and the large format ads are. At a dead end when it comes to ctr. But the old ad is converting much better. The reason why etas impact account structure is that there is no support for mobile favorite ads. In other words the same eta will be displayed on all device types.

 

 

 

 

 

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