If you find a PPC campaigner who will be honest about how they operate their business, one tool that they will likely recommend to you is the Google Ads Conversion Optimizer. This tool allows campaigners to focus on maximizing conversions by setting a maximum cost-per-acquisition or a target cost-per-acquisition. The program will even recommend a cost-per-acquisition. Before you jump on board with using the tool there are some dirty little secrets that you need to know.
1. Dirty Little Secret #1: You Cannot Bid on Individual Keywords
The campaigner must bid on a group of keywords including the singular keyword, the plural keyword, and any match variations. Instead of being able to bid on a single keyword, the person using the Google Ads Conversion Optimizer must bid on the package as a whole. Then, they must pray that they bid high enough when their money is split several different ways as opposed to being able to bid a higher amount on a single keyword.
2. Dirty Little Secret #2: Doesn’t Like Enhanced Campaigns
As of July 22, 2013, all Google Ads became enhanced campaigns requiring campaigners to account for marketing across multiple devices, allowing the use of enhanced context, and offering better analytics. Google Ads Conversion Optimizer does not care and treats all Google Ads campaigns exactly the same way.
3. Dirty Little Secret #3: Requires Work
In order to get the best data from the Google Ads Conversion Optimizer, it is necessary to turn it off on at least a weekly basis. While it is turned off, run a manual CPC bids. Then, start the Google Ads Conversion Optimizer again. This tool uses the new data to enhance the results that it is producing. Of course, anything worth having in life requires work. While the tool is turned off, add your long tail keywords. If you try to add them without turning the tool off first, then the system never sees them.
4. Dirty Little Secret #4: Inflates CPCs
The tool will lie to the user and make them think that their CPCs are actually higher than they are in reality. While there is no easy solution for this problem, the campaigner needs to be aware of it and adjust their bids accordingly. This is particularly a problem when the campaign has a low cap as it can shut the campaign off very early in the day.
5. Dirty Little Secret #5: Ignores Other Results
Part of your job is to convince the buyer that you are having a noticeable effort on their other marketing efforts. This tool totally ignores organic, referral, third party, and social marketing efforts. Therefore, to prove your worth to the client, you must be able to show them these results in other ways.
The Google Ads Conversion Optimizer is a great tool when used correctly. Keeping these five dirty little secrets in mind will assist the campaigner to analyze the data correctly, and position them to run campaigns that are even more successful.
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