(This Post is part of our Adwords Azoogle Test)
Our GameFly offer has gone a little sour. For the month of January we have spent $110.61. We have made only $80 of that back. We have lost $30.61 so far. How do we proceed?
Well, here is where the SUBID information really comes in handy. We’ve had 4 conversions. The SUBID’s are…
wiiLPB_kw_t1_S_1179055714__cheap wii games_2008_2_12_21_5011
wiiLPB_kw_t1_S_1179055714__cheap wii games_2008_2_9_17_2711
wiiLPB_kw_t1_S_1179055714__online wii game rental_2008_1_5811
wiiLPB_kw_t1_S_1179055714__discount wii games_2008_5_5401
(There was an error with the last 2’s time stamp so I don’t know when they occurred)
Now, because we embedded everything we could we can see that all 4 conversions came from the ad group that we have labeled “wiiLPB”.
This is the Wii adgroup with a landing page (LP) using Broad (B) keywords. The keywords were…
“cheap wii games” x 2
“online wii game rental”
“discount wii games”
While 4 conversions isn’t statistically relevant, I think it is enough for us to go forward.
Add Groups Data
Google Azoogle 2
| Ad Group | Impressions | Clicks | CTR | Avg CPC | Avg CPM | Cost | Avg Position |
|---|---|---|---|---|---|---|---|
| Buy Cheap Games | 18053 | 65 | 0.36% | $0.45 | $1.64 | $29.54 | 6.7 |
| Nintendo Game Rentals Exact Content | 4752 | 1 | 0.02% | $0.19 | $0.04 | $0.19 | 3.1 |
| Nintendo Game Rentals Exact Search | 1 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 2 |
| PS Game Rentals Exact Content | 3000 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 3.5 |
| PS Game Rentals Exact Search | 593 | 6 | 1.01% | $0.28 | $2.88 | $1.71 | 4.1 |
| PS2 Game Rentals Exact Content | 10360 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 3.5 |
| PS2 Game Rentals Exact Search | 3 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 4.3 |
| PS3 Game Rentals Exact Content | 12489 | 2 | 0.02% | $0.16 | $0.02 | $0.31 | 3.1 |
| PS3 Game Rentals Exact Search | 17 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 5.1 |
| PSP Game Rentals Exact Content | 293054 | 30 | 0.01% | $0.21 | $0.02 | $6.31 | 3.3 |
| PSP Game Rentals Exact Search | 193 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 6.6 |
| Rend Search Broad | 471 | 6 | 1.27% | $0.44 | $5.54 | $2.61 | 5.6 |
| Rend Search Exact | 289 | 2 | 0.69% | $0.47 | $3.25 | $0.94 | 6.9 |
| Rend Search Phrase | 11 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 4.5 |
| Rend-to-Rent Search Broad | 423 | 2 | 0.47% | $0.46 | $2.17 | $0.92 | 6 |
| Rend-to-Rent Search Exact | 220 | 2 | 0.91% | $0.48 | $4.32 | $0.95 | 6.5 |
| Rend-to-Rent Search Phrase | 7 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 6.3 |
| Teen Gifts | 52614 | 22 | 0.04% | $0.39 | $0.16 | $8.53 | 3.8 |
| Video Game Exact Direct Content | 841 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 4.3 |
| Video Game Exact Direct Search | 267 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 3.4 |
| Video Game Rentals Landing Page Image | 46848 | 14 | 0.03% | $0.17 | $0.05 | $2.40 | 1.1 |
| Wii Game Rentals Exact Content | 3817 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 3.6 |
| Wii Game Rentals Exact Search | 83 | 6 | 7.23% | $0.36 | $26.14 | $2.17 | 4.9 |
| Wii Game Rentals Landing Page Broad Content | 3052 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 3.3 |
| Wii Game Rentals Landing Page Broad Search | 4447 | 114 | 2.56% | $0.35 | $8.94 | $39.74 | 5.6 |
| Wii Game Rentals Landing Page Exact Content | 51911 | 4 | 0.01% | $0.20 | $0.02 | $0.79 | 2.9 |
| Wii Game Rentals Landing Page Exact Search | 631 | 38 | 6.02% | $0.34 | $20.60 | $13.00 | 4.4 |
| XBOX 360 Game Rentals Exact Content | 57348 | 2 | 0.00% | $0.17 | $0.01 | $0.34 | 3 |
| XBOX 360 Game Rentals Exact Search | 262 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 4.5 |
| XBOX Game Rentals Exact Content | 11393 | 1 | 0.01% | $0.16 | $0.01 | $0.16 | 2.9 |
| XBOX Game Rentals Exact Search | 13 | 0 | 0.00% | $0.00 | $0.00 | $0.00 | 3.4 |
If we look at all of our Wii Groups we’ve only spent $55.30 on them. If we only look at our Wii ad group that has a landing page and broad keywords, that has only cost us $39.74.
If we only had that one ad group active we would have made $40.26 instead of costing us $30.61. That may or may not seem like a lot to you. However our ROI (Return on Investment) would have been over 100%.
In the past I would have paused or deleted all but the winning ad group. We won’t do that though. We will just lower their bids significantly.
Now our non-wii ad groups all have a max of $0.15 per click. Previously they ranged from $0.25 to $0.50.
Our non-winning ad group we will lower from $0.40 to $0.25.
Our winning ad group we will raise from $0.40 to $0.60.
We lowered the price on the losers because we still feel they have a chance. We just don’t feel like they have much of a chance.
We raised the winner because, although it would reduce our profit, it has the potential of bringing in more total profit. Time will tell and we will keep an eye on our Adwords/Azoogle experiment and re-evaluate in after we’ve gotten some more data/clicks.
