Adwords needs better reporting data for impressions
Adwords needs better click reporting, on impressions, that is.
When running an ad campaign, rather it’s solely on the publisher network (with inserting the search results disabled) or a combination of the publisher network and search results, one has no idea what keywords made the ad show up in the first place for it to get a click. A good example of this are campaigns I run with thousands of keywords. It gives you no data as to what keywords are generating impressions for you. One might ask why not break down each keyword into it’s own adgroup, but that’s not always a realistic option when dealing with thousands of keyword variations. Our best guess is that you can go off of whatever search impressions you are getting, assuming you are using search inclusion as well. Still, having an idea of what keywords in a page prompted your ad to appear would be helpful in further optimizing ads and use the “peel and stick method”, where by you create an ad solely for a keyword that gains impressions or clicks and deleted it from the ad group it originates from, to futher your cost cutting and improve your conversion process.
Keep in mind what I am talking about is different from the actually CPM ad campaigns, where you can individually choose what sites you want your ads shown on and pay by the impression.
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Another beef with Adwords: All keywords that have been deactivated due to poor performance and that require higher bids need an option for you meet the minimum bid requirement on all inactive words up to $X amount, rather then having to individually click around a hundred or so words (if you are running a large campaign). Let me re-interrate that you’d only run such a large campaign to try to get an idea of what words in a group are working, then use the peel and stick, then delete method described about (which is taken from Perry Marshall’s book, which will be reviewed later).
One final gripe: Why do certain keywords, which have only 4 or so bidders, have a minimum bid of $1? Is this based on the amount of times the word is searched for versus the amount of advertisers bidding on the word? It just doesn’t seem to make an awful lot of sense to bid $1 on a word when there are only 4 bidders.
Google has created a fine advertising tool in Adwords (even though it’s geared to make you spend gobs of cash if you aren’t careful) but it seems it’s engineered, ultimately, in a way to make you pay the most, rather then pay the least for your ad campaigns.