See how our search advertising expert solves this latest advertiser quandry
Back in the day, if you faced a dilemma and needed some advice, you could turn to Dear Abby for guidance. Well, we want you to know that if you ever face a search advertising conundrum (or just want a little expert insight) our devoted Yahoo! Search Account Management team is here to listen and help. Below, we enlist one of our AMs to answer a common search advertiser question.
Dear Search Expert,
I don't understand what I'm doing wrong. I thought I knew how to make a good impression — or at least get my ads to earn a whole bunch of them. I launched some new ads a couple weeks ago to promote my latest sale, using your ad copy best practices, but they're barely getting noticed compared to my existing ads. I need feedback! I need volume! How can I ad test more effectively and insure my promotional ads are able to get their fair share of impressions before going into the holidays?
Thanks for your help,
No worries! Your new ads don't have to be wallflowers anymore. There's a new enhancement that allows you to rotate ads evenly on the Yahoo! Bing Network so you're able to collect the data you need for ad testing and optimization.
This gives you the ability to "optimize for clicks" (Bing Ads' default setting) OR "rotate ads evenly." By selecting "rotate ads evenly," your new ads alternate equally with your existing ads. You can set ad rotation within the ad group settings pane of the Bing Ads UI (and also through the API, used by 3rd party tool providers):
However, there are a few things you should keep in mind to utilize this feature for optimal campaign performance and ROI:
1. Don't set it and forget it
After 2-4 weeks, depending on the volume of your ad groups, the platform should have enough data to more accurately optimize for clicks. At this time you should look at your reporting data and pause ads that aren't converting (if you are optimizing for conversions) and reverse your ad rotation settings to "optimize for clicks," so that the highest CTR ad for each keyword is getting the most impressions, allowing you to grow keyword quality and lower CPCs.
2. Some ads click with keywords, while others don't
Under the "optimize for clicks" setting, the platform determines the most successful ad for each individual keyword. That's what makes the "optimize for clicks" feature so valuable. While one ad may appear to be the clear winner within an ad group, another ad may perform much better for certain keywords within that same ad group, and the platform will serve the best ad accordingly.
3. Choose quality over quantity
Even when using the "optimize for clicks" feature, it's a best practice to have no more than 2-4 ads per ad group active at any one time. The system will allow you to have more than that, but stick to a few and you will be able to ad test and measure and compare performance much more effectively.
Obviously, don't forget the time-tested, tried and true search ad copywriting best practices—using your brand name and clear calls to action, including the keyword through dynamic text whenever possible, and insuring relevancy between the ad copy, landing page and keywords.
With best practices and ad rotation, I know you're going to see success as we move into the holiday season. Now get out there and optimize!
Chelsea Boryca, Sr. Creative Strategist
(Chelsea works with advertisers in NYC and has been with Yahoo! for just under 3 years)