It is extremely important for you to be clear on how optimization works and our approach to it. Our philosophy is a direct outgrowth of our daily experiences optimizing campaigns that we have managed.
First of all, it is very important to understand this: whatever you THINK you know about how a campaign will perform before you actually launch it, and whatever Google’s tools tell you will happen in a campaign have, almost NOTHING to do with how a campaign ACTUALLY performs when it is launched.
You know who will also tell you this besides us? GOOGLE.
Google’s tools — and other 3rd party tools — are of course extremely useful for constructing campaigns, estimating traffic, estimating cost per click, clicks per budget, click through ratio, conversions, etc., but please remember that these are ESTIMATES based on historical performance over all of Google and sometimes of your account (in an already existing campaign) and given without taking into consideration AT ALL your specific product or company and without analyzing your actual ads — which, at the time of doing keyword research, are most likely not even written yet.
You also won’t get a Quality Score grade on your landing page until you push GO on your campaign and Google’s algorithm gets a chance to see what happens when your campaign is live.
Google’s estimates are also obviously based on PREVIOUS data and not the exact circumstances that will be present in the live auction once you push the button.
Who knows — maybe some huge advertiser with unlimited resources decides to come in and spend $1,000,000 a day to corner the market in your exact sector — and their campaign starts the day you go live. You obviously wouldn’t know this from previous Google data — and Google wouldn’t either. So you MUST take Google estimates as just that — estimates.
So the bottom line is that there is really no substitute for building a campaign, turning it on, letting it run, and looking at the data in front of you as it comes in over time, then making optimization decisions based on that data.
Also, you should know that you can’t turn your campaign upside down and rework everything on a day to day basis. The way it works is that it takes time for changes you make to make their way — or “propagate” — into the auction. It is not instant.
This is because you are competing against untold other advertisers on those SAME keywords and to that SAME public — and some of them may be bidding WAY more than you are. They are also already “in the algorithm” and you are NOT yet in the algorithm immediately after making a change.
So we make a few changes, then let the campaign “percolate” for a few days or a week and see how those changes do — then we do some more.
Adwords CANNOT be radically changed on a day to basis. This — unfortunately — is just how the “machine” works. So there is no substitute for running a campaign long enough to start gaining traction and seeing our optimization efforts take hold.
And it really is quite interesting to watch — there is usually a point in a campaign where Google starts to reward you for your bidding, position, successful ads, etc. and you can SEE a campaign is working — it just FEELS different — it gets peppy, springy, responsive — whatever you want to call it — you just know that it’s now hitting it’s stride, and the conversion data bears this out.
This is usually somewhere around the 6 week to 3 month time frame, and sometimes up to 6 months, and that’s why we ALWAYS recommend to never start a campaign unless you are willing to invest into it and ride it out for AT LEAST 6 months — because before that amount of time, you may never see it’s potential. And that would usually be a sad thing.
We are not really interested in or in the business of experimenting with launching digital campaigns “just to do it and say it didn’t work”, and you shouldn’t be either. Yes, every campaign is ultimately a test campaign UNTIL IT WORKS. BUT, you should go into this knowing that digital advertising is here to stay, Google is here to stay, and you NEED to be in there on the web getting sales or leads or whatever your conversion actions are.
If you know this, and you know you are going to have to wait a couple of months or longer to start to see the potential of your campaign, then you will be prepared for the long haul and not surprised at the process.
For both your and our sake, we don’t want to take your money, go through all of the hard work and effort to set up a campaign, and have you think that it will blow up and explode in 2 weeks. It almost definitely WILL NOT.
So let’s not do that.
Let’s help you create digital campaigns that are built to last and really work far into the future.
We’d LOVE to help you do THAT!