Turn a Losing Campaign Into a Winner

(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.

4 thoughts on “Turn a Losing Campaign Into a Winner”

  1. Is 4 conversions statistically relevant?

    I guess the real question is what % of keywords with “cheap wii game” or “rent wii game” converted? if your 4/4 then you may be on to something. but in order for those statistics to make a real impact you should probably have at least 100-200 clicks on those keywords to see what a likely conversion rate is.

    but i guess it’s a start….

  2. Ross, I forgot to add the table containing the add information.

    Secondly, I agree with you. 4 conversions are not statistically relavant. That’s why I upped the amount we are paying per click.

    There were a couple more conversions off of “Wii” keywords last month as well.

    It’s also my own hunch as well that people who play Wii are more likely to rent video games.

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