I'LL LET YOU BE THE JUDGE!
Last week I spent sometime checking out the AdWords Campaign Optimizer and was left a little ruffled as to whether it was a useful optimisation tool or another way for Google to monetize on advertisers spend. It's been around for a couple of months, so let's have a quick look at what it does:
- "It’s an on-demand AdWords tool that provides personalized campaign ideas in just minutes"
- "Since Campaign Optimizer is an automated tool, we suggest that it be the first step — not the last – in optimizing your account."
And here's what Google says it can be used for:
- Change daily budget. Budget adjustments can affect your ad visibility and bring you more traffic.
- Add new keywords. Campaign Optimizer proposes targeted keywords that relate to your landing page.
- Change keyword matching options. The right matching option can help you reach customers more effectively.
- Adjust keyword maximum cost-per-click bid. Your maximum CPC bid (in addition to your ad quality) affects your ad position.
- Change ad text. Your ad text affects your click-through rate.
Google covers itself several times by stating that it's an automated tool and should only be used as the first steps of optimisation.
There are hints of useful optimisation tips for the novice AdWords user, although Google seems to have a very clear and loud optimized call to action of its own – "spend more money" and perhaps Campaign Monetizer would be a more fitting name? Not sure why I think this? Re-read the above bulleting points!
Unfortunately the monetization is geared towards Google's ever expanding pockets, rather than the average and often lonely AdWords advertiser. Those that have an understanding for AdWords are unlikely to find the basic suggestions of any use and those that don't are encouraged to spend more money with a lack of any real PPC optimization.
To justify the tools name it would have been nice to see it better integrated with the existing AdWords' conversion tracking. Albeit Google does state that the Campain Monitizer Campaign Optimizer should be the first and not last step in optimization, and although it does indeed make sense, I am still left questioning who will find the tool useful or benefit from it? The AdWords newbie, the intermediate PPC chappy, the seasoned veteran or perhaps Google itself? Me thinks the latter!
Am I being a too cynical? Are Google finally feeling the pinch and responding with subtle money spinners for a quick win? I will let you be the judge of this, although you may want to checkout the AdWords Top Ad Placement formulae post over at PPC Blog if you are still insure !