How relevant is your Image!
Published July 5, 2008 by Mike Seddon
If you’ve read my Beginners Guide to Adwords then you’ll know that I suggest you avoid using the content network and I stand by that for people who are just starting out with Adwords.
There is already enough for you to learn without complicating your life with the different techniques needed to be successful on the content network.
However I’ve been experimenting more and more recently with content network and in particular using image ads.
It’s proving to be quite successful, but I’ve noticed a few things that I wondered about and so far I haven’t found any good explanations anywhere. Even Google’s own usually informative help files proved to offer no real answers.
My question is one of relevancy and how Google measure this with image ads?
Back in 2004 when Google first launched image ads they were stating openly that “the company is continuing to innovate to improve relevance”
However they seem very unclear exactly how they rate the relevancy of an ad and therefore reward more relevant ads with lower click through price and better page positions.
I have been testing this myself to see if I can find the answer.
I am currently running five ads in one adgroup under one campaign. All of the ads are targeted at one site and they all use the same landing page. I have also set the ads serving to rotate evenly. They are all exactly the same type of image ad (ie: 728 x 90 px).
However after a few weeks I notice the following results.
I have one ad that is getting upto 50% of the impressions. Interestingly it is also the one that also gets a much higher CTR. In fact the ads rank in complete order of higher CTR gives more impressions.
Therefore I’m beginning to conclude that CTR history is the factor because I can’t see any other way that they could rate my image ad until they started to see some performance.
The only other idea I have is that they may place some weight on the name that you give to your image ad (sneaky of them).
I’ll continue to test and I think a fuller write up will be in the offering later on.
If anyone else has any observations, I’d very much appreciate them.
Filed under Adwords
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