A customer writes…
“Hi Jim – my Adwords manager brought up the point that it’s not really a good idea to include the display network in my campaign due to the resulting lower CTR [click-thru-rate] at the campaign level, which reduces the overall QS [quality score] of the campaign.
“What are your reasons for adding in the display network initially?”
What kind of moronic advice is that from the Google Ads manager?
Display Network Click-thru-rate (CTR) has NO EFFECT on Search CTR or Quality Score. It’s in Google’s own documentation and it’s on their certification test, and anyone that cites that as a reason for splitting a campaign is working with diminished mental capacity.
Look, Google reps are heavily concerned with clicks because that’s how Google makes money. I’m not saying they’re evil…
… but their goal is NOT yours.
Their advice revolves around boosting the frequency of clicks and getting more clicks for fewer impressions.
But do you want clicks???
In the Pay Per Click model, clicks are the thing that costs money.
if you could wake up to 100,000 clicks at 2 cents a pop…would you be jumping up and down in joy?
Keep in mind, that’s $2,000 of ad spend. Overnight.
At the very least, you’re holding any excitement until you’ve checked your sales numbers. And if you didn’t make (or can’t see a way to make) $2,000 minimum in revenue, you’re not gonna be happy.
So remind me, why would anyone in their right mind give two shits about click-thru-rate?
The trouble with the traditional approach to campaign management is you’re expected to spend all your time up the ass of your campaign tuning its parameters.
Splitting campaigns means more work and less budget to go around. All to attain an objective that isn’t even yours.
You want SALES, REVENUE, COMMISSIONS.
So forget all that nonsense. You’re running a business and your time should be spent making and retaining customers. Not nerding it up the asshole of your ad campaigns.
In the Super Traffic Machine i show you how to build your business in a way that’s simple to manage and maintain. Traffic that drives revenue. Content that drives revenue. None of this nerdy, tedious, complicated stuff.
Everything you wanna know about our comprehensive training program is at the link below…