AdWords campaign results

My AdWords campaign ran the following ad:

     What Gnau?

     Thoughts on Media, Power

     and Politics

            As I suspected would be the case, the ad did not generate very much traffic, resulting in the following recommendation from Google: “Your ads are showing too rarely to spend your full budget. You may need to add keywords or raise your click price limit.”

            There were some interesting trends in the responses, however.  From 2/25/09 through 5/4/09, the overwhelming majority of impressions were associated with the words “politics” (39,440) and, oddly, “what” (41,224).  Next came “blog” with 1/100th  as many impressions (312), then another order of magnitude less impressions for “power” (33), “harvard kennedy school” and “media” (18 each), “nicco mele” (15), “kennedy school” (7), and “gnau” (4), with none for “kennedy school of government.”  There were also 3737 impressions on Google partner sites.

            Only the top two categories for impressions converted to any clicks, however.  Here the distribution made sense contextually, however, as 40 clicks stemmed from the impressions connected to “politics,” while only 3 were related to the word “what” (with 2 clicks coming from impressions on partner sites).

            Also of interest, the clicks related to the word “what” and from the partner sites were much more expensive ($0.14 each) than those related to the word “politics” ($0.056 each).

            The other trend of note was that the impressions were heavily concentrated within the first 10 days, plateaued at a lower level over the next month or so, and then dropped to negligible levels after that, reflecting that the algorithm for generating impressions seems to incorporate the low response rate over time, causing a downward spiral.


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