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How do you favour Google to favour one ad group over another?

Follower ✭ ✭ ☆
# 1
Follower ✭ ✭ ☆

Hi There,

 

We have a Display Network campaign running with three ad groups:

  • Pre-show
  • VIP
  • On now

The 'On now' ad group was paused while the 'Pre-show' ad group ran during the lead up to the show.

 

Now that the show is on, the 'Pre-show' group is paused and the 'On now' group is on but we've noticed that Adwords seems to be favouring the VIP group (in terms of ads served) and we wonder if it's because the 'On show' group is new and the VIP group has clicks, conversions and history?

 

We've tried lowering the bid on the VIP group and upping it for the 'On show' group but it still looks to us as if the VIP group is being heavily favoured.

 

Does anyone know how this works? Otherwise we might have to pause the VIP ad group because we really need the 'On show' group to be running now that the physical show/event has started.

 

Hope that makes sense.

 

Cheers

 

2 Expert replyverified_user

Re: How do you favour Google to favour one ad group over another?

Rising Star
# 2
Rising Star
Hi CMSCSS,

VIP could be getting more relevancy than the others due a lot of reasons. It's hard to tell exactly what it is since we don't access to it, but here is a few guesses:

- Because of your routine of pausing/activating "Pre show" and "On now", VIP gathered a good historical data
- Maybe VIP have better natural results than the others (higher CTR% for instance)
- Maybe VIP group is more optimized and tied together with the general context
- VIP ads have more appeal towards to target you're focusing on

------------

If don't want one group to have some advantage over the other, you should consider splitting them into different CAMPAIGNS instead of adGroups, this way "VIP" will have controlled budget, as well for the other ones.

Hope this helps.

Leandro Martinez | Basta1Click

Re: How do you favour Google to favour one ad group over another?

Top Contributor
# 3
Top Contributor
Hi CMSCSS,

What are your rotation settings for the campaign? If it's not "Rotate Indefinitely", it probably should be. If it's set to optimize for clicks, the ads and ad group with the history will show more often, possibly all impressions.

Are all ads text ads, or do you have a mix of text and image ads? Are there different size image ads in VIP than in On now? If so, have you adjusted your bids accordingly? (The larger the image ad, the higher you need to bid for placement.)

Best of Luck!

Pete
petebardo -- Deadhead doing AdWords

Re: How do you favour Google to favour one ad group over another?

[ Edited ]
Follower ✭ ✭ ☆
# 4
Follower ✭ ✭ ☆

Thanks heaps for the replies.

@leandrofm The weird thing is that the 'On show' ad group has a higher CTR, a lower CPC, a higher conversion rate and a lower cost per conversion.

@petebardo These are all image ads of the same sizes (300x250 & 728x90). I've never seen the "Rotate Indefinitely" setting so assume they're both set to the same thing (whatever the default is).

Anyway, have just paused the VIP group until the 'On now' group can get more history.

Cheers

Ben

Re: How do you favour Google to favour one ad group over another?

Rising Star
# 5
Rising Star
CMSCSS, just to make clear in case there's any doubt, the "Rotate indefinitely" affect only the rotation for ads inside the groups, and not the balance between groups it self.

Even though "On Show" have better results, "VIP" ran all the time, so maybe gathered more info...hard to tell.

Anyway, consider splitting them into different campaigns so you can make sure to have control of individual budgets for each one.

Best of luck.

Leandro Martinez | Basta1Click