Google Changes Defaults For Users Of Conversion Optimizer And Enhanced CPC

Google is tweaking some default options in AdWords that apply when people are using Conversion Optimizer or Enhanced CPC, to encourage advertisers to optimize for conversions.

Both Conversion Optimizer and Enhanced CPC are methods to dynamically change advertisers’ bids based on how likely Google thinks the ad is to convert.

Starting the week of November 12, when Conversion Optimizer or Enhanced CPC are activated for a campaign, the ad rotation setting will become “Optimize for conversions” by default. Google says campaigns set to this option see 5% greater conversions than those set to optimize for clicks, but the company will allow advertiser to change to a different option, if they wish.

Additionally, currently-running campaigns using Conversion Optimizer or Enhanced CPC will be switched to “Optimize for conversions” if they are currently set to optimize for clicks. Advertisers can opt out of this change, which was originally announced in December, using this form by November 9th.

Additionally, campaigns using Conversion Optimizer or Enhanced CPC that are currently set to “Rotate evenly” will automatically begin to optimize for conversions when ads in the ad group are unchanged after 90 days. Advertisers can still select “Rotate indefinitely” if they don’t want the auto-optimization to begin.

The default switches are aimed at automatically making changes that Google thinks advertisers should be making anyway, if they are focused on conversions.

Related Topics: Channel: SEM | Google: AdWords | Top News

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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http://www.day1charitydonation.com/ Hal Fast

Conversions is the name of the game, so it sounds like a good improvement, but we’ll see in practice.
http://www.facebook.com/marry.john.94064 Marry John

How many professional PPC-ers actually use enhanced CPC or conversion optimizer? In my experience, it’s never best to let Google make decisions for you…cute motto or not, they are still a company and their primary interest is still profit.

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Pat Grady

But CTR is the largest QS component, affecting CPC, position, volume. The question regarding which has a bigger affect, CTR or CR, needs a better answer than we’re switching everyone.