Curiosity Killed the Campaign

Why You Shouldn’t Look For Your Own Adwords Ads

When you’re investing in digital marketing it’s perfectly normal to want to see what your ad looks like on the search engine results page (SERP), what keywords are triggering your ads, and how often your ads show for a specific search. But, did you know that your curiosity is negatively affecting the performance of your ads?
It’s important to remember that Google is smart and they have built a very complex algorithm to pull search results for users. Even though the algorithm is unknown to the public, we do know that Google wants to provide the best possible user experience by serving them with the content that’s most relevant to their search.
Therefore you may think that not clicking on the ad will save you the average cost per click your bidding for on the keyword that triggered the ad, but just continuously searching for your ad can damage the performance of your campaign. Here are a few reasons why you shouldn’t Google your own ads.
  1. You will not get an accurate idea of how your campaign is doing from one search.
    • PPC advertising is an auction based system where different advertisers are bidding against each other to win the best position and the attention of the user, on the same keywords. These bids are happening in real time when a search term is looked for in Google, so the results now may be different than those that happen 5 minutes from now. To fully understand how a campaign is performing, we have to look at a larger set of aggregate data (Ex: 7 days or 30 days), so that we can identify statistical trends. One search on one ad doesn’t accurately represent your overall campaign, so we shouldn’t make decisions based on these singular searches.
  2. The targeting parameters set on the campaign may not include you.
    • Google allows advertisers to target very specifically to reach your ideal consumer. This includes settings like location and time of the day scheduling. If you search for an ad you may not meet the qualifications of the  targeting. This type of targeting is set up strategically to get the most out of your campaign and maximize your reach within your target audience.
  3. Budget Restrictions May Limit How Often Your Ad is Shown Throughout the Day
    • The Adwords auction based system is set up to allow all sizes of budgets to compete against each other. The amount you’re bidding is only one factor in the Google algorithm’s decision of your ads position placement. You may hold a better position with the most relevant content for the users, but with a smaller budget.
      When your budget is limited, it means that your campaign does not have enough budget for the amount of searches and competition for your campaign. Google wants to spread your daily budget throughout the entire day, to reach a range of audiences. If your are Googling your own ads, especially when your campaign is limited by budget, they may not be showing at the time of the search.
  4. Your Quality Score Will Decrease
    • When users search for particular keywords and they don´t click on an ad, it tells google that the ad is not relevant to them. The lower the relevancy, the lower the quality score that particular keyword will have, which will lower your placement in the SERP. This will decrease the likelihood of your ads showing in some of the top positions and as a result, your ad is less likely to be clicked. The only way to potentially increase your placement would be by increasing your bid. The lower the quality score the higher your Cost Per Click (CPC) will be, which will increase your spend. Worse still, if your quality score continues to decrease, Google will shut off your ads.
  5. It Will Decrease Your Click Through Rate
    • Your Click Through Rate (CTR) is a metric that represents the percentage of users that click on your ad. The more impressions with fewer amount of clicks results in a decrease of CTR. If your are Googling your ads and not clicking on them you are skewing this percentage by adding more impressions with no click.
      Advertisers use this metric when monitoring the health of your campaign and use the CTR when making critical decisions on pausing or removing keywords that look like they are underperforming, when that might not really be the case.
  6. The Ads Will Stop Appearing For You
    • Google tracks users through cookies on their computer with their IP address. Google sees each user as an IP address and when that user does not click on an ad it tells the algorithm the ad is of no interest to them. If this keeps occurring, Google will eventually stop showing the ads for that particular IP address. Even though they are not showing for you, your ads may still be showing to other users.
  7. Google Will Develop Their Own Ad Variation
    • Google generates revenue through users clicking on ads. Before your ads stop appearing for you, they may take it upon itself to create their own ad variation based on historical data.
      This could cause unwanted variables that are outside of the advertisers control, in order to entice the user to click on the ad.
For these reasons, it is important to understand and inform all of your employees not to search for your Adwords Ads.
This will protect the health of your campaigns while maintaining the best possible results.
– How to search for your own ads (the right way!)
  • Google’s Ad Preview Tool –

    This tool will have you set your location, language, and device, then you will be able to replicate searches to see how your ads are showing. Preview Tool is a real-time result simulator, that won’t negatively affect your campaign performance.

If you have any questions about your Adwords campaign, please reach out to your Account Executive. We are happy to answer any questions and provide reports on your campaigns.
If your are interested in starting an Adwords Campaign contact us.

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