Adwords - Disabling Advert Optimisation
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Disable the automatic advert optimization feature (set in your campaign settings) to avoid giving away valuable IP to your competitors.
This can be seen here: http://www.pdqprospects.com/images/CampaignOptimisation.gif
Why would you want to do this?
Ok - Let's say you are diligently testing 2 adverts side by side within an ad-group (as you should always be btw).
With optimization turned on, eventually 1 advert will be deemed the leader and shown more.
For arguments sake - we will take the keyword 'marketing'. Your competitor has 2 split tested Google Adwords adverts which will show (in a round robin manner) whenever this keyword is searched for.
You can find out useful information regarding which of the adverts is performing better by searching for the keyword marketing, noting the ad results and refreshing the search results.
Because you get to know the best copy
Suppose you do this 4 times (by reloading your webpage) - and 3 times advert 1 is shown, but advert 2 is shown once - you now know which of these adverts is the best.
Knowing what adverts are working for your competitors allows you to start to understand the mindset of your potential prospects (what's working and what's not to encourage click-throughs).
This of course is very valuable intelligence to have for you to construct your own adverts - which means you can ultimately have higher click through rates and as a direct result pay less.
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