Experimento con Automatización de anuncios de Adwords en parte superior

Hace ya demasiados meses escribí un post sobre la tendencia de Google Adwords a mostrar los anuncios en la barra lateral de la SERP con el principal inconveniente de perder clics y ventas potenciales. Hablábamos para una campaña ejemplo, de obtener un triste 1,39% de CTR en posición lateral frente a un 14% en posición superior o en el caso que veremos luego, un  1,18% frente a un 9,34%.

Como soluciones a esta situación planteamos 2 acciones: 1) la propia optimización de la campaña trabajando la relevancia y nivel de calidad 2) el uso de una automatización del anuncio en parte superior. En este caso el scoring de la campaña estaba en un 7,36 de media ponderada por las impresiones y con limitadas posibilidades de mejora debido a ciertas particularidades de la campaña:

  • Elevado porcentaje de las búsquedas muy long tail y baja concentración de impresiones en un mismo término que dificulta la selección de palabras clave de calidad y con peso
  • El 50% impresiones se generan en “Otros términos de búsqueda” -> opacidad en datos
  • Misma keyword para 2 perfiles de comprador diferentes (gran público y target) -> difícil mejora del CTR
  • Misma keyword para 2 perfiles de vendedor diferentes -> doble competencia
  • Búsquedas irrenunciables

Así que mientras trabajaba mis negativas y yendo contra natura, dejé que el sistema trabajara por mi con la automatización de anuncios en parte superior. Fijé incrementos del 3% con límite 0,95€ (ya por entonces la oferta máxima era 0,89€) y estos han sido los resultados tras 20 días…
Automatización en AdWords para parte superior de página

  • El CPC medio ha subido 0,07€ en anuncios en posición lateral y la posición pasó de 3,8 a 3,5
  • El CPC medio ha subido 0,03€ en anuncios superiores y la posición pasó de 2,2 a 2,1
  • El porcentaje de impresiones perdidas por ranking pasó de un 7,65% a un 1,45%
  • Ha habido un incremento de impresiones y clics en torno al 19%
  • Se ha conseguido traspasar impresiones de la zona lateral a la superior en el grupo principal
  • En el resto de grupos, el incremento de impresiones se experimentó en ambas posiciones

Me resultaron un poco bluff estos datos porque el incremento de cpc no mejoró la posición, posiblemente porque el nivel de calidad es bajo con respecto al de la competencia, aunque sí habíamos participado en un mayor número de subastas (19% impresiones más). A partir de aquí habrá que valorar gastos e ingresos…

¿Tenéis alguna experiencia con esta automatización? ¿Ideas? ¿Consejos?


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