Google ads – Ad rotation “Optimize for clicks” does not always deliver the best results

  1. If you have a new ad that MUST run along side an old ad, it is advisable to manually switch campaign ad rotation settings from “Optimize for clicks” to “Rotate indefinitely” for some time.
    • Do NOT rely on “Optimize for clicks” because sometimes it does not give any impressions to the new ad – it does not test the new ad as it should. In my experience I have seen the algorithm fail too many times!
    • Sometimes the ad rotation algorithm decides in favour of the old ad in so few impressions that the new ad just does not get sufficient impressions to make any impact on the audience.
    • So manually switching ad rotation settings is advisable if you want to make sure that the new ad get a good chance to run along side the old ads.

  2. If you want to test a new ad, then also “Rotate indefinitely” might be better for some time. After some performance data is collected, then you could hand over ad rotation to the “Optimize for Clicks” algorithm if you want.

  3. In certain cases, where you want multiple messages to be shown to the same audience (for example if you want to highlight all the multiple product/ service benefits to your remarketing audience), again rotate indefinitely” might be a better option for you.

Without going into any details I will just link to an excellent article written on Adalysis in Sep 2018 –  https://adalysis.com/blog/google-ads-optimize-ad-serving-often-fails/

It’s over one year but the observations in this article are still very true. “Optimize for clicks” is not the best solution for all situations.

Piano Guys – social media marketing to sell pianos, to being a successful music group

Piano Guys are not a new music group.

I have been listening to them for the last few days but I didn’t know their story till today. I just read this wikipedia article and this entrepreneur.com article.

It’s interesting how it all started with them trying to make videos to sell pianos and while that didn’t work, they figured out something much bigger instead.

Copying text from the entrepreneur.com article

Before it was ever a musical quartet, The Piano Guys was the name of a piano store in St. George, Utah. As part of a social-media marketing strategy, the shop’s owner, Paul Anderson, asked Nelson and a local pianist named Jon Schmidt to perform in video clips he could post to the store’s YouTube and Facebook pages.

“In no time,” goes a joke Nelson tells onstage, “the four of us had 54 videos up on YouTube, 600 million video views, four albums with Sony and 3.7 million YouTube subscribers — and we still hadn’t sold a single piano.”

I found it funny that the videos were so successful but they did not help in achieving the intended goal.

At the same time, they did get results in a different way.

Their deal with Sony is also very interesting – it’s four years old now but it goes to show that tradidtional ways of doing things are fast breaking up. The internet is (or may be the platforms are?) the middle men what big media companies were at one time.

I just found the story interesting so thought of sharing it.

Piano Guys does make fabulous music. Here’s their website and youtube channel.