The third day of my personal paid media campaign continues with changes and expansion.
First, after two consecutive days where I didn't receive a single impression on my revised Palin ad, I paused the campaign. I will try it again later, but I am sure that the problem is with how I am setting up the ad, not that no one in the entire state of Pennsylvania is searching for Sarah Palin online.
Second, I created a new McCain ad, in order to compare it's performance to my first McCain ad. As I promised earlier today, here is the new ad:
Ad reports and comparisons in the extended entry.
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After only a couple of hours, the second ad has already shown real results:
The two images are to be read as a single table, but it was too wide to put it into a single image. The first three rows show the results for the first McCain ad:
And the second three rows show the result for the new ad I produced only about three hours ago. Google ads gives you two general locations for your ad placement: on search engines (the "Search" row), and on websites that run Google ads (the "Content" row). As you can see, I turned off the content network portion of both ad buys, because with my restricted budget I only wanted to target people searching for information on McCain, not people casually surfing the web.
In the second image, the "clicks" column refers to the number of people who clicked on the ad. The "impressions" column is the number of times that someone viewed the ad (or, at least the number of times it appeared on a website someone was viewing). "CTR" refers to the "click thru rate," which is the number of clicks divided by the number of impressions. "Avg. CPC" refers to how much each ad click cost me, and the final column speaks for itself.
So far, the second ad "McCain is out of touch," is actually outperforming the first ad. Although the above pic does not show it, in an updated report I just received, after only three hours the ad has 9 click-thrus and 1,050 impressions. That is a higher rate than the first ad, which has 23 search engine clicks on 3,262 search engine impressions in about 48 hours. While three hours is not a thorough test, maybe the "out of touch" attack is slightly better than the "McCain equals Bush" attack. That would be good to know.
How are your ad buys going? Let everyone know in the comments. Also, if you want to support this project, but don't want to run any ad buys yourself, you can contribute to the project here. Over the next week, I will be continuing, and actually greatly expanding, the personal paid media campaign. Your insights, your participation, and your support are invaluable to that end. |
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