Since rolled out their Adwords integration in 2007, many marketing users rushed to install the free package not knowing what the effect of this integration will have on their Adwords account. If you’re using the Optimize Ad Rotation method to run your ads in Google (i.e: Optimize: Show better performing ads more often) you MUST read on to see how this can impact you.

As it turns out, as soon as you switch on the integration, Salesfore immediately modifies ALL your Adwords destination urls by adding extra tracking parameters similar to: _kk={Keyword}&_kt=3379166f-49a0-431d-a20c-7805d06fa958. These tracking parameters are necessary because they allow Salesforce to record the keyword, search term, ad group etc.. that the lead used to find your site and register.

However, in Adwords when you modify an ad in any way, Google considers it as a completely new ad and erases the history you’ve collected and resets your ad to zero. If you have many ads running and selected to Optimize the Ad Rotation then Google should be showing ads with better click thru rate (CTR) more often than others. As time goes by, your better performing ads will get higher position because the CTR positively affects the Quality Score of the Ad. So resetting all the ads by changing the url will feel as if you just launched Adwords for the first time and Google has no history of your Ad performance. Salesforce warns that it takes a day for the account to get back to normal but for large Adwords accounts, only a few hours of running the wrong ads might be costly.

The only solution i found to solve part of this problem is the following:

- Run a historical Ad Performance, export it to .csv

- Highlight the worse performing ads who were getting low % serving and low CTR

- Go through your Ad Groups and pause the low performing ads.

This is not an ideal solution but at least you don’t lose impressions, clicks and in turn conversions. Also, you don’t have to wait for Google to rotate all your ads to rediscover which are the better performing ones.

Please comment on this blog if you found a better solution.

Tagged with:
Hottest IT Skills in 2013 – Cloud, Mobile and BI
In 2012, more than 1.7 million jobs in the field of cloud computing remained unoccupied, according to analysts firm IDC. READ MORE
How Cloud Computing Influences Digital Marketing
Cloud marketing has the ability to drastically change the ways in which they reach and engage their audience, particularly with regard to distributing and storing mission-critical data. READ MORE
Gartner: BYOD to Take Center Stage For Mobile App Use by 2017
More and more companies encourage their employees to work on their devices, thus reducing the cost of computer equipment, but also increase the cost to maintain licenses and safety. READ MORE
Maturity in the Cloud: Start Thinking Like a Grown-Up
Despite the inclination to wait until all of the cloud’s kinks have been worked out, holding off on cloud initiatives until the industry matures won’t guarantee success. READ MORE
PwC: Cloud, SaaS and Mobile Are Changing Software Industry
The software industry is undergoing major changes by trends such as cloud, SaaS, mobile technology and the “consumerization of IT”. READ MORE
10 Cloud Computing Game Changers
Here are the ten most influential cloud computing companies, and the reason why. READ MORE