Experiment Results: Should I Rank 1st for My #1 Keyword

Thu, Aug 25, 2022

In this video, Regina Bellows shows the results of an experiment that was bidding for 100% absolute top of the page impression share for the clients’ top-performing keyword.

This is a follow-up from this video:

🥇 Should I Rank 1st for My #1 Keyword?: https://youtu.be/n7wD9IN0TIU

Forgot to mention: Near the end of the video when I show the “SEO Agency” ad group, the reason why it’s paused is that we recently decided to move it into its own campaign & give it its own budget. But it was active while the experiment ran.

This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/

🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

Want to learn more about Google Ads Performance Max? Here’s the link to all our PMax guide videos:

https://youtube.com/playlist?list=PLp…

🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw

🔎 Other Job Opportunities at Solutions 8 – Client Managers, Google Ads Specialists, and Strategists:

Apply here: https://sol8.com/apply/

💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene…

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm…

🧲 The only guide you’ll ever need for Google Ads for YouTube:

Google Ads for YouTube: The Ultimate Guide

Join this channel to get access to perks, including the Friday Google Ads Live Q&A member chat:

https://www.youtube.com/channel/UCKuk…

👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

————————————————–

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

————————————————–

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: https://www.youtube.com/channel/UCKuk…

————————————————–

👉 Want to become a Google Ads expert?

We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in our STEP-BY-STEP Google Ads Course: 👉 https://youvsgoogle.com/

————————————————–

Solutions 8 is a global authority in the Google Ads space and one of the world’s leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

————————————————–

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home

⬇️️ You can find us here ⬇️️:

Website: https://bit.ly/sol8-home

Twitter: https://twitter.com/solutions_8

Facebook: https://www.facebook.com/solutions8llc

LinkedIn: https://www.linkedin.com/organization…

#googleads

Transcript
regina:

These results are unusual.

regina:

There is no right or wrong answer to, should I rank number one for my favorite

regina:

keyword, we found a few things and the client decided to stop the experiment.

regina:

Only after about a month and a half or two months, instead of running

regina:

it until we got five conversions.

regina:

Like I recommended being the most, the most competitive, the most seen

regina:

is not always the most profitable for your business, which is interesting.

regina:

This is something I've suspected for a long while.

regina:

This is why I always.

regina:

There is no right or wrong answer to that question.

regina:

You have to do an experiment.

regina:

Hi Regina here at solutions eight two months ago I made a video.

regina:

It was called should I rank first for my number one keyword?

regina:

This was a question that kept coming up and.

regina:

In that video, I was setting up an experiment talking about all the

regina:

pros and cons of the experiment.

regina:

So now that the experiment that I built is done, I wanted

regina:

to show you guys the results.

regina:

So that's why you're here with me today.

regina:

I'm gonna try to make it as fast as possible.

regina:

The results were pretty interesting.

regina:

Not what I expected to be honest.

regina:

So we're gonna dive into that in just a second.

regina:

Before I go in, if you haven't seen the previous video, I will

regina:

link to it in the description.

regina:

So check that out.

regina:

I'll just kind of sum up that video in case you don't have the time to

regina:

watch both videos in that video.

regina:

I talk about all the pros and cons of running an experiment.

regina:

Clients are often saying, Hey, I just wanna show up first for this

regina:

specific keyword, because this is the keyword that explains what we sell.

regina:

And so I wanna be the first at the top of the page, absolute top.

regina:

And so, I'm always like, okay, well we can test it.

regina:

But depending on the cost per click and your budget, it could take many, many,

regina:

many months to get a good average and to really be able to see whether it is more

regina:

profitable to be at the top of the page.

regina:

Obviously being at the top of the page costs more, but theoretically your

regina:

cost per click should be higher and your conversion rate should be higher

regina:

because your showing being the first.

regina:

For your ad should get the people that are kind of more ready to buy.

regina:

They're willing to click on an ad, which means, they're kind

regina:

of just looking for a service.

regina:

And they're typically like a more high quality lead than someone who has

regina:

been perusing all the search results in Google ads, sort of maybe wanting

regina:

to learn about something and then accidentally stumbles across your ad.

regina:

Right.

regina:

Alar, a smaller percentage of those.

regina:

Those bottom of the page searchers are gonna be actually ready and willing to buy

regina:

and, willing to pay what you're selling.

regina:

So alright, so let's dive in.

regina:

I will show you the results of the experiment.

regina:

And I just wanna preface this by saying these results are unusual.

regina:

There is no right or wrong answer to, should I rank number

regina:

one for my favorite keyword?

regina:

The industry, the seasonality, the amount of competitors bidding on that

regina:

specific keyword at that given moment.

regina:

Your ad copy everything can shift the results one way or the other.

regina:

And so I always just recommend running a quick experiment before

regina:

you decide to make a big decision about your overall strategy.

regina:

In this case, I told the client, unfortunately, because of his budget being

regina:

so low and because of the cost per click in his industry, , he offers SEO services.

regina:

So his cost per click is pretty high, cuz that's a high ticket item,

regina:

high, highly competitive industry.

regina:

So you can kind of take your budget.

regina:

Divided by the cost per click and, kind of figure out how long is it gonna take

regina:

you before you get, five conversions in the experiment so that you can kind

regina:

of see the average cost per conversion.

regina:

Right?

regina:

So it's gonna take months.

regina:

I told him.

regina:

So I'm gonna head over to the experiment down here on the left.

regina:

It's called absolute top impression, share absolute top impression share and.

regina:

For SEO agency keywords.

regina:

That's what it was called.

regina:

All right.

regina:

So what happened was Right away.

regina:

we found a few things and the client decided to stop the experiment.

regina:

Only after about a month and a half or two months, instead of running it until we

regina:

got five conversions, like I recommended.

regina:

And it's understandable.

regina:

And I'll explain why this is not a glitch.

regina:

I'm interrupting , because I need to remind you that I'm always

regina:

looking for people to join our team.

regina:

So if you're passionate about Google ads and you wanna work with the best

regina:

Google ads agency on the planet, please go to so late.com/apply.

regina:

Speaking of working with the best Google ads agency on the planet, if you're having

regina:

trouble with Google ads and you want professional help, that's what we do.

regina:

You can go to so late.com that's S O L eight.com to apply for your

regina:

free no obligation action plan.

regina:

And if I've.

regina:

Any level of value at all.

regina:

Maybe think about giving me a thumbs up and subscribe to our channel.

regina:

That's how we choose the YouTube algorithm.

regina:

So they actually know that I know what I'm talking about.

regina:

If you have questions, comments, concerns, or confessions hit

regina:

me below in the comments.

regina:

And now back to your regularly scheduled program.

regina:

So here you can see the base versus the trial.

regina:

So absolute top.

regina:

So the bidding strategy was different in this one, we told it to just

regina:

target top of the page for this specific keyword, no matter what.

regina:

And we told it to use 40% of the budget.

regina:

Now, first thing we notice is it didn't use 40% of the budget.

regina:

It used about 25% of the budget, which is interesting.

regina:

This is something I've suspected for a long while, because When you're paying

regina:

more per click, it seems to be harder for the algorithm to do the budget pacing.

regina:

We found that out.

regina:

In our own, management, we have to adjust the budgets a lot throughout

regina:

the month to try to spend the right amount increasing it when it

regina:

falls behind, like in this case.

regina:

So it struggles because, it spends its entire daily budget on one click and

regina:

then it's out of money and it misses a bunch of clicks for the rest of the day.

regina:

And then it has to wait until it gathers enough daily spend to get the next click.

regina:

So it's just harder, more bumpy for the algorithm.

regina:

So that was a little frustrating.

regina:

You only spent 25% of the budget, not 40.

regina:

Here was interesting.

regina:

So as you can see, yeah, the cost per click is more, which we expected.

regina:

That's always the case when you're trying to be absolute top of the page.

regina:

And then , the click through rate was lower, which was highly unusual.

regina:

I mean, usually when you're at the absolute top of the page,

regina:

click through it is higher.

regina:

This is why I always.

regina:

There is no right or wrong answer to that question.

regina:

You have to do an experiment.

regina:

There could be some oddity that's different from the norm.

regina:

And one metric will throw off the bottom line metric and sway

regina:

it into the opposite direction.

regina:

Right?

regina:

So co per click being lower.

regina:

Weird.

regina:

Similarly, another thing that's weird conversion rate was lower.

regina:

Now, granted, this only ran for a thousand dollars, so we don't have any averages.

regina:

It only got one conversion.

regina:

But yeah, I mean, at the end of the day cost per conversion

regina:

was significantly higher for the experiment than it was for the regular.

regina:

And the client said, ah, scrap the project.

regina:

Let's just keep doing what we're doing.

regina:

So our original strategy of kind of letting it bid

regina:

lower down on the page often.

regina:

And maybe sometimes we're at the top of the page.

regina:

In fact, I can go back to the main homepage and see

regina:

how often we're at the top.

regina:

Absolute top of the page.

regina:

Search.

regina:

Absolute.

regina:

Search top.

regina:

Okay.

regina:

So we're gonna apply these columns and view

regina:

Here we go.

regina:

Okay.

regina:

right.

regina:

So for this campaign, we're at the top of the page 21% of the time, absolute

regina:

top of the page, only 13% of the time.

regina:

And if we look at Here we go.

regina:

I had to show all ad groups.

regina:

If we look at the SEO agency keywords, which is the one we

regina:

were experimenting against.

regina:

You can see that it is absolute top of the page, thir 37% of the time

regina:

search, absolute top impression, share 10 only 10% of the time.

regina:

And then the top of the page, which doesn't mean absolute top,

regina:

but just before the organic.

regina:

So somewhere in the top three or four then it's 18% of the time.

regina:

So that's interesting.

regina:

It's actually still at the top of the page more often that

regina:

it's at the absolute top, but.

regina:

Most of our impressions don't even show up before the organic search results.

regina:

And yet it performs better than showing up at the top.

regina:

So yeah, just interesting to see what's going on there.

regina:

I mean, being.

regina:

The most competitive, the most seen is not always the most

regina:

profitable for your business.

regina:

So thanks for watching.

regina:

Don't forget to like, and subscribe.

regina:

Hi everyone.

regina:

Regina here at solutions eight.

regina:

I wanted to talk to you guys about how to use performance

regina:

max and make it work for you.

regina:

Even if you are a small business working with a small budget, I'm talking under 5k.

contact

Connect with Kasim Aslam

If you have any questions or professional inquiries please shoot him an email through this form. He would like to hear from you, depending on your inquiry of course.