Harmelin Digital Contributor: Dan DeLozier
Towards the end of February, Google removed the right hand rail ad results, limiting the number of search ads on the page. To stay ahead of the change, Harmelin increased bids for two weeks.
What this means for marketers: The search team did an analysis of CPCs (cost-per-clicks) and Average Position for the 3 weeks prior to the removal of the right rail on Google and the 3 weeks since we restored our bid policies on Kenshoo. CPCs have increase 6.4%, but this has resulted in an improvement in Average Position of 35%. Some clients saw a much larger CPC jump than others, but overall the strategy accomplished our goal of placing a client’s ads in more prominent positions immediately following Google’s change. While CPC’s did increase, it’s important to note that the majority of campaigns don’t have a CPC “Goal”, and that in most cases, the post click KPI’s should remain the focus of analysis and discussion over any front end metric changes.