One domain per ad group only
February 21st, 2009 by Peter Glaeser |
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Google announced that they’re going to start enforcing their new one-domain-per-ad-group policy next week. They are trying to get rid of multiple domains within the same ad group.
I can understand that they want to improve their user experience and get rid of affiliate spam. However, with this new rule they also keep advertisers from absolutely legitimate testing.
For instance many advertisers test example.com vs. uk.example.com vs. example.co.uk vs. example.net. I’ve seen huge changes in click-through rates just by choosing the right domain for a specific audience.
And when it comes to mobile ads, advertisers would like to be able to test whether m.example.com or example.mobi or even just example.com generates the highest click-through rate.
With the new policy in place all these tests are going to be outlawed. I suppose they don’t want people to create multiple ad groups per keyword or use multiple AdWords accounts. But at the minute I think these are the only options.
2 Responses to “One domain per ad group only”
By Geno Prussakov on Feb 22, 2009 | Reply
“I’ve seen huge changes in click-through rates just by choosing the right domain for a specific audience.”
Good post, Peter. Can we get a few examples of the differences in CTR rates as tied to the domain/subdomain patters/types? IMO, it’ll compliment your point beautifully.
By Peter Glaeser on Feb 23, 2009 | Reply
Hi Geno, unfortunately I cannot disclose any domains.
But I can tell you that I’ve had several cases where the right domain name increased the CTR by over 50%. I believe the domain name is the most important part of a search text ad.