Google Conversion Optimizer catches on

Wed 5 August 2009 12:26, Jeffrey Bleijendaal

Google Conversion Optimizer catches on

The end of September 2007 Google introduced a new tool called the Conversion Optimizer. This tool is a response from Google to the shifting interest of advertisers from CPC to CPA. The second 'shift', because in the old days of search engine advertising there was the shift from CPM to CPC.

Now, almost 2 years later, Google notices that more and more advertisers use this tool to manage their AdWords campaigns. Google estimates the spending via this tool to be 1 billion this year.

More and more advertisers using Conversion Optimizer means more and more advertisers actually trust the Google system to make the right judgements and decisions to gain more revenue from Google AdWords. Many websites and companies depend completely on the revenue from Google AdWords which means they the put the future of their company in Google's hands. Risky or what?

Ofcourse the campaigns will stay monitored by humans, but can we actually say that the tool will make better judgements and decisions than human do? Google says the system is intelligent and self learning, but still the system just works with numbers and algorithms and doesn't know the website's/company's profile, goal or other purpose of existing.

On the official webpage of the Conversion Optimizer Google has put some success stories, but I'd like to know if you have any negative stories about the tool and why it didn't work out for you. If we have that, maybe than we can make better judgement of who manages the campaigns better: tools or humans (and don't reply "The comination of both", because that's just stating the obvious). :-)

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